We consistently remind our clients that the data is clear - email marketing is one of the most effective ways to reach a target audience, or to stay connected with customers and clients. Of course, all of this is contingent on one very important factor: That people actually open marketing emails and read their content.
The question is, what can marketers do when their emails just aren’t getting opened? You should always verify that you’re working with a reputable email marketing platform, and that you have a good subscriber list at your disposal. Beyond that, here are a few suggestions to boost those open rates and improve your email marketing ROI.
Tips to Boost Your Email Open Rates
1) Include a Button on Your Website for People to Subscribe.
This is an obvious place to start, but you would be surprised how many businesses overlook this step. The best way to boost your open rate is to make sure your emails are going out to people who have raised their hand and are looking for you to deliver relevant content into their inbox.
2) Simplify Your Email Template.
It’s tempting for marketers to include all the bells and whistles in their email template, going overboard with graphics, colors, and visual stimuli. Rather than making your emails more enticing, you may be inadvertently making them overwhelming, discouraging subscribers from opening your emails, reading your content, or clicking your links. An intuitive, easy-to-follow template is usually best for encouraging people to engage with your emails over the long run.
3) Make Sure Every Image Is Linked.
When subscribers see images in your marketing emails, are they able to click on those images to access blog posts, product pages, or landing pages? Including linkable/clickable images is crucial, especially with many studies showing that images generate more clicks than call to action buttons and text. Basically, providing more enticing click-through opportunities makes your emails much easier to engage with, creating a better user experience that will translate into a consistently high open rate over time.
4) Use Audience Segmentation.
One of the most essential strategies for boosting your email open rates is to ensure that you’re always sending targeted, relevant content to your audience, actually providing them with something they care enough about to open and read. For this, there’s no getting around the need for strategic audience segmentation. Be sure you break down your subscriber list into smaller lists, distinguished by like demographics, purchase histories, consumer behaviors, etc. Then be sure that each segment receives custom-tailored content.
5) Target Active Subscribers.
In particular, you may want to think about creating a smaller segment of your list that focuses only on your most active subscribers… those who have a proven track record of opening your marketing emails, clicking your links, and otherwise engaging with your content. Sending a few extra or bonus emails to this segment may be a good way to enhance your email ROI.
6) Ask for Replies.
Email marketing doesn’t have to be a one-way street. There is real merit to posing questions or soliciting feedback, requesting that your subscribers reply to you directly. This kind of interaction can make your emails far more engaging, which in turn boosts open rates over the long run. It also helps improve your email deliverability, which means your messages are less likely to get sorted as spam. Just be sure your email marketing platform actually allows for direct replies.
7) Provide Real Value.
Ultimately, the best way to ensure your subscribers keep opening your emails is to make it clear that every message you send is worth their while. In other words, there should be something in each message that offers unique value, whether that’s education, information, a new product announcement, or a special promotion. Set a precedent and stick to it: Every email you send will actually reward the person who takes the time to open and read it.
Develop an Email Strategy That Maximizes Your ROI
In summary, email marketing can be an incredibly effective way to build brand loyalty, to promote your products and services, and to send traffic to your website or blog. But this efficacy hinges on a number of considerations, including solid content, great design, and careful segmentation.
At enCOMPASS Agency, we are big believers in the power of a well-run email marketing campaign. We support our clients not just with our unparalleled email marketing expertise, but also our best-in-class technology. We’d love to tell you more about the best ways to succeed with your email list. To chat with the enCOMPASS team, reach out to us at your next convenience.
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