Email Marketing – Increase Your Open Rates by Sara Werling

August 4, 2022

I currently have over 250 emails sitting unread in my personal inbox from the past week. Sales and promotions, upcoming events, spam (seriously, how many TVs and iPhones can one person win?), and the list goes on. Buried beneath them are the lucky few that are opened and read – the chosen dozen that jump off the page and grab my attention. Chances are that your inbox looks about the same.

As a business owner, media manager, or anyone else with a message to send out, how do you rise above the masses of emails that are entering your client’s inboxes daily?

These are just 3 of the steps you can take to improve your email marketing open rates right away: Subject Lines, Send Times, and what I like to call, Bribes.

Subject lines: keep to less than 9 words or 40 characters. Keep it catchy and to the point. Use emojis if your brand tone matches, but don’t go overboard. This is the difference between scrolling through a list and seeing, “July performance” and “You helped us reach our goal!”

Send Times: It does matter when you hit send. You want to be at the top of the inbox when they go to check the mail. Make sure to research prime times for your specific industries. Some mailing platforms, like Mailchimp, allow you to calculate the best sending time based on the address list. As a general rule, the beginning of the workday, from 9:00 am – 11:00 am, is the best time to send out emails.

Bribes: Can you offer discounts, free items, prizes, or early access to special features? Emails with offers in them are more likely to be interacted with because let’s face it, we all love a deal. Tell your clients before they even open your email! Include major promotional items in the subject lines clearly and concisely. Avoid overusing generalized language like HOT SALE and BIG SAVINGS, since this won’t make you stand out. Instead, promote your giveaway by saying just that, “Free Giveaway! Details Inside!”

These three tactics will help you begin to stand out, but remember, your relationship with your clients is the biggest tool you have. Take the time to cultivate a real connection with them. Reward them for being loyal, give them something to look forward to, and keep it simple!

If you would like help managing your email campaigns or have more questions on best practices, please contact [email protected] for your digital marketing needs.