Email Marketing Tips to Increase Open Rates
Shortly after the first email was sent in 1971, marketers began using this digital communication channel to interact with customers. 50 years later, email has become one of the most powerful marketing tools for building customer relationships, increasing brand awareness and driving sales.
The ubiquity of email is one reason. A Radicati email statistics report estimated that the number of email users worldwide will exceed 4 billion by the end of last year, representing more than half of the world population. This number is expected to reach over 4.4 billion by the end of 2024. The report also predicts that the number of business and consumer emails sent and received per day will reach over 361 billion by the end of 2024. end of the year 2024.
For marketers, these statistics translate into both a tremendous opportunity to reach customers and potential customers and a significant challenge to rise above the noise.
A strong email marketing strategy can help businesses effectively reach customers and stand out, leading to higher open rates and increased customer engagement which can boost sales.
To create successful email marketing campaigns, businesses should consider these four tips:
The Amazon/Netflix effect has created consumer expectations for hyper-personalized interactions with businesses. Personalizing email marketing based on customer behavior, history, interests, and preferences can increase open rates and conversions.
Marketers can leverage CRM tools to help them segment customers and leverage customer data to tailor messages and personalize interactions with each person on the subscriber list. CRM tools can help create personalized emails that greet customers by name and use data about their past purchases to suggest complementary products or services.
Personalization builds trust and relationships with customers and meets customer expectations for personalized and relevant interactions with brands. Email marketing personalization has a positive impact on email open rates. Data from Statista revealed that open rates for personalized emails averaged 18.8% compared to 13.1% without personalization.
Provide value-added content
Email newsletters should include content such as product updates, news, customer testimonials, and promotions that provide value to the customer. Delivering high-quality content in email marketing campaigns is critical as customers are busy, their email boxes are flooded, and reader attention spans have dropped to 8.2 seconds, which is shorter than a goldfish’s attention span, according to a Microsoft study.
Content should be brief, catchy and relevant to the recipient. By giving customers the news, promotions and offers they want to receive, recipients are more likely to open the email and less likely to be deleted or put in the spam folder.
Create a compelling subject line
The subject line is a decisive proposition in convincing recipients to open marketing emails. Readers decide in a split second whether or not to open an email and this decision is based on the subject line of the email. A marketing email can be visually appealing and contain great content, but if the subject line isn’t compelling, the email won’t be viewed or read.
Subject lines should be clear, short, and catchy, and crafted using action words that motivate the recipient to open the email. A good rule of thumb for subject lines is to use 40-50 characters, keeping it between 4-6 words. Emojis, discount codes, humor, creating a sense of urgency with an urgent offer are other tactics marketers can use to create subject lines that increase ad rates. opening.
Pay attention to the design
Optimizing marketing emails for design so that they are clear, crisp, and creative will keep readers engaged. Eye-catching images, short blocks of copy, and the use of white space that lets the eye rest are all design features that can help make emails more appealing.
Marketers can also boost email engagement by incorporating design features such as animated GIFs, interactive features, and playful experiences that provide an entertaining user experience.
According to the Data & Marketing Association, every dollar spent on email marketing has a return on investment of $42. This return on investment largely depends on a very important indicator of success: the opening rate. Marketers can strengthen email campaigns and increase open rates by personalizing emails, providing value-added content, creating compelling subject lines, and creating eye-catching design.
Steven Clayton worked in the information systems field for 19 years, holding many positions including CIO of a public company and ending his career as vice president of a Fortune 500 company. Since then, he has launched and/or co-founded six startups, four of which are in business today and operating profitably, including NetBlaze. His companies employ more than 60 people worldwide.