The three most important elements to consider for increasing your open rates are the "From" name, Subject and time in which the email is sent. Today, our inboxes are filled with spam on a daily basis. Without clearly communicating who the message is from and what the message is about, your subscribers will simply delete your email mistaking it as spam. The final key element to consider is the timing of your messages. We have found that sending on certain days of the week and at certain times will increase the chances of your recipients opening your email.
"From" name: When setting up your email marketing campaign, be sure to use a "From" name that your subscribers will immediately recognize. I recommend using your company or product name, but choose one and stick with it. If you ever change the "From" name this could cause many subscribers to mistake your email for spam.
Subject Line: When writing the subject of your email use the name of your newsletter. This will be recognizable to the reader and increase the chances that it will be opened. It is also a good idea to include the recipient’s first name within the subject as well. So the subject of your email should look something like: "Susan’s January Edition of Graphic Design Monthly," without the punctuation.
Also, be sure to avoid using all caps, dollar signs and multiple exclamation points. This is a pre-emptive approach as these elements will trigger many spam filters. A final point on the subject of your emails is to keep them under 50 characters. This will ensure that most email clients display the Subject in its entirety.
Best Times to Send: The third element to consider is the time that the email is sent. We have found that if you are marketing to businesses it is best to send Tuesday through Thursday between 9:30 am and 3 pm. If you are marketing to consumers, we recommend sending Friday through Sunday between 5 pm and 8 pm. By following these guidelines your subscribers will be receiving your emails at the optimal time, thus increasing your open rates.
-Brandon Milford, Director of Marketing
Broadwick Corp.
If you are starting a new business, or trying to grow an existing one, email can be a potent marketing tool. The key is using it correctly and making sure your email gets open and read. The starting point is permission. Today, everyone is familiar with Spam. Good permission--meaning that a customer needs to specifically request your email--is the starting point for any email program. Without it, your delivery rate is likely to suffer (you are also likely to be violating the law).
Sometimes permission is defined in different ways. Make sure your list is really an opt-in list. It's a common practice to collect email addresses from customers or prospects who complete a form on your website and provide their email address. Whether it's for a white paper, an online contest or something else, if they didn't expressly say, "Yes, please email me," they haven't opted in to receive email from you. Instead, put a check box on this form with an option to sign up for email. Then, only send to those who check it (and never pre-check it for them).
Customers want to get information that is relevant to them. Stop being relevant and one of two things will happen: Your unsubscribe rate will go up, and you open rate will go down. Does your content meet the "What's In It For Me?" test? Do readers feel they are receiving emails with information that is of value to them, not just advertising or marketing messages? Do you offer customers a choice of which emails they receive from you? Don't just guess - Let subscribers tell you what they want to get from you!
Test – email is a great medium to test, and testing can improve your open rates. Here are some simple things you should be testing:
• Subject lines. It's quick and easy. Everyone should be testing subject lines!
• Best day to send emails. It varies across industries. Don't leave something so important to a whitepaper that reports averages. Do your own testing to find what day works best for you.
• Best time of day to send emails. Again, do your own testing to find what time of day works best for you.
Finally, make sure that you are doing the right things technically. If you are only sending a few emails, sending them through your Outlook client may be okay. If your volume is above one hundred, consider using a reputable Email Service Provider (ESP). A reputable provider will help you insure deliverability, which is key to keeping your open rate high (if it doesn’t make it into the in-box, no one is ever going to open it).
-Jordan Ayan, CEO and Founder,
SubscriberMail.
