How To: Increase Email Open Rates
In a world of ever changing technology, dynamic paid social ads, and AI on the rise, email marketing remains to be a vital link to a profitable marketing strategy. At least 25% of total revenue should be generated from email marketing (on average our clients see 30.1%).
When looking at metrics to strive for in an email marketing program, it often starts with Open Rate—the percentage of subscribers who open a specific email out of the total number of recipients. We typically recommend shooting for 40% of greater, and building from there.
Looking to increase Open Rates for your email campaigns? Try these 5 things:
A/B test subject lines
When planning out email campaigns, a strategic goal is to A/B test one campaign per month. If your Open Rates show room for improvement, consider increasing this to 2-3 times per month.
Send to highly targeted engaged segments
Create and send to segments of your highest engaged recipients—ones who open and click your emails, those who have interacted with your website and are current subscribers!
Lean into a trending topic and include in your subject line
When crafting a subject line, it’s important to create intrigue. Ask a question, let them know you’re going to teach them something, or integrate emojis that add to the copy.
Optimize your send time with a Smart Send Time Test
One of the reasons we recommend Klaviyo as our top ESP, is the tools they provide. Running their Smart Send Time Test utilizes their technology to find the top send time your audience responds to and helps produce strong Open Rates.
Take note of the send days with the highest engagement and plan ahead!
Review the past 90 days of email campaigns, and notice which days produced the highest engagement (Open Rate, Click Rate & Revenue). Once these days are determined, plan the next quarter of campaigns accordingly and see your rates soar!