Tip of the week 29 - Improving open rates: 3 basic factors

The most important factors to consider while reviewing your past email campaigns are spam rates, email open rates and unsubscribe rates. This will tell you the engagement of your email campaigns. Here are few steps to improve your open rates.

Note: We have a few tips on reducing spam rates too!

1) The list - Keep it fresh.

Not only a paid list, but also failing to clean your existing list once in a while affects open rates. It is important to remove inactive subscribers periodically (i.e., 6 months of inaction = Not Interested). However, before ignoring make sure to send them an email as a last chance to try and get hold of them. Frequent emails (i.e., 3-4 emails per month) with relevant content will help you gain your subscriber's trust and thereby improves open rates.

2) The subject - Keep it engaging.

Subscribers should be able to see the essence of your email content in your subject. Keep your tone conversational and personalize it so that your subject becomes the reason for your emails to enter their inbox. Also, make sure you have a proper pre-header to support the good subject. Pre-header is a preview that appears along with the subject making the subject more engaging.

3) The content - Keep it to the point.

Suppose you receive a brand's email with good content, chances are high that you will expect their future emails. When you've cleaned the list, made the subject engaging but if content lacks quality, then you are probing your subscribers to avoid your future emails. Today's customers and new subscribers expect your content to be casual and to the point. The best way to find out what works with your audience is to test them over a period of time. [Hint: A/B Testing ]

Now it's your turn to try these out and improve your open rates. Also, let us know the impact it created with your brand in the comments below.

Best,

Annet Mathews

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