So far in our email marketing series, we’ve covered basic Do’s and Don’ts of email etiquette and how to automate your email marketing. This week, we’ve got tips on improving your open rates. After all, what good is your email campaign if nobody’s reading it? For 68 percent of consumers, knowing the person sending an email is a key part of their decision to open it–let’s make sure your emails are in that category, not the spam folder.
Is it Obvious the Email is From YOUR Business?
One of the top reasons emails go unread? The recipient can’t figure out who sent it to them–so into the trash bin you go. There are three key areas to pay attention to in order to avoid this issue.
- Your email address. Is it firstname.lastname@example.org or do you use your business’ domain name? The key thing to keep in mind when choosing what email you send your business’ communication from is what name your customers will recognize instantly. Your name or your business’ name? Choose the best one.
- Choose the same “From Name” as your email address. If you go by your business name, say that your emails are from your business. The same goes for using your personal name.
- Add your brand name to the email’s subject line. You probably won’t be able to stuff your business’ name into every subject line of every email–“Virtually Here’s Brand New Webinar Series on Content Marketing” is a mouthful–but sticking your business (or personal) name at the beginning of the subject line is a great way to increase recognition. And speaking of subject lines…
Tweak the Subject Line to Improve Open Rates
- Avoid Spam Lingo. Terms like “Free Offer” and “Call Now” may be exactly what you want to communicate to your customer…but unfortunately, spammers frequently toss around the exact same terms. If you find yourself writing a gimmicky sounding subject line, take a second to see if you can rephrase it. If you use a lot of “spam words” in the body of your email as well as the subject line, you may find yourself in the spam folder more often then not. (If you think you may be having this exact problem, check out Constant Contact’s advice on avoiding being labeled as spam.)
- Be brief to stay mobile friendly. Think about it…when do you check your cell phone for email? Waiting in line at the grocery store, in-between meetings or right before corralling the kids at bedtime. People read their email with less attention on their phones than when they’re sitting down at their regular computer–and for that reason alone, it pays to be as succinct as possible in your subject lines. Mobile email also brings up the consideration of smaller screen space–your customer can’t read your awesome long headline on their phone screen. Keeping your subject line at or under 30 characters can help you avoid this common problem.
- Be specific about content inside. The best way to get people to open your email is to let them know exactly why they should open it. Explain what inside the email is important and valuable to them, specifically. It may feel less than artistic to tack on a point blank statement to the subject line after laboring to make your email read like a breeze, but being to-the-point about why you’re emailing actually helps more people to decide they want to read your emails.
Let us know if our tips help you increase your open rates! And as always, if you have any email marketing needs or pressing questions, your first one-hour consultation is on us.