Are your emails being swept under the carpet... without getting them opened?
Or, being deleted before they can see what you are communicating, offering or informing your prospects or customers?
Maybe you are creating extraordinary email marketing pieces in terms of design and commercial proposition.
Even the way you write your messages, creatively speaking, are wonderfully accomplished, but your open rates are not growing... on the contrary, they are trending downward.
What is happening? There's the offer, the graphic proposal and excellent copywriting, yet open rates drop.
Here are 4 simple ways to reverse this downward trend and increase your open rate.
1. Subject Matter
The subject of your message is the first impression a person has when they receive an email in their inbox.
If your subject line is powerful, your open rate will increase rapidly.
To do that you must simplify your message. Creativity can be amazing, but if it lacks simplicity in terms of attacking the essential, straight to the benefit, without creative detours, you can achieve much more. Straight to the value proposition.
Personalize your subject line. Add the recipient's name ("Francisca, today we deliver great news that ....."), use action words ("win, buy, take, register"), speak to the reader, not to you or your company.
And always remember to test different subjects for the same message through A/B testing.
Shipping time
The day and time of sending can help increase the open rate considerably.
What is the ideal time and day to ship?
The answer is not in what an expert in this subject says or what the book says, there are no manuals or recipes, only the experience of what works and is best for your group of subscribers, customers or prospects.
The important thing is to optimize, that is, to find out what works and what doesn't work. And the only way to answer this is to test. Manage different homogeneous groups of your base and send the same campaign at different times and days. Then see which one got the highest open rate.
3. Segmenting your contact list
You should think that in your contact list there are by definition different groups of people, with different tastes and needs.
Just because they are your customers, they will not all be the same.
Try to identify what differentiates them, either by what they have bought, asked about, downloaded (from the web), or by what they have asked about.
The more segments you generate, the finer you can be in the types of communications you can generate.
This gives way to relevance, to the delivery of value. If your subscribers know that there is relevance in your emails, it increases trust and the desire to open your emails.
4. Diversity
Always communicating the same thing lowers your subscribers' expectations. There is no real motivation to build expectations or desire to open your emails in the future.
If I know that company XYZ sends me every month promotions and discounts for products A, B or C similar, what motivation will I have to open one of their emails on the third or fourth sending?
A great advantage of email is that it is multipurpose. You can create promotional email marketing campaigns, birthday greetings, a Newsletter, reactivation campaigns, informative, entertaining, etc.
A good diversity, without losing the focus on relevance, increases the expectations to open your emails without any doubt.
