Your business email subscribers are your potential customers who will generate more sales and revenue for you than the sales you will generate from social media and paid ads. With a successful email marketing campaign, you will generate more than $40 on every $1 that you spent.
If you can come up with great content for your email marketing campaign and send it directly to the mailbox of your mail subscribers, you will get great results and earn a massive return on investment (ROI). But the problem now is that the average open rate of emails was barely more than 23%.
It looks like a big percentage but from a marketer’s point of view, it is not high. Most businesses have no more than 10,000 subscribers. If you have 10,000 mail subscribers and your mail open rate is not more than 23% at the count of your 10,000 subscribers that means that not more than 2,300 subscribers are the ones seeing your mail messages.
That is a really small number compared to the possible results you are supposed to be seeing.
As an experienced SEO expert, I have been able to increase my client’s email open rates to an average of 40% across multiple industries, and today, I want to share a few of the strategies I used to increase email open rates.
How to Increase Your Business Mail Messages Open Rate
1) Feel Free to Ask a Question
With over 900 million users, Gmail is the most used mailing service provider. To protect users from spam, it has a unique feature of dividing emails between, Primary, social, and promotional inbox folders. Most businesses find it difficult to send messages that will land in the primary inbox of your email subscribers.
I frequently ask my email subscribers questions in order for me to send emails that will be delivered to their Gmail primary inbox and persuade them to reply to some of my email messages. Receiving a response from your email subscribers signals to Google that the recipient welcomes your mail. This will give your email messages a better chance of getting into their primary inbox, which will lead to an increase in your message open rate.
Even if your potential customers did not reply to your message, asking them questions will communicate to them that you are interested in knowing how to serve them better. Most businesses don’t care to ask their potential customers questions, meanwhile doing this will help build trust between you and your customers.
2) Write Out At Least Five Headlines
Before you send any mail message to your subscribers you need to write as many headlines as you can write so that you can pick the best one among them.
If you are new to copywriting you might find it difficult to create 5 to 7 samples of different mail headlines. But you need to take your time because your headline samples must be meaningfully different to pick the best from.
Let me give you an example; if your first headline write up is talking about benefits, you need to rethink the benefits you are offering in your content and come up with another headline that can focus on another angle, like “expressing the benefit.”
3) Build Anticipation for Your mails
This is one of the most important things you need to do if you really want to drastically increase your mail open rate. Anticipation is a powerful marketing force. If your business has a new unique product, you can create anticipation around it and make them wait for it while you increase their desire.
A lot of email marketers run anticipation-building email campaigns that are designed to increase your mail open rate.
Although this strategy is effective in increasing your email open rate; you can simply hint your subscribers about your upcoming emails. Sending regular mails that your subscribers are aware of will increase your message open rate.
Next time you send a message to your subscribers, make sure you end your message with a promise that you will offer them some form of value in your next mail.
4) You need to identify the Right Frequency for Your Subscribers.
Any successful marketing strategy starts with a goal. You need to have a business goal before you implement your marketing strategy.
If your email marketing goal is to increase your website traffic, sending one mail message to your subscribers will increase your website traffic. Meanwhile, if your goal is to increase your email open rates, it will be a bad idea to send messages to your subscribers frequently.
There is an ideal rate of consumption that your audience needed when it comes to your content. They might legitimately want you to send content to them every day. Or, they might be interested in hearing from you once a week, or once a month.
Some business audience basically responds best to one mail message per week, but this doesn’t mean your own audience will respond to one mail message per week. They might respond or may not respond. Test and learn.
5) Your mail message should be delivered at the Right Time and day.
If you are new to email marketing, you might not want to believe that time and day could have an effect on your email marketing campaign, hence you will want to send mail messages to your subscribers at any time that is convenient for you.
The truth is that sending mail messages to your audience at any time you like will have no positive effect on your email marketing campaign.
As an experienced SEO expert, I want to tell you about my two discoveries that can increase your mail message open rate.
The message you sent at the right time, or day will have significant results in your email marketing efforts.
I discovered that your mail message open rate can increase over time because your subscribers will constantly expect you to send messages at a particular time and day.
6) Don’t Send mail messages with no value.
The best way you can significantly decrease your email open rate is to send many mail messages with no value attached to them. Meanwhile, in many ways, the opposite is true. The easiest way you can improve your mail open rate is to send valuable mails that they will be happy to read.
I am an email subscriber of many businesses that send mail messages to me on a daily basis. The mails I open the most are mails with compelling headlines. Some of the mails I will mistakenly open if I am in my email inbox. But there are a few businesses that I prefer they send mails to me each week because the email provides me with high-value content.
This value is great as it actively improves the way I do my business. If I don’t get to read their content in a week it will feel like I am missing out on something great.
If you want to increase your mail open rate, you should also try to consistently deliver high-value content to your email subscribers.
7) Segment Your Email List
Segmenting your email list is one of the email marketing techniques most businesses don’t implement simply because it requires a lot of work and a bit of setup. Yet it is very important if you want to be successful with your email marketing campaign.
If you really want your business to be successful, you will take your time to create multiple list segments and create marketing campaigns that align with each segmented list. Doing this will significantly increase your return on investment (ROI).
Email segment is all about creating content that will resonate with the interest of each of your mail subscribers. As an experienced SEO expert I have worked with many businesses that only have one email list which gives them zero understanding of the interest of their subscribers.
You need to know why your subscribers sign up to your mailing list. Did they love your email marketing articles? Or did they get to know of your website when they are looking for a particular service and will they like to learn more about that service in the future?
For example, I created a new email segment list for every successful signup on my website.
- Sidebar signup form
- Popup form
- One for each content upgrade
- One for each opt-in incentive
- Drop-down signup form
Having created these segment lists, I am fully aware of how and from which web page of my website my subscribers signed up and the type of incentives they downloaded. This will give me a better understanding of how I can target them with content they love and are interested in. Sending them the content they want will increase my mail open rates.
Most of my segmented mailing lists get as high as 45-60% open rates.
You might likely feel intimidated by the complicated setup process, but using the right email marketing tools like Getresponse, and Mailchimp will make it easier for you to create segmented mailing lists.
Email marketing is an effective digital marketing strategy with a high return on investment (ROI) if done effectively. Start sending valuable and target messages to your mail subscribers.
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