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3 Ways to Increase Email Open Rates

Email open rates have been very low for several years now. Various studies over the past three or four years have shown that only about 21% of email marketing messages are opened. That means eight out of ten of your customers are paying attention to you. That’s not good.

More than half of their email congregation is paying attention to the main category – religion, even with an open rate of 48%. It seems that religious e-mails cannot preach to the converted as much as they would like.

So why are so many email marketing messages being ignored – and what can you do about it? Here are three things that will increase your open rate.

1. Have something interesting, useful and relevant to say

Email marketing messages that are just that – marketing – are actually a waste of your time and money. Your emails are ruining the day of your customers and potential clients. Put yourself in their shoes. Imagine you are sitting in a restaurant, having a good time with friends, when suddenly someone runs to your table pointing to a product and saying “would you like to buy this ?” You would have no hesitation in politely – maybe not so politely – ignoring them or telling them to go away. But, when you are sitting working or doing interesting stuff online some email marketing will do the same thing, stopping you saying “Hey, how about buying this ?” But, back to that imaginary restaurant. What if the person on the table next to you interrupts your conversation with interesting and useful information? Chances are you’re more likely to listen. The same is true with emails – if they are interesting and provide useful information that we can use we are more than ready to accept that interruption. The reason why so few marketing emails are opened is because they are marketing emails. Make them informative emails and you’ll increase your chances of them being opened significantly. Think “how can I help my customers” and not “what can I sell to my customers”.

2. Use the recipient’s name and other details

If someone talks to you and never mentions you by name, you psychologically withdraw from them. Your name is one of the most important aspects of your identity and when other people use it you relate to them more easily. Similarly, when they ask you “how are your children” or “is your decoration done” they show that they are interested in you. Emails get very low open rates because they mostly show interest in the company sending the message, rather than the recipient. Email marketing software will, of course, allow you to use the person’s first name – but personalization is more than that. You may collect other personal information such as location, job title, interests and so on that you use in your emails. The more you personalize the better – in fact research shows that using the person’s name in the subject line of the email will significantly increase the open rate. Showing people who like you as an individual will get you higher open rates.

3. Make your subject lines like newspaper headlines

Top newspaper writers have spent years figuring out how to create the perfect word group to get people to read something. Studies show that the headlines that get the most readers are the ones that are active, not passive. They also contain emotion and are not just flat statements. In addition, they include the interest of people. If you use the recipient’s name in your subject line, you are interested in a person. So that doesn’t leave you with two other considerations – active expression. Instead of saying things like “Job opportunity update” say “George, here’s how to get a pay rise” – it’s on the same topic, but has a feel and suggests action. Also, notice that the word count has increased. Newspaper headlines and email subject lines of about 6-11 words tend to get the most readers. Avoid short subject lines in emails – try 10 words, which will also get you more opens.

So, there you have it, three main ways to get your emails opened. You’ve probably seen a theme – focus on your customer, put yourself in their shoes and you’ll increase your chances of getting your emails opened.

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