How to increase your email open rates - and why it matters!
Getting your emails opened is the first step to having your message and content be consumed. If your readers aren't opening your emails, they aren't getting any of the great information you send their way (and are more likely to unsubscribe). "The open rate is a percentage that tells you how many successfully delivered campaigns were opened by subscribers." In 2020, the average open rate for the Health & Fitness Industry was 21.47%, and 21.72% for medical, healthcare and dental. (Mailchimp, 2020).
Catchy headlines aside, here are three simple and effective ways to increase your open rate and get your message read!
1. Subject line
Make your subject lines as straightforward as possible - it's a psychological defensive response to distrust ambiguity, missing information and confusion. It's ok to build some curiosity, but it should still be clear why it's relevant to the reader. Personalized emails have a higher than average open rate, so whenever possible, add your subscriber's name to the subject line.
2. Preview text
The preview text is essentially a second subject line for your email, and your readers see most, especially on mobile devices. The preview text is an opportunity to show your reader that you're not sending spam and you're not a bot. Give them value and let them know what to expect when they open up their email.
3. From field
Knowing who sent the email address has a direct impact on the likelihood of it being opened. Like I mentioned earlier, we distrust ambiguity - so if your reader is at all uncertain of who you are, they are likely not going to open the email. Having a friendly, easy-to-read reply email address and listing your name or business name, so it's recognizable to your reader is an easy way to improve open rates.
These three simple things can make a massive impact on your click rates - and they are also the easiest aspects of an email to test! Testing is an essential part of effective marketing, and this is a great place to start.
BONUS: A/B Testing
The most effective way to diagnose the reason why your open rates aren't as high as you want is with testing. You can start by A/B testing subject lines, preview text, and the To & From field with relative ease. Start with a small percentage of your audience to test with, and remember only to test one thing at a time. Then, you can analyze the data and select the options that had the best results!
Remember that we are far more likely to open emails from people and businesses we know, like and trust. Make it easy on your readers by making clarity a key component to every aspect of your emails!