Call Us! +61 2 9431 8600

Is Anyone Opening This?

We have some quick and easy time-tested ways to increase your email open rates!

Open rate for emails is still an incredibly useful statistic to gather engagement and influence on your membership base. Some tech names like Whatagraph and Mailchimp have put time into compiling statistics meaning we don’t have to! So here are some time-tested ways to increase your email open rates.

 

1. A/B Split Testing

Their most recommended (and proven) way to improve your open rates was by consistently applying A/B testing. A/B testing is where you send out two different versions of the same product to a sample. Track which is more successful and send it to the rest of your members.

This has a fantastic effect over time, manipulating certain specific aspects of each email to see which was more favourable and then incorporating those successes into the next edition. In time you will see what works and what doesn’t, allowing for an amazing scale of improvement in your communication.

 

2. Keep it Personal

While we all receive personalised emails and we don’t think much of it, the fact is that it increases open rates by approximately 26% (Whatagraph). Just by adding a name. Let that sink in <Insert Name>. But seriously, it doesn’t take much time and it has a significant effect on the success of your emails. Let’s get personal!

 

3. Get your sender name right

This is super important and is worth taking the time to get it right. Sender name is the #1 criteria for whether people open your emails or not according to Whatagraph.

So how do we make it more appealing?

  • Short
  • Recognisable
  • Consistent

These are the key recommendations from the Whatagraph team. Keep it short and concise, make sure it is immediately recognizable and then… keep it that way. Don’t change something that ain’t broke!

 

4. Clean your lists

 

 

 

Cleaning your emailing lists can be tricky and emotionally taxing. Most people avoid it because frankly, it’s easier to ignore than to address. Now there are typically two options: axe or rehash.

Axing is simple but heart breaking, but sometimes it can help to understand your audience better by focusing on your engaged audience.

Rehashing can be tricky. A common tool is the “re-subscribe” email, asking your recipients to physically choose whether to continue or renew their subscription. The statistics over at the Whatagraph team show that this typically won’t yield great results. You are usually met with a very low percentage of your disengaged community choosing to re-subscribe. But it’s always worth a shot, so give it a go if your emails are looking a little neglected.

 

5. Make the most of your pre-header

This seems pretty simple but the amount of emails we still all receive looking like these below is sometimes a little staggering.

You only have a short space to make an impression with your emails, so spend the time getting it right.

 

6. Make your messages worth the open

Sometimes we have our attention grabbed by what looks like the perfect email. It’s addressed to me, it’s clear, concise, immediately recognizable and boasting some potentially great information. We eagerly open the email to find….well, not a lot. If you are getting those initial click throughs, it seems logical to suggest the content should be worth it. You might (or might not) be surprised with how that impression stays with people and can be a major driver towards email fatigue or neglect towards your organisation.

 

 

7. Compatability

It is incredibly important in today’s technological era to ensure your emails are compatible over all platforms. People typically access their emails on their way to or from work or on a tablet. There are still a lot of desktop and laptop users, though all content should be accessible and looking professionally formatted for all those mobile users out there. If it is too hard to read or not formatted correctly, you’ve probably lost one audience member.

 

Try to add some of these tips in your next email blasts and see if it has an effect. If it does, we would love to hear about it! Send through an email to the team here at TAS and tell us what worked or hasn’t worked for you!

 

Jack Slater

 

(Images four and six sourced from Whatagraph, the rest being sourced from Unslpash)