How to Improve Email Open Rate?

Published: 2016-05-20

If you have been doing email marketing for a long time, you must have a deep impression of the impact of rising or falling email open rates. If you are just starting email marketing, you need to be familiar with the techniques to improve open rates. The main reasons affecting email open rates are that too many emails sent at the same time are regarded as spam by ISPs, email content has no value or appeal, user mailboxes are invalid, etc. Faced with the obstacles of email marketing information transmission, how can we achieve "delivering the right information to the right person at the right time with the right method"?

Write a good email subject.This is the most important factor affecting email open rates, and it is worth spending the most time researching. A good subject equals 80% success. If you can't catch the customer's attention in the title and make them click in, then no matter how good the email campaign is planned, it will be in vain.

Write to only one person.Imagine how you feel when you receive a group text message? Therefore, even if you are writing to all customers, in terms of tone, you should make the customer feel that it is only said to him.Every activity must have a reason.If you are walking on the street and suddenly someone comes up to you and says they want to give you a free gift, don't you feel strange? The same is true for our marketing. You can't suddenly say you want to give customers a benefit. Every marketing must have a reason and a theme. For example, to celebrate the number of fans breaking 10,000, so give a certain badge; to celebrate Halloween, so there are some new products; seasonal sales launch all clothing with several discounts, etc. In short, you must give a reason.

Only one purpose each time.Human nature is born with a self-protective side. Therefore, the simpler each marketing activity is, the less customers have to pay, the greater the chance of success. Send an email or plan a marketing activity, only let customers do one thing. Don't let customers do this and that. When customers feel it is very complicated, they simply choose to do nothing.

Create scarcity and urgency.Any activity must set a deadline. Most people like to procrastinate, and at the same time are afraid of losing opportunities, so you must set a time limit, or create scarcity in quantity. For example, you can say that the product is a limited edition, and there will be no more after this batch is produced. For example, a certain mall's preferential activities send coupons through email group all year round, but each coupon is set for 7 days, and then sends you again after 7 days. Why doesn't it send a coupon that can be used for the whole year? This is the secret.

Establish a friendly impression to ensure email delivery rate.Email senders and email addresses are very important. According to experience, after receiving an email, if the sender name and sender address are impressive, the average open rate is more than twice that of those without impression. Therefore, to carry out email marketing, you must do: First, maintain a continuous and stable sender name; Second, give recipients as deep an impression as possible when obtaining permission, and use a consistent sender name.

Manage the email list well and try to avoid wrong email addresses.When users register or join the email list, it is best to send a confirmation email to the user's mailbox for information verification. Only users who pass the confirmation can join the email list. Clear invalid user names or domain name format emails. Classify the email list, have high-quality customer lists, and adopt different publicity strategies for different classifications of customers.