Most people have an email that they frequently check, making email marketing a great way to reach your target audience. As a matter of fact, your email list could be your most qualified leads. They gave you their email, right?
If you’re noticing dwindling email open rates, it could be for a number of reasons. The competition is steep, so if you’re going to stand out, you’d better think fast.
Average email open rates depend on many factors, including industry. For example, the average email open rate for digital marketing-related emails is 17.38%, according to Mailchimp.
If that’s the case, how did my last email marketing campaign land a 58.73% email open rate?
I made simple changes to my marketing emails that resulted in over triple my industry’s average email open rate. If you’re interested in tripling your email open rates, read on, padawan.
Email Send Frequency - Find The Sweet Spot
When it comes to email frequency, you have to find the perfect balance. If you send too many emails, your subscribers will unsubscribe. If you send too few emails, you may be forgotten in the sea of email competition.
According to Hubspot, “Companies that send 16 - 30 campaigns a month see a click rate more than 2X greater than the click rate of companies that send 2 or fewer campaigns a month”. Hubspot also warns that over 30 emails a month can harm the health of your email campaigns, causing people to unsubscribe.
Sending emails within the sweet spot is how you keep your subscribers engaged, and not annoyed!
Email Subject Lines - Keep it Short to Increase Email Open Rates
Email Subject Line: SPECIAL OFFER - LIMITED TIME - TAKE ADVANTAGE NOW.
We’ve seen these types of email subject lines before. In the past, advertising an offer was a pretty good example of an email subject line. In today’s market, not only could your email open rates suffer, but you could get marked as spam. You have to be careful with the offers you advertise in your subject line!
In previous campaigns, my subject line was, “free marketing tools for NH small businesses.” This email subject line offered free tools, it was relatively short, and it specifically mentioned NH small businesses. The email open rate for this email was 25.59%. Still a decent open rate, but I knew I could do better.
The second time around, I sent the same email, at the same time, to a similar list. The only thing I changed was the subject line, and the results were outstanding. The email subject line I wrote for this past campaign was, “Hoping to help you meet your goals.” Same email, double the email open rate.
Create email subject lines that are short and personal. Think about the email subject lines that get you to open an email and deliver that subject line to your email list.
Days and Times to Send Emails for The Best Open Rates
This is pretty simple. Make sure you don’t send emails at times when your email list is unlikely to see it and open it. For example, if you send your email recipient an automated email at midnight, by the time they are awake and check their email, you could be buried.
According to Mailchimp, sending emails in the middle of the day (1 PM - 3 PM), in the middle of the week (Tuesday, Wednesday, Thursday), show the highest open rates. Most marketers know this to be the rule of thumb.
That being said, it depends on your business and target audience. Are you in the entertainment industry? Maybe it’s better for you to send emails on the weekend. Is your target audience a younger audience that may stay up late and sleep in? Then nighttime email sends may be the answer.
Another thing to note is that if everyone knows the rule of thumb, and is sending emails on Tuesday at 2 PM, it may not hurt to shake it up and send a Monday email at 8 AM. To truly find your best email send time, you have to do some testing!
When you do find it, just remember to set your email to smart send by timezone. Many email marketing software options offer this setting.
Most Importantly, The Email Content Has to Rock!
Above: Sample section from my most recent email campaign
You already went through all the effort to improve the send time, frequency, and subject lines. Make sure the email itself is 100% ready for your email list! The tips above may work the first time they open the email, but it’ll take more than that to sustain that open rate.
Here are a few rapid-fire tips to make sure your emails will delight your subscribers time and time again.
Lastly, your email content had better be relevant to your subject line. For example, if you say, “Hoping to help you meet your goals,” you should explain how you can do that in the email copy.
Use These Best Practices to Triple Your Email Open Rates
Email marketing is a work in progress. It’s always evolving, with new tips surfacing every day to help you increase your email open rates. At GETFIT Marketing, we collaborate with our clients to create the email strategies that their subscribers will love the most. Automated email series, e-newsletters, and email drip campaigns are just a few of the ways you can utilize email marketing to grow your business. Please reach out to me if you have any questions about how I can help you get started.
Author: Kelsie Collins
Founder and CEO
kelsie at getfitdigitalmarketing dot com