How To Improve Open And Click Rates?

 4 Mar, 2021


Working hard to see your email open rates and CTRs go up, but your metrics aren't rising? Don't be discouraged as I am going to present 11 tips that will help you solve this problem.

1. Check If An Email Is Valid

Use the email address checker tool to find out if the addresses of your current or potential customers are valid. This is a required step before mass mailing. After all, it will ensure the successful sending of letters and a high percentage of deliverability.

2. Make Sure You Are Sending Emails To Those Interested In Them

Now you can move on to the second point — set up your mailings for a suitable audience. This means that the letters should go to those people who provided their email addresses in exchange for a valuable offer or gave you consent after you contacted them.

3. Segment Your Contact List

When you already have a high-quality list of leads, then you can start segmenting your database. Sending regular letters doesn’t work here — it’s ineffective and doesn’t bring any results.

Segment your contact base according to:

  1. interests of readers,
  2. their location,
  3. purchase history,
  4. the latest trends.

Only in this way, your leads will be happy with your emails and, as a result, more involved.

4. Provide Relevant Content

Treat your clients with respect. Mailings with low-quality content are more likely to end up in spam and alienate potential customers from you, and even current ones. Share relevant and interesting information, then email open rates and CTR will be high.

It’s better to send fewer letters, but high-quality ones. This is one of the most effective ways to maintain a high open-rate.

Remember! People want to receive unique content, which they won’t find in 2 seconds on Google.

5. Don\'t Forget That Time And Frequency Also Affect The Successful Outcome Of An Advertising Campaign

It's better not to contact customers more than 3 times a month. This is the perfect middle ground so that their inbox isn't overwhelmed, and your clients have enough valuable information to be interested and stay in touch with a positive opinion of you.

As for the sending time, the most successful is 6 am, 10 am, 2 pm, and 8 pm. But it is better to study your audience and statistics to understand the exact time when it is convenient for people to read emails. We assure you that this is also crucial for increasing email open statistics and CTR.

6. Send Personalized Emails

We all love personalized emails. Studies have shown emails with personalized subject lines are 26% more likely to be opened than those without them, and Rich Relevance found that revenue is 5.7 times higher in emails that employ personalization.

You can personalize emails by individualizing each message you send to subscribers. Grammarly is a great example here the way it personalizes its message based on the recent activities of customers:

7. Fill In The \"From\" Field Correctly

You cannot change the sender's name too often. This can confuse recipients, and they will put your email in the trash or spam. Specify the sender's name, and then add the company: Alex from [Company Name]; Mary from [Company Name].

8. Use The Subject Line Wisely

It's safe to say that subject lines play the most important role in your open email statistics. Looking at them, the recipient decides whether to open the letter or not.

Think them through so that the audience is involved. Don't be boring, experiment. First, send emails with the classic direct subject line: “How to craft your best email drip campaign today”. See how the audience will react. Then try a topic that piques curiosity, but don't overdo it. Here's a good example: “Web summit conference survival guide: 20+ tips”. And then re-analyze the effectiveness.

Besides, use subject lines that:

  • communicate urgency or scarcity
  • contain free offers
  • have a question in them
  • use case studies
  • highlight recent news

This way you can keep your audience's interest, increase the number of openings, and then analyze after each mailing what comes in more successfully.

9. Don’t Use Flashy Phrases In The Topic

Some email marketers are still using a subject line that starts with the word "Important" and a few exclamation marks. This only pushes customers away. Such a letter is not just something that you don't want to open, but you immediately want to send it to spam.

10. Remember, Your Letters Can Be Read Not Only From A Computer But Also From A Phone

85% of people open their mailboxes on mobile phones. This means it's a critical oversight if you haven't optimized your email topics for them yet.

Analyze your audience. If they all use smartphones, then formulate short topics - up to 30 characters. This way, users will see the full line and, if everything is written well, according to the interests of the recipient, they are more likely to click and read the letter.

Pre-test everything yourself on your mobile device, conduct a survey among colleagues “Is the advertising campaign well-structured?”. A number of constructive remarks may arise that will help make your common cause more productive.

11. A/B Test Your Subject Line

You can carry it out in your mailing service. It will be quite easy to do this since the services simplify the work with A/B tests for their customers as much as possible.

First, you need to determine the parameter by which you will perform testing. In our case, this is the subject line. But if you want, it can be headers, images, texts. Then you need to set conditions for calculating the best option. These conditions can be as following:

  • Deliverability;
  • Discoverability;
  • Clicking on links;
  • The number of unsubscribed followers.

Next, you take option A, which was originally, and option B, with a modified email element. Choose 40% of subscribers from the total base and divide them equally between options A and B. Start testing.

Upon completion of testing, we compare the results and send an email with the highest metrics to the remaining number of subscribers (60%).

And finally!

I have shared with you all the methods that will help you increase your email open rates and CTR. If you have not previously adhered to some of them, most likely this is what influenced the success of advertising campaigns. Now you can go to the email tracker, download the extension and keep track of how many emails were opened by your customers and whether the links were followed.

If, even after observing our 11 points, the indicators do not grow, check if your letters reach the leads at all. There may be problems with configuring the DMARC policy. Check for errors in SPF and DKIM entries, and then start advertising campaigns again, taking into account all the recommendations. Good luck!

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