5 tricks to getting your email blast higher open rates
You want people to open your emails and to respond to them. But, you’re facing a huge challenge in accomplishing that goal. People are constantly bombarded with emails, all asking them to do something or promising them something spectacular.
You have to stand out from the crowd to increase your email open rates, and there are five simple ways you can do that.
Stop using the term “subject line.” It’s your headline, and it should entice your readers to open and to read your email. It should scream “open me!” Think of it this way: Why do you read the newspaper articles you do? If you’re like most people, you read those articles that feature headlines that grab your attention. Take some time to read over headlines in The New York Times and The Washington Post to see what works, and practice writing headlines that grab your readers’ attention.
“FREE REPORT INSIDE”
“Save big $ when you open this email”
“Special discounts especially for you!”
Each of those email headlines, besides being inherently weak, have just landed in the spam folder. It’s probably safe to say that dozens, if not hundreds, of emails end up in your spam folder every day. And, unless you regularly check your spam folder, you may be missing important emails.
That’s precisely why you don’t want the emails you send out during a blast to end up in your list’s spam folders. Besides being annoying to those who receive it, spam is illegal. The CAN-SPAM Act essentially prohibits unsolicited advertising and junk emails, and offenders can be prosecuted. When you have your target market opt-in to your list, you’re protecting yourself against being targeted as a spammer.
You can also prevent your emails from being labeled as spam by paying careful attention to your subject headlines. Those headlines a few paragraphs above? Each contains spam triggers, such as the words free, save, and discounts and the use of dollar signs, exclamation points, and all caps. Your email provider will pick up the trigger word and instantly identify the email as spam.
JD Edwards published a good starting list of spam trigger words on its blog last year. You can also find other spam trigger word lists with a quick Google search.
Who are you?
Take a minute and scroll through your email inbox or, better yet, your spam folder. Look at who some of your emails are from. Do you have senders with names such as “Credit Scores,” “Pharmacy Canada,” “Commission Paid” or “firstname.lastname@example.org ?” If you received an email with a generic sender like that, would it inspire confidence in you to open the email or are you going to send it to the trash or spam folder? Chances are your list wouldn’t open an email from a generic sender like that either.
From: Barack Obama, President of the United States
You receive emails in your inbox from both of the above senders. Which are you more likely to open? Use your sender name to personalize your emails. Your name and title will likely be much more of an incentive for a list member to open your email than just your email address.
Time your email blasts
Don’t just send your email blasts any time you feel like it. Most people avoid emailing on Mondays and on Fridays. Mondays are typically when people catch up on the emails they received over the weekend, and Friday’s are the time for wrapping up loose ends from the week and for looking forward to the weekend.
Many experts recommend emailing Tuesday, Wednesday, or Thursday, with some asserting that Tuesdays have the highest open rate. Test to see which day works best for you, but time your email blasts for mid-week.
Test, test, and test again
Not everything you try is going to work. You might have a headline that just isn’t converting. Or, you might find that your email keeps getting labeled spam. Test your email blasts to find out what works best. When something doesn’t work, tweak it until you get the results you want.
Ultimately, your email blast success rate comes down to whether you convince your list to open your email. Your email blast should be carefully planned: From the headline and the sender line to when you’re going to send it.
Beth Williams is a published author, a seasoned journalist, and a professional writer with more than 15 years of experience. Her latest adventure includes affiliate tracking and affiliate marketing.