5 Tips to Increase Email Marketing Open Rates

It has always been Opening Rate (Open Rate) has been one of the most valued metrics when analysing the performance of a company's email marketing, as it shows precisely the subscribers who decide to open the emails that have been sent. In this post we will see 5 elements that can help to significantly increase open rates.

The special interest of this metric lies in the fact that it relates openings to the interest of users who have clicked on the email, therefore, it is assumed that the more users interested in the content of the email, the closer the brand will be to achieve the goal that has been set with your email marketing campaign: conversions, visits to ecommerce, loyalty, etc... Hence the concern to find the "magic formula" that manages to trigger openings. But the reality is far from being that, and there are no magic tricks to increase the Open Rate overnight. The secret lies in paying attention and implementing the 5 elements discussed below:

1- Use an attractive and striking subject line

As we have mentioned on previous occasions, the subject line is the first thing that the subscriber will see related to the email that has been sent. Therefore, it cannot go unnoticed, you must draw their attention y highlight on top of all the emails waiting in your inbox. A good way to do this is to use the personalisationThis shows that your message is specially addressed to him. Another good technique is to mention the incentive or promotion email (if offered), or opt for a a different matter than usual that will make the user want to know more and decide to open the email.
To complement this point, we recommend that you read 8 tips for writing a good subject line.

2- Send content of interest to gain their trust and loyalty.

It is very important that whenever an email is sent, it is always because there is a real need to communicate something interesting to the subscriber and not just for the sake of the brand. If users detect that the campaigns they receive are of interest to them, solve a problem or need If they are offered incentives, promotions and offers that they can use for their own benefit, they will most likely get into the habit of always opening emails from the company in question. For this it is essential to make a good segmentation of the database to send them content that is to their liking and to achieve the trust and brand loyalty (sender).

3- Send by STO (Send Time Optimization)

We have previously provided an introduction to the STO in Email Marketing Do you remember what one of them was? Yes, the increase in the opening rate. Thanks to the fact that the email is sent at the best time and/or day for each of the subscribers we have in our database, it drastically increases the possibility that the user opens and interacts with it. We encourage you, if your sending platform incorporates the STO functionality, to test it and see for yourself its potential.

4- Betting on moment marketing

Analyse whether to implement the Moment Marketing in your email marketing strategy can be a good option for the products or services your company offers. Possibly it will be. When we talk about Moment Marketing we refer to the term that refers to the communication of brands connected to the context experienced by their audience at a given time such as an event, an event, the place where the user is and even the weather and atmospheric conditions. Therefore, by integrating it with email marketing, we will achieve that the sending is made in the opportune momentIn other words, we will have much more chances that our audience will open the email thanks to the context in which it has been sent. Therefore, it will also increase the Open Rate of the campaign. Currently, there are already companies that work with this technology and many others that are betting on it.

5- Test, always test

We never tire of saying it: !Test email marketing campaigns is everything! It helps to measuring results and knowing how to improve themif we are in between two options (subject, copy...), it helps us to assess which of them is the bestIn short, it causes the email marketing strategy of any company to evolve and improve. The result of this translates into a clear increase in the number of openings of the campaigns sent, as there is an increasing awareness of what works and what doesn't, sending after sending.
To conclude, here are these 13 A/B test ideas to implement in any email marketing campaign that I'm sure will be extremely useful.