How can I increase the Open Rate?

9 July 2020 Ariadna Gubern Comments Off

How many times have we not considered how to improve the Email Marketing Open Rate of our company? Maybe because we have a low Open Rate and we don't know why or because we already have good results and we want to know what else we can do to improve them. In this post we will discuss 4 points that can help us to achieve it.

1- Write a good subject

We have already mentioned on many occasions the importance of writing a good subject line. It is our letter of introduction and therefore, the first thing our subscriber will see related to the email we send. Writing a subject that is not attractive and does not attract attention, can be a strong reason for the subscriber to decide not to open it. Below you can see two examples of how a subject line should and should not be.

Brighten up your life and your face! -> Despite its optimism, this issue has nothing to draw our attention to in terms of what we will find in the email.
You deserve this gift! A mini-mask of your favourite mask -> here we are clearly offered an incentive that may encourage us to open the email to find out how to get it.

Using action verbs and offering some kind of discount are just some of the most successful approaches to writing a good subject line. At this post you will be able to go much deeper into how to write a subject line that won't go unnoticed in order to increase the Open Rate.

2- Find the optimal delivery frequency

It is very important that we manage to find the optimal frequency to send emails to our subscribers. If we overwhelm our recipients with too many messages, it is likely that they will decide not to open them and even mark us as spam. Keep in mind that what works for some, for others may be a total mistake. That is why we encourage you to investigate and study what sending frequency works best for your company.
Above all, remember: your goal should not be to bombard the subscriber with emails in order to get them to open one of them, but rather to get him to look forward to your emails.

3- Interested subscribers

Make sure your database is of high quality. By that we mean that your subscribers really have a real interest in your company/brand. To achieve this, it is necessary to have an optimal registration process and make sure that the user confirms that he/she really wants to receive communications. This can be done through a post-registration confirmation email.
On the other hand, and not so closely linked to the opening rate, it is important to analyse whether we have invalid emails in our database. Apart from causing us reputational problems, they affect deliverability.

4- Offer incentives or discounts

Although a priori we may think that offering an incentive or a discount in our email cannot affect the opening of the email because we won't see it until we open the message (except if we mention it in the subject line), the reality is that if we get the user used to offering them some kind of promotion from time to time, we will ensure that you open every single email we send. to see if we offer any discounts that might be of interest to you. What kind of promotions can we offer?