Friday, March 1, 2013

Increasing Opens Rates

An email campaign can only be as good as its open rates. The key to obtaining higher open rates is to let your customers know you value them and that the content in your email can benefit them. Follow the steps below to learn more on how you can increase open rates:

First Step: Grab Your Reader’s Attention
Emailing is an efficient marketing strategy that can help your company gain awareness. But like most other marketing strategies, research is a must. First, know what your customers want and define what your business can offer them. Next, turn that into the objective of your email which will grab your reader’s attention. This way, you will have an email campaign that will not only appeal to readers but ignite their curiosity just enough to open the email.
2nd Step: Make Subject Lines that Appeal to the recipient
Certain subject lines have been shown to produce more opens. Listed below are examples of some effective subject lines and its corresponding strategy:
  - Opposites Attract: Advertising NEVER Works. (If you disagree, click here)
  - Cliffhangers: Advertising never worked - until I did this one new thing.
  - Interest by Association: Oprah approved: Jane Smith book signing, Wed. at 12
  - Tendency to Belong: You are not alone…

To find out more about these Subject Line techniques look out for next week’s blog titled “Effective Subject Lines
3rd Step: Optimize the First Line
A subject line isn’t all that a receiver reads when they see an email in their inbox. Most ISPs display the first line of an email as a sneak peak of the email after or underneath the subject line.
In most cases, all people see is the line “If you are having trouble viewing this email…” or “If you have received this message in your Spam…” An easy fix to this is to place your logo at the very top of your creative and have the alt text as a line that gives an insight to the content of your email or at least something that is a more appealing.
4th Step: Build Customer Relationship with Content

Now that you’ve gotten your reader to open your email, satisfy them with your contents. Prove to them that you are a valuable source that can offer benefits, solve their problems, provide them with valuable information, etc. 
Consumer relationship management (CRM) is an important part of email marketing, for some it is the only function of email marketing. By inputting valuable content into your email campaign, you are able to effectively and efficiently retain a relationship with your customers and even increase future open rates.

Email marketing is one of the best and most efficient ways to promote your business but it can only work if the readers open the email. Once they do however, they’ve opened not only an email but a door of benefits that your business may be able to offer them.

Author: Michelle Chan
Editor: Caitlin Durand

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