When you’re assessing email marketing efforts, the two biggest stats you should look at are the open rate and the click-through rate (CTR). These stats give you a good idea of how engaging your content is and which names on your list really care about what you’re selling. Boosting either of these metrics just one percent can have a big impact on your bottom line, so let’s look at three ways to boost open rates and three ways to boost CTR.
How to Increase Open Rates
Send from a person, not a company
Unless you’re a colossal Fortune 500 company with an email list the size of an NYC phone book, your emails need to come from a real person’s email address. People are much more likely to open an email from Alex@brooksidestudios.com than firstname.lastname@example.org. After all, who wants to open an email from some mysterious robot?
Use Preview Text
Most major email clients will show a few lines of copy below the subject line. If the preview text is not set via the marketing automation software, the email client will usually pull whatever copy comes first in the email. However, by writing engaging preview text that compliments the subject line, the readers have one more reason to open the email.
If someone doesn’t open an email they might be uninterested in what you have to say, or they may have just been in a hurry when you hit send. On the off chance it’s the latter, sending the same email a few days later to everyone who didn’t open gives them a second chance to engage. When using unopened triggers, be sure to rewrite the subject line and preview text so it looks like a new email.