Today I will show you how to improve your email open rate.
I used these exact tactics to get a 37% + open rate on a 170k listing.
And an open rate of 40% on another listing which is around 65k subscribers.
With that, here are 7 effective ways to increase your email open rate:
1. Use short subject lines
There is no doubt about it:
Short subject lines = plus s 'opens.
And I have some data to back it up.
In the early days of my email newsletter I would use SUPER long subject lines. Like this:
I thought putting a bunch of info in my subject line would make people want to open my e-mail.
But I was wrong.
This is when I decided to test very short subject lines.
And my open rate went from 30% to over 45%.
Today, I'm sticking roughly to the 2-3 word subject lines. And that's one of the main reasons my open rates are consistently 2-3 times higher than the industry average.
So: why does it work?
First, short e-mail subject lines help you get through spam filters (in especially Gmail).
You see, spam filters put more emphasis on the subject line of an email. So if they consider your subject line to be spam, your email will go to the spam folder.
(No mateuh what your post looks like)
And long subject lines have more words that can get caught in those spam filters. It's a simple calculation: more words = more chance of being flagged as spam.
On the other hand, short subject lines are less likely to be flagged as spamr. This is why they tend to browse through most spam filters.
(That is, assuming you don 't send spammmy emails 🙂)
Secondly, short subject lines look good on mobile devices .
Most mobile messaging applications break the subject lines to around 30 to 40 characters.
Long subject lines are therefore cut off on mobile. Which looks bad.
But short subject lines are fully displayed. Which looks good.
Finally, the lines short subject lines have that element of mystery that makes people want to open your email.
A long subject line like, "My Top 5 Email Marketing Tips" tells your reader everything they need to know. So there is really no reason why mostt of your subion to open your message.
On the other hand, a subject line like "Email Marketing " makes people curious about what is in your email. Which can lead to more openings.
The only downside to this approach is that it can be difficult to condense an entire email into two words. But it is doable.
You just need to be a little creative.
For example, I recently emailed webpage load speed statistics. Most people use a subject line like: "Here are the average website load times (new data) ".
But it 's way too long.
Instead, I condensed the topic into two words: "Page speed ".
And this email had an open rate of 40.9%.
Which brings us to…
2. Send plain text emails
One of the easiest ways to increase your open rate is to:
Get started to send plain text emails.
No fancy graphics.
Just a text email, like this one:
(Actually, this email above got a 38.9% open rate on a list of 138,000 people)
This may help your open rate for a few reasons.
First off, fancy HTML emails tend to end up in the Promotion tab of Gmail.
A heavy HTML email sends a strong message to Gmail indicating that your email is promoting something.
But a plain text email looks like an email you will receive from your mom.
Second , people interact more with simple emails.
More clicks. Morefrom before. No more answers.
And Gmail uses engagement signals to determine where your emails should go.
If people largely ignore your messages, Gmail will put your email in the promotions (or worse) tab.
But if your email subscribers open and interact with your messages, Gmail is going to want to put your email in the main tab or "Updates ".
And a plain text email is one of the best ways to get more engagement on your email broadcasts.
For example, I recently helped my friend Dan Benoni with his email opening rates.
His useful emailswas a sophisticated and heavy HTML messaging design.
These newsletters looked really cool. But they had a pretty low open rate. Especially since the content inside was super useful.
So I convinced Dan to test a plain text version of his email newsletter.
And it worked!
As you can see, this single change led to 50% more openings .
Now if you're running an ecommerce site, you might not be able to use 100% plain text like this.
But you can probably simplify your email design. little bit.
For example, this electronic newsletter is not 100% text, but it is relatively lightweight and text-oriented.
So it always looks unique. And professional. But this is not the type of email containing a lot of images that will end up in the promo tab.
3. Clean up your mailing list
Some time ago, I had a serious problem:
My email open rates have dropped like a rock.
My openings have literally dropped from 30%… to 10-20% in a few months.
At first, I was confused.
I was sending the same useful email content that I always have. I was also using email marketing best practices for maximizing open rates.
Still, my deliverability was terrible. What ledit at my terrible open rates.
It was then that I realized that I had thousands of inactive subscribers on my list.
At this point my email list was about 3 years old. And I never even thought about list hygiene.
Since I had never cleaned up my list, I had a ton of subscribers who had completely verified, changed their email addresses, or left their business.
Whatever the reason, the point was that these people would never open my emails.
So they had to go.
It really stung, but I ended up removing about 20,000 subscribers from my list.
And it REALLY worked well.
In the weeks that followed, my open rates started to pick up where they were before.
Today, I make sure to clean my mailing list every month. Specifically,I unsubscribe anyone who hasn't interacted with an email in the past 4-5 months.
The exact time frame you use depends a lot on how often you send out newsletters.
For example, with my other newsletter on Exploding Topics, we send out weekly.
And because we send so often, we tend to delete people who haven't opened anything in the past 90 days.
4. Use double opt-in
If you really want to improve your rate opening, the double opt-in can help you.
Double opt-in is basically asking new subscribers to confirm their email address.
For example, anyone who subscribes to Backo newsletters can access this page.
And my email service provider (Aweber) sent themie a message to confirm their e-mail.
When they click on this link, they are confirmed and added to my list.
The big advantage of double opt-in is that you KNOW that your list is made up of real, active email addresses.
The obvious downside is that it hurts your overall list growth. Indeed, around 20% of people will not confirm their email.
So there is certainly a big trade-off between single and double opt-in. Single opt-in is great when you are 100% faxed. on growing your list.
And double opt-in is your best bet if deliverability and open rates are your top priorities.
It doesn't So there is no "right" solution. It depends on your goals at the moment.
Opt for a simple opt-in ordouble also depends on why people are subscribing to your list in the first place.
What do I mean?
Well, if you are giving your employees lead magnets to get people to sign up for your list, you will probably want to go for the double opt-in.
This is because a lot of people will enter bogus emails in your form just to get the free thing.
In fact, that's why I'm using the double opt-in here on Backo.
We have guides for people and other lead magnets to get them to subscribe.
So we want to make sure that these people sign up with their actual emails.
But with our Exploding Topics Newsletter, we don't offer an eBook nor free report.
Those who register WANT to enter their real email. We therefore have only one opt-in set up for this list.
And if you use Mailchimp or ConvertKit , setting up double opt-in is a snap. All you have to do is click a button that activates the double opt-in.
And you're good to go.
5. Test emails for Gmail Promotion tab
Gmail Promotion tab is not so bad than the spam folder.
But this is also not ideal.
So it is worth optimizing your messages to reduce the chancesThey are found in the promo tab.
To be clear:
Gmail largely decides where to put your messages based on your sender's reputation and engagement rates.
So if you want to find yourself in the main people tab, you definitely want to focus on getting more people to click, reply to, and forward your emails to.
But the content of each message is also taken into account in Gmail 's tab algorithm.
Fortunately, there is a cool little tool you can use to see which tab your emails are in: The litmus "Which Gmail tab? " test tool .
To use it, just send a test email to the address they generate.
And a few seconds later, they'll let you know which tab your message ended up in.
6. Send at a regular time and day
Sending your emails at the same time is an important underhand part of increasing your open rates.
I originally learned this from the very popular 5 Bullet Friday emails .
I 've noticed that Tim tends to send the emails Friday at the same time. What made me want to receive them.
And I noticed that I opened them more and more over the weeks. What gave me the habit of'automatically open his emails as soon as I see them in my inbox.
So I decided to adapt this strategy for our new Exploding Topics newsletter.
Specifically, we started sending out the Exploding Topics newsletter on Tuesday at 9 a.m. EST every Tuesday like clockwork.
At first, sending at the same time of day didn't make much of a difference.
But over time people have gotten into the habit of waiting for our emails Tuesday at 9 am.
And many of our subscribers have gotten into the habit of seeing or sending emails to their inbox.
Which has led to a consistently high open rate for this newsletter.
7. Segment your subscribers
According to Mailchimp, Segmented email campaigns have a 14% higher open rate compared to campaigns that don't segment.
To be clear:
Segmentation and personalization won't magically boost your email open rates.
If you send shoddy emails to a list unengaged, no segmentation can save you.
That said, simple segmentation CAN help you get a higher open rate.
Especially if you have a campaign by email that only appeals to a small group of subscribers.
Here's a little case study to show you what I mean:
We have recently launched a program on creating online courses.
LThe fact is, most of my mailing list is made up of people interested in SEO and branding content.
And I knew that my course emails were only going to appeal to a relatively small segment of my list.
So I sent out some useful course related emails.
Anyone who participated in these emails has been added to an "Interested in Classes " segment.
And we only launched the program to that segment.
Because we only launched to interested people, our open rat was high throughout this launch (around 45-50%). And we had relatively few unsubscribes.
Bonus n ° 1: send a welcome e-mail
When someone s 'registered your mailing list for the first time, what happens next?
Recewill they see an email the next day? Or not to hear from you in a week or two?
In fact, that first impression is an important part of maximizing your open rates.
This is because your first email is a way to let new subscribers know what to expect.
Specifically, you let them know things like:
- When you send emails
- What day of the week you send e-mails
- Content of each e-mail
For example, this is the welcome email we send to new Exploding Topics subscribers.
See how we let them know that we send out our emails every Tuesday? and send them a link to our previous issue so they have an idea of what's to come?
This is exactly the type of first impression you want to give peoplesounds that have just subscribed to your list.
Bonus n ° 2: send emails at the right time
What is the "best " time of day to send an email?
According to data from GetResponse, the best time to send an email (in terms of maximum open rate) is between 10am and 1pm .
This time slot is ideal because subscribers are awake. But they have already emptied their inboxes.
Which means you're not competing with the dozens of emails your subscriber wakes up to.
For example, if you send an email at 6 a.m. , it will be grouped with the e-mails of the day before.re opening rate.
But if you send at 1pm, people who eat or just go back to the office after lunch will see your message.
Why? Because it will be at the top of their empty inbox.
That said, as with anything else email marketing, it's important to test this out to see when the best time for you is. So start sending your emails between 10am and 2pm. And gradually test different times to find out the exact time when you will get the best engagement rates.
Here are 7 ways to get more openings for your email marketing campaigns.
Now I would like to hear from you:
Which technique from this post do you want to implement?
Are you going to clean your list (list hygiene)? Or start segmenting your subscribers.
Leave a comment below to tell meire to know.