Share

Sourced from Forbes

Email marketing campaigns have taken a lot of flak over the years, but they remain one of the most resilient advertising methods. The bottleneck that invariably occurs with email campaigns is the click-open rate.

The click-open ratio is an essential metric in determining how engaging your content is and whether you could do more to drive readers to your content. Low click-open rates might even suggest that you’re annoying your recipients. If you start losing subscribers, it’s a clear sign that you’re doing something wrong.

Below, 13 thought leaders from Forbes Communications Council share their insight into how businesses can improve their click-open rates.

1. Make Sure You Provide Value

All communications have to provide value if they are going to effectively further dialogue between the brand and a prospect or customer. Don’t depend on producing clickbait or pithy subject lines to drive engagement. These tactics might result in opens, but if you want true engagement, prioritize value to the recipient and not just the value to your marketing automation. – Anna Convery-Pelletier, Radware

2. Understand What Drives A Click

Marketers that are seeing low click-open rates first need to understand what drives a click. For email, it’s content: creatives, headline/body copy or interactive elements. My tip is to ensure you are segmenting your audience and providing content that is specific to them. I have never seen this hurt email performance — it only drives relevance, clicks and meaningful engagement. – April Mullen, SparkPost

3. Research Your Audience

Research your audience to get to know them better. Does your current email sign-up process provide any data that can be used to get insights on their reading habits? For example, how often do they want to hear from you or what time of day do they check their inbox? This will help inform your strategy and ultimately ensure that you’re reaching your audience in the right place at the right time. – John Orlando, Constant Contact

 

4. Offer Free Educational Resources

Getting people to buy has been difficult during COVID-19. When people are just trying to keep their doors open, email campaigns need to nurture customers and prospects with free webinars, education and resources, as opposed to pushing them to buy. This approach drives clicks, especially when your competitors are not offering this support. Clients will think of you first after business recovers. – Nysha King, Healthmonix

5. Keep It Simple, Test Subject Lines

Sometimes less really is more. Over the years, with email clients adding new subfolders (thanks, Google) like Promotions, Updates, and Social, the more designed your email is, the more likely it will end up in one of those non-primary folders. Our initial goal is to get those emails seen. Once they are seen, it’s about crafting smart subject lines so we do A/B testing of all subject lines. – Liz Weir, LevLane Advertising

6. Create Curiosity

Entertainment, education and relevancy are the keywords. Create curiosity with humorous clips of the relevant email content in your subject and always include a short preview text to increase the intrigue. An example might be “Subject: Pig drawings & awards” with “Preview Text: How your pig drawing can foretell your business & personal success, and new lockdown award categories inside.” – MaryPat Kavanagh, Terahertz Device Corporation

7. Provide Quality Content Consistently

In the long term, the best way to improve click-open rates is to become known for consistently high-quality content. It is always possible to influence your audience through creative subject lines to garner high click-open rates, but without high-quality content, it works against a brand’s interests. When a brand offers real value, in time, an audience builds true engagement and trust. – Ajit Ghuman, Narvar

8. Don’t Send Emails To Lists Of People

It’s all about data and your target audience. Don’t send emails to massive lists of people. Break down your data to send the right message to the right people. If your audience cares about the content, with the right subject lines, your click-open rates will soar. Think about it, do you open emails that clearly don’t apply to you? – Amber Mullaney, QSR Automations Inc

9. Connect With The Audience As A Human

Be human. Too many brands focus on professionalism and proving that they are the expert rather than connecting with their audience as a human. Speak to the heart of the challenge you are helping your audience solve. If you’re customer-obsessed, you’ll never have to worry about being disconnected from your audience because they’ll guide you on your next step as you help them achieve their goals. – Holly Tate, Vanderbloemen Search Group

10. Personalize Your Messaging

It’s all about personalization. If you want your customers to be interested in your message, it needs to feel like it’s dedicated to them. Make sure to include their name, perhaps a specific fact that you have about them (location, last item they bought, event they attended). Check that the subject is in the field of interest of the recipient — male recipients are typically not interested by the pink women’s skirt on special. – Nicolas Archambault, Midway Group

11. Focus On Data Maintenance

Data maintenance is vital for segmenting your target audience and achieving high deliverable rates. The better you know your audience, including past interaction and interests, the better you can serve their needs and curiosities. Rigorously excluding “bad data” by maintaining suppression lists has helped us improve deliverability and email domain reputation, resulting in successful email campaigns. – Astrid Pocklington, Enghouse Interactive

12. Don’t Use Clickbait Techniques

Don’t use clickbait techniques to make people open emails. That only leads to being marked as spam. Do the research on organizations and individuals on your list and write personalized emails. Do a test run to see if you have spelling and other errors. Understand their problems and provide solutions. Using appropriate subject lines and tailored content helps improve click-open rates. – Preeti Adhikary

13. Send Plain Text Emails

Keep in mind the beauty of a plain text email. We all know what email marketing — or as most know it, spam — looks like. Differentiate yourself by going basic and craft short, simple plain text emails. Customers are smart and wise to marketing gimmicks. In our tests, this approach substantially outperformed, with higher open rates and conversions. – Sair Mir

Sourced from Forbes

Write A Comment