Email marketing is still one of the most successful marketing tactics out there.
Just think about all the emails you get in your inbox.
I know. It gives you a headache.
However, there is at least one email that you like getting.
If you don’t like any emails or coupons you get, you can stop reading now.
Really. It’s okay. This article isn’t for you.
If there is at least one email that you like to get, or you have seen the results of email marketing in your own organization, then keep going.
Less than 20% of your marketing emails are opened (which means that the images are downloaded) by your audience.
That seems low.
So, why are you bothering?
Because your readers still see your name and subject.
It keeps your brand top of mind and there are those 20% who open and the 8% who click.
If you are sitting there reading this and saying, “My open rates are way better than that.” Great! Pat yourself on the back and feel free to brag about your above average performance to all your friends.
If you are sitting there and saying, “It should be 20%?” You aren’t alone. It could be your list, your messaging or even your email’s design that is impacting your open rate.
But having a low open rate isn’t always a bad thing.
The key is to track your open rates and learn from them.
Your open rate tracks your email subscribers’ engagement.
Ideally, you want your open rate to increase (or even stay the same). But if you see your open rates start to decline, you’ll need to set aside some time and figure out why.
Some common reasons for decreasing open rates include
- Sending too many emails
- Sending too few emails
- Having subject lines that fail to interest your reader
- Sending the same content to every subscriber (think about segmenting your list)
- Sending emails from an unclear “sender”
So, what do you do about open rates?
Well, it depends on your audience.
The open rates are telling you something,
The amount of emails you send depends a lot on the industry you are in. Some companies or organizations need to send daily or weekly emails, while others are better off with twice monthly or monthly emails.
If you suspect that your subject line is the issue, you can try personalizing the subject line, such as including the subscriber’s first name, or including surveys in the subject line.
Another problem could be that your subscriber doesn’t know who the email is coming from. People are much less likely to open an email from someone they don’t recognize.
Think about your audience.
Do they know you? Your business? Another person on your team?
If people recognize you more by your business’ name, send it from your business. But if people are more familiar with you than your business’ name, send it from you. Or you could do a combination, like we do (Ex. Kendra Corman, H2H Consulting.)
Whatever you do, make sure you are listening to your subscribers and reacting to their actions or lack thereof.
Don’t forget, you can test things too!
If you are curious about your email marketing, give us a call and we can do a free 1 hour consultation to help you improve. You can reach us at 248-923-1424.