Getting Better Email Open Rates

Getting Better Email Open Rates
The success of email campaigns can be gauged by the number
of email open rates. The more number of readers read the
email, the greater chances of people taking the desired
action. But for this, the readers must be motivated into
clicking on the link.

The very first thing which any reader will notice is the
subject line. It is the most important factor which should
resonates with the mind of the readers and should compel
them to open and read the email. The subject line should be
personalized depending upon the recipient's interest, and
other factors. So creativity needs to involve creating
words of motivation. The brand should make its mark so much
so that the customers must set up expectations for the
brand. Recipients should be anticipating the emails. For
this the services or products provided by the company
should meet their current needs and interest. The
recipients should know what to expect when they are opening
the email and they should be made to feel that they will
miss something very important if they didn't open your
email.

Apart from the subject line, lot of attraction also lies in
the content of the newsletter. The content must be original
along with being compelling. If the content of the email
can be found elsewhere, the customers may forgo the thought
of opening the email and instead going for the one of a
kind content. The content should also have valuable
information which can be used by the readers. It could
concentrate on the free offer, or the big discount.

Another factor which forces the reader to open the email is
his relationship with the company. Email readers fall into
different categories. They can be irregular purchasers,
potential clients, information hungry subscribers or
existing clients. The method by which they decided to
subscribe and the reason also tells a lot about the
customer's interest. Did they find the website through a
search engine or did they sign up when buying products? The
subscribers who have sought for information and then signed
up for the emails are more likely to open the email, when
compared to subscribers who signed up while buying a
product because of a pre-checked box meant for signing up
which they forget to uncheck.

A strong personality is must for the success of the email.
If the actual CEO or the marketing director is behind the
newsletter, the readers get more interest in the email and
the email open rates will boom immediately. The email list
should be of high quality and should be well-maintained
always. Also, efforts must be made in expanding the email
list with targeted audiences which are more likely to open
the email and take the desired action. Most of the times,
long-time list members become inactive. So the list must be
segmented based on list age and the inactive customers must
be offered interesting incentive to bring them out of the
hibernation.

The mailing frequency is also a very critical issue. Too
frequently send mails will hamper the growth of email open
rates as the recipients will get irritated, so does
scarcely send mails as the recipients will not remember who
you are. The time of sending also is important. Test
different time and days for finding out which time works
best for every type of audience. The time of the year
should also be considered here. People tend to open emails
less frequently in summer which means lower email open
rates. Holiday season means good email open rates for
commercial emails and lesser email open rates for
information oriented emails and newsletters. The number of
legitimate opt-in emails being caught in the spam filters
is increasing by the day. Although the message is being
shown as 'delivered', the end recipient won't be seeing the
email at all. Care should be taken to avoid certain words
and symbols which are the cause of spam filtration.

The bottom line is to do every job exceedingly well in
order to achieve higher email open rates. For email
newsletters, sixty percent email open rates can be achieved
and for commercial emails, about forty percent email open
rates can be achieved.

John Platania

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John Platania is a internet marketer with over 20 years
experiance running 4 differnet companies. you can visit
his website at:
http://www.ResortRescue.net