HOW TO IMPROVE THE OPENING RATE TO HAVE A SUCCESSFUL EMAIL CAMPAIGN?

A successful email campaign is measured by the proportion of emails opened by recipients of the total you have sent, so it is important to achieve a high open rate.

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The email marketing remains one of the digital marketing strategies reporting better results for companies.

The metric that best reflects its effectiveness is the open rate or ratio. If the figure is high, it means that your campaign is working and your subscribers are interested in the content of your email.

How to measure the success of an email campaign ?

The top three key performance indicators are:

Delivery rate. You must first have a list of contacts, then make sure they are valid. A high delivery rate means that your emails are reaching your target audience. If, on the contrary, it is low, you must purge your subscription list or the database of your contacts.

Open rate. You have indications that your emails do reach the recipients, but do they open and read them? First, your subject line must be attractive for them to open the email, and second, the content must be relevant so that they remain reading it.

Click-through rate . This metric focuses on the action that you ask your recipients to take, to improve it you must segment your contact list and send topics that are of interest to them, even personalized ones.

How to get my emails to be opened?

The key lies in two of the items that are important to recipients: the sender's name (for 64 percent of them) and the subject line (for 47 percent).

In the first case, using a personal name, rather than a general or company name, increases the open rate by up to 35 percent, according to research by email marketing firm Pinpointe.

When it comes to the subject line, it should be thought as much as the content you advertise, plus it should be based on already known data about the impact it can have on the recipients.

According to a report by the email automation platform Retention Science, the ideal number of words in a subject line is eight, but the margin that offers the highest open rate is between six and 10 words.

And it should say enough to grab attention and arouse curiosity, but not so much that it reveals all the content and discourages the recipient from opening it.

Two other good tips in this regard are to personalize the subject line with the recipient's first name, as this raises the open rate by 20 percent; and use creative writing, for example, referencing movie titles and song lyrics, to achieve a 26 percent increase in open emails.

How to write an email better ?

There are no safe formulas, and to improve your results you can do tests by segmenting your contact list and sending the same email with variations in the wording of the subject line, content and design.

A good way to write a more effective email is to follow these tips:

Spend time writing your subject line. It should be brief, clear, and convey urgency.

Personalize your messages by including the recipient's own name and offering content that is relevant to him according to his needs and preferences.

Write content that is concise and easy to read. To achieve this, do not write paragraphs of more than three sentences, use bullets and enumerations and focus on a single topic.

Includes a powerful call-to-action . A single, clear and direct call to action will prompt the recipient to click on the link to your landing page or website.

Do not send any mail without first reviewing and editing it. Make sure the content is clear, direct and concise, does not contain any spelling or grammar mistakes, and is relevant to your audience.

Email marketing has not died after the rise of social networks as a form of communication between a company and its customers.

On the contrary, it has gained strength as a channel that generates greater engagement and produces more conversions, therefore, a higher return on investment.

Make sure to use it properly so that recipients open your emails, read them and take the action you request.

These tips will help you ensure that your emails do not get lost in the inboxes of your clients and prospects.

Do you have an email marketing strategy ? How do you measure their results? What are your best practices with good results?

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