There’s no doubt that email campaigns play an important role in your company’s marketing strategy. Staying in front of your prospects consistently is key to keeping your brand top-of-mind for potential customers. However, email marketing won’t get your business very far if you neglect one important aspect—your average email open rate. After all, the messages you send out will do nothing to help you if very few recipients even open them. But there are some things you can do to increase your email open rate.
In general, the average email open rate across all industries seems to fall between 17% and 22%, but that average can be higher or lower according to your specific industry. A good place to start is to do an online search for the average rate in your area of business so that you can set a goal. Then be sure that you are using some sort of software or app that can track your open rate. Once you have these things in place, it’s time to focus on the aspects of your emails that will increase the likelihood of your recipients opening them.
- Know your target audience. Before you even start an email campaign, make sure you have done the research necessary to know who you should be targeting. No one is going to pay attention to an email that has nothing to do with their industry. Your average open rate will be much higher if you only send emails to those who are most likely to benefit from your product.
- Use a casual tone. Your emails need to be friendly and conversational. After all, you are trying to connect with each lead and create a relationship. It helps to imagine yourself talking with the recipient in person, and then write the email using that same language.
- Keep subject lines concise. Your subject line is your chance to pique the recipient’s interest enough so that they will want to open the email. However, it’s important to keep it short and to the point. People are busy, and if your subject line is too wordy, your prospects may not take the time to read it, much less open the email to read further. A good rule of thumb is to keep your subject line in the range of 6-10 words.
- Write amazing content in every email. Make sure that you provide your leads with information that they can really benefit from. If a recipient finds your emails helpful, they are more likely to remember that and be willing to open future follow-up emails.
- Personalize your emails. Start by addressing each recipient by name. Your prospect will be able to see their name in the preview portion of the email. This small effort on your part goes a long way in making a lead feel important. By using an email marketing automation software, such as Funnelfly, you can easily and automatically personalize your emails—no matter how many you are sending out.
- Send your emails from an actual person. This goes along with the idea of personalizing your emails. An email from an actual person is much more inviting than one from a generic company email address. By using a personal email address, you also are less likely to be mistaken for spam.
The Bottom Line
It may take a little time and some experimenting to see what works for your audience and helps you reach your ideal open rate. That’s why it’s important to track these rates to see what is working and what isn’t. Funnelfly can help you with the tracking process and keep you automatically engaged with both leads and prospects. It’s the email drip campaign platform created by startup founders specifically for startups and other small businesses.