A common concern we hear from our affiliate marketing partners is low conversion rates on emails sent to list members.
Since you started your business, you have been told again and again how important it is to have an email marketing list, but if your subscribers don’t open the emails you send, conversions will stagnate.
To help, here are six of the most effective methods we’ve seen used across the industry to boost open rates:
- “From” field recognition
- Freshen up your list
- Find out what your subscribers think of you
- Send the right emails to the right subscribers
- Send your messages on peak times
- Avoid overload and include call-to-actions
Every email has a tag that says who the email is from. Considering the fact that more people read emails on mobile devices than ever before and you have severely limited screen real estate with which to convince someone to open your message.
So, make sure the name, brand, or business name in the “from” field is as recognizable as possible.
If your websites are built around a particular brand name (or your name), use it. Readers will recognize that name and click the email much more often than a message from “firstname.lastname@example.org.”
So, you may have been collecting a hefty list of subscribers over time and it’s important to keep that list engaged consistently so it doesn’t go stale.
And yet, some of your subscribers may not be as relevant to you any longer. Some have changed their email addresses, and others may have lost interest in your brand. Keep your list fresh and up-to-date with your engaged subscribers and remove the ones that are inactive.
How to define inactives?
An inactive subscriber is anyone who hasn’t shown any engagement or interest in your brand for the last 6-12 months or so.
On average, inactive users count for 60% of all users subscribed, meaning that if you have a list of 10,000 subscribers, only 4000 of them are true.
However, do not rush in and spring-clean your list just yet. Send out a last-ditch move to try and re-engage with inactive subscribers.
There are great templates out there you can use to craft the perfect ‘break-up’ email.
Here’s a nice Hubpost one we’ve scouted – Ad value before walking away.
Work on your relationship with your subscriber list. Yep. It’s a relationship like any other.
How can you benefit the people in your database? Are they still with you or a little invigorating is in order?
Simply ask them to know where they stand. Use surveys and polls, online competitions, coupons, promo-codes and product recommendations to re-engage with dead leads.
You may not recapture all of them, however, this will give you an opportunity to focus on those who responded.
People open the emails that are relevant to them. That is why segmenting your email list is crucial for increasing relevancy and keeping your subscribers hooked.
On a sample test conducted by MailChimp, about 2,000 users sent about 11,000 segmented campaigns to almost 9 million recipients.
Results came in showing a markedly better performance on segmented campaigns compared to non-segmented campaigns.
Imagine how many messages you receive per day. Now imagine what happens when someone receives an email at 9pm at night and doesn’t check their inbox until 9am the next day.
Phew… That’s 12 hours for more important, newer messages to pile up on top of the one sent yesterday.
Many people, knowing it’s not a vital message, will simply archive it and move on, or simply ignore it. We wish to avoid that.
You ultimately want more email opens and more clickthroughs and you want that because your email list is a powerful audience that read, share and engage with your content.
Time your messages to be sent at prime times. Monday through Friday have proven to be strong days to send emails, while Sunday is preferred when targeting fewer people.
customer.io have boiled down results from several studies to summarize the best times to send emails:
Day of the week: Tuesday has the highest open rates.
Time of day: Afternoon for opens, evening for clicks.
Avoid burying your readers in excess email.
One message a week is already a lot – three or four per week, plus the occasional sales pitch for a new product? That will drive cursors to the spam button.
Don’t forget to include simple, clear and effective call to action, especially when re-engaging with your subscribers.
Email open rates are vital to the success of any marketing campaign. Never be happy with the same numbers. Always look for ways to get more subscribers reading your messages and your conversions will increase likewise.