Email marketing has become a staple in online marketing for the simple reason that it's an easy and quick way to get a lot of information to your audience.
Whether it's a newsletter, welcome message, or special promotion, email is the obvious choice for these communications. In fact, over 90 percent of consumers actively check their email accounts daily. So, how can you ensure that is it your emails that consumers are opening when they check their email?
Here are three tips that should help you boost your open rate and engage your customers
1. Pay attention to your subject line
It's tempting to include a long subject line in your email in order to entice contacts into opening your email. After all, if they don't know exactly what it's about, why would they open it?
In truth, the situation is quite the opposite.
The shorter your subject line is the more likely customers are to open it. Subject lines with less than 60 characters have a higher open rate than emails with longer subject lines.
So, in short, keep it brief.
Now, in that short subject line, you also want to engage your readers. Asking questions, including personalization, and not overusing sales-y words will help accomplish this. For example, you may have an email about a new article about marketing that you've written. This subject line could look like: "Jane, what is your marketing lacking?" This subject line includes personalization, an engaging question, and is under 60 characters!
If you have several ideas for subject lines, you may want to A/B split test them and continue with the subject line that gets the best results.
2. Send at the right time
Perhaps one of the most important things to consider when trying to increase your open rate is what time you are sending your emails.
Several different studies have been done on the optimal email send time and they tend to agree that Tuesdays and Thursdays are the days when most emails are opened but those are also the days when the most emails are sent. So, it may be worth your while to test other days as well.
When it comes to time-of-day, you want to make sure that you are sending at a time where your contacts are available. This means, you likely don't want to send during business hours when they won't be sending their personal accounts. This means that you want to send before nine o'clock in the morning and after five o'clock in the evening.
Between six o'clock in the evening and 11 o'clock at night has the highest open rate of the whole day with a rate of 24 percent. This makes Tuesdays and Thursdays between six o'clock and 11 o'clock at night the ideal time to send your emails.
3. Optimize for mobile
A growing number of people are using their mobile devices to view emails. While computers are still the most common device to use for viewing emails with 93 percent, mobile is steadily growing.
Over 50 percent of emails are opened using a mobile device. So, if your emails aren't optimized for mobile, you're turning away a large and growing audience.
A key aspect of optimizing emails for mobile is taking image file size into consideration. Mobile devices take longer to load images than computers do, so limiting the number of images and the size of images will go far to making your emails more accessible to mobile users.
You also want to have a responsive email that adapts to mobile screens easily and effectively. This ensure that your mobile users see the email correctly instead of have to zoom out or scroll over to see the whole thing.
You can create your own responsive email template if you have coding knowledge. However, there are also tools available that automatically resize for mobile devices.
SimplyCast's email app includes mobile screen optimization to help you increase your mobile open rate and boost customer engagement. If you'd like to learn more about SimplyCast's email app and all the features it includes, visit this page.