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4 Ways to Improve Your Email Open Rate

Hanna Walther, Ytel |  
Is 2017 the year you set a goal to optimize your email marketing strategy? With so many companies jumping on board with email, it's crucial for the businesses who do send marketing emails to customers to ensure that they're optimizing the experience, and not just spamming them. This post centers around 4 simple tips to make sure your readers are getting the best user experience possible through email marketing campaigns.

Is 2017 the year you set a goal to optimize your email marketing strategy? With so many companies jumping on board with email, it's crucial for the businesses who do send marketing emails to customers to ensure that they're optimizing the experience, and not just spamming them. This post centers around 4 simple tips to make sure your readers are getting the best possible user experience through email marketing campaigns.

 

Personalization

Personalizing your subject line or the greeting of the email creates a level of focus and familiarity that will engage your readers in a unique way; they will feel like they're having a conversation with a person, rather than reading a random, spammy email. The goal with personalization is to keep readers engaged and to keep them opening emails in the future because of this personalization token.  

Most email platforms have personalization tokens built in that allow you to select using each recipient's first name instead of the typical "valued customer" greeting when building your email. It's a simple step, but really packs a punch.

Killer Subject Line

Treat your subject line like a movie trailer - a brief summary that draws your audience in, excites them and leaves them wanting more. Sounds easy enough, right? Keeping it as simple as possible is key, while also providing some highlights about what the email entails. Research shows that 'reasons why' subject lines and questions typically prompt the best response and open rate.

*Marketer's Tip - Avoid using words like "free," "discount," and "cash," as these typically get flagged as spam.

multiple CTAs  

In longer emails, having a CTA (call to action) or some sort of action at the beginning, middle, and end of the email is a great way to boost your clicks and engagement. Whether your CTA is a simple "Click to Learn More" link, or a flashy button that sends readers to a blog post or a landing page, multiple CTAs within an email will encourage readers to explore your website and click around.

Mobile friendly

It's 2017, people... if your content isn't optimized for mobile, you're wasting customers time, and your own time, too. Mobile email will account for up to 70% of email opens, depending on your target audience and a few other variables. 70% is an astronomical number that you don't want to miss out on simply because you weren't thorough enough to make sure your emails were formatting properly on mobile.

Tips for mobile:

  • Keep formatting simple and font easy to read
  • Use large CTA buttons as they're easier to click on 
  • Avoid menu or navigation bars 

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About The Author

Hanna Walther, Ytel

Follow me on Linkedin

Hanna manages Ytel's Communications strategy and has worked in Marketing for five years. She has a Master's in Communications and is passionate about connecting customers and businesses by building authentic relationships online.


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