Even in the age of social media, email marketing remains one of the top ways to market to consumers digitally.
Owning and growing an email list can net you a huge monthly profit if you dedicate time to nurturing it. But no matter how great your content is, it won’t make a difference until people are opening your emails.
An unopened email is a wasted sales opportunity for your business. Here are the top three factors that impact your open rates, no matter what type of business you own.
#1. Know Your “Who” – Value Adding Highly Targeted Content
You don’t have to email the same message to your entire email list. This is especially true if you have a large list and have used several offers to entice people to join.
Proper list segmenting can help you get the right content to the right person. Another place that the “who” is insanely powerful is the “from” field of your email.
Studies have shown that if your email comes from an individual’s name instead of a company’s name that the email is 35% more likely to be opened.
So consider changing the “from” field to your own name.
#2. Know Your “When” – Picking The Right Day And Time To Send Your Marketing Email
You can get more specific results if you research this by industry but overall the most popular days for email openings are Tuesday and Friday with Wednesday being a close second.
The majority of people who open your email will do so within the first hour it is sent, so that makes the time just as important as the day of the week. Open rates improve after 12 pm, as people are getting back from their lunch breaks. Test your own list and see what days and times get you the best open rates.
#3. Know Your “What” – Spending The Most Time On Your Subject Line
You might think this is an exaggeration, but an argument can be made that you should spend the same amount of time writing your email subject line as you spend writing the entire email.
This is because the subject line (and the first sentence) is the number one factor that determines your open rate. If you have an intriguing title your email open rate will double.
Your email open rate will also increase if you use the consumer’s first name in the subject line, a trick you can accomplish with any good autoresponder or email list application.
Make sure your subject line is strong and interesting to pull a reader in. Many email delivery systems will also show a preview of the first one or two lines of the email so constraint your efforts there as well.
You only have a few words to make a first impression so compelling that the consumer has to open your email and read more.
INTERESTING FACTS ABOUT EMAIL MARKETING: In 1978, Gary Thuerk of Digital Equipment Corporation (DEC) sent out the first mass email to approximately 400 potential clients via the Advanced Research Projects Agency Network (ARPANET). He claims that this resulted in $13 million worth of sales in DEC products, and highlighted the potential of marketing through mass emails.