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Email marketing campaigns can be measured by a variety of ways. One of the most important ways is the amount of email open rates. Sometimes marketers never give much thought to this aspect which is a failure on their part because if email open rates are low, it is equivalent to not delivering any mails to your customers. The higher the open rates the more likely people are to read and thus take action. Here we will discuss three factors to consider in ensuring higher email open rates.

Getting Your Subject Lines Right

The subject line is the first thing any reader will notice. It is the most important factor which should resonate with the mind of the readers and make a good impression. Without making a good impression at first glance, most emails won’t be read and missed. The end result is another missed email or worse a customer lost in the process.

Another factor to consider is that the subject line should be tailored to the recipient’s interest in addition to incorporating words of motivation. The services or products provided should meet their current needs and interest so that what to expect when they are opening the email and they should be made to feel that they will miss something very important if they didn’t open your emails! Words of motivation should compel them to open the emails and take action.

Effective Content

The content of your emails is the next most important thing to consider. Once you’ve managed to capture their attention with the subject heading, the content should begin to unravel details or goodies that will encourage your recipient’s to read further. The best way to approach this is to try selling to a customer in real life. Picture that and then translate that into your emails. Sometimes your recipients might need a little more encouragement through discounts, vouchers or free gifts. Be careful of using “free” when writing your sales letter,as most ISP providers filter emails with this word. So, be creative in your writing.

Frequency Of Delivery

Do you like seeing too frequent emails coming from any internet marketer? I know I do! I get so annoyed and irritated to see emails coming even everyday because it floods and even if its useful information I will be treating it as spam. My frequency of sending email is every alternate day at most. Even if it’s a new product I’m promoting, I won’t send emails every day. What I generally do is send emails everyday for the first 2 days and stagger them after that. At the other end of the spectrum, too infrequent deliveries are also bad for your business.

Sometimes what you need to do is to do split testing. That way you can analyze what is the more effective frequency of delivery. Test different time and days for finding out which time works best for every type of audience.

The number of legitimate opt-in emails being caught in the spam filters is increasing by the day. You have to realize that although the message is being shown as ‘delivered’, the end recipient won’t be seeing the email at all. Bearing in mind these 3 factors, I hope you will get increased email opening rates for your business.

Bryan Wong YH

Related Articles On Email Marketing

• Scott Meis: Print Article: 7 emails you should never send (imediaconnection.com)
• 6 Email Marketing tips for Reducing your Unsubscriptions (okdork.com)
• StreamSend Names Top 12 Email “Don’ts”/Email Analyzer Tool Cleans Emails Pre-Mailing and Boosts Deliverability (pr.com)

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