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How to increase your email open and click through rates

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

Being able to reach your customers, or potential customers, straight into their email inbox can be a powerful marketing tool.

But what if nobody is actually seeing your campaigns? Or what if they open them and ignore the content?

When measuring the success of your email campaign, you should be looking at both the email open rate, and its click through rate.

Open rate is crucial, as if your email isn’t being opened, then your message stands no chance of being seen. If your email is being opened, but few people are clicking through, then your content may not engaging or of interest to your subscribers.

Here are just a few simple ways you can improve both your open rate and click rate.

Improving your email open rate

Craft the perfect subject line

Your subject line is one of the most important parts of your email campaign, it’s your chance to grab your subscribers attention and stand out in a crowded inbox. In fact, 35% of email recipients open an email based on the subject line alone!

The best way to find out what works is to A/B test two different subject lines and see which one performs the best. However, here are a few points to bare in mind when crafting the perfect subject line.

Keep it short and sweet. This is especially important for subscribers who are using a mobile device, where longer subject lines are likely to get cut off.

Try personalising your subject lines, does including your subscribers name increase open rate? Research by HubSpot showed that emails that included the first name of the recipient in their subject line has a higher click through rate than those that didn’t.

Creating urgency, or curiosity in your subject line can help to compel readers to click your email. Spark their natural curiosity, but avoid coming across as spammy.

Find the right time

Certain days of the week and times of the day will result in higher open rates. To determine when your readers are most likely to open your emails, try sending out the same email to different segments of your list, at different times of the day and see which time results in the highest open rate.

Avoid the spam filter

Making sure your emails are delivered to your subscribers inbox, and not stuck in their spam never to be seen again can be tricky. Spam filters have become extremely sensitive, but there are a few points you can follow to ensure your email makes it past the spam filter.

Firstly, only ever email people who have given you their permission to contact them. This means your emails are less likely to receive spam complaints.

You should always use a recognisable ‘from’ name, so that your subscribers instantly identify who the email is from. Your reply-to email address should also be a real email address that can actually respond – avoid [email protected]!

Improving your email click through rate

Stay relevant

Are you sending the same email to all subscribers in your list? If so, stop! Not everybody in your list is likely to be interested in the same things, so if you want your emails to get more engagement, it’s time to segment your list.

Tailoring content to specific segments of your list means the content is more likely to be relevant and of interest, meaning the subscriber is more likely to take action and click through.

Improve your call to action

Getting your call to action right can really help to improve the success of your email campaign, so test, test, and test some more!

Be clear with what you want your subscriber to do, try different placements of your CTA – does the bottom of the email work better than the top? Does a button produce better results than a text link? Try it and see.

Don’t neglect mobile

Many people check their emails on their phone whilst on the go, so make sure your email is mobile friendly.

According to Campaign Monitor, emails that display poorly on a mobile device may be deleted within three seconds – regardless of how good the content is.

Optimising your emails for mobile is a whole other blog post, but some key points to remember are:

  • Reduce the file size of your images – download speeds on mobile devices might be slower than a desktop
  • Increase size of important elements such as links and buttons, making it easy for fingers to click on a smaller screen. Also give the user space to click, don’t crowd your email.
  • Make it responsive – by using a responsive design, you can be sure the content of your email will adjust to fit whichever size screen it’s viewed on

By testing your campaigns and making some simple tweaks, you can potentially reach more of your subscriber list and ultimately improve the results of your email marketing efforts.

If you need some help with your email marketing campaigns, get in touch we’d love to chat.