Email open rates are an important indicator of the health of your email list. It’s important to monitor open rates so that you can learn about your subscribers, create better subject lines, pick better topics to share, and improve your deliverability.
Learn about Your Subscribers
What emails your subscribers open tells you a lot about your subscribers. Group the opened emails into topics, study the subject lines used, and see if you notice a pattern versus the emails that don’t get opened.
Create Better Subject Lines
When you see the patterns that cause your subscribers to open your emails, that teaches you about what subject lines work best. When you know that, you can start making all your subject lines conform to what works best for your audience.
Eliminates Topics that Don’t Work
You may find a topic that never gets opened or is rarely opened. This says that your audience does not care about that topic. Do look at your subject lines and experiment a couple times with better subject lines to find out if that is actually the problem before totally ditching these emails if they’re relevant to your products and services. But if even that doesn’t improve open rates, likely you can stop emailing them about that topic going forward.
Choose Better Topics
When you see the pattern of what topic gets opened, it signals to you that you should create more content about that topic. Remember that you can approach any single topic in a variety of ways. You can change formats, go more in depth, and create more of what your audience wants to read.
Improve Email Deliverability
One big reason open rate is so important is that the better your audience is at opening your email, the higher deliverability goes. Good open rates will help your overall email deliverability because it says that the topic is important to the subscriber.
There are a variety of tactics that you can use to improve email marketing open rates.
For example, did you know that using more than 25 to 30 characters in the subject line can impede open rates? That’s because so many people read on their mobile devices now and that’s all they can see.
Additionally, the phrases that you use in the subject line can boost open rates too. Have you ever noticed a trend in words used in campaigns? Words like “Breaking” “Thanks” and “Exclusive” often helps encourage open rates while phrases like “Secret of” “Call” and “Shocking” no longer help open rates and can impede them.
Keeping up to date on these types of trends is an important way to improve your open rates. When you are tracking open rates, studying the audience that opens your emails, and working on improving your open rates will eventually also improve your conversion rates and the bottom line of your entire business. It’s that important.
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