What Email Marketing Elements Can You Test to Improve Its Open Rate?

Email marketing is a form of digital marketing that can be extremely effective at getting people to engage with your brand online. This article will tell you which elements of an email marketing campaign can you test to improve its open rate so you can maximize the results of your efforts.

Subject Line Testing

The subject line of your email is one of the most important parts of your campaign. It will determine what your subscribers actually open your email messages – especially since they won’t necessarily see the whole email while skimming through their inbox. In general, you want to write a subject line that is both compelling and relevant to your target audience.

To test the subject lines of your emails in order to find the best combination that elicits the most clicks, create a simple split test. First, you will need to set up a group of subscribers in two different segments. The first will become the control group and the second will be the experimental group. You will send the same email to each segment but with one variation in the subject line.

In the first segment of your split test, use a common subject line such as,”New Product Launch” or “Sign up for our newsletter.”

In the second segment, test a variety of subject lines with A/B testing. When choosing the subjects, make sure that they are compelling but not too generic. For example, if you are sending the same email to both segments but with the variation being the headline, make sure that the headlines are different.

Hinting At a Discount

One of the best ways to get someone to open your email is by offering them a deal. In order to test this, you will need to set up a second segment of your split test with a discount code or link. In this segment, you will send an email with a discount code for a free trial or a 10% off discount. Be very careful with this test as overexploiting this tactic can turn off your subscribers.

The results of the free trial or 10% discount can be incredibly effective as an opening gambit. In one study, email marketing software provider Litmus found that coupons and discounts rose to the top as the most effective way to get someone to open an email.

Incorporating Scarcity & Urgency

The best combination for getting someone to open your email is to incorporate both scarcity and urgency into your message. Scarcity implies that something valuable is limited in supply and therefore more desirable. Urgency implies that the action you are encouraging is of pressing importance. These are not necessarily mutually exclusive and you can use either one or both of these elements to increase the odds of your subscribers opening your email.

To create scarcity, you can either use a limited time offeror or limit the number of emails available to those who join your list. The more prestigious the item, the less available it will seem, especially if you want to create a sense of urgency. You can use all the usual suspects for this including discounting prices and offering free samples but make sure that the value proposition (what you are giving away) is substantial enough to make a difference.

Personal Touch

People are more likely to open an email that contains a personal touch. When someone feels like they are being personally addressed, they will be much more receptive to the content that you are providing. This is why it is so important to develop a strong personal connection with your subscribers.

To test the effect that a personal touch has on your email’s open rate, you will need to set up a third segment of your split test. In this segment, you will either write a short note or call attention to something personal about the recipient. One of the simplest ways to achieve a personal touch is to put a face to the name. For example, you can write, “Hey [recipient]’s going to love this,” or you can say, “Just wanted to put in a quick call to say hello! Good luck with your new business.”

The key is to make it personal. To make your email different, write a short note about the person you are addressing. For example, if your email is to a doctor, you can write, “Dear Dr. Smith, I have been following your advice for years and finally decided to take the plunge. I bought a house and wanted to be sure that I was making the right decision. Your advice was excellent and I am thrilled with my new house.”

The more you can do to make it personal, the better. You can also use first name rather than last name as a signal of familiarity. You should not use your company’s name in official correspondence unless you are certain that the recipient is already familiar with your brand. When in doubt, use full name. You should also make sure that the content is relevant to the person you are addressing. For example, if you are writing to a doctor and your content relates to real estate, you can assume that they are not as interested in your topic as you are interested in theirs.

Geographical Targeting

People are more likely to open an email that is sent to them based on their location. This is because we assume that someone who lives in London needs to be served by London’s best restaurants and attractions – otherwise, why are they living there? In order to test this, you can either send your emails to specific locations or you can try sending them worldwide. If you send your emails to specific places, you can use the ISO 3166 country codes to target your audience by country.

For example, if you are in Canada and you want to target British tourists, you can use the codes GB for Great Britain and Northern Ireland or GBR for Great Britain and you can use the codes CA for Canada and PEI for the province of Prince Edward Island.

The advantage of sending your emails to specific locations is that you know exactly where they will be opened. The disadvantage is that it is more difficult to test the effect that different locations have on the overall open rate. If you want to test the worldwide reach of your emails, you can simply create a group of recipients in a test email and leave the rest of the details to the software. It will then distribute your message to all the other locations that you requested. The results can be seen in your email marketing dashboard.

Collections Of Promotions

The more different promotions (or discounts) you can put in a single email, the more likely it will be opened. In order to test this, create a short list of the discounts that you are offering and try sending out a single email with multiple offers. Be careful not to overexploit this tactic as it can cause subscribers to ignore your emails as spam. You can also test whether including various offers in one email will increase or decrease the overall response rate.

Action Taken

You can use an email’s open rate as a measure of its success but you should not only measure it in terms of replies. The reason why is that not everyone who opens your email will take the time to respond. You should also track the action that the person you are addressing actually takes after they open your email.

This may mean that they visit a web site you recommended in your email, register for an offer you made, or click a link in your email that takes them to a page that they find valuable. Whatever the case may be, you want to make sure that you follow up with the person you are addressing. Do this by either sending a quick email or calling them.

Automated Follow-Up

Many email marketing platforms like MailChimp and HubSpot include automated follow-up features. These are extremely useful for getting the most out of your email marketing campaign. You can use these features to send a series of emails to your subscribers, asking them to take a specific action or to visit a particular website.

For example, if you are launching a new product line and you want to encourage people to try it out, you can send out an email with a discount code followed by a series of emails that request them to either make a purchase or request more information. You can use similar tactics with blogs too. Once you have gained some initial interest in a topic, you can use automated emails to gently move the conversation forward. This is extremely valuable in terms of increasing the effectiveness of your campaign.

You should not use automated emails if you are just checking off of a list. Instead, use them if you are genuinely interested in having a relationship with your subscribers. The truth is that any form of follow-up that you do will be more effective if you do it personally. Even if your emails are automated, people will feel that you are more interested in their opinion than you are in pushing a product.

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