5 Ways to Boost Your Email Newsletter Open Rate
One of the most important metrics you should be watching is your newsletter open rate. After you’ve invested resources in making your newsletter so helpful, you want to know that it’s working. The newsletter open rate will help you determine if it’s resonating. Open rate simply breaks down to the number of people who opened your email divided by the number of emails that didn’t bounce. The average open rate is 24.46%, although you can check your specific industry rates to help you benchmark whether your open rate is above or below average.
No matter where you are on the scale, you probably want to boost your newsletter open rate, and we have some tips to help you do so.
1. Give your email newsletter subject a clever subject line
First of all, do not title it “newsletter.” Nothing is more boring and less likely to encourage opens than the title “newsletter.” The title of the newsletter doesn’t have to be particularly clever or creative to be compelling and interesting, encouraging readers to open it. Check out Mailchimp’s blog regarding the best practices for writing email subject lines if you are looking for some inspiration.
2. Customize the “from” field
The name and email address that the newsletter comes from is sure to impact whether your readers open your emails. Here are some things not to do.
Do not simply use your company name. Research has proven that folks are more likely to open emails that are from a human instead of a vague, nebulous company with no personality or character. That being said…
Do not use just a person’s name — unless your CEO or salesperson is well-known to your recipients. If you’re using a sender who is not well known, consider making the sender name something similar to “John Smith at Brandname.”
Do not use a “no reply” email. Openers may want to reply to the email and ask questions or interact with the sender. Make it easy for them to do that. Instead, the email should match the sender’s name, like firstname.lastname@example.org.
3. Be consistent
You can increase your newsletter open rate simply by being consistent in your deliveries. Even if you send an email once a month, send it consistently on the same day each month and at the same time. Provided it’s a strategic time — not a Monday or Friday, for example — consistency will lend a reliability to your brand, and reliability will help increase your open rates. Check out this great article from CoSchedule to help you optimize the best times are to increase your newsletter open rate. Here are a few other aspects you should keep consistent:
The from fields
The newsletter title
Day of the week
Time of day
Type of content (this can — and should — vary, of course, but the overall subject matter should be similar)
4. Segment your audience
Just because you have consistency in one newsletter doesn’t mean you’ll need to send the same newsletter to everyone on your list. Your audience may have different interests in subject matters or products, and segmenting them may help you target each one’s interests in a more specific and strategic manner. Consider the following differences to help you split up your audience and increase your newsletter open rate:
Time on your email list
Time since their last purpose
5. Design for mobile
Mobile email opens are becoming so prevalent that they should no longer be ignored. Some sources report that mobile accounts for 50% of email opens, and improper design leads to a low open rate. Poor formatting is the number one complaint about mobile email, according to a study by Adestra. Make sure your emails display properly on mobile devices with these pieces of advice:
Make sure images are embedded properly — or do not affect your message if they do not show.
Use large fonts and big buttons for easy mobile usability.
Keep formatting simple and not overly involved for fast load times.
Send test emails to make sure all the content displays properly.
What tactics have you employed to help improve your open rates? Leave us a comment below for your insight.