The special interest that this metric arouses lies in the fact that it relates the openings to the interest of the users who have clicked on the email, therefore, it is assumed that the more users interested in the content freight forwarders brokers email lists of the email there are, the closer the brand will be to achieving the objective that it has set with its email marketing campaign: conversions, visits to the e-commerce, loyalty, etc. This is where the concern of finding the “magic formula” that manages to trigger openings arises. But the reality is far from being like that, and there are no magic tricks to achieve an increase in the Open Rate overnight. The secret lies in paying attention and implementing the 5 elements that we discuss below:
1- Use an attractive and impactful subject
As we have mentioned on previous occasions, the subject is the first thing that the subscriber will see related to the email that has been sent to them. Therefore, it cannot go unnoticed, it must attract their attention and stand out above all the emails waiting in their email inbox. A good way to achieve this is by using personalization , showing that your message is directed especially to them. Another good technique is to mention the incentive or promotion that the email contains (if it is offered) or to choose a different subject than usual that worries the user so that they want to know more and decide to open the email.
To complement this point we recommend that you read 8 tips for writing a good subject .
2- Send interesting content to gain their trust and loyalty
It is very important that every time an email is sent it is because there is a real need to communicate something interesting for the subscriber and not just for the sake of the brand. If users detect that the campaigns they receive are of interest to them, solve a problem or need they may have or offer incentives, promotions and offers that they can use for their own benefit, they will most likely get used to always opening emails from the company in question. To do this, it is essential to segment the database well in order to send them content that they like and gain trust and loyalty in the brand (sender) .
3- Send by STO (Send Time Optimization)
We previously made an introduction to STO in Email Marketing and we saw the benefits that its implementation offered us. Do you remember what one of them was? Yes, the increase in the opening rate . Thanks to the fact that the email is sent at the best time and/or day for each of the subscribers we have in our database, the possibility of the user opening it and interacting with it increases dramatically. We encourage you to test it if your sending platform incorporates the STO functionality and see for yourself its potential.
4- Bet on moment marketing
Analyze whether implementing Moment Marketing in your email marketing strategy could be a good option for the products or services your company offers. It probably will be. When we talk about Moment Marketing, we are referring to the term that refers to brand communication connected to the context that its audience experiences at a given time, such as an event, a happening, the place where the user is located, and even the weather and atmospheric conditions. Therefore, by integrating it with email marketing, we will ensure that the email is sent at the right time . In other words, we will have a much greater chance that our audience will open the email thanks to the context in which it was sent. Therefore, the Open Rate of the campaign will also increase. Currently, there are companies that work with this technology and many others that are betting on it.
5- Test, always test
We never tire of saying it: Testing email marketing campaigns is everything! It helps measure results and know how to improve them . If we are between two options (subject, copy…), it helps us assess which one is the best ; in short, it causes the email marketing strategy of any company to evolve and improve. The result of this is a clear increase in the number of openings of the campaigns sent, since there is a growing awareness of what works or not, mail after mail.
