You spend your valuable time and energy creating your newsletter and sending it to your permission based email list. You feel like you are engaging with your audience. Yet, your open rate has flat lined or isn’t event close to your industry average. You may wonder what the average is for your industry. It is important that you are looking at your specific industry to get your benchmark. This is because average can vary greatly between industries. According to Constant Contact complied data, an open rate of 15% is average for accountant while 24% is average or museums. If you want to see all the industry averages as of December 2014, click here. The following are simple tips to help you increase your open rate.
1) Use a professional email address – By using a business email, such as email@example.com , you are ensuring your business communications look more professional. If you have a website for your company, this option is available and very affordable. You should not be using a personal email address such as firstname.lastname@example.org. By using this for your email address, you may not be conveying the right message to your audience.
2) Keep subject line short – The person reading your email will spend about two seconds looking at the subject line to decide whether or not to open your email. Your subject line should be 5 to 8 words and not longer than 40 characters. The goal is to create a subject line that compels the reader to want to open the email.
3) Set expectation with your audience – When a person signs up for your list, it is critical that you let them know how often and when you will be communicating with them. This will help foster a loyal following that will have your subscribers ready to open your newsletter. It is best to list the verbiage on the sign up form as well as the welcome email you send them. For example, “Sign up to receive our latest tips, news and events delivered to your inbox on the 1st and 3rd Friday of the month.”
4) Be Consistent – Consistency is key to increasing your open rates. All too often, emails are deleted because the sender isn’t consistent and the reader may have forgotten they signed up for the list. It is best to create a schedule of when you are going to be sending your newsletters out. This helps you to be accountable to your audience. It also helps your audience because they know when to expect to hear from you. This consistency also helps you create a following of people who know, like and trust your company.
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