How I Increased Email Opens 2X with One Simple Tactic
I’m not exactly proud to admit it, but recently I sent one of the lowest performing emails I’ve ever sent. After having average email open rates of about 46% for the past several months, I sent an email that only had a 27% email open rate.
At first I was mad at myself. This email had nearly 1,000 less opens than normal, which could easily represent several hundreds in revenue. I didn’t know what I could do to
Then it Hit Me
After looking around in the GetResponse admin area and talking to support, I realized that I could very easily segment out all of the subscribers that had not opened up the original email. From there, I could very easily send a new email that would allow me to test how a different headline could increase email opens.
This method can also be used to test different content and calls to action in an effort to increase your email click-through rate.
*Note: GetResponse has slightly upgraded their interface and made this process much easier. Now, from within the email analytics page, all you have to do is select all ‘unopened’ contacts, then click send message at the bottom of the page.
The Results – Increased Email Opens by 2X!
By now you may be curious to see the actual numbers behind these two emails. Below are the headlines for each email in bold along with the condensed results.
- [[firstname]], Is Your Blog Design Converting? – 815 Opened / 27% Open Rate
- Here’s How we Increased Traffic 15-20% with a Blog Redesign – 879 Opened / 38% Open Rate
What’s interesting here is how the second was able to get such a high open rate. Also, I effectively doubled my email opens by sending two emails. Between the two emails I had 1694 email opens, which is more than twice as much as the first email alone (815 email opens).
While it would take more testing to nail down which headlines convert best, here are my two takeaways:
- Use Numbers – Bottom line, statistics are more appealing than simply asking a question.
- Be Specific and – People are busy and they have to sort through dozens if not hundreds of emails daily. If your email headline doesn’t communicate a specific benefit, they may never even open it.
While the numbers were impressive in this case, please allow me to add that I do not always expect to double the number of email opens I have or to get such a high open rate on the second email. The results will likely vary.
What Do You Think?
I’ve showed you a simple tactic to quickly increase the email open rates of your email marketing campaigns.
After reading this post, how do you think this technique will help you? Have you used any tactic like this before?
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