If an email doesn't get opened, what was the point of sending it? Open rate is one of the most important metrics in email marketing and provides the baseline for other metrics like click-to-open rate. In this article we'll cover the best ways to optimize your open rates.
- Experiment with multiple subject lines
Subject lines are the driving force in email open rates. Experimenting with multiple subject lines is the best and simplest way to create lift in your open rate. Here's an analysis of subject lines one ReSci client was using for Browse Abandon (further to the right and taller is better)
The open rate for these subject lines ranges from ~6% to 29%. On paper "You'll love these" doesn't seem that different from "You'll ❤️️❤️️❤️️ this" but the performance difference is night and day. For this client stepping outside the box of traditional subject lines and experimenting with emojis and casual language created huge lift in their open rate.
- Personalize your subject line and pre-header
Personalization in the subject line and pre-header text can lift your open rates by 26%, according to Experian. Using first names, product names, and sale information can all increase the odds of a user opening your email.
- Experiment with pre-header text
Pre-header text (also know as preview text) is what appears after the subject line in your subscribers' inbox. Recipients see this text as both an extension of the subject line and a preview of the content in the email. Don't let this valuable real estate go to waste, experiment with it just like you would with subject lines!
Take a look at these pre-header examples, are you getting the most out of your inbox space?
- Customize your "from" name
Emails from noreply@ addresses never get anyone excited. Take advantage of your ESP settings to give your emails a more personal touch and increase reader engagement.
- Send fewer emails to higher-engagement users
Reaching the inbox vs the spam folder has a huge impact on open rates, as many users never even check the spam folder. Increasing your average level of engagement tells email providers that your content is valuable and appreciated by your subscribers. This improves your rate of delivery to the inbox vs the spam folder, which improves the chance your email will be seen and opened.
Read more here: List Management: Importance and Techniques.
Top performing subject lines for abandon emails