So much of email marketing automation is useless if open rates aren’t hitting an acceptable level. With some effort and understanding, campaigns can avoid this fate. And if open rates are where they need to be, more focus can be shifted to other aspects of email marketing automation.
Below is a breakdown of key things to keep in mind so your open rates will be soaring. But first, we must stress the importance of constantly relying on your data to make decisions and adapt as needed. You can have the best basic practices in place, but you’ll still need to constantly test and find what works for your business.
Nail the Subject Line
Driving open rates quite obviously starts with the subject line. If you want to devise subject lines that produce results, take these four things into account:
- Urgency: A study from HubSpot revealed email subject lines that include a sense of urgency generate a 22% higher open rate. Give your subscribers a little fear of missing out and you’ve increased the chances they’ll at least see what you have to say.
- Personalization: In so many aspects of e-commerce, personalization is taking over. Emails, including subject lines, are no different. Use names, not generalizations to get that open rate up.
- Social proof: If your brand is leveraging well-known influencers on social media, consider taking that over to your email marketing automation. Social proof is incredibly valuable these days. If you can give subscribers a taste of that, you stand to benefit.
- Curiosity: There’s some value in keeping things unknown from time to time. When you see an opportunity to leave some gray area and elevate curiosity, try it out. Human instincts may kick in to drive open rates.
One of the beauties of email marketing automation is how accurately it allows you to meet consumer expectations. It’s not just a luxury to send a welcome email immediately after a subscriber signs up, it’s an expectation. If you’re not doing it, you’re missing out on a relationship building opportunity.
With email marketing automation, expectations are easily met. You set up the flows and your tools do the work. But you’ve got to possess the correct knowledge around being timely. You must know a welcome email goes out immediately as part of a series. You must also know to send an abandoned cart email roughly three hours following the event, also as part of a series. Find an email platform that helps you get this done instead of leaving you playing a guessing game. (More on that later).
It’s also important to remember the expectations you’ve set through your email marketing automation plan. If an email is expected from you every Monday, every morning, or ever
If you’re on-point with being timely, your open rates will reflect that.
Not Too Much, Not Too Less
How many emails are too many? That’s a tricky question for anyone pushing an email marketing automation campaign.
It’s quite obvious that if you’re bombarding your subscribers with emails multiple times a day, you’re likely to lose them due to annoyance. However, brands that don’t send enough emails are easily forgotten.
In order to have an effective email marketing automation plan, you must find a compromise that exists somewhere in the middle. Stay fresh on their minds without becoming spammy.
Finding the right frequency is going to depend largely on the business and its audience. Segmentation is one tool every email marketing automation plan should include to help in this process. Not every subscriber is the same. Segment them accordingly to help build your approach to sending the correct emails at the correct times without under- or over-serving your audience.
How Engine Mail Can Help
Engine Mail was built by e-commerce veterans based on their past experiences in online retail. The aim is to provide an email automation product that is superior to anything you’ll find elsewhere. That includes providing the best tools for increasing open rates.
Our primary goal throughout that process of building Engine Mail has been ease of use. We understand we’re competing in a landscape full of complex, confusing, and overdone email products. We’ve made sure Engine Mail isn’t falling into that category. The Engine team has taken what we know best throughout years of navigating the world of e-commerce and manufactured a product around email automation that is easy to understand and use.