For marketers, achieving a high email open rate is highly desirable, and it is often a key metric for shedding light onto the effectiveness of a campaign.
Why is it important? The value of a high open rate is obvious. You need people to willingly open your email before they can perform any action. Without the open, there is not going to be any "close"—i.e., the recipient clicks a link, makes a purchase, or signs up for an event.
Successful email marketers use the following 10 best-practices to ensure open rates are as high as possible, using targeted messages to send timely information to the right audience:
1. Keep the subject line short (under 50 characters is best), and make sure you make one important point. Always keep your objective in mind and ask yourself, "If I received this email, would my interest be piqued and would I understand what the company wants me to do?" Read the subject line out loud and test it out on friends or colleagues to get instant feedback. The subject line needs to relay timely and pertinent information. Avoid exclamation points or overly enthusiastic language that might make your offer seem less legitimate.
2. Never try to trick your audience with a misleading or vague subject line. Despite your desire to be clever, most audiences want to spend no more than 15 seconds reading your email, so get to the point quickly. Make sure the subject line focuses on just one topic; there's simply no room for two different points.
3. Personalize the subject line by including the recipient's first name and other pertinent information. This step immediately shows recipients that they have provided at least some of their most basic information to you, which establishes an element of trust. You can also include some location data ("Event in Los Angeles"), as well, if you have that information in your customer database.
4. Build a sense of urgency with your subject line, and ensure there is an incentive for the recipient to open the email. You want to suggest scarcity without sounding too "salesy." You can imply there is scarcity to your products or services in order to encourage immediate action. However, avoid putting a date directly into the subject line so it does not become dated to those who check email only every few days.
5. The subject line should often include your company or newsletter name. You want to remind the recipients about why you have a relationship, which establishes a certain level of trust between you and the recipient. Many email programs show only the subject line when viewed on a smartphone, so including the company name is important.