E-Newsletters can have very low open rates, so how do you get people to open them? Here are a two techniques you can use to maximise your open rates.
Test your subject line before your mail the masses
The subject line is everything when it comes to e-Newsletters so it is important to test what works on a smaller number of your subscribers. Have two groups of 100 subscribers as the test sample, modify the number of ‘test’ subscribers according to your database numbers but use no more than 100 test subscribers per group. Email these two subscription groups with different headings and see which one gets more opens. Once the results are in you can email your remaining database with the most successful heading.
Note: Do not resend the email to the test groups.
Start your email with text, not an image.
Most email providers (hotmail, gmail, yahoo etc.) do not automatically display images, the user has to manually allow images to be displayed. As a result the majority of images are not seen, to help tackle this, have important text above the header image. This text could be your discount or a special announcement. It will grab the attention of the reader and encourage them to continue reading ‘below the fold’.
Company emails and e-Newsletters are considered spam or annoying to lots of people, however, they are still very effective tools to help you keep in touch with your clients and prospects. Do not be discouraged by low open rates, it is all about trial and error and you are able to make mistakes with this extremely cost effective marketing tool.