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Increase Your B2B Email Open Rates

Cristie Skevofilax Best Practices, Tactics

Email is still the best way to reach your prospects, but delivering it in their inbox is only the first step. The recipient has to open the email for you to get your message across.

In 7 Valuable Email Marketing Strategies to Increase Open Rates, Ryan Clutter of searchenginejournal.com shows us some of the best practices to get your email read. Here’s an excerpt:

“Like any other marketing initiative, email requires a strategy to inspire your audience and grab their attention. When used correctly, email has proven to be the most influential and cost-effective marketing platform.

The goal is not to get your message into that crowded inbox. Your goal is to have your subscribers open your message, and it is the content’s job to reel them in and complete that call to action.”

Here are a few key factors to keep in mind when creating your campaign:

Who are you talking to?

Segmenting your contact list will allow you to craft a message that is specific to each audience. Your subscribers will rely on the value of your messages and be excited to hear what you have to say. A mass email blast leaves the reader feeling like just a number when the message is not geared towards them, and an unsubscribe is likely to follow.

Try segmenting your lists based on demographics and behavior, including past engagement. Build on experience data, and then offer unique content. The more targeted the email, the more likely you are to experience success.

Where do you begin?

With the sheer volume of email readers have to sort through on a daily basis, how can you make your message stand out? Over a third of recipients admit to opening emails based solely on the subject line.

To capitalize on that trend, try personalizing your subject lines. Who wouldn’t want to open a message that seems directed at them? Additionally, a short, clear subject line that is strong, inspiring, or emotionally stirring is sure to get your message read.

Do your best to avoid buzzwords that could be considered spammy. Your prospects have no chance to open an email that gets caught in a spam filter. Most importantly, check your spelling and grammar. These kinds of mistakes make the sender (that’s  you) look like an amateur.

Keep it mobile

More and more people are catching up on their email on their mobile devices when they have a spare moment. Worst of all, the majority of people will delete an email if they can’t read it on their mobile device.

To make the most of their interaction with you, always assume that your email will be read on a mobile device. Consider everything from how the subject line displays to how clickable the links are. Keep it simple to keep readers’ attention.

Test for the best

Finally, don’t be afraid to test different changes. Try A/B testing through your email provider to see what works for you. The best combination for your campaign could be just a few changes away!