Struggling To Get Your Emails Opened? Here's How To Fix It

Emails dominate corporate communication, with millions sent every day. Due to the enormous amount of emails, only the best ones get seen. Marketing email open rates across sectors are 21.33%, indicating that most communications are ignored or discarded. To guarantee their messages reach the inbox and elicit action from recipients, companies, particularly marketing firms like Velocity, must optimise their email engagement strategy.

Understanding Email Engagement Metrics
Strategies to Enhance Email Engagement
Maximising Engagement with Data-Driven Insights
An Overview of How To Get Your Emails Opened
FAQs About Getting Your Emails Opened

Understanding Email Engagement Metrics

Email engagement is a broad term that encapsulates how recipients interact with your email campaigns. It's measured through various metrics, including:

• Open rate: Indicates the percentage of recipients who open an email.
• Click-through rate (CTR): The percentage of recipients who click on a link within the email.
• Conversion rate: Reflects the percentage of recipients who take a desired action, such as making a purchase.
• Unsubscribe rate: The percentage of recipients who opt out of your email communications.

These metrics together paint a comprehensive picture of how engaging and effective your email campaigns are.

Strategies to Enhance Email Engagement

1. Crafting Irresistible Subject Lines

Subject lines act as the first impression of your email. They should be concise, clear, and intriguing enough to make recipients want to learn more. Incorporating a sense of urgency, personalisation, or even humour can significantly increase the likelihood of your emails being opened.

2. Leveraging Preview Text

The preview text complements the subject line by providing a snippet of the email content. This is your chance to further entice the recipient into opening the email by highlighting key information or offers contained within.

3. Emphasising Mobile-Friendly Design

With over half of all emails being opened on mobile devices, ensuring your email design is responsive and visually appealing across all platforms is crucial for maintaining reader engagement.

4. Utilising Graphics and Visuals

Incorporating compelling visuals can convey your message more effectively than text-heavy emails, which are often skimmed over or ignored entirely.

5. Incorporating Interactive Elements

Adding elements like videos, GIFs, or polls can make your emails more engaging and interactive, potentially increasing the click-through and conversion rates.

6. Highlighting the Call to Action (CTA)

Your CTA should be prominent and compelling, guiding recipients towards the desired action, whether it's making a purchase, signing up for a webinar, or downloading a whitepaper.

7. Segmenting Your Email List

Tailoring your emails to specific segments of your audience based on their interests, behaviour, or demographic information can significantly increase relevance and engagement.

8. Personalising Content

Beyond using the recipient's name, personalisation can extend to customising content based on past interactions, preferences, or purchase history, making each email feel uniquely relevant to the individual.

9. Experimenting with A/B Testing

Continuous A/B testing of different elements of your emails, from subject lines to send times, helps in understanding what resonates best with your audience, allowing you to refine your strategies over time.

Maximising Engagement with Data-Driven Insights

In the realm of email marketing, understanding and leveraging data is paramount for achieving higher engagement rates. Data-driven insights allow marketers to make informed decisions, tailoring their strategies to match the preferences and behaviours of their audience. Here's how Velocity leverages data to enhance email engagement:

Analysing Audience Behaviour

By closely monitoring how recipients interact with emails, Velocity identifies patterns and preferences that inform future campaigns. This includes tracking which types of content lead to higher open rates, which CTAs generate more clicks, and which email formats are preferred by different segments of the audience.

Optimising Send Times

Data analysis extends to identifying the optimal times for sending emails. By analysing past engagement, Velocity can pinpoint when its audience is most likely to open and interact with emails, ensuring that messages are sent at times when they're most likely to be seen and acted upon.

Personalisation Through Data

Beyond basic personalisation techniques, data allows for a deeper level of customisation. Velocity utilises data on past purchases, content interactions, and even social media behaviour to create emails that resonate on a personal level with each recipient, thereby significantly boosting engagement.

Predictive Analytics

Utilising advanced analytics, Velocity can predict future trends and behaviours, allowing them to stay ahead of the curve. This includes anticipating the types of content that will be most engaging, understanding how changes in design might impact interaction, and even predicting the best times for sending emails throughout the year.

Continuous Improvement through Feedback Loops

Data isn't just about understanding what has happened; it's also about creating a feedback loop for continuous improvement. Velocity ensures that every email campaign is a learning opportunity, gathering data to refine and optimise future campaigns for even better results.

An Overview of How To Get Your Emails Opened

In the crowded landscape of email marketing, standing out requires more than just reaching the inbox; it demands engagement. By implementing these strategies, businesses can enhance their email engagement rates, fostering stronger connections with their audience. For Velocity, adopting these approaches not only demonstrates expertise in digital communication but also solidifies its position as a leader in delivering content that captivates and converts.

Engage with Velocity for your email marketing needs and ensure your messages not only reach the inbox but also engage and convert. Get in touch to elevate your email marketing strategy today.

FAQs About Getting Your Emails Opened

1. What Makes a Good Email Subject Line?

A good email subject line is concise, clear, and compelling. It should give the recipient a reason to open the email, whether through invoking curiosity, offering a benefit, or highlighting urgent information. Personalisation, such as including the recipient's name, can also improve open rates.

2. How Important Is the Preview Text?

The preview text is crucial as it works in tandem with the subject line to provide a snapshot of what the email contains. It can be the deciding factor for a recipient when determining whether to open the email, making it an essential element of your email strategy.

3. Can the Time of Sending an Email Affect Open Rates?

Yes, the timing of your email can significantly impact open rates. It's essential to understand your audience's habits and preferences to choose the most effective time to send your emails. This can vary by industry, day of the week, and even the recipient's time zone.

4. How Can I Make My Email Content More Engaging?

To make your email content more engaging, focus on delivering value to the recipient. Use a mix of compelling copy, relevant images, and interactive elements like GIFs or videos. Personalising content based on the recipient's interests and past interactions can also increase engagement.

5. What Role Does Personalisation Play in Email Engagement?

Personalisation is a key factor in boosting email engagement. By tailoring the email content to the individual's preferences, behaviours, and past interactions, you can make the email feel more relevant and personal, which increases the likelihood of the recipient taking the desired action.

6. Should I Segment My Email List?

Segmenting your email list allows you to send more targeted and relevant content to different groups within your audience. This can lead to higher engagement rates, as recipients are more likely to interact with content that resonates with their specific interests and needs.

7. How Can A/B Testing Improve Email Open Rates?

A/B testing involves sending two slightly different versions of an email to see which performs better. By testing elements like subject lines, send times and content layout, you can gather data on what resonates best with your audience and refine your email strategy for better results.

8. Is It Necessary to Clean My Email List Regularly?

Maintaining a clean email list is essential for high engagement rates. Regularly removing inactive subscribers and correcting invalid email addresses can improve your email deliverability and open rates, ensuring your messages reach engaged and interested recipients.