It’s no secret that email open rates have been declining in recent years. In fact according to a report from The Relevancy Group the average email open rate in 2017 was just 21.33%. That number has continued to decline in 2018 and 2019 with the average open rate falling to 20.93% in 2018 and 20.49% in 2019.
There are a number of factors that have contributed to the decline in email open rates including the increasing use of ad blockers the growing use of mobile devices and the increasing number of emails being sent each day.
Despite the challenges there are a number of things you can do to increase your email open rates. Here are 10 tips:
1. Keep your subject lines short and to the point
Subject lines that are too long or complex are less likely to be opened. Keep your subject lines short clear and to the point.
2. Personalize your subject lines
Personalized subject lines are more likely to be opened than generic ones. Use the recipient’s name location or other personal information in the subject line to increase your chances of getting your email opened.
3. Use numbers and symbols in your subject lines
Subject lines with numbers and symbols tend to be more eye-catching than those without. Use numbers and symbols sparingly however as too many can make your subject line seem spammy.
4. Avoid using all caps in your subject lines
All caps tend to make subject lines seem like spam. Avoid using all caps except for occasionally using a single word in all caps for emphasis.
5. Use actionable language in your subject lines
Subject lines that are actionable are more likely to be opened than those that aren’t. Use language that encourages the recipient to take action such as “Get 50% off your next purchase” or “Download our new white paper.”
6. Keep your from address consistent
Recipients are more likely to open emails from addresses that they recognize. If you’re sending emails on behalf of a company use the company’s name or logo in the from address. If you’re sending emails from a personal address use your name.
7. Use a catchy from name
The from name is the name that appears in the from address. A catchy from name can increase the likelihood that your email will be opened.
8. Avoid using “no-reply” in your from address
“No-reply” email addresses tend to decrease the open rate because they send the message that the recipient’s input isn’t welcome. If you want to encourage recipients to reply to your email use an email address that doesn’t include “no-reply” in the from address.
9. Use compelling images in your emails
Compelling images can increase the likelihood that your email will be opened and read. Be sure to use images that are relevant to the content of your email and that are a good size for viewing on a mobile device.
10. Test test test
The only way to know for sure what works to increase email open rates is to test different subject lines from addresses and email content. Try different tactics and see what works best for your target audience.
