How Do I Increase The Open Rate Of My Emails?

Our first reader question is one we hear a lot from our clients:

“Our business is a meal assembly kitchen and I’d like to increase the open rate on our electronic communication.”

Recent studies show that women (especially moms) enjoy getting and sharing information via email, so we applaud any brand that has email marketing as a part of their overall marketing to women/mom strategy.  Here are some tips for increasing your open rates:

Look at Your List:  Make sure the people on your list are truly your target audience and break lists down into smaller niche groups if possible (i.e. “Families with infants”, “Vegans”).

Make It Relevant & Useful:  Make sure the information you are sending is relevant and necessary.  The more targeted the message the better–you don’t want to send a vegetarian mom ideas for meat-centered meals.  Also, include links (and make sure they look like links) wherever you feel readers may wan to click for more info.

Don’t Trigger SPAM Filters:  There are certain words and phrases that SPAM filters pick up easily and instead of your email landing in the ‘in box’ it is landing the ‘junk folder’.  HubSpot blog has a great list of words you should avoid using.

Put the Good Stuff Above the Fold: Regardless of the email system being used, chances are readers get to preview the first few lines before ever opening your message. Think beyond the subject line and put your most relevant and exciting information at the top of your message.

Have a Call to Action: If you truly want mom to engage with your brand, give her something to do with the information you are providing via your email campaign.  Add a coupon or a discount code, invite her to attend a special event…something that takes her beyond just reading your email and brings her into your store.

Don’t Message Her Too Often: Timing is everything; only send an email when it is relevant and necessary. Unless you are offering “Daily Deals,” you should really limit your e-newsletters to once or twice a month. When in doubt about frequency, ask your subscribers. Moms love when you ask for their input.  

Integrate: Always provide links to your social media networks within your e-newsletters and encourage readers to continue the conversation within their own networks. Also, use your networks to promote your newsletter—it’s a great way to get new subscribers.

Also, be sure you know what email marketing success should really look like for your brand/industry.  MailChimp provides a great list of email marketing benchmarks broken down by type of industry. 

Would love to hear from others on things they are doing to find email marketing success!

Do you have a marketing to women/mom question you would like the Go Girl team to tackle?  You can submit your questions (anonymously!) by clicking here.


This entry was posted in Marketing to Girls, Marketing to Moms, Marketing to Women, Q&A, Small Business Tip and tagged , , . Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.

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