My email open rates and click-through rates are low. What can I do to increase them?
Email open rates will vary depending on your niche (ranging from 15 - 30%), so make sure you are measuring against a relevant benchmark.
An increase in your open rates and click-through rates will greatly depend on a few factors:
- How compelling and relevant your content is to your subscribers. If you’re not creating content that is perceived as valuable to your ICA, they will not open it.
- Do you have truly engaged subscribers on your list? If not, and you have many inactive subscribers. They will bring down your open rate.
- Do you have subject lines that demand to be opened, or are they just… meh? Test out different headlines (think: fun, intriguing, compelling, enticing, time-sensitive, specific, and direct) and see which gets opened. Check out subjectline.com for more guidance.
To figure out what’s going on based on historical data, take a look at your metrics and do a bit of detective work.
- What type of content did get opened? Is there a theme that has emerged over the last several months/years?
- If you tested out different days of the week to send emails, did one day outperform the others?
- Are you sending your emails at optimal times for your audience?
- If you haven’t tested much, try to do some A/B testing and see what works best for your audience.
In order to increase your click-through rates, you’ve got to continue to offer valuable content in your emails with multiple opportunities to click through.
It’s in your best interest to also become a student of copywriting. I wrote my own copy for years and now have the luxury of hiring out some a lot of that work, but the time I spent learning and writing my own copy was invaluable.
For your listening pleasure and to learn more about copywriting, check out the following episodes:
Episode 229: The Power of the P.S. Strategy
Episode 266: The Little Known (Easier Thank You Think) Copywriting Method That Boosts Conversions