Tips to increase your. Open Rate

Transcription

1 7 Tips to crease your Open Rate

2 7 Tips to crease your Open Rate It is always important to measure what happens to your message after shootg it. open rates enable you to measure the effectiveness of your campaign, subject le, the delivery time, and overall teraction of your target audience with your communication. You ve worked hard on the content, design, and campaign schedulg. Now your campaign s success depends on how the customers and prospects react to your communication. Is it gettg the maximum exposure, maximum opens, or is it just gettg ignored? Let s say, you have vested money and time creatg an campaign for your 2000-member strong customer base, and you fd that only 10% have opened youre mail. It is certaly disappotg, but who can you blame for such a low performance the content marketg team, the design team or your data analysis team? This paper presents 7 great tips that can boost your campaign by creasg the open rate, helpg you enhance your communication with your customers for improved ROI. Open Rate 2

3 Tip 1: Craft Interestg Subject Les The subject of your can either prompt your customers to either click on your mail or ignore it. How do you write a compellg subject le? 64% That they open an because of the subject le. (Chadwick Mart Bailey). You can experiment with your subject le multiple ways to make it more effective and attention-grabbg: Keep the expectations of your audience md when draftg the subject le. Prioritize customer benefits by advertisg a discount, offer, or special offer. There is always a greater probability of the beg opened if you start with words like grab or get. Announce the rewardsof takg actionto your customers. In B2B communication, subject les that contaed money, revenue, and profit performed the best. (Adestra July 2012 Report) Make your subject le short and simple;subject les with fewer than 10 characters had an open rate of 58%. (Adestra July 2012 Report) Personalize the subject le by addg emotions. Personalized subject les are 22.2% more likely to be opened. (Adestra July 2012 Report) Introduce an element of suspense that is relevant to the terests of the customer segment order to encourage them to open the . 3

4 A/B Testg The more you test your subject le, the more you will learn about its effectiveness. A/B testg is a great way to distguish between subject les that work on your target prospects and customers and those that don t. It allows you to send the same formation with different subject les and analyze the s have the highest open rates. This way, you will know how to create an effective subject le the next time you shoot an . 4

5 Tip 2: Focus on Behavioral Targetg Customer behavioris an dicator of customer terests and preferences. Behavioral data can be used to design promotional campaigns and crease the rate of opens, actions and engagement. When David Daniels, founder of the Relevancy Group, was an analyst at Jupiter Research (acquired by Forrester Research 2008), he reported that targetg s based on Web click-stream data creased open rates by more than 50% and creased conversion rates by more than 350%. Target Type Open Rate Click-through Rate Conversion Rate Untargeted boradcast s 20% 9.5% 1.1% Triggered from user actions 27% 9.3% 2.3% Targeted with web click data 33% 14% 3.9% 57% 59% 147% A leadg marketg automation company, Marketo, found that their lead nurturg campaigns usg behavioral targetg have 57% higher open rates, 59% better click-to-open rates, and a whoppg 147% higher overall click rate. 5

6 Research by Gareth Herschel at Gartner showed that event-triggered campaigns (e.g., those based on behaviors) performed five times better than traditional batch campaigns. 53% 41% Forrester Research recently found that only 17% of companies have assessed themselves as mature practitioners of behavioral marketg but those mature practitioners creased their revenue faster than they had planned (53% versus 41%). 17% mature practitioners of behavioral marketg How to drive behavioral targetg Determe the type of s that generally have high open rates Know the types of s that frustrate customers Compare s that customers generally open with those that they ignore Analyze s that generate a high level of customer response Determe responsiveand unresponsive customer segments The marketg automation tool, Marketo, is the dustry s leadg behavioral marketg platform. Marketo allows you to hone your expertise behavioral marketg, lead nurturg, campaigng, and content marketg. Marketo covers all aspects that enable you to deliver targeted campaigns and helps you derive more value for your vested dollars. 6

7 Tip 3: Relevant Messagg Every customer likes relevancy and is more terested how your offer meets his/her needs. It is high time that marketers connect with their audience usg formation that is mostly like to evoke a response. Forrester s report on The New Messagg Mandate shares its vision of marketg for teractive marketers: Integrate the to a multi-channel conversation that cludes a number of non- communication vehicles. Why? Because direct messagg options have proliferated to clude a myriad digital channels such as , social media, SMS, and mobile app push notifications. To meet user expectations across all of these channels and create busess value, marketers must shift to what Forrester calls customer-focused tegrated messagg. How to make your message relevant? Don t make the mistake of sendg the same campaign message to everyone Build your approach around the formation that your customers want the most Build a message that is rewardg, realistic, responsive, and unique Make sure that the tone of your is appropriate, and your message is clear Schedule your delivery at the right moment and through the right channel Avoid spam clues such as all caps letters and exclamation marks!!! Test your list, offer, body copy, and call-to-action Marketers should adopt strategic planng methods to gather data that are relevant to their goals. With the help of marketg tools such as Marketo and Eloque, they can better review their objectives by modifyg formation and decidg on attributes that will help them succeed. These tools enable marketers to create a comprehensive prospect profile that can be used to send targeted offers easily and economically. 7

8 Tip 4: Delivery Time Delivery time plays an important role the success of an campaign. There are no hard and fast rules for delivery times, but you should be aware of when your message is ignored by everyone. Send your at a time when the recipients can receive them durg their workg hours. Don t schedule your campaign the morng because everyone has a full box and your message may be lost the shuffle. Although there is no perfect timg for shootg promotional s, it is recommended that you avoid sendg s when your customers are least likely to check them. If you challenge your assumptions around the best times there can be significant improvements and as much as a 22% swg open rates dependg on whether or not you re g at the right times (source). 22% How to decide the delivery time To discover the best delivery time, always experiment with your delivery day andtime. Try different timgs on a particular day such as sendg several s the morng, afternoon, or eveng. Avoid delivery timgs that may cause customers to perceive your message as distractg. Dependg on the content of your message, try varyg the number of messages you send each week. Astonish the recipients with new elements and you might experience a better open rate. Note: It is generally advised that you should send busess-to-busess messages midweek. Mondays are not considered to be good for campaigns as it is the first day after a weekend. 8

9 Tip 5: Update contact formation on databases How old arethe contacts your database? Three years, five years, or more? Even with the most responsive lists, some old addresses tend to not respond. So stay active and update your contacts at regular tervals for better open rates and creased opportunity. Your marketg list decays by about 25% every year. You have to keep fillg the funnel with fresh relationships. 25% Per Year How to keep contacts updated Don t miss an opportunity to add more formation, whether through subscription forms or marketg campaigns Add more fields to your forms and learn about your subscribers Clean up your lists accordg to your data on a regular basis and you ll experience better open rates Create customer segmentation as per their terest and behavior for target based campaigns 9

10 Tip 6: Timeless The best strategy for creatg a successful campaign is to keep a close eye on an ongog events, breakg news,or deadles. Many organizations time their campaigns around major events and breakg news. Debt Deadle Arrives at Midnight While buildg your next campaign, focus on the subject le order to drive the to your customer s box and ensure higher open rates. Your subject le should make a differenceif it has to be read by the targeted audience. 10

11 Tip 7: Consider Mobile Devices Smart phones have revolutionized the marketg dustry, and a large number ofcustomers will receive your newsletter on their mobile devices. A February 2013 survey from the enterprise service provider BlueHornet showed that 71.8% of US users ages 24 to 40 said they typically read their personal throughout the day. So, mobile devices should be seriously considered while designg any campaign as they enable users to check at any time. Consider the appearance of the on a mobile device and optimize it for different platforms and devices. Test it before sendg it out to your entire customer base. Cross check for display quality, lks, and more Statistics Epsilon has compiled and analyzed data to provide marketers with sights on how the average company each dustry performed Q Non-bounce rates remaed strong at 96.4% Open rates creased quarter over quarter (+13.5%) and year over year (+18.6%), resultg an overall open rate of 31.1% Click rates creased both quarter over quarter and year over year, reachg 5.1%. This fdg suggests that more marketers have adapted their s for mobile devices Both open and click rates creased quarter over quarter and year over year Q These fdgs suggest that more marketers have optimized their communication for mobile devices Mobile optimization will contue to be a key factor affectg marketg performance metrics, as numerous studies have shown consumers use their mobile devices to check their throughout the day, regardless of where they are or what they are dog 11

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13 Conclusion These 7 tips can help you measure and optimize your marketg strategy. They can help you derive better results from your campaign and also enable you to assess campaign performances over time. Sources: Hubspot epsilon emarketer 13

14 About ShowMeLeads Inc. ShowMeLeads Inc. is a Global CRM and Marketg Automation Consultg firm that helps companies to build predictable pipeles and improve revenue faster by implementg best practices. We combe -depth marketg knowledge and experience with visionary technological expertise to help companies deploy CRM systems and Marketg Automation systems like Eloqua, Pardot, ActOn, Marketo, Exact Target and SalesForce. fo@showmeleads.com