Open rates are a fairly common metric when evaluating email marketing actions. However, an email that is never opened will not have a single chance to get a click or start a conversation with the consumer. So are marketers doing their best to optimize this metric?
There are 4 fundamental factors that significantly influence the open rates of companies and that, therefore, marketers should take into account when evaluating the results of their campaigns.
1. The size of the listing
Segmentation is a concept that has yet to enter the minds of many marketers. However, it is increasingly important to segment our audience so that we obtain a database that allows us to personalize messages to the user. According to one study, those campaigns sent to 35 or fewer subscribers had an open rate of 55% while those sent to 7,500 or fewer users produced a rate of 14%.
For Matt Laudato, senior manager of big data and analytics at Constant Contact, there are two main ways to segment a list: start with a broad list and narrow it down, or start directly with a small, unique list of subscribers. In addition, to identify the segments within a list Laudato recommends testing, measuring and repeating.
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2. Domain name
Yes, the domain name that comes after the at sign in an email address is relevant, at least it is for the consumer. And, according to the study, those Maldives Email List emails sent with the Comcast, Verizon, Cox and SBC Global domains experienced higher open rates than those with Gmail, AOL, Hotmail and Yahoo!
Although there is no data-driven explanation for this, Laudato believes it can be justified because older domains lead to higher user migration. “The longer subscribers have been on a list, the lower their chance of engagement.”
For some industry sectors it can be a more than difficult task to generate higher open rates. Non-profit organizations obtain the highest open rates with 29%, while B2C and B2B companies produce rates of 23% and 20% respectively.
Nonprofits compared to B2B and B2C companies do a better job of segmenting the audience based on subscriber behavior. «Behind every email address there is a person. Your responsibility as a marketer is to do your best to identify what kind of people they are and treat them as such. ”
Mobile is the device that has most affected and influenced email marketing and, according to Constant Contact data, more than half of emails are opened today through mobile phones or tablets.
With the boom in the use of these devices and the increasing trend, marketers must adapt their emails to this device not only by making it mobile responsive, but also by using the language of this channel.
So what is the formula for success to generate high open rates? Send short but relevant messages to the right segment and, above all, mobile friendly.in many cases we deal with unknown people, so through that email they will have a Buy Leads first impression of you or your company. Many companies use email marketing to create brand image and be in communication with their customers.