Having an email list you can market to is an important aspect of running a successful online business. Not only can you sell products to your list, but you can build a long-term following for your website. But getting your subscribers to open your emails is a different matter entirely. It may be disheartening to see such a small number of people opening something you’ve carefully written to them, but don’t worry – people open emails far less than you might imagine.
Head over to MailChimp to see the average open and click-through rates. You might be surprised to learn that most lists average around 20% open rate and 3% click-through rate (although it does vary depending on what industry you’re in). To put that into perspective, for every 1000 people on your list; expect 30 of them to open it.
If you haven’t got an email list yet, I would highly recommend MailChimp, which is completely free up to 2000 subscribers.
Here are 7 ways you can improve both your open and click-through rates.
- Call to Action – You need to encourage your readers to click on your content. For example, use a large button that says “READ MORE”.
- Ask a Question – Ask a question in the subject. This will cause the reader to think about what has been posed to them.
- Use Curiosity – Create a mini-story that will make the readers want to know the conclusion – which they can find by clicking on your link.
- Offer Genuine Value – If a reader clicks-through and reads something they find genuinely engaging, they are likely to click again next time.
- Vary Length – Just like with your blog posts, vary the length of your emails depending on your goals and what you’re promoting.
- Be Mobile-Friendly – In 2018, it is absolutely essential that your emails read well on mobile. The vast majority of people will be reading on their phones, and that number will only increase.
- Talk Directly To Your Audience – Use names and refer to yourself (“Get my free trial” rather than “Get your free trial”) This personal touch will increase your subscribers trust in you.