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Do your email open rates leave a lot to be desired?
Can’t work out why your brilliantly written emails aren’t getting the results they deserve?
The benchmark for the construction sector is a 21.7% open rate.
If you’re not hitting or smashing this average, we can help.
Before we tackle that, let me just ask…
Is your database clean and up-to-date?
Are you targeting your email campaigns at the right audience (through segmentation)?
Finally, can I check you’re not bombarding your subscribers with too many emails (or the opposite, and your lead has gone cold)?
Yes, yes, yes? Great.
In that case, low open rates generally indicate that your subject line is not relevant or piquing the interest of your audience. And that’s why I’ve picked the perfect subject for my next Marketing Mentors blog. Subject lines.
A good subject line clearly or compellingly describes the campaign or contents of an email in a way that people respond to. By opening the email.
What works for one audience won’t work for another. You’ll want to test a few variations to see the difference this can make for your email open rates.
When you learn what does work, don’t stop. Keep testing. Keep exploring new avenues. You can always drive your response rates up. More on this later.
Finally, know that what works best for one business, product, service, subject or time of year may not work so well for others. Sadly, Covid and Brexit will continue to move the goalposts and keep us on our marketing toes.
Whilst we’re on the subject of subject lines, are you building A/B testing into your email marketing strategy?
A/B testing should be a part of every email marketing strategy, to improve your email marketing stats AND to help you deliver the content your prospects want in the most relevant or appealing way.
When it comes to A/B testing, never underestimate the big differences small changes can have on open rates. You can use these to your advantage.
Here’s my starters for 10…
If you want to get a little more complex, play with your word order; for example, these subject lines would make a great A/B test for the same email:
If you have any fail-safe tips or techniques that are proven to work or indeed you have great success as a result of trialling any of the tips above, do let us know by dropping me an email. [email protected]