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BEST PRACTICES & STRATEGIES

Slow open rates? Just a few adjustments

can help!

8am, with a higher CTR occurring at 5pm. However, it
also depends on your customers and the products and
services you offer them. The best time to reach B2B
customers is from Tuesday to Thursday, early in the
morning. Friday and Saturday afternoons as well as
Sunday mornings are considered good times for end
customers. Depending on the software used, there are
also tools that support shipping to different time zones.
In fact, there's a lot of wiggle room, and you're bound to
do well if you use trial and error to gauge your target
audience's reachability. The best thing to do is to ob-
serve your own statistics and the activities of other
competitors and then draw your own conclusions. This
The opening rate, together with the click rate, is also applies to your sending frequency. In general, it is
one of the classic KPIs in email marketing and advisable to send no more than one email per week in
provides information about the performance of B2C and no less than once a month in B2B.
your strategy over time. However, you will
always have the greatest success in email Use the pre-header – Often the email pre-header is
marketing if you offer relevant content with underused, although it can really help to get more
added value and send the content as specifically opens. Here, and in the subject line, you could provide
as possible. So, if you want to see an content that will persuade your recipients to open your
improvement in open rate quickly, try these email by giving your readers a taste of what to expect.
simple tricks: The preview line in the inbox reveals something about
your exciting offer, your added value, and creates curi-
osity. The use of the pre-header also helps to stand out
Optimize the subject line of your email – The subject
line is crucial for the reader opening the email and ide- in crowded inboxes. Try using emojis when it makes
ally also reading it. Your subject line should be concise sense or address your recipients by name or location.
and intriguing. In addition, the reader should identify You have 50 to 130 characters (recipient display varies
with the content and recognize added value. Keep it by device) to accommodate your impactful call-to-
action.
short so that the topic can be understood immediately
and convince the recipient with no more than twenty Run A/B tests – You can optimize the open rate for a
exciting characters. single mailing by A/B testing on the subject line, mailing
timing, pre-header, or sender. Be sure to examine only
Use a real person as the sender – After all, who likes
to receive emails from an office@ address or even no- one aspect per test to be able to draw logical conclu-
sions. Segment your mailing list into three groups. Two
reply@? Your customer wants to identify you as a com-
pany and communicate with you, ideally even recog- of them receive the respective variant A or B. Then it
nize the name, so use this knowledge to your ad- can be automatically set that the third segmentation,
with the largest amount of data, receives the winning
vantage! The sender can be personalized with a varia-
ble database field, so that each recipient is written to by variant. Make sure that you have enough newsletter
recipients and that the A/B testing groups are not too
their actual contact person, and the open rate of your
email will go up. small. Of course, A/B testing can also be used to exam-
ine CTAs and optimize the click rate. ◊
Send at the right time – The day of the week and the By MediaBUZZ
time you send your email marketing campaign are
more important than you think – as is the frequency of
your emails. On average, most emails are opened at

10 December 2022: Email Marketing