Zoho Campaigns: how to improve your open rates
Open and click rates measure the success and reach of your email campaigns. If your marketing approach is on the right track, you’ll see decent open and click rates for your campaigns.
A good benchmark for your open and click rates is around 15%. When rates drop below that level, you may start to see your email deliverability decline. Here are a few tips to help you take your open and click rates to the next level.
Use HTML-generated content
Before you can improve your open and click rates, it’s important to get as much information as possible from your campaigns. Open and click rates can’t be tracked in a text-only email. That’s why we recommend using only HTML-generated email content, so you can track your rates and find out what works and what doesn’t.
Here’s how it works: every time an email campaign is sent, a hidden one-pixel image is placed in the body of the email. This is known as a web beacon or tracking pixel. Whenever a recipient opens your campaign email, it counts as an open, and whenever they click one of the links in the body of that email, it counts as a click. The pixel image is embedded by default when the email content is built with HTML.
Subject line
Open rates depend mainly on how your subject line is framed. At first glance, the subject line says more about your intent and your organization than the content of your email. The best thing you can do for the success of an email campaign is to lead with an irresistible subject line that recipients simply can’t leave unopened.
We recommend avoiding the common mistakes made when writing a subject line, listed below.
- Too much punctuation (example: Welcome!!!!!)
- Subject line in ALL CAPS
- Using common spam words (example: dating, absolutely free, singles, etc.)
- Long, misleading content
Call-to-action button
Set up your email content with a visible call-to-action button that correctly leads to your target web page. Always use a button instead of a hyperlink, ideally with a subtle click animation. Place your button where recipients can see it without scrolling, so it’s convenient for them to click. Use verbs that describe the action you want recipients to take, such as “Buy,” “Learn,” “Get” or “Send,” instead of the same old “Click here,” to make your call-to-action button more engaging.
Remove inactive contacts
Disengaged and inactive contacts are the main cause of low open and click rates. Identify them and try to re-engage them, or remove them from your mailing lists.
Sending frequency
The time between two consecutive email campaigns plays a huge role in your open and click rates. Sending too often can irritate your contacts. On the other hand, they may forget who you are if there’s a long gap between your emails. It’s essential to know the best frequency for your messages based on your market and audience. A good baseline frequency is two emails per week.
Test before you send
Before sending a large-scale campaign, run some tests to better understand what works and what doesn’t. A/B testing is a great way to gauge how well your email content performs. Click here to discover more techniques for getting the most out of your emails.
Personalization
Add a personal touch to your emails. When you address your contacts by their first name or send them offers on their birthday, you’re more likely to capture their interest.
Mobile-friendly emails
Most people check their email on their mobile phone, so your email campaign needs to work on every mobile device. Keep your subject line and preheader text short, since space on a mobile screen is limited. You can use online services to preview how your email looks on your recipients’ devices.
Keep your layout consistent
Standardize your content layout to create a consistent, familiar feel for your readers. Try to make it look like your website’s home page and include your logo.
Resend unopened emails
If your email isn’t opened, you can change the subject line and preheader text, then try sending it again. Just make sure you don’t resend it to recipients who have already opened your message.
Eliminate broken links
Make sure your CTA and every link in your email work perfectly and take recipients to the intended page.
👉 Read the original article (in French) on the Nuagix support portal