A periodic blog mail (we prefer not to call it a newsletter ) is a great way to get readers for your blog and to stay top-of-mind with your audience. It is a pity that not every subscriber really opens and reads your mail. On average often less than half. How can you boost your open rate? I give you 5 useful tips.
1 – Choose a fixed day
People hate spam. But people love information. So, first of all, you have to make sure that your user information is not seen as spam. This means that the recipient does not feel that you are bothering him with your emails all the time.
In my view, it helps if you provide clarity in advance. If you agree on a fixed day on which you send your mail, the recipient will experience it less as spam, because it matches what you promised.
Example: if you always send an email on Tuesday, it comes across as overkill less than if you do it one week on Wednesday and the other week on Thursday. Then there seems to be no level and it will rather be seen as spam. While your email just as often.
At least on a fixed day, the person cannot think: another email from that company? No, because it is just Tuesday again, so it is correct.
At most, those who think the weeks will fly by. But that’s not your fault 🙂
Incidentally, you certainly do not have to email weekly. A fixed day can also be once every two weeks or the last Thursday of the month.
2 – Choose a fixed time
To provide even more clarity, you can also choose a fixed time. For example, always send your e-mail to 11:00 in the morning. Or at 3:30 PM.
Opinions differ about the best time tips. It also depends on your target audience. More importantly, you choose a fixed moment and stick to it.
You could also test a bit at different times and then see what time works best and then keep that time.
3 – Make a catchy title
Remember that your blog email will end up in a jam-packed inbox of the recipient and must compete with tens or sometimes hundreds of emails that come by that day. If you want to stand out, your title must also stand out.
The most important thing is that you immediately convince the reader that your email is valuable. Preferably make the title as concrete as possible. Rather ‘5 tips to get rich’ than ‘Get rich’ or ‘A rich life’. The latter two do not appeal at all, but I often come across comparable dry titles.
You can also stand out with something stimulating, but then it really has to be stimulating. An email entitled “This is stupid!” can make some people curious but not everyone. Ask yourself: would I click on this title myself if it passed by in my packed inbox?
4 – Remove inactive subscribers
This is one of the most sensitive tips: if subscribers structurally do not open (and therefore do not read) your mail, then it is time to say goodbye to them. Just throw these inactive subscribers off your mailing list. That may sound harsh and unnatural, but it is necessary if you want to be read better.
Mail programs also look at the reputation of the sender. If you send emails that are opened little (or that bounce on an e-mail address that no longer exists), that sender is more likely to be branded as a spammer. Even if the recipient does not mark you as spam, but simply ignores all your emails.
It gets worse when he does the latter. So that he also classifies your emails as spam!
Now you think that subscribers do not do that quickly (after all, they have consciously signed up), but if someone has left your e-mails for months, ignoring that can also turn into irritation. Before you know it, a particular mail is not on him and he does click on the This Is Spam button. With all the negative reputation that entails. This also reduces the chance that other (active) readers will receive your mail neatly in their inbox. This may then also be sent directly to the spam folder by the mail program.
In addition, inactive users only cost money. Because the programs with which you send your mails (think of ActiveCampaign and Mailchimp) usually count in a number of subscribers. Inactive subscribers only chase you.
Now I wouldn’t immediately remove every reader who doesn’t read something a few times. Because it is possible that those few emails were not interesting to him. (You can’t address everyone with every email.) Or who knows, maybe the person was on vacation or on maternity leave.
But someone who has really opened an email zero times in the past six months can really be labeled as inactive. The chance that such a person will ever become a customer seems very small to me.
To clean your list every now and then and send them the last email about it. For example, with the question of whether he wants to continue to receive your e-mails and that you (in case of no response) remove him from the list.
5 – Send reminders
You can of course also send an email twice to increase the open rate. This rubs against spamming a bit, but if someone just didn’t notice your email on Tuesday because of the busyness of that day, they really won’t mind if you send it again on Friday.
Be careful with that and make it clear that it is a ‘friendly reminder’. I only do it myself with certain emails that I think are really a shame if people miss them. My experience is that at such a moment a lot of people still read it.
What is your open rate at the moment?
I hope that with these tips you can give your open rate a boost and would like to read whether it worked. Anyway good to first see how high it is now. I am also curious about it. Feel free to share them in the comments below.