Part I of this series focused on more general aspects of deliverability, Part II borrowed some great tips Spam flags to avoid from the Thoughtspot Newsletter. Today I want to take a look at how to analyze your deliverability after a send and make small changes to improve your open rate.
Look Back to Plan Ahead
After each email blast you send, spend some time reviewing your reports to get an accurate picture of how your email was recieved. The first item to look at is your open rate. A 30% open rate is considered excellent. If yours is in the 15-30% range, you should consider your campaign a success. A recent study by Epsilon showed the average open rate to be 23.3%. If your open rate lands below 15%, it would be smart to take some time to evaluate what could be improved for your next campaign. When evaluating a low open rate, take a hard look at your subject line, from address, and email timing.
Here are some ideas to try to improve your open rate:
- Split Test – On your next blast, try sending half of the list your email with one subject line and the other half the same email with a different subject line. Compare the results to see what type of subject line received more opens.
- From Address – Use a consistent From address to gain recognition from your audience and allow for easy white listing. Many Spam addresses right now are a female’s first name. Studies have shown that email readers delete an email from an unknown woman more than any other email.
- Day and Time – Try sending your email on a different day or time to compare the open rate. You could also divide your list and try sending the same email on different days to get a feel for how your audience responds.
While the Open rate is not the only metric to use when measuring the success of your email campaign, it is a great place to start.
Don’t forget to check our our NEW How-To Videos to learn how to make the most of your Swiftpage account. If you are struggling with deliverability, check out our Deliverability page for some more ideas or get in touch with one of our helpful support agents.