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Resending Unopened Emails Is Your Way to a Steady Open Rate

Every business that aims for success in email marketing needs to increase their email open rate. It’s a common situation whereby one email campaign gets a high percentage of opens but another one doesn’t find any response at all. It happens in spite of the fact that users fill out a form with their email address at will.
What methods can you apply to achieve a high open rate? You’ll learn the answer to this question in our article.

The subject line makes a first impression

Psychologists affirm that a first impression about a person is formed during the first 60 seconds of meeting. The subject line represents this first impression in a way, because it’s exactly what makes subscribers open the newsletters.

To make your subject line eye-catching, use these tactics:

The easiest method to personalize your subject line is to include the subscriber’s name in it. It is called a ‘variable‘:

Psychologists affirm that a first impression about a person is formed during the first 60 seconds of meeting. The subject line represents this first impression in a way, because it’s exactly what makes subscribers open the newsletters.

To make your subject line eye-catching, use these tactics:

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header-2In Experian’s study, personalization delivered 26 percent higher unique open rates. For trigger-based email campaigns, personalization resulted in double the transaction rates compared to non-personalized triggered emails.
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It’s evident from the graph that the practice of personalization increases the open rate, but in some industries, such as publishing and consumer products and services, you need to use something else.

  • Correctly fill in the sender field

Set the employee’s name in the sender field. Receiving letters on behalf of a real person is much more enjoyable than from an email address like this: fromsales@company.com.

In the sender’s field you can write the following details:

  • The sender’s first and last name

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  • The name of the company

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In some email clients it’s possible to upload a photo of sender. Adding the photo to the email adds awareness to your email. Visualizing the employee who writes to subscribers creates a more personal experience. Once the email is opened, the recipient will appreciate the content of such email and will remember it; they are also more likely to open the next email.
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  • Pay attention to the preheader

The email preheader is the fragment of an email that is located near the subject line. It can have a significant impact on open rates.

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SendPulse’s statistics-based research on analysis of 20 million emails discovered that emails with preheaders delivered 2-3% higher open rates and 1-2% higher click rates than emails without preheaders.
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Read more about perfect preheaders in our article.

The time of sending

Look at the Radicati Group’s statistics.
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It’s quite impressive really, isn’t it? A huge number of emails are sent and received every day and most of us do not find time to read them all. Therefore, you need to choose the best time to send email messages.

A report from Experian Marketing research shows that high open rates of email campaigns are achieved on Tuesday, Saturday, and Sunday, when email volume was lowest out of all the days of the week. The most active time for opening emails is between 8 am and 12 pm.
email-open-rates-by-day-of-week

You shouldn’t focus only on research because your own experience and personal observation on the situation may have the opposite effect. Your subscribers may follow another schedule, and that’s why the best decision you can make is to conduct an A/B test of sending time.

Resend unopened emails

What is the advantage of resending unopened emails to your subscribers? It gives you the opportunity to change the subject line and the time of sending. All this creates an impression that this email is a new one. All you need to do is put a tick in the field “Send emails to unreads” and create a new subject line.
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SendPulse’s Case Study: Let’s see how the feature “Send emails to unreads” increased the open rate by almost 50%

The original email was sent to 56.636 recipients, with the subject line being “Results of the week: the date of the iPhone 7 presentation and iOS 10 beta 5.”
Recipients who did not open the email received the second email with a slightly different subject line: “The date of the iPhone 7 presentation and iOS 10 beta 5.”

This email was sent:
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Statistics of the first email:
email-1Statistics of the second email:
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  • Results for open rate: an increase of 47.15%

Original email open rate: 7.393 (13.08%)

Resent email open rate: 3.486 (6.96%)

Total email open rate: 10.879 (20.04%)

There was an open rate increase of 47.15%

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SendPulse’s experts used the resending feature and were convinced that it could turbo-charge your open rate. Test it on your inactive readers and judge for yourself. This function in SendPulse is available on the free plan account.

Resending Unopened Emails Is Your Way to a Steady Open Rate

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