Maximising email engagement requires a strategic approach to both open rates and click-through rates (CTR).
This guide outlines five key tips to improve each metric. From crafting compelling subject lines and optimising send times to personalising content and enhancing call-to-actions (CTAs), these best practices ensure emails resonate with the audience and drive meaningful interactions.
By implementing these techniques and continuously testing performance, businesses can significantly enhance their email marketing effectiveness.
Top 5 Tips for Improving OPEN RATES:
- 1. Craft Compelling Subject Lines:
- Use action-oriented, curiosity-inducing phrases (e.g., “Are your patients ready for the season ahead?” or “Discover the latest updates in your field”).
- Avoid generic or overly promotional language.
- 2. Segment Your Audience:
- Personalise emails based on recipient demographics, profession, interest area, or previous engagement.
- Tailoring subject lines to specific groups (e.g., GPs vs. specialists) boosts relevance and engagement.
- 3. Optimise Send Times:
- Send emails when your audience is most likely to check their inbox, such as early mornings on Mondays and Tuesdays or around midday on Thursday and Fridays.
- 4. Keep Subject Lines Concise:
- Aim for 6-10 words or under 50 characters to ensure readability on both desktop and mobile devices.
- 5. Use Preheader Text Effectively
- The preview text should complement the subject line, providing additional context to entice the recipient to open (e.g., “Learn about solutions for winter health challenges.”).
Top 5 Tips for Improving CLICKS:
- 1. Strong Call-to-Action (CTA):
- Use clear and actionable language for CTAs (e.g., “Learn More,” “Get Started Today,” “Register” or “Explore Solutions”).
- Include multiple clickable links to drive greater engagement – 3 to 5 is ideal.
- 2. Personalised Content:
- Align the email content and offers with the recipient’s preferences, profession, or past interactions to increase relevance and engagement.
- 3. Simplify Design and Layout:
- Use clean, visually appealing layouts with a clear hierarchy that guides the reader to the CTA.
- Avoid overcrowding with excessive text or images.
- 4. Offer Value:
- Provide something actionable or valuable, like a resource guide, webinar invite, or a limited-time offer, to encourage clicks.
- 5. Test and Optimise:
- A/B test different elements like subject lines, send days and times, CTA text, button colours, and email structure to determine what drives the most clicks.
- Continuously refine based on performance data.
Final Thoughts
By following these proven best practices, you can significantly boost both open and click-through rates in your email campaigns. From crafting targeted subject lines to personalising content and refining your CTAs, a thoughtful, data-driven approach ensures your eDMs cut through the noise and engage the right audience at the right time.
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Source
These recommendations are based on ChatGPT4 analysing over 190 separate email sends that AusDoc has sent out since May 2023.
This article was written with the assistance of AI.
