How We Got a 50% Email Open Rate (And You Can Too!)
Well, a 52% email open rate to be exact.
Good email marketers regularly track their email metrics. Great email marketers regularly track their email metrics and then make improvements to their program based on their results.
On our marketing team, our campaign manager does this really well. She’s so good at following up on the results of our campaigns and sharing key takeaways with the team.
But there’s one email we sent last year that completely fell off our report-checking radar: our resource autoresponder email.
Last month we were looking at making updates to our autoresponder emails, and it finally occurred to us that we should see how they were performing.
Our jaws dropped when we saw the open rate for our resource autoresponder, the email that is sent after someone downloads an educational resource from our website. (Interested in seeing the email? Download a resource here.)
52% email open rate — wow.
“Well,” we thought, “if the open rate is that high, what does the click rate look like?”
51.5% click rate– double wow.
After doing a small victory dance in the marketing department, we dug into the email. Maybe it doesn’t need that much updating after all!
We had three goals for this email:
- Deliver a quick “thanks!” to folks who had checked out our content.
- Share our most popular resources that they might also be interested in.
- Introduce Informz, highlight client case studies, and drop the Informz commercial in the PS line.
We knew the last one was a stretch for a top of the funnel transactional email, but hey – you never know. There could be a very interested prospect who wants to jump right into what they can do with Informz.
So, how can you replicate the success of this email at your company?
Nail Your Timing
When is the right time to send an email? Whenever your subscriber’s looking for it! In this instance, subscribers were recently on our website (as in the last five minutes or less), engaging with our content, searching for resources, or reading a blog post that led them to our resource library. Landing in their inbox when Informz and our content was top of mind is what got 52% of recipients to open.
Get Your Content Right
This could have been a simple transactional email with your classic “thanks for downloading” messaging. But that would be a missed opportunity. We knew that people receiving this email would be prime candidates for checking out more content, for engaging further with us, so why not serve up the best we have to offer?
Consider the Layout and Design
We like to keep things simple and do a fun hero image. In this case, it was the light up “thank you” sign. With mobile usage on the rise, make sure your links are easily clickable no matter the device or your click rate will be in trouble. Design with your subscribers in mind!
Interested in more first-hand accounts of what we’ve learned along our marketing journey? Check them out here.
Don’t miss out on our top blog posts sent right to your inbox! Sign up here.