Here’s some news about your email open rate you might find hard to swallow. The open rate isn’t the most important thing about the emails you send out to your subscribers. As my colleague Matt Bacak says, “Email open rates are ego-based.” A high open rate might make you feel good, but it doesn’t put money in your pocket.
Instead of focusing on your email open rate, take a look at the click-through rates on the links you place in your email. That’s the true measure of response you want to watch. Why? Because you don’t make money until someone clicks a link in your email and follows through to a purchase.
Yes, your email subject line is critical, because that helps you get your reader to the links in your email. So the first, most important thing is your subject line when you are crafting your email. But your email open rate is the key factor you look at once your emails are out into the world.
Here’s a short video about email open rates, click through rates, and why you want to use email marketing to begin with. I’d love to have your feedback, so feel free to leave a quick comment below.
One way to think about your email open rates is that each open gives you an opportunity to get your links in front of potential buyers. Make sure that you are offering what your subscribers are interested in, and make sure that the click takes them to exactly what you are describing in your email.
You can get my help in planning out your email marketing campaigns, to do that go to my calendar and book a complimentary call to see how we might work together. Email can take a lot of your time – time that you should be working with your customers and marketing. That’s no good for your business. Let’s focus on your click throughs rather than your email open rates, and see what a difference it will make in your business.