When most people think about optimization they think about websites and SEO. However, think of ways to optimize email campaigns and understand that this will have a significant impact on your profitability for your email campaigns.
We’re going to assume you understand the importance of your email list and move on to the actual email. Open rates for email vary from industry to industry but if you have a 20% to 40% open rate then you have an average open rate. Insurance related emails tend to have an open rate around 20% where as non-profit or travel emails average around 40%.
If you are an insurance company and you send out 1,000 emails then you can expect about 200 people to open you email. One item to test to improve your open rate is the subject line. Split your email list and send 50% of the list emails with one subject line and the remaining 50% with another subject line. Then see which subject line performs best and use the tone and formatting of that subject line for your next email campaign.
Once you are past the “email open” hurdle now you need to get the viewer to click through to the landing page.
Some items that will impact click through’s and that you can test include:
- From email address
- Subject line
- Frequency of sent emails
- Call-to-action buttons
- Trust elements
- And more
Finally while not actually part of your email, its important to make sure that your Landing Page serves up content that matches the expectations created in your email.