Are you experiencing a decrease in open rates for your newsletters? Well, you're not alone. The experience of many of our clients in the past six months echoes an industry-wide complaint. Here's a little insight into why you may be seeing lower open rates and what you can do to reverse the hex on your stats.
Six Reasons Your Open Rates Might Be Declining:
1) Image-blocking technology prevents tracking.
2) You may be landing in spam/bulk folders.
3) Your subject lines need more attention.
4) Every newsletter looks the same.
5) Your readers might be getting bored.
6) You're not sure what your subscribers want.
1) Image-Blocking May Be Distorting Your Numbers
First, the good news. Your open rates could be reading artificially low due to image-blocking technology. Some of the newer versions of e-mail clients like AOL, Outlook and Hotmail suppress images unless the sender is in the person's address book or unless the receiver takes an action to "unblock" images.
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Why does this matter?
Well, open rates are tracked when a tiny image (invisible to you and me) downloads at the very bottom of your newsletter. Thus, if your subscribers are opening and reading your e-mails with images blocked, the tracking device is effectively "disabled."
What should you do?
First, ask subscribers to add you to their address book. Place a request at the top of each of your e-mails. Here's an example:
To help ensure you receive our newsletter, please add name@yourdomainname.com to your address book. Need help? Learn how here.
Second, you could provide a link to an online version of you e-mail, where all your images will show up. Example:
If you are unable to view this e-mail properly, you may view it online.
In our eMarketing Suite, you will link "view it online" to the corresponding custom link, which takes the reader to a web-hosted version of your HTML newsletter. Click-through rates will be tracked on the web-hosted version (as well as opens for those subscribers who click on a link in the web-hosted version).
2) It Got Delivered, But Where Did It Go?
Bulk folders are the same as spam folders, and your goal is to make it to your subscribers' inboxes without landing in either one. You may have e-mails that show up as delivered, but subscribers don't see them in their inboxes. That's because many subscribers don't even know they have a bulk folder to check! There are many reasons your newsletter could end up in a spam or bulk folder, and spam-filtering software changes all the time. But there are some obvious actions you can take to reduce the chance that your newsletter will land in a bulk folder:
- Avoid "click here" language.
- Don't use ALL CAPS.
- Steer clear of using money signs ($$$) anywhere in your message.
- Avoid spammy phrases like "Win big" or "Free gift."
For more tips on avoiding spam folders, call us to schedule a consultation. Katey Charles Communications also offers delivery testing services to find out where your e-mails are being delivered and where you are experiencing problems. Call us at (314) 835-0342 for details and pricing or to schedule a consultation.
3) Analyze Your Subject Lines
The first 23 characters you write (the part of your subject line that will be displayed in most e-mail programs) largely determine whether your e-mail gets opened. Choose your words carefully. Think of your subject line as a newspaper headline; it should be enticing and create curiosity. (Just make sure it is not misleading.)
4) Freshen Up Your Design
Readers get tired of seeing the same-old, same-old newsletters. Don' t you? It may be time to kick your design up a notch. Whether you opt for a brand new design or a more subtle change, try adding a new spin to your template on at least a yearly basis.
5) Content, Content, Content
Are you struggling to come up with new ideas for your publication each month? Don't think your readers can' t tell when they are spending valuable time reading filler. E-newsletters must be given the same attention to planning and details as any print publication. That means sending fresh, relevant information each time. If you feel you are sending out an issue just because you have the date marked on your calendar, it might be best to skip a month.
6) Use Your Statistics
One perk to having an e-
communication program is your ability to quickly and instantaneously check the results of your messages. Track your links! Then, watch what your readers are clicking on what they are interested in. This will allow you to tailor your content to meet their needs, build a loyal readership and keep them coming back for more.
Not Feeling Very Creative?
Let us help! Katey Charles Communications can analyze your situation and offer sound advice and creative suggestions to enhance the success of your newsletters. Call us today at (314) 835-0342 to schedule a consultation.
Okay, we've said enough. We'd like to know what you think! Send your feedback and suggestions to me at goodthinking@kateycharles.com.
