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- Increasing open rates from 25% to 45%
Increasing open rates from 25% to 45%
It's easier than you think. You should just copy us.
This might seem like one of those dubious statistics that marketing agencies post on their website to paint themselves in a favourable light.
But it’s not.
It’s a real case study.
And I’m doing something a little bit different. I’m going to tell you how we did it so you can copy it - I’m nice like that.
So, let’s get those rookie numbers up.
Cleaning your list
It’s actually quite simple and perhaps a little boring, but it’s also incredibly effective.
With the client I was referring to, we separated out the subscribers who were consistently unengaged and only emailed the subscribers who are engaging/had engaged fairly recently.
Do you feel cheated? Does this seem like a cheap trick?
Well, it shouldn’t. Here’s why we did it, and why you should do it too:
Deliverability - improving your engagement metrics impacts your deliverability. Better engagement will help keep you out of the spam folder.
Vanity - if you’re obsessing over your subscriber count and not your click rate, you’re doing email wrong. We want high-quality engagement, not a crowd of deaf ears.
Segmenting - if you segment these unengaged melts, you can target them with a specific campaign to try and re-engage them. Campaigns to segments almost always perform better.
Save some money - if you archive or suppress the subscribers you aren’t contacting, it might well bring your email platform fee down (don’t delete them).
Better reporting - you will start to get a better understanding of how your emails are performing. You want to understand what is resonating with your target audience.
I hope that helps.
What’s going on at The Inbox Club?
A lot less than normal.
James and I are sunning ourselves in Italy this week.
We have our very unapologetic out-of-office replies on and we’re doing minimal work.
See you on Monday
Us a few Chiantis deep
See you next time
Jamie x