Getting A Higher Open Rate

The name of the eNewsletter game is "Opens". Nothing happens until someone opens your letter so this subject deserves a lot of attention. So, what brings a higher percentage of opens?

It all starts with the mailing list. If the list is not composed of people/companies that might have an interest in what you have to offer, you are dead from the start.

A second factor is the "Subject" line of the eNewsletter. These few words are what is going to stimulate them to open the message. You can write the rules as well as we can - about what the subject line should say. It is common sense that there should be an implied benefit in the subject line statement. Another effective hook is the promise of useful news. A third appeal is a personal one - a subject line that suggests the eNewsletter has something to say that affects the reader personally.

Of course there are many other considerations but we aren't going to give away all of our secrets!

A third factor affecting the opening rate is the day and time of day that the letter is published. You need to have the eNewsletter appear at a time when the prospective reader is most likely to be looking at his email. Like first thing in the morning.

As for day, Mondays and Fridays are usually full of distractions and email reading can be deferred on these days. For most clients, we like Tuesday morning.

Actually, there is so much to be said on this subject of opens, we could do a chapter on it. So, talk to us if you are not happy with your open rates. We are confident that we can improve them.

Prescott "Pete" Lustig
Senior Marketing Strategist