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Things you have to do to improve open rates in your email marketing campaign

Things you have to do to improve open rates in your email marketing campaign

By on Aug 16, 2017

Reading time: 3 minutes

1. Keep your list clean

Such like brushing your teeth, taking a shower, you should pay attention on your email list hygiene.

What do I mean by email list hygiene?

Email providers keep an eye on what recipients want to receive in their inbox. They are digging deep into the emails you send and how prospects engage with them. They factor opens, clicks, unsubscribes, complaint, engagement, and more into the algorithms that determine inbox placement.

A clean list is a must to ensure that your emails get delivered to your subscribers’ inboxes.

Once a recipient opts into your content, it is extremely important to monitor and track their behavior.

Do they still open my emails? Do they click? Do they move it to a folder? Do they complain?

Even the most engaged subscribers can lose interest, stop opening your emails, or even unsubscribe.

One of the benefits to thinning an email list is to improve deliverability, and to maintain higher email engagement. If a subscriber opens your emails, replies to them, or moves your message into a folder, those are all positive signs. If someone just deletes your email without opening it, that’s a bad sign and means that the recipient is disengaged. Even worse is when someone marks a message as spam. Not only are they disengaged, but they can consider your emails to be annoying.

If too many people marking your emails as spam, your whole email domain can be added to spam blacklists. And that is a very bad thing indeed…

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2. Segment your list

The second thing: In email marketing, you can use list segmentation to personalize your customers’ experience to boost engagement

Email list segmentation is a technique that allows email marketers to send highly relevant emails by narrowing their list up into smaller groups, or “segments”.

No matter what your campaign itself is about, it’s one of the most important thing to success. Emails that you send out to your entire list might be relevant and helpful to some people, but they won’t be to others.


Even more important:

If you send out your message everybody on your list, you can even cause confusion or frustration, reduce sales, and increase unsubscribes.

For example if you are running a campaign, sending the second step to everybody will be odd for people who already bought the product after the first email. It just tells them that you really aren’t paying attention to them as customers.


People like to receive personalized content that applies to them.

When you send an email to everyone on your list, you make them feel like their personal interests and needs don’t matter to you, or that you don’t pay attention to their specific needs.

Some of them may wonder: “Why is this company sending me an offer for men’s boots, when I’m a woman, and only interested in buying sandals?”

Don’t send a message to your entire list, unless it’s something very general such as an important announcement, or if your campaign targets all of your subscribers. Or when you just started to build your list, and don’t have enough subscribers to segment.

If you want to segment more effectively, offer different lead magnets, categories of topics and content, and ask subscribers to subscribe for the ones they are interested in.

If your store is having a sale, then you could send a campaign only to people in or near a particular zip code, because subscribers who live in other parts won’t be interested in.

You can also segment by activity, interests, e-commerce data, and more.

You may also segment by past purchase behavior; for example, if they bought a vacuum cleaner from you, you might have follow-up email offers for bags, filters, or accessories. If you are a car dealership, a special offer on routine maintenance can help keep them coming back to you.

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