Email open rate: Email marketing is on the rise even in 2022-23. Reasons can be several, one may say due to the high ROI or as being one of the most efficient direct marketing channels. But the high ROI can only be ensured when things are moving right towards the mark.
A lot has already been written on the internet about this topic. But what’s unique about this blog is that we’ll try to give instances of how practically Mumara helps to accomplish the suggested course of action and boost your email open rate.
Let’s delve into the topic, side by side by exploring the options within Mumara.
How to Improve Email Open Rate?
There are certain prerequisites for getting good open rates. You need to make sure that your emails will hit the target inbox. The recipients are interested to listen from you, and the content has value for the recipient.
There are two parts to this blog actually. The first one will discuss the things that matter, even before the planning of the email campaign’s content, recipients’ block, and other using tools to optimize open rates.
Place Your Email in Mailbox
This first part covers the basics of getting good open rates, and that is “Your Email Should Hit the Target Inbox”. Since the single opt-in process can have anyone signing up for your mailing list, even using fake email addresses that never exist & respond, a double opt-in email list is the highly recommended practice to follow. It ensures that people with a real email address are interested to listen from you that certainly increases the chances to achieve better open rates.
It also reduces the chances of possible hard bounces that you may receive in return for sending to a single opt-in email list, or a number of complaints for sending to other lists, compromised for spam traps and invalid email addresses, i.e. purchased lists, rented lists, or scraped lists.
Mumara well recognizes the importance of using a double opt-in email list as one of the essential steps for improved results. The built-in subscription forms within Mumara help collect subscriber information by selecting the option to follow a double opt-in process of subscription.
You just follow the step-by-step, well-knitted process within Mumara to create a subscription form, where the double opt-in process is built in. Setup Confirmation Action and Content for the Signup to Confirm Email Setup Thank You Email Content after the Primary Email Confirmation Process is completed
Finalize by Creating Content for Possible Error Message
How can you wish for good open rates, without giving your email message the ability to reach its target which should obviously be the recipient’s inbox? The selection is easy if you are sending from a hosted email service provider, where you don’t need to maintain server-side systems, IPs, and complex measures of configuration.
It just needs some research over the internet to collect a list of email service providers with high email delivery rates, subscribe to one of them, and there you go.
However, things turn a bit technical and somewhat complex, when it comes to setup self-hosted email marketing infrastructure. You need to go through all configuration levels, for the ISPs to conclude that the emails are coming from a legitimate source, have IPs with a good reputation, and the spam filters need not be triggered.
There are certain industry standards and preconditions that your email message and its sending source should meet, in order to get it delivered smoothly. And if you are configuring your system using the Mumara platform, it will offer a good deal of assistance to take the majority of these measures.
How Mumara helps you manage SMTPs?
If you are using an SMTP service provider, or cloud-based SMTP services, Mumara helps to seamlessly integrate and manage available SMTPs. From Amazon, and SendGrid, to the SMTP, you will be able to use and manage a wide range of preferred SMTPs.
If you are configuring your own SMTP server, using commercial MTA like PowerMTA, Mumara does it even more efficiently. Mumara has automated the majority of the complex PowerMTA server configuration work, with its detailed module for PowerMTA configuration and Remote Bounce Processing.
IP Warming Session New IP is considered to have no sending reputation and undergoes strict scrutiny unless the ISPs conclude that the IP has implemented all measures to ensure the legitimacy of its sending source and message.
There are certain practices and sending patterns that you are required to follow during the process of warming up an IP address. Mumara incorporates one of the most valuable options for IP warming sessions.
Between the two options for keeping the SMTP connection persistent during sending and non-persistent loop sending, the latter is specifically designed for the IP warming session. Spam filters are more likely to suspect bulk behavior when a new IP sends bulk email messages to a certain group of people. The following blog discusses loop sending.
How to Increase Deliverability?
When it comes to deliverability, IP reputation holds key importance. If the sending IP has been blacklisted, and you are unaware keep on sending from it, you more likely to miss the target inbox.
Whether you are using cloud SMTP services, or have configured your own SMTP server, Mumara offers you the ability to keep monitoring the reputation of your sending IPs across the blacklists. A proactive monitoring approach followed by the ability to automatically deactivate the listed IPs really helps keep the sending IPs in the best condition to ensure deliverability.
The header of your email contains valuable information for the recipient as well as for the ISPs and spam filters. Offering your recipients an easy way to unsubscribe from the mailing list, has always been regarded as a valuable practice.
It has now become a largely known fact that spam filters and ISPs do consider it a favorable practice to add a list-unsubscribe header. Mumara lets you add both, link based unsubscribe option and also the email-based list-unsubscribe header option in the application settings.
Tips to Boost the Email Open Rate
The second part of the blog covers some of the tips to boost email open rates and will concentrate on the content and your end target, the contacts in your list. The previous part covered some important measures to take before you design a newsletter, create content or schedule your email campaign for sending.
Segment Your Email List
Let’s start with the contacts in your list; if you aren’t concentrating on their interests, you are wasting all your efforts to improve the open rates. Slice and dice your email lists, before further mailing.
The more you categorize your list into smaller segments, the better you score. You should be having a different strategy to reach different demographic segments, contacts from a specific geography, contacts who speak a certain language, contacts who engaged previously, non-engaging contacts, and so on.
Sending to smaller and well-categorized segments will give you the ability to engage with contacts who genuinely wish to read what you have to say. Mumara covers a great deal of functionality when it comes to creating email list segments.
You can segment your contacts. And more customized options after all the speculation about email marketing meeting its dead end. It continues to be one of the leading communication channels, for both marketing and transactional messages.
Avoid Spammy Words
Avoid Messy Code and Spam Words [fusion title] [fusion text]. The word spam in itself can serve more than a few definitions. But generally, it refers to unsolicited emails, emails that one sent without the consent or permission of the recipient.
But even if you are sending permission-based and solicited emails, your email can be trapped by the spam filters, and your effort to improve your open rates will come to an end. Among the several aspects that the spam filters consider weighing an email as spam, the important one is the content of your email.
Newsletters with poor code quality or tag stuffing can invite spam filters to suspect your email. As a result of this messy code, your email may not be able to land in the target inbox. Recommended is to always rely on a proper designer for designing HTML newsletters.
Mumara has integrated free-of-cost, properly coded email templates in its template store, one of the predesigned templates that can be used to avoid getting into trouble.
You may have also heard about the term called spam words, and might have been advised to avoid using words like “Work at Home” or “Earn Extra Cash” etc. But it isn’t limited to a few words or terms.
A spam filter can be triggered for a list of words it recognizes as being spammy. Mumara has devised a convenient way to avoid spam words and terms while you create your email content.
Mumara has integrated a spam score testing meter that would scan through your content and will let you know the percentage of spammy words in your Subject line, HTML content, and in-text content also. It is how you make sure that your email is properly formatted having no spam words.
Subject Line Is Very Important
All Important Subject Line You will find out that every article on this topic has signified the importance of using subject lines mindfully. The subject line should be enticing, irresistible, and yet simple.
Using Mumara, you can explore a number of options to experiment with your subject lines, in order to optimize your open rates. you can test one campaign with different subject lines using the A/B testing tool integrated with Mumara, where you will be able to perform a split test of one email campaign having different subject lines.
It automatically evaluates the better-performing subject line based on the criteria you have set and gives you the ability to automatically send the winning version to the rest of the contacts in your email lists. The method of testing different versions of the email with the A/B testing tool has produced really effective results for a list of clients, do give it a go.
Personalization is an increasing trend in the email marketing space, where you will use a number of techniques to personalize your email content and subject lines, to achieve the goal of improved subscribers’ engagement and open rates.
Using Mumara, you will be able to add basic name personalization to advanced behavioral triggers to optimize your open rates. You can have the recipient name, first name, or other custom variables in your subject line. As a result of this, each recipient will be reached with his/her name in the subject line.
Subject Line Rotation
Subject line rotation in some cases, offering a variety of subject lines in one email campaign can boost the results. Mumara has introduced a spin tag to conveniently rotate the subject line or content areas, for every recipient in your mailing.
If among the 3 subject lines in use, one fails, there is a possibility that the remaining two will perform. Though the list may include, certain patterns and styles to follow when creating the content, finding out the best time to send emails.
Keeping mobile devices into consideration and the list goes on with never-ending suggestions to give your open rates a significant rise. But that’s all for you to kick-start your email marketing efforts, by practically implementing tips to improve the open rates. Get started with Mumara to boost your email open rate NOW.
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