How to improve email open rates using content

You’ve got your email newsletters up and running, your database is there and you’re sending what you think is important for your potential clients to know. But are you getting the open rates you want? Here is how you can improve email open rates using content and avoid being marked as spam. 

Segment your database thoroughly 

Before you can hope to see your open rates improve, you need to make sure you’re not sending the wrong information to the wrong people. Remember, it might only take one wrong email for someone to mark you as spam. Segmenting your database will make it much easier for you to target and tailor your content to your audience who will be more willing to open an email that resonates with them. 

Personalise your emails 

Tailor your emails to your client’s individual needs to show them you care. Make sure your subject line is tailored and engaging enough to make them want to open the email. Personalisation can of course expand beyond the email subject line, so to make the email sound like it’s written for one person. Speak with them, not at them.  

Share educational information 

Sharing informative, educational and engaging content will make your audience want to continue reading your emails. Your audience will be more likely to open your emails if they know they’re going to learn something valuable from you. 

Create a welcome series

Your newest email subscribers are the ones who are most likely to open your emails so don’t waste that opportunity. Take advantage by setting up a welcome series of emails, each with a  specific goal that helps them understand how you can help and gets them back onto your website. It’s also a great opportunity to build and nurture the relationships you have with your newest subscribers. 

Choose your content wisely

Who do you want the emails to resonate with? Are you targeting returning clients or new clients who might not understand what your business does? Once you know your goals, you can start writing up your content and deciding when and how often your emails will be sent to your subscribers. Just remember not to wait too long after they’ve signed up! You don’t want them to forget who you are. 

Don’t have time to create the content you need for your emails? Explore the online content marketplace and start improving your open rates today.