Through our expertise and as Klaviyo masters gold, in today's post we are going to give you recommendations to increase the opening rate or open rate of the mails that we send to users with the most powerful growth e-mail marketing tool specialized for e-commerce.
Thanks to these recommendations, the sending of your campaigns will have more chances of success and they will not be forgotten in the spam folder. In addition, this will increase our reputation as senders and we will have more chances that our emails will be opened and, therefore, position ourselves in the mind of the consumer for their next purchases.
What is the Opening Rate or Open Rate and how is it calculated.
The opening rate , also called open rate , is the metric used to know, within an email marketing campaign, the percentage of emails that have been opened.
The opening rate is calculated by dividing the rate of unique openings by the number of emails sent, minus the bounce rate of emails that could not be delivered, all multiplied by one hundred.
Once we have this concept clear, we are going to explain the different tips to increase this opening rate with Klaviyo.
1 Segment our lists.
We must define and group our users based on the characteristics they possess. The more specific our segmentation is, the more information we will obtain about the content that our users find most relevant. To create a committed segment we must take into account the following points.
It is important that first of all, we select from our contact list those who have opened our email most recently, or who recently clicked on it or who have recently subscribed. Klaviyo recommends that the time we take as a reference is 30 days.
Once this is done, we must analyze how our emails are working and adjust the parameters that we have established based on that. If we see that it is working very well, we can gradually expand the parameters, otherwise we must reduce them so that our mails are opened and reach the contacts that are most interesting to us.
Finally, when we manage to establish our specific segment, we must personalize the emails as much as possible, in this way we make the opening rate increase.
2 Subject line and relevant information.
Once the segmentation is done, we must focus on the content that our emails are going to have . The most important thing now is to ensure that the information that we send to each segment that we have created is relevant and in this way get them to open our email.
To do this, we are going to focus on one of the most important parts of sending our email, which is going to be the subject line , since it is one of the few elements visible from the inbox. For a subject line to be successful, it is important that it includes the following aspects:
3 Call to action or call to action (CTA).
We have to get our subscribers to be attracted by the subject and decide to click to continue investigating about the shipment that we have made. It is important to be original, since the user usually receives messages from different recipients and we need ours to stand out from the others.
4 Personalization.
Using the name of the client, if you address each client personally will make them trust your emails. In addition to the name, you can use the data that you have managed to collect from the recipient, such as birthday, recent purchases... in this way you can create a more personalized relationship.
Some examples:
“Maria discovers our birthday present”
“Rosa, what do you think of our selection of garments for you?”
5 Sense of urgency.
With this call to urgency we cause the customer to see that the service or product they want is about to end and this increases both the opening rate and the need to purchase.
We cannot use this feeling of urgency in all email marketing campaigns, so we must select well when is the best time to use them as a last call to action.
Some examples:
“Free shipping today only”
“Last 48 hours to use your discount code”
6 Keep the database updated.
For our campaigns to be successful, it is essential to keep our contact list clean , as this will affect our reputation and delivery capacity.
With this cleanup we're going to get fewer hard bounces and, with it, higher deliverability and a higher open rate.
7 Control the delivery of our emails.
We must monitor our campaigns and keep their results updated . Several metrics must be controlled in addition to the opening rate, but if we see that it drops sharply, we can understand that something is not going well with our campaign and that we must make new adjustments to it, whether they are content or related to the campaign. segmentation that we have made. Thanks to monitoring we can maintain a high reputation as senders, to ensure high deliverability and therefore a higher opening rate.
For all this and more, Klaviyo is one of the most suitable tools to boost your e-commerce sales.
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