Whatever your normal open rate, the email marketing industry average indicates that most companies can’t reach as much as 97% of their email list. Whether your open rate is the industry average of approximately 23%, or slightly more – 30%, 40%, even 50% – you could be missing more than half of your subscribers just from hitting ‘Send’ on your next email campaign.
But there’s a chance to get back some of these subscribers, and the solution is very simple. It’s a phenomenon called double opens (although you can give it your own nifty name in-house) and it offers results, but takes just a little work.
Here’s the trick:
- Check out your previous campaign stats. Identify a low-performing email and re-read it.
- Write down a few alternative subject lines for the email and check each one with a subject line checker.
- Change the original subject line to the best alternative.
- Redeploy the email only to those who didn’t open the first round.
You don’t need to rewrite the email, or even look at too much data, but you’ll be giving your subscribers another chance to read your email.
Guaranteed, you’ll get more opens on the next round – and even if it’s your average open rate, or about the industry average, that’s more people than were reached your first time, with very little effort expended.
The next best part about this simple technique is that you can test out different need states in your subject line. For instance, if you’re selling a course, and you focus on course content in your first email with a subject line such as “Learn to deploy emails that have twice your average open rate”, you can test the length of the course, or the quality of it, with a subject line such as “Write emails with 2x the open rate in 2 weeks” or “Award-winning email copywriting course.”
Such a quick fix is worth its weight in gold – it’s quick, it’s effective, and it offers further learning opportunities for you to refine your email messaging.