Name one thing have you done that has really made a difference to open or click rates?

Posted by Spike Email Marketing

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We asked eight Mailchimp experts to name ‘one thing’ they had done to maximise Open Rates and Clicks…

Then we asked them again because they came back with a heap of ideas and we only wanted one thing.

The ‘one thing’ they had done that seen a significant shift in subscriber responses. So, here we go.

From resends to testing, preview text to calls to action and artificial intelligence, eight Mailchimp partners and email marketing experts share their top tips to better open and click rates.

Resend to non-openers, that’s a big one. Plus, sending variations of the email, with minor copy tweaks so it’s more relevant for individual audiences. The keyword here being ‘relevant’.
Doug Dennison
CEO & Co-founder

The one thing that always makes a difference in open rates is the attention you put in preview text, which allows you to add information to the subject, explain what’s inside, raise curiosity.
As for click rates, I try to avoid standard CTA such as “View” or “Learn more”; I’m not afraid of writing longer CTAs, as long as they are coherent with the tone of voice of the brand and they give a tangible reason why you should click (eg. “grab your discount now and save 50 Euros”).
Alessandra Farabegoli
Digital Strategist, Co-Founder

I always try to use a personal subject line, combined with an emoji. Try to add some merge fields in the subject line, like *|FNAME|* or more specified from other merge field(s). It helps a lot with the open rate.
The click rate depends on the content. Always use notable buttons which leads to great content or products.
Nick Beuzekamp
CEO and Founder

Resends. Resending to those who didn’t open the email the first time with a different subject line. This one thing has made a massive difference to our open and click rates. 
You can take this one step further by A/B testing subject lines for both the send and the resend.
Glenn Edley
Director & Email Strategist

When it comes to open rates, what the subscriber sees in the preview pane is everything. Certainly, experimenting and testing subject lines is the most vital tactic to work on. But in addition to that, paying attention to the sender identity is also key. Using a robot-looking alias like “info@” rarely has as good of an effect on open rates as using the name of a recognizable person such as the subscriber’s contact or the company leadership. The preview text should also be considered as “second subject line” and should receive the same attention in terms of creativity and testing that the subject line receives.
MaryAnn Pfeiffer
Digital Marketing Strategist

I work really hard to perfect the subject line to get an open. Your subject line triggers an open. You can’t get a click if the email isn’t opened. So to me, the most crucial part of your email is your subject line.
Mailchimp thinks your subject line is so crucial that they’ve introduced a Subject Line Helper tool. Mailchimp uses the data from the 10,000 emails they send every minute to make suggestions on word and character count and emoji and punctuation in your subject line. Using this tool will make your subject line even more effective. 
Amy Hall
Email Marketing Strategist and Certified Mailchimp Partner

A/B testing your subject lines and send times.  One of the best ways to make a big difference in your open rates is to start testing what your subscribers are more likely to open. Does an emoji in the subject line perform better than a subject line without one? Does sending on Sunday night perform better than Tuesday morning? Does the “from name” of your company perform better than an actual persons name? Does a large button in your email perform better than linked text? 
You can easily test different variables and then see in Mailchimp which “won.” It can be really interesting to see the results. A/B testing is one of the most important tools you can utilize to improve your open and click rates and we try to use this with every campaign. It can take some time to develop an informed opinion on what send time is best for you audience. 
Emily Ryan
Co-Founder and Email Strategist

For open rates, I’ve started using artificial intelligence platforms (we used Persado) to help improve subject lines. That bumped up my open rates anywhere from 2-15%. To improve click rates, I’ve moved the CTAs to the top of the email (above the fold) and that has helped a bit. My team and I are also exploring non-traditional CTA placements, such as floating bars below the preheader so it’s the first thing you see when you open the email. So far they seem to be working better when we test against traditional placements.
Adam Q. Holden-Bache
Director of Email Marketing