Email open rates are again in decline – but there are some simple steps you can take to ensure your email is read.The number of people looking at emails, both at work and at home, has been in decline over the past eight years.

In 2003 the B2B “open rate” as it is known was around 57%.  By 2006 it was at 41% and in 2010 it was 28% according to figures from the Marsys Email Benchmark Report

B2C figures  started at 51% in 2003 and are now at 24%.

What’s worse is that the drop of 4% over the last year is far more than the minor drop a year ago.

Of course the level of spam, and the huge number of emails going out are a major part of the cause, along with a growing awareness of the number of emails that can lead to dodgy sites.  Indeed it is possible that even an old cynic like me might have opened the web site telling me that I had won the Monrovian lottery back in 2003.  Not today though.

So what’s to be done?

First, you need to work to ensure that the “From” line that the recipient sees is one that rings true.  It can either by your company name (if that is widely known and respected) or a name that sounds that it should have information of interest to the recipient.  “Booksellers Centre” is a name that a book retail company might use, if it feels that J P Splodge is not well recognised among those it is mailing.

Second, you need to have a good subject line each time you email – that certainly helps.  “70% discounts” is not a good subject line (too vague), but as you will have guessed something more specific such as “open rates decline, so what can you do” is a better bet.

Third you need a headline.  The general rules on headlines that I have often mentioned before are worth considering.  Some people will be able to see your opening without clicking on the email to read more, and so the headline is important.   (I don’t use one too often on this newsgroup, because everyone here has opted in, but if you are cold calling, the headline is helpful).

Try and avoid all pictures, because they will enhance the level of being blocked (many filters now analyse the number of pictures against the amount of text, and then block on that basis).   Put your pictures on your web site and have a link there.

Finally, you need to email regularly.  That way you can begin to be accepted, get people to dip in from time to time, and build the trust.

If you would like to work through some emails and discuss how to get your open rates up, do give me a call on 01536 399 000.  Or email me a copy of your email, with your phone number and I will call you back in complete confidence.  No charge, no obligation, no whatnot.

(You might also find some of the stories on the Creative Direct news group helpful – to subscribe send an email to CreativeDirect-subscribe@yahoogroups.com )

Tony Attwood

PS: You can also follow us on Twitter @HHMailings

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.