The SaaS Email Marketing Playbook: Convert Leads, Increase Customer Retention, and Close More Recurring Revenue With Email by Étienne Garbugli

Author:Étienne Garbugli [Garbugli, Étienne]
Language: eng
Format: azw3
Publisher: Independent
Published: 2020-04-17T16:00:00+00:00

Optimizing for deliverability is more maintenance than anything else. It makes sure that the appropriate number of people receive your emails.

In the next chapter, we will start growing our emails’ performance by optimizing the open rate.

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Optimizing Email Opens

Your email’s open rate is one of the most important metrics to evaluate the performance of your email marketing campaigns. Improving your open rate is the easiest way to widen your email marketing funnel.

More people opening your emails means more prospects considering your offer. More prospects considering your offer generally means more sales and higher levels of engagement.

As mentioned before, it doesn’t make sense to optimize email open rates when emails under-deliver. However, if you are ready to optimize the open rates of your emails, you’ll want to aim for open rates of around 30–50%.

To do that, you’ll want to focus on:

The subject line : The subject line is the element that has the most influence over an email’s open rate. A great subject line can get almost any email opened. However, if the content doesn’t relate to the subject line, or if the offer is irrelevant, it will damage the users’ trust, and negatively impact their willingness to open future emails.

The preview text : The preview text is the first line of your email, or a hidden text element visible next to the subject line in most email clients. It’s an opportunity to create curiosity, to showcase personalization (e.g. ‘Hey John’), or to highlight key email body elements.

The sender’s email address : The sender’s email address is the address users white-list or mark as spam. It makes sense to keep the same email address to help users white-list it. However, sometimes changing that email address can help rejuvenate under-performing campaigns.

The sender’s name : A lot of experiments can be run around the sender’s name: Personal vs Company, Male vs Female, Common name (e.g. Matt) vs Atypical name (e.g. Jorane), etc. Having a clear picture of your target audience can help inspire tests for different campaigns.

The timing : There are good and bad times to send email campaigns. If you think about your users’ time zones and schedules (business or consumer), you can find ways to improve the timing of your email campaigns. Although platforms like MailChimp or Intercom offer automated scheduling and time zone adjustment (based on users’ time zones), I’ve personally had more success sending emails at fixed times during the week. My go-to is 5PM EST on Mondays. Customer segmentation, and the timing within your email marketing program (e.g. send on Day 1 or on Day 10), might also impact your open rate.

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