In case you haven’t noticed, we’ve had email on the mind lately.
This is mainly due to the recent launch of our intuitive
newsletter builder. When used correctly, email can be an excellent
marketing tool. According to MailChimp,
the average open rate for emails is 20.81% and the average click rate 2.43%. If
you’re going to take the time to write an email, it’s important to do everything
possible to increase the odds of residents opening and actually reading the
email. Follow these helpful tips to start improving the open and click rates of
Write Great Subject
The subject line is one of the first things readers see when
your email arrives in their inbox. If you write a bland, spammy, or repetitive
subject line, the chance of users opening your email decreases significantly. To
write better subject lines, follow these helpful
tips from the marketing gurus at HubSpot:
short: The majority of email opens occur on mobile phones, so keep your
subject lines under 50 characters to ensure those checking their email on their
smartphone can read the entire thing.
honest: It’s best to be straightforward and honest in your subject line.
Don’t make false promises just to get an open, as it will lead to lower open
rates in the future.
calls-to-action: Your subject line is essentially a call-to-action, so use
it to encourage readers to open the email. Be sure to use action-oriented verbs
to inspire clicks.
looking spammy: Think of spammy emails you’ve received in the past. They
have likely contained an abundance of exclamation points and emojis or may have
been in all caps, which is something you should avoid doing.
question: Questions can be a great way to engage readers and create
interest in the content of your email.
Make Your Emails
Your residents are bombarded with emails. That’s why it’s
important to make your emails stand out from the crowd through the use of
imagery, bolding, and call-to-action buttons.
images: Do you have an established logo or branded header that you use on
Word Doc and PDF communications? If so, consider adding that same header image
to make your emails look more professional.
imagery: Make your emails pop by adding images to them. For example, if you’re
sharing a recap from a recent community party, add pictures from it in the
bolding: Is there a really important point you’re trying to make in the
email? Consider bolding it to help it stand out to those who are quickly
scanning through it.
points: If your email is really long and contains blocky paragraphs, make
it easier to scan by using bullet points.
buttons: Buttons are far more effective for getting clicks than hyperlinked
text. If you’re hoping to get your readers to sign up for a something, RSVP, or
pay a bill, include a call-to-action button rather than hyperlinking text.
Analyze Your Numbers
One of the best ways to continuously improve your emails is
to analyze numbers from previous sends. In
FRONTSTEPS, you can see how many newsletters were sent, how many were
opened, and how many bounced. When analyzing numbers, here’s what you should
rates: If your open rates are super low, there’s a good chance your subject
lines need some work. Try resending the same email with a different subject
line to see if that impacts open rates.
you’re seeing an incredibly high bounce rate, there’s a good chance you might
have an outdated email list. Work to get updated email addresses from your
residents if you’re running into this issue.
Remember, it’s worth your time to test, analyze, and
optimize your emails to ensure your important messages are actually getting in
front of residents. Have you tried any successful tricks to improve your open
and click rates? Share your tips below!
Looking for additional ways to improve your communications? Get your free copy of our whitepaper, Key Strategies to Promote an Informed and Efficient Community.