Improving your email open rates is crucial for customer retention and, ultimately, revenue. It’s not just about sending more emails; it’s about getting the ones you send actually *seen*. Many Australian SMEs struggle with this, often seeing their carefully crafted messages land in the promotions tab or, worse, the spam folder. We’ve seen consistent improvements for our clients by focusing on a few key areas.
Firstly, let’s talk about your ‘From’ name. Don’t hide behind ‘no-reply@yourcompany.com.au’. People are more likely to open an email from a recognisable person or a clear company name – think ‘Sarah from [Your Company]’ or simply ‘[Your Company]’. Personalisation builds trust, and trust encourages opens.
Subject lines are your first, and often only, chance to make an impression. Forget clickbait; focus on clarity and relevance. We recommend A/B testing different subject lines to see what resonates with your audience. Consider these approaches:
- Personalisation: Include the recipient’s name or reference a past purchase.
- Intrigue (without being misleading): Pose a question or hint at valuable information inside.
- Urgency (when genuine): Limited-time offers or event reminders can boost opens.
Beyond the subject line, preview text is incredibly important. This is the snippet of text people see *after* the subject line in their inbox. Don’t waste it! Many email platforms automatically pull the first few words of your email, which might be ‘View in browser’ or similar. Customise this to expand on your subject line and further entice opens. Think of it as a second subject line.
Finally, consistently analyse your results. Most email marketing platforms provide detailed reports on open rates, click-through rates, and other key metrics. Pay attention to what’s working and what’s not. Are certain subject lines performing better than others? Are opens higher on Tuesdays than Fridays? Use this data to refine your strategy and continually improve your results. Looking ahead, understanding evolving inbox algorithms will be vital – we anticipate further changes in 2026 that will prioritise genuine engagement.
To start improving your email open rates today, review your ‘From’ name and preview text. Then, commit to A/B testing your subject lines. Small changes can make a big difference to your customer retention and overall marketing ROI.
