It only takes one uninteresting message for your subscribers to mentally tag your emails as boring. That’s why every email is important – it should be able to maintain a high level of relevance and interest for them to keep opening your future emails.
But yes, a decline in open rates is almost inevitable, especially when you’ve been catering to the same people for a long time. In these cases, you need to revitalize your readers’ interest and find new ways to make the online relationship ‘fresh’.
Here are some of the things you can do to lift the boredom curse from your email subscribers:
Let them tell you what’s wrong
Something is definitely amiss. It’s for you to find out what that is. You can do a simple survey to uncover reasons that might have been causing their change of heart:
What exactly do they want to receive from you?
Any recent changes that made them change the way they treat your emails?
How often do they want to receive emails? Do they want to receive fewer emails in a week?
What suggestions do they have that they think will improve the email subscription experience?
Make minor tweaks on appearance and presentation
It wouldn’t hurt to test a few new templates – actually, a decline in interest is the best reason why you should do it. Retain half of your subscribers to receive the current template, while the other half will start receiving emails with a slightly more aggressive subject line, more lively colors and a freshly written text body. Measure any improvements. If none, no harm done.
Make it extra-personalized for the chosen few
Select about 10% of your email list based on who you think are more ‘precious’ in terms of buying capacity, requirements met and maybe a transactional history. Start customizing a special set of email copies specifically for your ‘elite’ list.
Basically, ask for permission to keep the communication lines open with them. Don’t use any template – have your email team compose a personal message with only a particular recipient in mind. This is an elaborate attempt to save an email relationship before they officially mark you as spam.
Don’t forget to go mobile
More people are opening their emails on mobile devices, so that means you need to make adjustments (you should have done this a few years ago) in the way you present your email copy. Keep your subject lines short so it won’t eat up a lot of screen space. Don’t insert your links in between a shrub of texts because it would make it hard for them to open them using their fat fingers. Also, make sure your rich media content and other aesthetic decorations are mobile-friendly.