4 Surefire Strategies To Get Subscribers Opening Your Emails

Surefire Strategies To Get Subscribers Opening Your Emails

Email marketing is nothing if not a challenge.

From the time we launch our first blog, we are repeatedly told to make email collection a priority. In fact, top bloggers are quick to remind us that the money is in the list.

So you do all the right things — from creating compelling lead magnets to integrating effective lead capture forms on your blog.

Before you know it, you have your first 2,000 subscribers.

The only problem?

Your last broadcast was opened by only 11 percent of your list.

If that sounds a little too familiar, don’t worry — you’re not alone.

Today, I want to share with you the four main factors that are most likely to influence your email open rate. Those factors are:

  1. Days and times
  2. Frequency
  3. Subject lines
  4. Spam and sender reputation

But first, let’s take a look at how to build a high quality email list. In other words, are all subscribers created equal?

Simply put, the answer is no.

How do you collect email addresses?

Your open rate refers to the number of unique subscribers that opened your email, divided by the total number of emails successfully delivered.

Healthy open rates tend to vary by industry.

For example, email broadcasts sent on behalf of gambling websites are opened at 17 percent, while broadcasts sent by restaurants are opened at 23 percent.

Most email marketers consider an open rate between 20 and 30 percent to be very positive, although I aim to exceed 30 percent as often as possible.

Open Rate

According to AWeber, my lifetime open rate is 28 percent. Not bad.

Email Open Rate

Will the strategies I show you here instantly take you from an 11 percent open rate to 28 percent?

Probably not.

But let’s focus on marginal improvements here, as they can have a big overall impact.

Let’s say…

  • You have a list of 2,000 subscribers
  • And you send one broadcast per week to that list
  • And you increase your open rate from 11 percent to 15 percent

Over a year, that represents more than 4,000 additional emails opened. And that is significant!

So before we dive into the mechanics of each broadcast you send, let’s spend a little time reviewing how you are building your list.

1. Don’t buy email addresses

There’s nothing wrong with buying a solo ad or a Facebook ad to drive traffic to a squeeze page you set up. But don’t outright buy a list of names and emails from a third party.

Aside from the potential legal backlash, those subscribers have no trust built with you. They could even potentially harm your sender reputation, which I will review in more detail momentarily.

2. Confirm all subscriptions

Let me ask you this…

If you can’t even get a subscriber to open a confirmation email, what are the odds he or she will open much else of what you send in the future?

Whether you use a single or double opt-in is a debate as old as email marketing itself. For me, I almost always use confirmed opt-in. Yes, I may lose a few subscribers upfront who fail to confirm their email address…

But odds are, that subscriber didn’t want to hear from me in the first place.

3. Create a proper opt-in funnel

What happens when a user enters his or her email address on your blog?

If you are taking point 2 seriously, hopefully that person is receiving a confirmation email. But…

  • Does that user know to go check his or her inbox?
  • Does he or she know what to look for should your confirmation message marked as spam?
  • Does he or she know how to collect the freebie or giveaway you offered?
  • Does that user even know your name, or what to expect from you in the future?

You can do a lot for your open rate simply by setting expectations early on.

When you opt into my email list, you are taken to a page with a personalized video — of me — thanking you for trusting me with your email address.

Subscription Email

In that video, I briefly describe the next steps, instructing you to go to your inbox and find the confirmation email I just sent. By clicking the link inside, you will instantly be taken to the download page.

I provide an image of what the email looks like:

Confirm Your Subscription

As well as an image of the link within the email:

Click On Link

Does this all sound unnecessarily detailed?

Maybe.

But as bloggers, I think all too often we take for granted knowing how autoresponders and email lists work. Our subscribers aren’t necessarily as familiar with the process.

On that final download page, I include yet another video describing to my newest subscriber what to expect from me in the future. In other words, what content will I send? How often? And how can he or she unsubscribe if my content is no longer relevant?

The entire idea is to walk the new subscriber through the confirmation process, while also building trust and setting expectations. This not only means getting more broadcasts opened in the future, but fewer subscribers marking my emails as spam.

Now, on to the main attraction… how can we get more subscribers opening your emails?

Days and times

Did you know that emails sent on Mondays have the worst open rates?

It’s true. And it probably shouldn’t come as any surprise. Sure, some people are grumpy on Mondays, but more importantly — it’s a busy day of the week.

From a statistical perspective, Tuesday is the best day to send email broadcasts. Wednesday is a close second.

Further, emails sent between either 8 and 9 am or 3 and 4 pm on Tuesday are most likely to be opened.

…the tricky part?

Your subscribers are often in numerous different time zones.

This is where list segmentation can be really useful, should your email service provider not offer an option to deliver broadcasts in local time.

Frequency

This is another topic of debate as old as email marketing itself…

“How often should I email my list?”

When a subscriber is brand new, this answer may vary. He or she may have signed up for your email course, and you set the expectation that you will deliver a new module every 48-72 hours.

If so, that is fine.

But for a more mature subscriber, the numbers don’t lie — once per week is plenty.

In fact, emailing a subscriber more than once per week leads to an increased number of unsubscribes and spam complaints, while damaging overall open rate.

After all, how can you portray your newest broadcast as important or urgent if you’re sending a new message every day?

If you have an event — such as a trade show or a webinar — to promote, make sure you send the final broadcast promoting it at least three days in advance. This is because it generally takes 48 hours to get 80 percent of your total opens to occur.

With that figure in mind, what sense does it make to email your list daily? Half of the opens you would have got will not have occurred by the time your next broadcast goes out.

Subject lines

When it comes to discussing email open rates, subject lines are usually the focal point of the conversation.

And with good cause.

Your subject line is a snapshot of what the subscriber can expect if he or she chooses to open the message. It will often be the strongest factor in determining whether or not what you have to say is relevant.

First, let me start by sharing that less is more.

Studies have found that subject lines with 50 characters or fewer get the highest open rates.

So keep it short!

Next, treat your subject line as an opportunity to create urgency. Consider phrases such as:

  • Last chance
  • Today only

It might also surprise you to know that including personalization has been shown to increase open rates by as much as 14.7 percent.

Combining all three of these points, a great subject line might be:

Brent, it’s your LAST CHANCE to save 40%…

Want one last little truth nugget?

study by ContactMonkey found that including RE: or Re: at the start of your subject line can increase open rates by as much as 92 percent.

So how about…?

Re: Brent, it’s your LAST CHANCE to save 40%…

47 characters.

Nice!

Spam and sender reputation

Before addressing this final point, let me make something very clear — unsubscribes are not a bad thing.

If someone no longer wants to hear from me, I sincerely hope they unsubscribe from my list.

In fact, from time-to-time, I’ll do re-engagement campaigns through AWeber to weed out the folks who haven’t opened any of my broadcasts in the past 90 days.

I’d rather have a smaller, more responsive list, than a larger list full of duds.

Because the alternative to an unsubscribe is much worse — and that alternative is a spam complaint.

Sometimes a subscriber wants to get off your list, but simply doesn’t know how to do it properly — so he or she clicks the spam button instead. And what results is damage done to your sender reputation.

As your sender reputation decreases, so too does your deliverability rate. And let’s face it — you can’t get subscribers to open emails they don’t receive.

Here are some helpful hints to decrease spam complaints.

First, include an unsubscribe link at the top of the emails you send out. Many email marketers attempt to push the legally mandated unsubscribe link as low as possible in the email.

But… why?

Would you rather that person reports your email as spam instead?

Give the subscriber an easy way out to avoid harm done to your sender reputation.

Next, avoid sending email broadcasts on weekends or before 8 am local time. Statistically, broadcasts sent early in the morning or on weekends result in the highest number of spam complaints.

Finally, avoid the following words in your subject line:

  • Free
  • Help
  • Percent off
  • Reminder

Spam filters tend to be very sensitive to those words. And again, a broadcast filtered to the spam or junk folder is not very likely to be opened.

Over to you

Today we have looked at four factors that can help to increase your email open rates. Of course, every list and industry is different — so don’t take these findings as absolute. You need to test these suggestions with your own list.

That said, are there any factors you feel I have missed? Have you got positive results through doing something different from what I have recommended?

Please share your challenges and successes in the comments below.

Brent Jones

Brent Jones

Brent Jones is a freelancer, blogger and internet marketer. He lives in Fort Erie, Canada with his beautiful wife and two dogs.
Brent Jones

Latest posts by Brent Jones (see all)

  • Love the details in this post, Brent! It’s very helpful to learning the ins and outs of email marketing… seems like there are a few “faux pas” that are delicate to navigate.

    I’m going to take a guess and say using a double opt-in is another way to help with sender reputation?

    • Hello!

      Thanks for the comment.

      Confirmed opt-in definitely helps with sender reputation. Your emails in the future are more likely to be successfully delivered without a spam complaint.

      Everyone’s list is a little different — so no two “tricks” work like clockwork for everyone. But hopefully you were able to pull a couple of useful nuggets from my article.

      Thanks!

      Brent

  • Adam,

    I want to thank you so much for the opportunity to publish on UK Linkology.

    Best,

    Brent

    • My pleasure, Brent.

      You’ve got plenty of exceptional advice to share, and I’m thankful that you could share them with our readers.

      Best,
      Adam

  • Hi Brent,

    I think the personalization combined with the killer subject is critical. Today I sent out an email titled “Not Knowing is Killing Me!” and it had the highest open rate and participation rate on my site to date.

    I emailed it around 9:10 ET this morning and the open rate is at 35% with those who opened it clicking through at over 74% to take the survey.

    I was pleasantly surprised to get your email because you just wrote validated this experience. The more unique, relevant and interesting our emails are the more we can get to open them.

    I agree with your assessment of once per week based on my experience. I rarely have someone leave my email list but when they do the common theme was I sent three emails in one week.

    I’ve since backed it down to one and occasionally two; unless it was for a list where someone wanted the daily updates.

    I think expectations play a role as well. If we set them up right in the beginning before they join. Was there bait and that’s all they wanted? Was there another over-riding reason or did they really like the offer/content? Did we ask them to do something specific and then tell them what they could expect moving forward? And then reinforce why they joined in the email I’ve noticed a big response as well.

    As much as there is a science there is also an art to this. Unfortunately, no matter how well we do it sometimes people just don’t open them. So, I learned from Donna and David Merrill that after a month of not opening the email I send them an email with an opportunity to back out because they aren’t opening or engaging. If they don’t open it I will remove them.

    I’m after an active and engaged list.

    Great post Brent!!!!

    Have an awesome end to your week my friend!

    ~ Don Purdum

    • Hi Don,

      I appreciate you commenting and sharing my post here.

      It sounds like we’re largely on the same page.

      As you say, we can do all the right things, and some people still won’t open our emails. But that’s okay… email marketing is about progress, not perfection.

      I do, however, give people more than 30 days before I give them a “last chance” to engage kinda thing. I do that because I know I myself am guilty of stepping away from certain lists I’ve joined for weeks at a time.

      Sounds like you got some great results this morning.

      Every now and then, I’ll try something totally off the wall (the defies conventional email marketing wisdom) just to see what will happen.

      And every now and then, the results are surprising.

      Chat soon, Don.

      Brent

  • Hi Brent,
    Personalization definitely increases Open rates, I’ve seen that in my own efforts. I also do my weekly broadcasts on Tuesday, and now avoid the weekends with ARs and all emails. These were all changes made a few months ago and the results have been positive.
    Let me ask you about one tip mentioned here–using “Re:” in the subject line. Correct me if I’m wrong–that implies the email is a Reply email, correct? Of course, that is going to get a good open rate. But if the email is not actually a reply, I’m not comfortable doing that.
    What am I missing there?
    Thanks Brent,
    Matthew

    • Hi Matt,

      Thanks for checking out my post and leaving a comment.

      You know, it’s funny… I know personalization would score me a higher open rate. But strangely enough, I don’t collect names when I add people to my list.

      Perhaps after my upcoming re-branding I will start. 🙂

      As far as “Re:” goes…

      I’m not sure how different you and I are in age. But when I was a kid, long before smartphones and when the internet wasn’t mainstream just yet, we had one central landline telephone in our home.

      And my mom was very particular about keeping a memo pad by the phone, along with a pen. (It was a sacred rule in our household — don’t ever take that pen, or my mother would come looking for you! LOL)

      The memo pad had a few blanks on it…

      Date:
      Time:
      Caller:
      Re:

      Re:, in my world, has always meant “Regarding”. At least that’s how it was explained to me.

      I guess it could mean “Reply”. After all, some email platforms apply Re: to the subject of an email after a reply…

      But I don’t think anyone would interpret it that way on one of my broadcasts. After all, they are probably aware that they didn’t send me an email with the original subject line of…

      “Brent, it’s your LAST CHANCE to save 40%…”

      Know what I mean?

      I have found that when using Re: sparingly, it can certainly help to increase open rate. Hopefully no one thinks I am intentionally trying to be deceptive for doing so.

      Thanks for stopping by, Matt.

      Brent

      • Okay, so technically Re: means “regarding”. That’s interesting, because for a long time now, whenever I would see somebody use that in a subject line, it implied a “reply” to me for some reason, and when I knew I had not emailed them to begin with, it turned me off. I don’t know if others out there are reading that the same way as me or if I’m alone on that.
        I knew there was more to it and didn’t think you were advocating a deceptive move there. If most people know Re: means “regarding” then its fine. It visually strikes me as a reply though.
        I may test this out and see how it performs. But I’d love to hear from anyone else on this…what do YOU think about using Re: in a subject line?
        Yeah, I would collect names of folks. Personalization may add a little more work but its worth it.
        Thanks for explaining your point further on that, Brent!
        Cheers,
        Matt

        • Collecting the names is a bit of a trade-off. It marginally decreases your opt-in rate upfront but it benefits your open rate later on.

          Thanks Matt!

          Brent

  • Wow, Brent! What a comprehensive post about getting the best start and keeping an email list useful and responsive. These tips will help me a lot.

    • Glad to hear it, Dr. Rin! Thanks for commenting and Happy Friday!

      Brent

  • mohinder303

    Hi Brent,

    This is what I was missing in your posts and now I think my learning is complete with this post of yours. And I can now be more productive while blogging.

    Now it is time to use these wonderful tips in day to day blogging everyday,

    Mohinder Paul Verma
    Admin
    BloggingFunda – A Community of Bloggers

    • Glad you found my post helpful, Mohinder. Thanks for stopping by and commenting.

      Remember, even small gains to your email open rates can have a big impact on your results.

      Best,

      Brent

  • Hi Brent,

    After reading this post I now realize I have been doing so many things wrong with my email marketing.

    My ingnorance is really showing here but I was told (by many so-called successful online marketers in fact) that I should never bother with double optins and to email my list every single day.

    The everyday mail out was based on 90% value/entertainment only emails and 10% with sales links of some kind.

    I wondered why my open rates were so poor!

    Now I know why.

    Today has been a total revelation for this ancient Aussie marketer who has spent so much time coming up with attractive subject lines and creating stacks of great email content that also included links to every new blog post – only to discover today that my genuine efforts at helping others were in fact destroying my reputation as an email marketer.

    Email frequency will now be restricted to a weekly send out but my question to you is what are the best steps for me to take now to improve my sender’s reputation?

    Thanks so much for sharing your email marketing expertise – despite the hell of a shock to my system it is very much appreciated

    Best wishes from a Thai village marketer

    Peter

    • Hi Peter,

      Long before I launched my blog, and long before I ever made a dime through freelancing, my first introduction to making money online was through affiliate marketing.

      I learned some great skills through some “shady” guru programs, hanging out on Warrior Forum, etc.

      I quickly learned that the money was in the list.

      And I, too, was taught to mail my list every 24-48 hours… generally through a followup sequence of 10 to 20 emails.

      And never, ever do confirmed opt-in. You just lose subscribers that way.

      And those tactics are great for making short-term money. (And I did! I mean, I never got rich, but within a few weeks, I had made a few hundred dollars)

      The problem is, it was “one-and-done” so to speak. I never built any sort of trust or relationship with those subscribers.

      See, statistically, you’ll get the highest open rates from a subscriber within their first 7-10 days on your list. After that, they get a lot less excited to open your messages. So to maintain a consistently high open rate, your list has to like you, trust you, and want to hear from you.

      I think I wrote an article about this on my own blog close to a year ago.

      There really are two types of list-builders; the folks in it for the short-term, and the folks in it for the long-term. You just really have to decide which type of marketer you want to be.

      The slow-builder takes longer to build a list, but his list is more engaged, honest, and he has the potential to make repeat sales to the same subscribers.

      The fast-builder can start making money almost instantly, but he’s unlikely to forge any type of long-term relationship with his subscribers.

      So far as sender reputation goes, that isn’t my specialty. Check out some articles on the topic. It really comes down to how often email programs and individual users are marking your content as spam.

      Or, how often does your domain name get included in an email that gets marked as spam…?

      Sender reputation is tied to your domain name, and it’s constantly being evaluated… so if you’re concerned it may be low (and there are tools to check online), the best thing you can do is avoid having any future correspondence marked as spam.

      Good luck!

      Brent

      • Brent thank you so very much for taking your valuable time to provide such a helpful and truly appreciated response.
        I am determined to creste lomg term relationships with my list and you have shared exactly what I needed to know.
        Thanks a million and best wishes

        Peter

        • Let me know if I can help in any other way.

  • Hey Brent,

    I’ve been looking for some tips to increase my subscriber, email open rate and clicks. This post helps a lot.

    One thing I noticed on my list is that whenever I use the words “Increase” or “Improve” on my subject lines, my email open rate goes up. Many people want to get out of a stagnant situation, so when you can show how you can do this through your email, they’re all up for it.

    I’ve been emailing my list before 8 am and sometime It’s looked upon as spam. It’s good to know to email the list after 8am. I also took note of some of the words you mentioned here that spam filters tend to look upon as spam.

    One thing I notice is that when I do a broadcast through the week, then I get more email open rates as open to the weekend. It’s usually on Tuesday, Wednesday and Thursday. Fridays are usually dead, but Saturday it the rate goes up a bit.

    I usually email my list two times a week. I would email my latest post and a training webinar from a system I promote as far as broadcasts.

    Thanks for sharing Brent! I hope you have a great weekend!

    • Hi Sherman! Thanks so much for stopping by and leaving a comment. That’s great!

      It’s interesting how some of the things I pointed out in this post have been successful with your list(s).

      That’s the thing about stats and numbers… people who rely on stats too heavily tend to view the world through a keyhole.

      No two audiences are identical, so everything should be repeatedly tested.

      That’s also interesting about “increase” and “improve” as well… both are great words. I might need to borrow that from you. 😉

      Sorry for the self-promo here, but if you’d like, check out my free eBook on email marketing. It includes 51 strategies to increase open and clickthrough rates. Some of the points in this post are included within that eBook, as well as many others.

      Hope you have a great weekend too, Sherman.

      Best,

      Brent

  • Hi Brent,

    It’s an interesting point about personalisation, either in the subject line or the body of the email. I personally collect both name and email address when people subscribe to my list, but I see many opt-in forms that just want the email address. I’ve read elsewhere previously that subscribers are quite savvy now and know that the email is not personal to them even if their name is used. Either way, I think it’s still nice to get a personal email!

    Thanks for sharing your research and tips on email marketing.
    – David

    • Hi David,

      I’m one of those guys who collects email addresses only. Based on testing, I’ve found that it gets me a higher opt-in rate… although I may choose to start collecting names once I re-launch Brent Jones Online.

      Glad you found the tips helpful. I appreciate you coming by and commenting!

      Brent

      • More interesting!
        So you get more signups by requesting email only, but your research shows that personalised emails have a better open-rate.
        Don’t you just love data…

        • This is why I say that people who rely on data too much often end up viewing the world through a keyhole.

          (I published a post on this very topic 6-8 months ago…)

          If you’re only focused on increasing one metric, you might fail to recognize the harm you’ve done to other metrics.

          I heard this in a keynote speech Gary Vaynerchuk delivered once. He was talking about a popup ad for Samsung that ruined his mobile experience — and how every time he tried to close the ad, he ended up clicking on it by accident.

          He said, and I’m paraphrasing, “Some idiot on Samsung’s marketing team is saying, ‘Wow! We’re getting an 80% clickthrough rate on this ad!’ Meanwhile, I’m standing here telling you that I’m boycotting Samsung forever, and telling this story at every speaking event I do for the rest of the year.”

          Data is just data. We’ve got to remember to look at the bigger picture.

          Brent

  • Hey Brent,

    Great advice and I think I was surprised by putting the Re: or RE: in the subject line. I personally hate those but my goodness, what do I know. Hey, that tip alone got me.

    The rest I seem to do except I send my emails out on Monday mornings. Mainly because that’s when I post. I’ve been thinking for a long time though that I might move that to Tuesdays but I just haven’t done that yet. With the new year coming up I just might switch some things around. Not put so much pressure on me for Monday mornings.

    Now you do know that I ask for the phone number and I’ve heard for years now what an idiot I am. That my signup rate would be SO much higher if I just asked for the email but you know me, that’s SO impersonal in my opinion. Of course asking for the phone number and us actually having a conversation is kind of how I got to where I am today. Gosh, if people only realized that then I think their own business could improve. Numbers are great but I want them to be active. I also clean up my list every four months so if you don’t open you’re gone.

    Great advice Brent, thanks for sharing it and so good to see you here at Adam’s place. You both always share great content. Thanks for that by the way.

    ~Adrienne

    • Hey Adrienne, thanks so much for the kind words and checking out Brent’s post 🙂

      Loved reading through Brent’s advice here. Got a few things to think about myself.

      I love the personal approach you take with phone numbers. I’ve said this before, but you really are an engagement superstar!

      Have an awesome weekend!

      – Adam

      • When I grow up, I wanna be an engagement superstar — just like Adrienne Smith! 🙂

    • I definitely don’t think you’re an idiot for asking for phone numbers.

      Sure, you might get fewer subscriptions upfront — but the quality of the subscribers you do get ends up being much higher.

      It really all comes down to what you’re going to do with your list. In your case, that personal touch / engagement is very important to your business and what you teach. So if I were you, I wouldn’t do it any other way.

      It might be worth testing Tuesday open rates (and clickthrough rates) against Monday to see if there is any difference. After all, no two lists are exactly the same.

      As far as Re: goes, I would use it sparingly — on occasion. If every email you send has Re: in the subject line, it stops capturing attention.

      I appreciate you stopping by and leave a comment, Adrienne. Thank you!

      Brent

  • I never worried much about email marketing because…well, I didn’t have a big enough list to warrant the time to dive into all the facets. I still think most stats are hypey and don’t come close to addressing all the idiosyncrasies of the results it got, but I do believe email marketing is an expertise all in its own. With almost 10K on my list these days it’s become quite apparent that I’ve totally dropped the ball and BADLY need to turn my attention to beefing up my email marketing skills.

    Great article packed with a ton of tips. Like Adrienne, I’m surprised to see that stat about ‘RE’. Like her I can’t stand that kind of email trickery, but clearly I’m no expert on the topic. It’s hard because I hate how most marketers tackle email, but then I hear over and over again how these tactics supposedly work. If you know of any full disclosure a/b email testing or stats on email strategies PLEASE send them my way. To say I’m skeptic is a gross under statement. LOL This is such a gap in my biz I can’t believe I’ve waited this long to dive in. {facepalm}

    Epic article, brotha!!

    • Thanks, Dre. I appreciate you stopping by and leaving a comment.

      I think no matter the size of the list, it’s a good idea to dive in to the results. It’s a lot easier to keep subscribers engaged rather than attempt to re-engage them later on.

      I use the “Re:” tactic sparingly, and I must say, it gets good results. There’s no intention on my part to trick people… as I was discussing with Matthew Loomis above in the comments, “Re:” has always meant “regarding” as far as I know.

      It’s really just an attention grabber. Much like using other special characters.

      But if you use any good thing too often, it begins to get ignored.

      There are quite a number of A/B tests and their results available online… you might want to check out a guy named Ryan Deiss. He does some great work with email marketing.

      Lastly, the next time you wonder if something really works… remember this… infomercials are still prevalent on TV. And they all follow the same cheesy formula.

      Why?

      …because it works. 🙂

      Brent

  • Hey Brent,

    Oh the subscriber challenge. I laughed hard at the 2000 subscribers, I would like mine to make three figures to begin with. This is an area I am struggling with. However I am working towards changing this. It is one of my focus areas at the moment.

    I agree Brent when you talk about how many times per week you should send people updates. I have subscribed to a few people and have been flooded with their work. To be overwhelmed and then don’t even bother reading. Its just too much. I don’t unsubscribe because they will know I have done so. But like you said you would rather a smaller interactive community than people on your list who are not even opening your work.

    I do like the RE: idea. Oh I will certainly have to try that a couple of times. I recently changed my posting times because I took some advice and wanted to experiment to find my new time is not working any where near as well as my old posting time.

    I haven’t had any problems with spam yet, you have to have a subscriber list for that. I say this as I feel challenged rather than weary of it. That is why a post like this is so valuable to me.

    Thanks for the info Brent, you always seem to write about my priority needs.

    Rachel.

    • Hi Rachel,

      Glad you found this article helpful and informative.

      You may be in a very fortunate spot. It’s nice to get a handle on your open and clickthrough rates early on, rather than build a list of 2,000 or 20,000+ and then wonder what to do with all those subscribers…

      It’s great that you’re experimenting.

      If I can help in any way, let me know.

      Best,

      Brent

      PS: Thanks for commenting!

  • Great article, Brent.

    This is a very important topic you are talking about.

    Because what is the real point in having people on your email list…

    if they don`t open your emails…

    if they don`t read your emails…

    If they perform your call to action in the emails?

    It all starts with getting them to open your email.

    I have an average open rate of 40,68 % in my email sequence and an average open rate of 20,56 % on my broadcasts (sending a single email to the whole list).

    Great work, Brent!

    Tor

    • Well, you’re right about that, Tor.

      If your list isn’t responsive, what’s really the point in having one?

      How long is your followup sequence? I ask because generally new subscribers are the most responsive in the first 7-10 days.

      After that, their excitement to hear from you dies down. That’s normal.

      So broadcasts, especially to your more mature subscribers, are usually the best indicator of how responsive your list truly is.

      Nothing wrong with 20% — but I bet with a few tweaks, you could get closer to (if not over) 30%.

      Let me know if you want any help with that.

      Thanks so much for dropping by and commenting.

      Brent

  • Hey Brent,

    Really great tips you provided here my friend.

    One thing I really need to examine is my opt-in funnel. Since I’m really in a process of a brand-redesign, I’m being more conscientious of the type of content I put out there. And having subscribers go through the right funnel will not only get them engaged more, but bring up your click rates too.

    Another thing I’ll need to do as well is to go back to testing double opt-in. I know for a fact I had a more engaged and a more targeted audience when I did that … single opt-in is ok to get the numbers up, but that’s obsolete if they’re not engaging.

    I didn’t know about that RE: thing. As every one else here, I immediately associate it with a reply. Not saying that I won’t test it out, but I do think it’s pretty interesting.

    Sorry I’m so late to the party, but holidays are usually super busy for me with family time and personal stuff all balled into one, BUT I finally made it here and you did a great job.

    – Andrew

    • Hi Andrew,

      No need to apologize, my friend. I totally understand how things can get around this time of year.

      Just grateful you took a sec to drop by and comment!

      “single opt-in is ok to get the numbers up, but that’s obsolete if they’re not engaging.”

      ^ Well, that’s for sure, isn’t it?

      I know I used to get more subscribers when I didn’t do confirmed opt-in, but I was also seeing much weaker list engagement.

      Let me know what your results look like with the Re: thing.

      Thanks for your praise and Happy New Year!

      Brent

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