Improve Your Email Open Rate (Part 4)

We started trying to engage customers with our emails.

We wanted customers to click and we wanted them to respond.

This tells the big inboxes that your emails are wanted.

Our open rates were climbing.

But to get them even higher, we had to do something counter-intuative.

We needed to scrub our list.

List scrubbing is when you remove the emails that aren't engaging from your list.

When I first heard about this concept, I thought it was stupid.

Why would I want to remove any email from my list?

So what if they haven't opened an email in over a year.

One day they might.

But there is a cost to sending emails to people that don't read them.

And when you send an email to a person who isn't interested, you send a signal to email providers that your email isn't good.

When the email providers think your email isn't good, it ends up in the spam folder.

So we removed all the emails from our list that hadn't opened an email in the last year.

Our list size dropped by 10%.

But our engagement rates shot up.

And overall, more total emails were opened even though our list was smaller.

This change in approach helped us get our average open rates to over 25%.

We were now consistantly getting our message to our customers.

But there was one last change we made that pushed us up over 30%.

We'll cover that in the next post.

You can learn more about PostRabbit here, check our prices, or contact us with any questions.

Or continue to part 5.