ROC Weekly Marketing Minute

How to Increase Email Campaign Open Rate for Your Rehab Center

Email marketing is an effective method to attract new clients, convert leads, and stay connected to others in your network. The success of your email campaigns largely depends on your email open rate. The more people that see your message, the more people will gain value from it, and the more people will take the action you desire.

How to get a better open rate with email marketing

Here is a list of best practices you can follow to help increase the open rates for your email marketing:

Keep your list updated

Regularly update your email list to ensure your subscribers are still interested in receiving your messages. You can periodically remove inactive subscribers and confirm their interest in your messages. Consider offering an opportunity for them to update their preferences. You can also try to re-engage a cold list. For example, conduct a survey or invite them to a relevant industry event.

Segment your email list

People are much more likely to open your emails if they think it is relevant to them. You can achieve this by segmenting your email list into target groups. For instance, you can create a “network” list, a “prospects” list, and an “alumni” list to start. Once you have these segments, it is much easier to know what subject lines and messages to write that will entice them to open and engage with your emails.

Create effective subject lines

Your subject line should gain the attention of your recipient and encourage them to open your email. Try to entice curiosity so the recipient wants to learn more, use numbers or humor, or relate to your recipient by using their style of speaking.

Stay relevant

Provide information that is important and relevant to the audience segment you are targeting. Try to include information they can use and apply in their own life.

Optimize for mobile

Your emails have a good chance of being read on a mobile device, so be sure to account for that in your layout and formatting. Here are a few best practices to follow:

• Use simple formatting with one column.

• Use an appropriate sized font.

• Keep the subject line concise.

• Don’t assume images are being displayed and ensure your message looks good without them.

• Use images with smaller files sizes to reduce load time.

• Use a large call-to-action button.

• Keep links far apart so it is easy to tag on the right one.

Use names

Send personalized messages to your recipients by adding their names. Many email services provide features that allow you to pipe in recipient information easily.

Keep the number of emails reasonable

Although it is important to stay consistent with your communications, be sure to not overdo it to avoid overwhelming or annoying them. Give your subscribers time to digest the content and keep them wanting more. You can consider your target audience and research best practices for email frequency, but usually this means 1-2 times per week.

Provide value- always

With each email you send, be sure to know exactly why the recipient might open it. Provide something that’s valuable, tangible, and resonates with them in both the copy and the subject line. Remember, features, services, and copy about your company aren’t of value to your subscribers.

Make the sign-up process easy

Be sure your subscribers know what they are signing up for and provide an easy process to do so. Try to set expectations, like the value they will receive and how often they will receive it.

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