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Using mass email is one of the greatest marketing strategies that any businesses can use in the market today. But is isn’t without its problems. Like traditional marketing methods, such as putting a flyer through someones door, that flyer can end up straight into the Trash, much in the same way that unwanted email can today.

Rather than bombarding existing clients or potential clients with a barrage of messages as part of a fierce daily email campaign which is both labor intensive to undertake as well as having your chances of being reported as spam increased dramatically, using Email Newsletters is most often the preferred choice. Whether a weekly or monthly update, these emails digest your latest company news, promotions and information into a summary which can be not only a great way to reach out to existing customers but to generate referrals by remaining at the forefront of their mind.

Why Are Open Rates Important?

It is summed up best by this phrase:

“Email marketing has the power to help you sell products and services but you can’t get any results if your emails aren’t read, and your emails can’t be read if they aren’t opened.”

So how can you be sure that the recipient actually opens the email – in short, how can you increase you Email Newsletter Open Rates?

Well, understanding that you are never going to reach a 100% open rate is a start! Also knowing that even if your email was opened, it doesn’t mean that someone actually read it. A great way after you have constructed an email newsletter is to send it to yourself as a test and have you read it as if you are the intended recipient. Be critical! If something isn’t working, remove it and if there is an item that needs adding to or correcting then adjust it accordingly.

Spend time on your email subject line. Many cite the subject line as the main factor in determining whether they would open a particular email. Experiment with your subject line. Try different subject lines and see what works best. Avoid using terms such as “Sales!” “Special Offer” “Promotion” “Buy Now” which asides from being unlikely to have a high open rate because of being seen as too sales oriented might not even reach the recipient due to being caught by the spam filter. Use your subject line to connect with the reader, use emotion and spark interest with a provocative subject. Using numbers can help too such as “Top 10″ “5 Best” etc.

Also, be consistent with the structure of your subject line – if you usually write “March 2011 Newsletter” at the end of the subject and then switch to adding it to the beginning of the subject line people may not recognize that the email is from you.

The use of timing can help too. Sending emails overnight may lead to yours being deleted without being read as they face competition with a full inbox that most people face each morning. But sending in the afternoon may also have a negative effect on your open rate with people anxious to clear their inbox before the end of the working day. Try different times and see what works for you and your business.

The open rate is just one metric that is used. Ultimately engaging people with the email you send to contact you and keep you at the forefront of their mind is important and this is done through appropriate branding with your logo or image prominently placed within the email

In summary, to increase your open rate with your email newsletter, experiment with different subject lines and different times you send your newsletters and see what effect this has on your open rate.