• Posted On Tuesday, February 23, 2016 by Robert Smith


    Few metrics hold the same level of importance in email marketing as open rates. As the name suggests, this is essentially the number – expressed as a percentage – of total recipients who open the email. Office relocation companies should pay close attention to this metric, optimizing their email campaigns for higher open rates. Higher open rates will lead to better qualified moving leads.

    Split-Test Sending Times

    The time at which you send your marketing emails will play major role in its open rate. Ideally, you should send them when your target audience is around and checking their email, which in the case of most B2B decision makers, is typically around  8:00-9:00am, Monday through Friday. However, the only way you'll know for sure is by testing different timings to see what works and what doesn't. If you're are split testing correctly, you will be able to identify the best possible times to send your emails. 


    Personalize Every Email

    Rather than addressing your emails to the respective company, you should address them to a single recipient. According to an article published by Entrepreneur, emails addressed to “one person” are more likely to be opened and engaged.

    Segment Your List

    Before sending marketing emails to prospective clients in need of office relocation services, you should segment your list first. Go through your list of email addresses, separating them based on various criteria like location, project size, desired date of relocation, etc. Using this information, you can further personalize and segment your emails for higher open rates. Another commonly used sgement is "Industry". If you can speak to prospects within a certain industry about how you've helped other similar businesses; your engagement rates will increase dramatically. 

    Use Power Words

    There are certain words that trigger a higher a level of engagement. Known as “power words,” they can be used to draw attention to your emails, increasing open rates and boosting conversions. Sprinkle power words – logically, of course – in your email subject lines and body. Be careful to do this natuarally, otherwise it will hurt, not help your open rates. 

    Here's a short list of some of the top power words to use in marketing emails:

    • Exclusive
    • Special
    • Wait
    • Stop
    • Big
    • Huge
    • Discover
    • Powerful
    • Proven
    • Trust
    • Best
    • Bonus

    Optimize Emails for Mobile Compatibility

    If your marketing emails aren't optimized for mobile compatibility, you could be losing a significant amount of sales without even realizing it. Statistics show that approximately 43% of all email sent last year was opened on mobile devices – a trend that experts say will continue in the months and years to come. Just because your marketing emails look fine on a desktop browser, however, doesn't necessarily mean they will load and function on a smartphone. Use proper design techniques such as Responsive Web Design (RWD) to ensure greater compatibility with your emails across all devices. 

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