How to bring up a snowballing open rate
04-23-2018 02:55 - edited 04-24-2018 09:53
When your open rate is low it can be due 1) Poor engagement, 2) Unmonitored inboxes, or 3) Disinteresting subject lines.
In my experience as a HubSpot email consultant number one is by far the most prevalent. People often ask, how can a low open rate be caused by poor engagement aka. a low open rate?
The issue starts if you become known to have a low open rate by ISP's like Gmail and/or Outlook (who provide 62% of all inboxes out there). Once you get this reputation they will start putting your emails in the spam folder. This obviously causes an even lower open rate, and the issue starts to snowball.
The only way to break out of this cycle is to increase overall open rate by suppressing the contacts who have never opened. You can create a HubSpot list of these contacts using the last email opened date property:
Last email opened date is unknown
"But what about the brand new contacts? They haven't had a chance to open yet. I don't want to suppress them." To fix our list for this segment we will want to use a HubSpot default property called Sends Since Last Engagement. This property increments by one for each email a contact is sent but not opened. Therefore a contact with a Sends Since Last Engagement of 15 has been sent fifteen emails without opening any of them. To cut the list down to only contacts that have never opened X emails we update the criteria to:
Last email open date is unknown AND SSLE > X
"But what about the contacts who have opened, but it was forever ago?" For this we need to add an OR criteria to include the contacts who have a last email open date value, but that date is more than Y days ago:
(Last email open date is unknown AND SSLE > X) OR Last email open date > Y days ago
Where X is the number of emails sent without a single open, and Y is the number of days since the last open if there was one. To give you an example what we recommend for X and Y see our suggested suppression list below:
OK so now we have the list. What do we do with it? Well the most important thing is to stop sending email to these people. They are dragging down your overall open rate. Suppressing this list mitigates the risk that your future email will go to the spam folder.
If you would like to try one more email before giving up on these folks, then you may be inspired by one of these 9 slick re-engagament campaigns. Otherwise let them go.