The average email open rate for the legal industry is just over 21%. If your email campaigns are performing below this benchmark, you have some work to do to boost those open rates. The infographic below from 99firms.com — supported by case studies — provides 14 email optimization hacks that can help you raise your open rates by tweaking the elements of your current email marketing efforts:
- Subject lines.
- Subject lines with only 3-4 words get the most responses
- Using emojis in the subject line boosts open rates by 45%
- Separating topics in the subject line results in 74% more opens (vs. one long sentence)
- Personalized subject lines increase open rates by 16%
- Preheader content.
- Use email preheader to increase open rates by 30%
- Optimizing preview text can impact open rates by up to 45%
- Sender name.
- 68% open emails based on the “From” name
- 64% are more likely to read emails because of who it’s from
- Segmentation
- Segmenting your mailing list delivers better open rates, leads, transactions, and revenue
- Personalization
- Personalized email can increase median ROI by 122% and double your open rates
- Automation and triggering
- Using automated emails can increase conversion rates by 53%
- Triggered emails deliver 95% higher open rates than traditional emails
- Triggered emails drive 624% higher conversion responses
- Buttons & call-to-action
- Emails with a single call-to-action increased clicks by 371%
- Emails that include social sharing buttons have a 115% higher click-through rate
- Calls-to-action using the color red increases conversion rate by 21%
- Images
- 55% of consumers turn on the images in the emails they receive
- 65% of consumers prefer emails with mostly images rather than mostly text
- Video
- Emails with video increase click-through rates by 200-300%
- 59% of business executives prefer video over written content
- 64% of users are more likely to take an action after watching a video
- FOMO (Fear of Missing Out)
- Subject lines with a sense of urgency boost open rates by 22%
- Timing
- 61% of people are more likely to open your email between 8 p.m. and midnight
- 61% of consumers enjoy getting weekly promotional emails from trusted brands
- Mobile responsive
- 42% of email opens occur on a mobile device
- 70% of consumers delete emails that are not optimized for mobile
- Content
- Emails written on a 3rd grade reading level are 36% more likely to get a reply
- Emails of between 50-125 words yield response rates above 50%
- Email formatting
- Plain text emails have a 25% higher open rate than HTML
- Over 60% of email clients block images by default
