Recently we've noticed our open rates flat lining. Meaning, every month we add to our database, but the amount of opens we receive remains the same. We continue to subject line test, but the same subject line always wins. We're changing up our send times to try to better align with our audience.
I'm curious if anyone else has made other adjustments that have improved their open rates? Updating alt tags? What about staggered sends? Small changes to subject lines?
To add to that, has anyone send a huge amount of growth with segmenting by time zone/location and sending based on that? If so, what did you find? Is it worth the time/resources to build out the segments?
Any suggestions are welcome!
Thanks so much!
I think overall, it's just getting more and more difficult to make it to the recipient's' inbox - let alone get them to open it:
Also worth looking into inbox rates if you have a tool and the time to track that on real sends.
As for Opens, I wouldn't get hung up on that. Clicks are more important for engagement and are equally, if not more, affected by inbox rates.
Time Zone management may help. There are threads on this and Marketo may be working on automating this. Staggered sends is more about ensuring major email providers aren't overwhelmed and block you immediately.
Yes you should test subjects.
Yes, you should always have ALT tags on images. There are plenty of guides on how and why this can help along with best practice email design.