Savvy email marketers know that the goal of an email isn’t to make a sale, sellout an event, or renew thousands of members – it’s to get a click. Your landing page and website do the selling, but your email needs to entice the reader and convince them to click.
But before you can even get a subscriber to click a link in your email, you need to get them to open it.
It sounds simple, but the 2016 Association Email Marketing Benchmark Report revealed that the average email open rate for associations is 36%. That’s 64% of your audience that doesn’t even get a chance to engage with your email.
If your open rates need a boost this year, here’s how you can be hitting (and exceeding) benchmarks.
Alex Mastrianni is the Marketing Manager at Informz, an email marketing and marketing automation company for associations. For more resources like this and a behind the scenes look at our own marketing team’s trials and tribulations, check out www.informz.com/.
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