What should be done to enhance email open rates?

Enhancing email open rates is significantly driven by the relevance and personalization of the content being sent to subscribers. Personalizing content based on audience segments means tailoring the message to fit the specific interests, behaviors, and preferences of different groups within your audience. This targeted approach increases the likelihood that recipients will find the email relevant to their needs, prompting them to open it.

When emails are personalized, they tend to reflect an understanding of the recipient's previous interactions with the brand, their purchase history, or specified preferences. This not only shows that the sender values the recipient but also makes the communication more engaging and relatable. As a result, subscribers are more inclined to open emails that appear to be crafted specifically for them rather than generic messages that may not resonate.

In contrast, sending generic emails misses the mark because it treats all subscribers identically, which may lead to disengagement. Similarly, limiting emails solely to promotional content can make communications feel overly sales-oriented, diminishing their appeal. Additionally, sending emails at irregular intervals can disrupt the audience's expectation and may lead subscribers to overlook or forget about the sender, negatively impacting open rates.