Join our Customer Marketing Manager (APAC), Andy, as he explores the best strategies and levers you can pull for increasing your email opens and engagement.
Key Takeaways:
Optimise the "Big Three" Subject Line Drivers: Opens are primarily driven by your sender name, subject line, and preview text. Focus on specific story topics rather than generic monthly titles (e.g., "October Newsletter"), and always set custom preview text to avoid default link code.
Leverage Personalisation & Conditional Content: Tailor email content to specific recipients (e.g., dietary, work departments, interests, etc). Vision6 allows you to hide or swap content within a single email so readers only see what is relevant to them.
Keep Newsletters Short and Drive Clicks: Rather than pasting full articles in an email, summarise stories and link out to full pages (like SharePoint or your public website / blog). This keeps emails scannable and allows you to track reader interest via link clicks.
A/B Test Subject Lines for Higher Opens: Test two subject line variations on a small sample of your list (e.g., 10% each). After a set window (usually 4 hours), the winning subject line will automatically send to the remaining 80% of your list.
Give Non-Openers a Second Chance: Use the built-in "Resend to Unopened" tool to re-blast the email to contacts who haven't opened it after a designated time window, or use automations to trigger an SMS reminder for time-sensitive messages.
Prioritise Accessibility and Best Practices: Make emails easy to consume by writing descriptive call-to-action text (e.g., "Register for our event" instead of "Click here") and adding alt text to images so screen readers can interpret them accurately.
Related links:
Follow email design best practice
Use conditional content to hyper-personalise your email
Use Email preferences to ensure your send is relevant to the contact's interests
Automation Example: Send an SMS if email bounces / remains unopened
