This is a great comment, thanks for sharing @TonyandPatriciaB! I'll also add that we have A/B testing for subject lines if you would like to experiment between two.
It sounds like you've already considered a lot of the best practices, @YvonneL99 . If you're concerned about your email getting to the inbox I'd also recommend looking into enabling email authentication. This is a way to help build a reputation as a trusted sender. This is more of a long term improvement where your reputation improves over time.
If you're experiencing a low open rate, there are a few additional things to consider:
Are people familiar with the company name that you're sending from? Is that the company they opted in to receive emails from? It sounds like they are based on what you said in the original post.
How long ago did you collect these addresses, and have you been keeping in touch before these marketing emails? You can expect a contact who opted in, say, 4 years ago to engage differently than a contact that opted in last week. Especially if they haven't heard from you in awhile.
Do you offer waxing services to both women and men? Do you have enough clients in both groups that it would be worth separate emails where you could use different language in the subject line, or different images?
Considering how contacts are collected is important too. Someone that signed up directly through the store or directly at your website will be more likely to open vs. someone that signed up at an event to be entered in a contest, for example. If you haven't already, I'd recommend looking at some of our sign up tool offerings so that you can continue to grow your list with new interested contacts, because nobody should be turning down a free offer! 😄
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