{"id":24590,"date":"2021-02-23T17:25:47","date_gmt":"2021-02-23T11:55:47","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=24590"},"modified":"2023-03-13T15:53:50","modified_gmt":"2023-03-13T10:23:50","slug":"get-high-open-rates-and-click-through-rates-with-sales-force-marketing-cloud","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/get-high-open-rates-and-click-through-rates-with-sales-force-marketing-cloud\/","title":{"rendered":"8 Time-tested Tips to Get High Open Rates and Click-through Rates with Salesforce Marketing Cloud"},"content":{"rendered":"\n<p><strong>Email marketing is one of the most effective ways to engage with audiences, deliver value and build brand equity\u2026if done right!<\/strong><\/p>\n\n\n\n<p>According to <a href=\"https:\/\/ascend2.com\/wp-content\/uploads\/2020\/01\/Ascend2-Email-Marketing-Effectiveness-Survey-Summary-Report-191220.pdf\">Ascend2<\/a>, 55% and 48% of marketing professionals believe that click-through rates (CTR) and open rates are the most effective metrics for gauging email strategy success. And yet, many brands struggle to realize high rates for their campaigns.<\/p>\n\n\n\n<p>According to <a href=\" rel=\" nofollow\"=\"\" \"https:=\"\" www.campaignmonitor.com=\"\" resources=\"\" guides=\"\" email-marketing-benchmarks=\"\" \"=\"\">Campaign Monitor<\/a>, the average email open and click-through rates are 18% and 2.7%, respectively, with variations among industries.<\/p>\n\n\n\n<p>And what if your metrics are below your industry\u2019s average? It can happen even if you use a powerful email marketing platform like Salesforce Marketing Cloud (SFMC). If you are an email marketing manager or a <a href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\">Salesforce Marketing Cloud email specialist<\/a>, here are some tips to get high open and click-throughs with SFMC!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Part 1: How to Boost your Email Open Rates<\/strong><\/h2>\n\n\n\n<p>Your email open rates can give you a good idea of how your campaigns are performing with your target audience. Here are 5 ways to boost open rates for your <a href=\"https:\/\/email.uplers.com\/blog\/common-challenges-and-solutions-to-sfmc-email-campaign-management\/\">SFMC email campaigns<\/a>.<\/p>\n\n\n\n<p><strong><em>i. Segment your audience<\/em><\/strong><\/p>\n\n\n\n<p>Before you do anything else \u2013 creating a strategy, selecting Salesforce email templates, writing copy, designing the layout, setting up automation \u2013 segment your audience.<\/p>\n\n\n\n<p><a href=\"https:\/\/optinmonster.com\/50-smart-ways-to-segment-your-email-list\/\"><strong>Segmented campaigns get 14.37% more opens and 64.78% more clicks<\/strong><\/a><strong> than non-segmented campaigns.<\/strong><\/p>\n\n\n\n<p>Think about your subscribers and what kind of information they are likely to find most useful. If everyone in your audience receives the same campaign, they may find your content irrelevant and even stop opening your emails.<\/p>\n\n\n\n<p>With segmentation, you increase the probability that your recipients will find your messages interesting and relevant. This practice can keep them engaged for longer and build trustworthy relationships with them.<\/p>\n\n\n\n<p>Your subscribers all have different profiles, interests, and needs, so you must segment them. Here are some ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Demographics<\/li><li>Personal interests<\/li><li>Behavioral or historical data<\/li><li>Position in the sales funnel<\/li><li>Email client data<\/li><\/ul>\n\n\n\n<p>SFMC offers many user-friendly tools, a rich data model, and powerful insights to help you segment your audience. Create data filters or SQL queries in <a href=\"https:\/\/www.salesforce.com\/in\/products\/marketing-cloud\/email-marketing\/\"><strong>Email Studio<\/strong><\/a>, or create filters <em>across<\/em> data extensions, and create more precise segments using <a href=\"https:\/\/www.salesforce.com\/in\/products\/marketing-cloud\/data-management\/\"><strong>Audience Studio<\/strong><\/a>.<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20441 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png\" class=\"attachment-full size-full\" alt=\"Our SFMC developers can design flawless email templates\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p><strong><em>ii. Test your subject lines<\/em><\/strong><\/p>\n\n\n\n<p>A good subject line can convince a reader that your email is worth opening. Take out time to craft an intriguing subject line. Make it unique and concise. Draft different subject lines and perform A\/B testing to see what works best.<\/p>\n\n\n\n<p>Changing the subject line of an email you have already sent and then resending it to subscribers can also increase open rates.<\/p>\n\n\n\n<p>You can also experiment with emojis or incentives, which can<strong> <\/strong><a href=\"https:\/\/moosend.com\/blog\/email-marketing-best-practices\/\">increase open rates by 4.2%<\/a> and <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/23965\/9-email-marketing-best-practices-to-generate-more-leads.aspx\">as much as 50%<\/a>, respectively. Just make sure that you don\u2019t overwhelm readers and that incentives are backed by a warm, human-sounding copy in the email body.<\/p>\n\n\n\n<p>SFMC <strong>Einstein Copy Insights<\/strong> help you analyze the text from your subject lines to uncover language insights related to originality, character count, emotional tone, etc. Thus, you can quickly craft subject lines that your audience responds to the most, eventually driving more opens.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>iii. Change your send frequency<\/em><\/strong><\/p>\n\n\n\n<p>The \u201cbest\u201d time to send email campaigns to ensure high open rates? There\u2019s nothing like that. If your open rate is low but you&#8217;re using well-tested subject lines and segmenting your audience, test your send times and frequency.<\/p>\n\n\n\n<p>With SFMC\u2019s <strong>Einstein Send Time Optimization (STO)<\/strong> in <strong>Journey Builder,<\/strong> you can predict when each contact is most likely to engage with an email within the next 24 hours and automatically determine the best time to email them.<\/p>\n\n\n\n<p>You can also use <strong>Send Throttle<\/strong> in <strong>Email Studio<\/strong> to spread out email sends during a specified period, thus ensuring that subscribers are not overwhelmed, and therefore more likely to open your emails.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>iv. Cut out spammy words and warm up your IP<\/em><\/strong><\/p>\n\n\n\n<p><strong>Between <\/strong><a href=\"https:\/\/securelist.com\/spam-and-phishing-in-q3-2020\/99325\/\"><strong>April and September 2020<\/strong><\/a><strong>, nearly 50% of all emails were spam.<\/strong><\/p>\n\n\n\n<p>Don\u2019t be a spammer, or your email open rates will suffer!<\/p>\n\n\n\n<p>Make sure that your emails \u2013 starting with your subject line, which is usually the first thing your subscribers see \u2013 are free from spammy words. Words like <em>$$$, MLM, Money at home, naughty, enlarge, Earn $<\/em>, <em>hardcore<\/em>, <em>make $, <\/em>etc.<em> <\/em>may trigger an email client\u2019s junk mail filter. Review and remove them with SFMC <strong>Content Detective<\/strong>.<\/p>\n\n\n\n<p>Also, establish a good reputation with ISPs as legitimate email sender. Otherwise, your emails may end up in your recipients\u2019 spam folders, negatively impacting your open rates and even deliverability. Your subscribers are likely to open your emails if they feel a human has written them, so use a human \u201cfrom\u201d name like joe@mybrand.com rather than noreply@mybrand.com.&nbsp;<\/p>\n\n\n\n<p>You can also improve open rates by asking subscribers to opt-in explicitly. If you <em>buy<\/em> an email list and send emails to those who have not opted in, they may not open your emails and even mark your emails as spam.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>v. Personalize your emails<\/em><\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/instapage.com\/blog\/personalization-statistics\"><strong>82% of marketers<\/strong><\/a><strong> say email personalization increases open rates.<\/strong><\/p>\n\n\n\n<p>Connecting with subscribers at a personal level &#8211; that\u2019s one of the most potent ways to improve open rates. And you can include personalization right from the get-go \u2013 in your subject lines!<\/p>\n\n\n\n<p>Some ways to include personalization to boost opens:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Address them by their first name<\/li><li>Create a bespoke copy with a unique value proposition<\/li><li>Send birthday\/ anniversary emails<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/pHS4MHJlAIJAqNpzQmAg34R_BTjT7m_0ZJn4GCzurNTVFEQVzHMEnrWMlHHx5f1O-d3YQF99m9B_k2lTHhsLVU1N_DpWyCTKtOHfEyawtc_3wddw4A2xxEJzr4b9U4YITB8X63cKYTypC0bZ-A\" alt=\"Birthday Email\" width=\"494\" height=\"1200\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/happy-birthday-to-youuu\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>Here\u2019s another way you can boost email open rates- include <em>real-time content<\/em> with tailored product recommendations, bundles, or promotions. You can also:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Place the CTA where it&#8217;s prominent<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/gutd6lUBWg591mQjAnBNbDdC0Zx1ufrOeknXPAf8oyFxn76H_bI0xOjmO2zhmLwa1-xyAfCT66ZL3-Ie91OB_x_GlKbA03AxFu7n-P2QPOUaW80ETJvw9zDqW6A_gJKh3j5sNRRZmImPY0XWxQ\" alt=\"Prominent CTA example\" width=\"473\" height=\"1200\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/this-is-huge-save-50-on-versa-2-now\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Include a few additional links<\/li><li>Create mobile-optimized, HTML, and text versions<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/your-trip-to-alvor.png\" alt=\"Mobile Optimized Email\" class=\"wp-image-24593\" width=\"510\" height=\"1790\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/your-trip-to-alvor.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/your-trip-to-alvor-292x1024.png 292w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/your-trip-to-alvor-40x140.png 40w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/your-trip-to-alvor-624x2190.png 624w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><figcaption> (As seen on iPhone X) <br \/><a href=\"https:\/\/reallygoodemails.com\/emails\/your-trip-to-alvor\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Insert preheader text<\/li><li>Make sure the copy is well-organized and easy to read<\/li><li>Add social sharing buttons<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/PDV_vz3cRdwef9NA2zB19eA_59kb57j5e0Oas2Vh2YVCN3twjTbRfeuoPCVExNHSReW4j6RX2YOlU2sqtMWlEcjHt4cwenfahmyGOQeMT77TCFhF9Vu_p3MzqzP9fGZQg7sTWU-5sDjdjXBGVA\" alt=\"Email with Social sharing buttons\" width=\"356\" height=\"1600\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/whats-your-grocery-shopping-style\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>For a more detailed guide on email open rates, click <a href=\"https:\/\/email.uplers.com\/blog\/increase-email-open-rate\/\">here<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Part 2: How to Boost your Email Click-through Rates<\/strong><\/h2>\n\n\n\n<p>Your email click-through rates tell you how many of your readers find your content helpful and voluntarily click on links. Here are 3 ways to boost it:<\/p>\n\n\n\n<p><strong><em>i. Use links effectively<\/em><\/strong><\/p>\n\n\n\n<p>It\u2019s critical to get your links\u2019 text and placement right. Avoid using generic &#8220;click here&#8221; text, make the text descriptive and concise, and point the URL to the most relevant information or landing page.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"389\" height=\"1024\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1-389x1024.png\" alt=\"Email example with effective link\" class=\"wp-image-24601\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1-389x1024.png 389w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1-114x300.png 114w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1-53x140.png 53w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1-624x1642.png 624w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/smiles-davis-we-have-new-recommendations-for-you-this-month-1.png 680w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/smiles-davis-we-have-new-recommendations-for-you-this-month\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>Nail the CTA with clear text that gives readers <em>one<\/em> thing to do. Place it where it is clearly visible, include whitespace around it, and use contrasting, on-brand colors.<\/p>\n\n\n\n<p>You can also include multiple links to the same content, particularly helpful when you have a single CTA, such as asking for donations or encouraging newsletter sign-ups. Either use the exact text or vary it to minimize monotony and maximize the chances of clicks.<\/p>\n\n\n\n<p>Also, include social media links or buttons at the bottom of the email. They can boost click rates <a href=\"http:\/\/www.marketingcharts.com\/online\/emails-that-include-social-sharing-icons-get-big-ctr-boost-28215\/\">by 158%<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>ii. Pique their interest with valuable content<\/em><\/strong><\/p>\n\n\n\n<p>Once readers open your email, the content will keep them reading and lead them to click on links \u2013 <em>or not<\/em>. Create content to attract them, and make them feel like they will miss out on something valuable if they don\u2019t click through. Try these ideas with SFMC and <strong>Email Studio<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Use images with ALT text to complement the copy<\/li><li>Ask for feedback through polls and surveys<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/CNXWjdLLxP9vXFdDffbLnkSSBSwCgyNeG5Lot8AKJFsgyOLKN8yU6UVVwsBr_0eZhko2n1G8OS_iFNQ3d0tOwTuGXzNZNg8OvpVcxdtjQT2Y9WOJataxtW_tQYvHYw3d59hE4axc4c8nU0Didg\" alt=\"Feedback Email\" width=\"510\" height=\"851\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/what-did-you-think-of-your-recent-order-65006006500600\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Include bonuses, incentives, and special offers<\/li><li>Use interactive elements like GIFs, countdown timers, videos, and image carousels<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/times-up-forks-down.png\" alt=\"\" class=\"wp-image-24594\" width=\"510\" height=\"1516\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/times-up-forks-down.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/times-up-forks-down-101x300.png 101w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/times-up-forks-down-47x140.png 47w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/02\/times-up-forks-down-624x1855.png 624w\" sizes=\"auto, (max-width: 510px) 100vw, 510px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/times-up-forks-down\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Maintain brand consistency<\/li><\/ul>\n\n\n\n<p>Pay attention to email formatting. Use a responsive email design and<a href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-exacttarget-email-templates\/\"> Salesforce email templates. <\/a>Make it readable with well-organized SFMC content blocks, a focused F-layout, headings, and subheadings.<\/p>\n\n\n\n<p>Personalization and relevance are also important. Use the data you already have about readers to tailor the entire email marketing experience.<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20791 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1.jpg\" class=\"attachment-full size-full\" alt=\"Let us help in building personalized journeys in SFMC\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1.jpg 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-300x75.jpg 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-768x192.jpg 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-624x156.jpg 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p><strong><em>iii. Resend campaigns and clean your email list<\/em><\/strong><\/p>\n\n\n\n<p>Resend emails to give subscribers a second chance to click on links. Experiment with different subject lines, send time and link text.<\/p>\n\n\n\n<p>It\u2019s also important to review your <a href=\"https:\/\/email.uplers.com\/blog\/everything-you-need-to-know-to-build-email-lists\/\">email list <\/a>and find the unsubscribes, spam complaints, and people who don\u2019t see your emails because they are landing in the spam folder. Try these ideas to update your list and improve the chances that people will click on your emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Provide an \u201copt-down\u201d option to receive fewer emails<\/li><li>Segment (or re-segment) your list<\/li><li>Send re-engagement emails<\/li><\/ul>\n\n\n\n<p>If these ideas don\u2019t work, remove unengaged subscribers. Those who remain are more likely to click and thus boost your click-through rates.<\/p>\n\n\n\n<p>You can also increase click-through rates by sending specific, relevant, and personalized content to a smaller, segmented audience. Other ideas like mobile optimization, send-time optimization, building trustworthiness with ISPs, and A\/B testing are equally applicable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Wrap Up<\/strong><\/h2>\n\n\n\n<p>So now you know how to improve your open and click-through rates with SFMC. It\u2019s worth spending some time and effort on these ideas to enhance the performance of your emails.<br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It is possible to boost low email open and click-through rates with the right strategies. We show you some proven strategies to do this with SFMC<\/p>\n","protected":false},"author":42,"featured_media":24591,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-24590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>8 Tips For High CTRs with Salesforce Marketing Cloud<\/title>\n<meta name=\"description\" content=\"Email Uplers is sharing here how to boost low email open and click-through rates with the right strategies with SFMC!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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