How to Stand Out in an Inbox

Kalli FedusenkoAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Relationships are tough, and we don’t mean the search-for-your-soulmate-type ones. Unfortunately, a dating app isn’t the only place you can get ghosted: I’m talking about getting left unread or even never noticed by clients and prospects. Remember that email campaign you agonized over, thoughtfully curating content and putting together the perfect mailing list?

Sadly, there’s a good chance your email is languishing in the dark of someone’s inbox, much like the spring mix you swore you’d eat before shoving it into the back of your fridge three weeks ago. Take a minute to think about how full your own inbox is. The average person gets 100-200 emails per day. Oof. No wonder open rates in the financial industry average around 27%.

How do you stand out in the crowded inbox and get more email opens?

First things first

Before I dive in, let’s get familiar with the lingo and how to read data. Your open rate isn’t how many people opened your email – it’s the percentage of total emails sent that were opened (how many recipients opened your email divided by how many total emails you sent out). Click-through rate is the percentage of those recipients who clicked on a link within your email. Say you send out 100 emails. Five get sucked into the black hole of spam folders, 21 get opened, and two of the people who opened your email click a link directing them to your website. Your open rate is 22% (21 opened from the 95 delivered), and your click-through rate is 10% (two clicked links out of 21 who opened the email).

ZZZZ… is this going anywhere?