Our experience is that recognition, and messaging is crucial to recipients taking the first step of opening your delivery email address. The key steps are to ensure you are sending from your own email address, with a targeted subject line and have good email reputation.
1. Make sure your email integration is set up
Until you set up your email integration, we send your Bonjoros from [email protected] on your "behalf". Any replies to those messages are re-directed to your correct email, however we cannot guarantee that spam filters will not filter these.
When you have set up email integrations, all your Bonjoros will be sent via your email account. This means higher open rates and lower spam filters because:
- You're email is already in customers address books
- As only you use your email, its likely to be pretty healthy
- Customers will recognise your email address at a glance
2. Use Verified Domains!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
When you do set your email integration up...even if you are a Gmail / Microsoft user, if possible still set up Verified domains. This will give you the very best result in terms of deliverability.
3. Check your domain spam rating
You can check your spam rating of your email account (that you've integrated with Bonjoro) with a bunch of free tools - our favourite is https://www.mail-tester.com/
Depending on your rating, follow their advice to increase your score and ensure maximum delivery for ALL your email. Once you have integrated Bonjoro - please send one to Mail Tester and share your results with us so we can suggest areas to improve.
4. Subject lines
Customise the subject line of your delivery email to boost open rates. See here for how to do it and consider testing subject lines in relatively large batches of 40-50 bonjoros a piece to test their impact. We use a range of welcome subject lines, the idea of all of them is to convey that it is a personal video message. People are so used to automated messaging that it's definitely worth reinforcing the point!
- A personal Bonjoro welcome! [Yes, we individually record each one :D]
- Hello from Bonjoro!
- Founder welcome Bonjoro just for you!
- Howdy there! Just a little personal video for you. 🐻
Note: If you are on a team account and would like to have a different subject line per team member - you'll need to set up a separate message template for each user.
If you are using a user action - like signing up for an account or making a purchase - as a trigger for your bonjoros then the best open rates are achieved in the first 4 hours after that event. After that the open rate trends down by about 5-10% over the subsequent 72 hours, and drops precipitously after that.
Moral of the story - send your Bonjoros while the interaction is fresh in the customer's mind and they are more likely to recognise & engage with communications from you.
6. Test plain Text Emails
You can send your Bonjoros in a plain text email, rather than our HTML template. We've found that the results vary with audience type so we recommend testing with at least 50-100 Bonjoros in both formats to check the impact in your context. To enable plain text emails head to: Settings > message templates > Check 'Plain text' button > Click update.
Note: this setting will be applied to all message with that template - so if you set up more than one you can A/B test plain text vs HTML, different subject lines etc.
What's a 'good' open rate?
Well that depends on what you compare it to. Marketing emails get an average 24.9% open rate in 2018. Generic on-boarding and welcome email open rates are higher, around 40-50% but the average reports are a few years outdated so likely lower. Average Bonjoro open rates are around 80% but really vary on the use case and how it's woven into the strategy. Cold mailing and outreach have very low open rates, while conversion of warm leads, welcomes, and retention message perform far better.