Are you working hard to create the best content and designing eye-catching graphics for your email campaigns but not getting a good email open rate? Don’t worry, you’re not alone. Many marketers face this challenge, and it can be disheartening.
If you want to improve, you need to get to the root of the problem. Some of the common issues may include:
Low delivery rates
Frequent spam complaints
Unengaging subject lines
Sending too many emails
Despite these challenges, email marketing is still a valuable tool for businesses. In fact, according to Litmus, for every $1 you spend on email marketing, you can expect an average return of $36.
Therefore, don’t give up on your email marketing campaigns just yet. Instead, focus on improving your open rates by creating engaging content, optimizing your subscriber list, choosing the right delivery time, and more. Monitoring your email open rate is a critical KPI that can help you measure your campaign’s success and make data-driven improvements.
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What Is a Good Email Open Rate?
Email open rate is a key metric in email marketing that measures the percentage of recipients who opened an email message.
Here’s how you can calculate an email open rate:
Email Open Rate = (Number of Emails Opened / Number of Emails Delivered) x 100%
For example, if you sent 1,000 emails and 300 of them were opened, the email open rate would be (300/1,000) x 100% = 30%.
A good email open rate is the percentage of recipients who open an email message, and it can vary depending on factors such as industry, type of email, and target audience.
It is typically considered to be around 20% or higher, but what matters most is how the open rate compares to your own previous performance.
If you consistently achieve open rates that are higher than your own average, then you are doing well, while consistently lower open rates may indicate a need to reevaluate your email marketing strategy.
Here are the top factors affecting a good open rate for email campaigns:
Clear and Compelling Subject Lines
The subject line is the first thing that recipients see, so it’s essential to make it clear and compelling. A good subject line should be short and concise, provide a clear idea of what the email is about, and create a sense of urgency or curiosity that encourages recipients to open the email.
Personalizing an email can increase open rates by making the recipient feel valued and appreciated. Personalization can include using the recipient’s name in the subject line or greeting, referencing their previous purchases or interests, and tailoring the content of the email to their specific needs.
The timing of an email can have a significant impact on open rates. The best time to send an email can vary depending on the audience and the purpose of the email. Generally, it’s best to avoid sending emails during holidays or weekends when people may be busy. Sending emails during business hours on weekdays can be effective, but testing different times can help determine the best time for your audience.
Relevant and Valuable Content
To encourage recipients to open an email, the content should be relevant and valuable to them. It’s essential to understand the recipient’s interests and needs and tailor the content accordingly. Providing useful information or exclusive offers can also increase the chances of the email being opened.
Consistent branding can create a sense of familiarity and trust with the recipient. Using a consistent color scheme, logo, and font in the email can help recipients recognize the sender and the purpose of the email quickly.
A/B testing involves sending different versions of an email to a small portion of the recipient list and comparing the open rates to determine which version is more effective. This can help optimize subject lines, content, and other factors to increase open rates.
Top 8 Effective Tips to Get Good Email Open Rate
To engage your subscribers and get them to open your emails, here are some tips that you should keep in mind:
Strive to send emails that your target audience looks forward to reading. In your newsletters, include educational resources that genuinely provide value to them. In addition to this, it should also be relevant to their preferences.
Consider the example of a tech-oriented business with a healthy email subscriber base. Their email campaign should typically target the latest technology trends, comprehensive case studies, and other such content.
But what if they suddenly start promoting a financial firm? It can lead to a loss of subscriber base and dent their credibility. This, in turn, can also affect their open rate in the long term.
Not sure if your email content and strategy incline with the idea of offering true value to the users?
In email campaigns, it’s imperative to stick to your domain of expertise. Even when you introduce new subjects in the campaign, make sure they are at least related to your audience’s interests. Pipeline a few introductory newsletters about your new venture or collaboration to avoid unsubscriptions.
Prune Your Subscriber List
A consistent list evaluation ensures that you have an active subscriber base. All you need to do is analyze the list periodically and remove all the inactive users.
But before removing subscribers, you can implement the win-back technique and send them one final email. You can send messages like “Do you wish to continue being a loyal subscriber?” or provide discounts to win them back.
You can craft an emotional message, sprinkle some humor, or include sarcasm (at your risk). Here’s a sample email that you can take inspiration from:
Even after that if someone wants to unsubscribe, let them do it. The idea behind pruning your list is to get a better idea of how many active subscribers you have. Also, keeping inactive subscribers in your list can harm your engagement rate.
Optimize the Campaign for Mobile Phones
Before finalizing your email marketing campaign, make sure that the email’s text and images appear as you intend them to on mobile devices. It’s also a good idea to include loadable media, use large fonts (to compensate for smaller screen sizes), and utilize larger CTA buttons.
With the increasing use of mobile phones, it becomes easier for people to check their emails.
So, guess what happens if your email isn’t optimized for mobiles?
Ignored. Reported as spam. Deleted.
To avoid this, it’s a good idea to optimize your emails for your mobile phones.
Email Subject Lines Are Important
Your email’s subject line is the king, so don’t take it too casually.
If your subject line doesn’t catch your audience’s attention, all the effort you put into crafting the content goes in vain. So, spend time on your email’s subject and follow it up with crisp content that’ll help you boost your conversion rate.
The length of your subject line is equally critical. According to RetentionScience, email subject lengths that range between 6-10 words deliver the best open rates.
The image below shows the variance in open rates with changing subject line lengths:
Keep the subject catchy, valuable, and short. This will optimize your subject line for mobile phones too.
Personalize Your Emails
Personalization can go a long way in nurturing a relationship with your subscribers and striking a chord with them.
So, how can you personalize your emails?
Users want to connect with people and not some vague brand bots or tools. Keep this in mind while crafting your email content. Talk to the recipients like they’re your friends, in a conversational manner. It is also a good idea to address recipients by their names.
Another technique that can help you personalize your campaigns is segmentation. You can leverage collected user data to add a personalized touch to your campaigns.
You can personalize the emails based on your subscribers’ geolocation, interests, or other demographic factors. This will ensure that your emails are relevant to your recipients.
Through location-based email targeting, you can also send a word of caution in areas witnessing thunderstorms, earthquakes, and other such calamities. You can also wish your subscribers on their regional festivals.
Authenticate Your Emails
Authenticating your emails can help you win over your recipient’s trust. Wondering how? Take a look at this example:
Jason receives an email from a famous recruiting agency asking for a quick survey. He spends 10 minutes answering those questions, and in the end, he shares some personal information as well.
He then receives another email from the same agency warning their subscribers about fake email accounts and email spoofing. For Jason, it was too late to correct his actions. After this instance, he pledges to never open any email sent by that agency.
It could also happen to your email campaign if you don’t use email authentication.
Authentication proves your identity, thereby ensuring that you land in their inbox. If this fails to happen, your email might get filtered as spam or not get delivered at all.
Decide When to Send Your Emails
Effective timing is crucial to improving email open rate. Strategies for timing your campaigns include understanding your audience’s habits and preferences, A/B testing, avoiding peak hours, segmenting your email list, and using automation. To optimize timing, marketers must test different times, segment their lists, and analyze data to determine the most effective time for each group. Avoid sending emails during peak hours or holidays and use automation to send emails at the best time.
Use a Better Cold Email Outreach Tool
Using a better cold email outreach tool is a crucial factor in improving email open rates. A high-quality email campaign tool can help you reach a large number of subscribers and ensure that your emails land directly in their inbox instead of being filtered to the promotions tab or spam folder. This can significantly increase the chances of your emails being opened and read by your intended audience.
With that being said, a high email open rate is crucial for the success of email marketing campaigns. By implementing the techniques mentioned above, such as crafting engaging subject lines and sending targeted content, you can increase the likelihood of your emails being opened and read by your audience. It’s also important to remember that achieving a good open rate may require persistence and continuous effort. Nonetheless, the rewards of a successful email campaign with a positive ROI make it worth the investment.
If you prefer a quicker and more convenient way to reach our support team, please don’t hesitate to use the chat function on our homepage. Our team is always available to provide you with any further assistance you may need regarding email campaigns and increasing your email open rate.
Sumeet Anand is a B2B Marketing Expert skilled in SEO, Social Media Marketing and Content Marketing. He helps brands and businesses out there generate leads with his top-notch content strategies and is featured on various major media publications across the globe.