Email marketing also remains an effective strategy that companies would use to influence their target market, thus converting it. However, the loveliest words written in the body of an email mean nothing if the recipient does not even bother to open the email. This article guides on the email open rates, average benchmarks, and real-world tips on how you notch up your email open rates, and the accrual procedure of perking up your email lists, which is crucial.
Why Does Email Open Rate Matter?
There are voluminous metrics in an actual email marketing campaign, however, email open rate discusses the number of people who opened a given email out of the total number of people who received it. This metric is crucial for several reasons:
- Engagement Measurement: Using open rates you can establish the level of interest your audience has for the content delivered to them.
- Content Effectiveness: Open rates are high and this means that your subject line and preview text are interesting.
- Sender Reputation: Low open rate gradually begins to affect the sender reputation and the emails can be flagged as spam.
- ROI: Higher open rates have positive effects on click-through rates and conversation rates, which can ultimately increase your own Return on investment.
It is crucial to comprehend and optimize the email opened rates as it defines success of the e-mail marketing.
What is an Average Email Open Rate?
The average email open rate refers to the number of individuals who opened a given email divided by total email recipients. The open rate is considered an important factor in using email marketing and calculating the effectiveness of subject lines and the overall relevance of the content.
The open rate is the average of all the email open rates depending on the industry, a benchmark for this category is 15% - 25%. Engagement statistics of the overall industries reported in Mailchimp, of 2022, reveals that the average open rate was approximately 21.33%. Still, it is relative best practice to standardize your open rate by comparing it to the specific industry that your business belongs to.
How to Increase Email Open Rates?
Create an Organic Email List
Building an organic email list, rather than purchasing one, ensures that your subscribers are genuinely interested in your content. Use sign-up forms, landing pages, and social media campaigns to attract and retain subscribers who want to hear from you.
Verify Email Addresses Regularly
Regularly verifying your email list helps to eliminate invalid or outdated email addresses, reducing bounce rates and improving deliverability. Tools like the Snov.io email verifier can efficiently verify email addresses, ensuring that your emails reach active and engaged recipients.
Remove Inactive Subscribers Regularly
Regularly cleaning your email list by removing inactive subscribers can boost your open rates. An inactive subscriber is someone who hasn't opened or engaged with your emails for a significant period. By removing these contacts, you maintain a healthy and engaged email list.
Avoid Spam Filters
To ensure your emails land in the inbox and not the spam folder, follow best practices such as:
- Avoiding spam trigger words
- Making sure that your emails delivery contains content that will be of interest to the recipients
- Using a verified email address instead of the address of the sender
- Cleaning one’s email list
Pay Attention to the Subject Line
The subject line is the initial glimpse of the email recipients get and it partially determines whether the email is expanded.Craft subject lines that are:
- Brief and concise
- Personal and engaging
- Related to the subject manner of the email
- In addition, you can also try using A/B split testing when sending different subject lines to understand what works well.
Use Engaging Language
The email content should be very appealing and relevant to the targeted audience. Be friendly and casual in writing, bringing up the client’s name and delivering useful information that leads to interaction.
Make Sure You’re Sending Emails at the Right Time
Timing does play a role when it comes to your open rates on emails that are sent to your recipients. Observe your audience’s actions, and it has been suggested to test various sending times in order to understand at what period more people are likely to open your emails.
Resend to Non-Openers
The act of resending an email to the subscribers who failed to open the first email can be useful in raising the open rates. For the second option, you can try to change the subject line of the received email and send it at another time to draw his/her attention.
Make an A/B Test
This entails dividing your list and sending two different emails to the two portions to check out how they are received. Experiment with subject lines, email content, and sending schedules so that your promotion will come with improved open rates.
Check Your Sender Reputation
Sender reputation determines the placement of emails, either in the inbox or in the spam folder. Such tools to track sender reputation and try to fix it as soon a s possible with the help of the clean email list and best email marketing practices.
Conclusion
Increasing email open rates is necessary to increase the effectiveness of an email marketing campaign. This way you can measure your performance and determine where it stands in relation to the industry standard of open rates. Techniques like building an organic list, using a subscriber user list, checking email lists frequently and deleting the unused subscriber list also mean that the email list is clean and active.
Moreover, the exclusion of words that trigger spam filters, specifying attractive and relevant titles, using appealing words, and sending emails during suitable hours also affects the open rate. This also requires the recasting of the emails to the non-openers, A/B testing, and the sender reputation management.
By incorporating all these strategies, you will be in a position to increase open rates, engagement and thus, have increased success rate to your emails.
