What does open rate mean in email marketing?
Open rate in email marketing refers to the percentage of emails that are opened by recipients out of the total number of emails that were sent. It is a measure of the effectiveness of an email campaign and is often used to assess the success of an email marketing campaign.
To calculate open rate, divide the number of emails that were opened by the total number of emails that were sent, and multiply the result by 100 to express it as a percentage. For example, if you sent 1000 emails and 200 of them were opened, your open rate would be 20%.
Open rate is an important metric because it can give you insight into how effective your subject lines and pre-headers are at grabbing the attention of your subscribers and getting them to open your emails. It can also give you an idea of how engaged your audience is with your content and how well your emails are resonating with them.
There are a few factors that can impact open rate, such as the quality of your email list, the relevance of the subject line and pre-header to the recipient, the frequency of your emails, and the overall design and layout of the email. By analysing your open rate, you can identify areas for improvement and optimize your email marketing strategy accordingly.
Check out this video on open-rate percentages and what you should aim for: https://www.youtube.com/watch?v=21LFKi6fsPU
Here are q6 tips to driving up your open-rate percentage:
- Write compelling subject lines: A subject line is the first thing a recipient sees when they receive an email, so it’s important to make it catchy and engaging. Use actionable language and avoid using spammy words or characters that may trigger spam filters.
- Segment your email list: Segmenting your email list allows you to send targeted, relevant content to specific groups of subscribers. This can improve open rates because recipients are more likely to open an email if they feel it was personalised and tailored to their interests.
- Optimize your pre-header text: The pre-header text is the snippet of text that appears below or next to the subject line in an email inbox. Make sure it complements the subject line and provides additional context to encourage recipients to open the email.
- Use a clear and consistent sender name and address: Use a sender name and address that is familiar to the recipient and consistently use the same sender name and address for all of your emails. This helps build trust and recognition with your audience.
- Test different subject lines and pre-headers: A/B testing allows you to compare the performance of different subject lines and pre-headers to see which ones result in higher open rates. You can then use the winning subject line and pre-header in future email campaigns.
- Make sure your emails are mobile-friendly: Many people check their emails on their phones, so it’s important to ensure that your emails are optimised for mobile viewing. This includes using a responsive design and keeping the email content concise and easy to read on a small screen.
- Send emails at the right frequency: Sending too many emails can result in unsubscribes and decreased engagement, while sending too few emails may result in lower open rates. Find a balance that works for your audience and send emails consistently at that frequency.
- Clean and maintain your email list: Remove inactive or unengaged subscribers from your email list, as sending emails to these addresses can negatively impact your open rate. You can also use re-engagement campaigns to try and win back inactive subscribers.
- Personalise your emails: Personalising your emails with the recipient’s name or other personal information can improve open rates because it makes the email feel more relevant and targeted to the individual.
- Use a clear and concise subject line: Keep your subject line short and to the point, using language that is clear and easy to understand. Avoid using jargon or overly complex words that may be confusing to the recipient.
- Use numbers and lists in your subject line: Using numbers and lists in your subject line can be an effective way to grab the attention of the recipient and make your email stand out in their inbox.
- Utilise emojis in your subject line: Emojis can add personality and emotion to your subject line and help it stand out in the inbox. Just be sure to use them sparingly and choose emojis that are relevant to the content of your email.
- Use power words in your subject line: Power words are words that are emotionally charged and can help grab the attention of the recipient. Examples of power words include “free,” “exclusive,” “limited time,” and “discount.”
- Use a personalised sender name: Using a personalised sender name, such as the name of a specific person within your organisation, can improve open rates because it feels more personal and less spammy.
- Optimise your email for preview text: The preview text is the snippet of text that appears below or next to the subject line in an email inbox. Make sure it complements the subject line and provides additional context to encourage recipients to open the email.
- Offer value in your emails: Make sure that your emails offer value to the recipient and provide them with useful, relevant information or resources. This can help improve open rates because recipients are more likely to open emails that they feel are worth their time.
Understanding open rates in email marketing is essential for measuring the success of your campaigns and making informed decisions about future strategies. An open rate is a key metric that indicates the number of recipients who have opened an email and provides insights into the effectiveness of subject lines, send times, and other factors. To maximise open rates, it’s important to segment your audience, test different subject lines and send times, and provide relevant and valuable content. By continuously monitoring and optimising open rates, you can improve the effectiveness of your email marketing efforts and drive better results for your business.