Find The Best Delivery Time
Your subscribers may be more likely to open your emails at certain times of the day or week. For instance, if you send an email when they’re busy at work or sleeping late at night, they may be less likely to open it. You should test your emails for each segment to determine which times have the highest email open rates and apply these times to future campaigns.
Q2 What Are The Email Engagement Rates For Larger Businesses
The results for Getresponse and Constant Contact are more typical of smaller and mid-size businesses, rather than large brands.
This Email benchmark compilation 2021 from Accoustic represents 750 companies representing 3,000 brands in 40 countries. So breakdowns by EMEA, UK, US and APAC are available too. I’ve selected the breakdown by industry which is more useful to compare your performance with.
But what is the average email open rate? Here are the open rates with the mean showing the variation from the poorest performing sectors like publishing and tech to consumer brands and non-profits.
Rather than click-through rates that are also available in the report, I have picked out Click-to-open which shows engagement with the copy and creative. As a rule of thumb you should look for 10 to 15% CTOR, so can compare emails against this benchmark.
Finally, from this benchmark, I thought it would be useful to share the data on list churn as indicated by hard bounce rates and spam complaint rates. You don’t want to go too high on these since you could have a problem with inbox delivery and likely your ESP will get in touch.
Fix #: Prioritize Email List Health To Ensure Email Deliverability
The easiest way to lower your bounce rate? Remove invalid email addresses from your contacts list. This cleanup improves your entire email reporting, not just your bounce rate. Invalid contacts wont be factored into your performance, so you should see higher engagement numbers. Regularly check and update your email list by using an email verifier tool, such as Never Bounce.
This paid tool automatically cleans your email lists and checks whether addresses are valid when added to your contacts. There is also a free tool from Email Hippo, but it only allows you to manually check one email at a time. A double opt-in sign-up process is another way to keep your email list clean. With this setup, people have to confirm their subscriptions by clicking on an email sent to their inbox. Double opt-ins add friction, but they also attract active subscribers. People who take the time to confirm will most likely be engaged recipients, and fake email addresses wont be able to confirm their subscription.
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Optimize Subject Lines For Mobile
Did you know that mobile email accounts for almost 70% of your email opens ?
To ensure that your emails get opened on mobile, keep your email subject lines brief. 6-10 words or 25 characters is the sweet spot. That way, even people on mobile will be able to read them.
You should also double-check how your subject lines will appear on mobile before settling on them. Zurb has a really great, free tool called TestSubject that you can use to see exactly how your subject lines will appear on various devices.
Tips On How To Increase Email Open Rate
We suggest using at least one strategy, and ideally, try all of them. First of all, pay attention to the quality of your list, how regularly you clean it up, and whether you do it at all. Good results come from the processes of qualifying and segmenting users, creating urgency and original features to stand out from the crowd. But first things first.
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The Formula For Calculating Email Open Rate Is:
The number of unique opens / = email open rate.
The percentage you end up with will determine if your email marketing is on track.
For example, a very low open rate would indicate that your email content does not work for the subscribers you have either you have targeted the wrong people or you have sent them something they do not want.
You may also have a large number of people who are unengaged and may need to be removed from the lists.
This type of inactive subscriber who never clicks on your emails should not be held onto for long as they can increase the likelihood of your email address being flagged by spam filters which can be hard to recover from.
So you can see that the open rate is an indicator of the health of your email list.
What Is An Open Rate
An open rate is a term used to describe the percentage of email recipients that opened an email after receiving it. It’s a pretty simple concept for something that can provide email marketers so much information about the effectiveness of their email marketing campaigns or the viability of their email marketing list. Here’s how to calculate your email open rate:
Your email marketing service provider should be able to give you granular information about your email open rates, right down to email marketing metrics for individual subscribers on your list. Open rates are a great way to find the people on your list that aren’t engaged with your content so you can target them with a winback campaign with the goal of cleaning the inactive and disengaged subscribers from your list. We recommend cleaning your email list at least once each year.
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Average Email Open Rate Benchmarks
An email open rate is the percentage of your newsletter or email subscribers who open your campaigns. More specifically, its the number of unique opens divided by the number of emails sent minus any number of bounces. A strong email open rate can help you better connect with current or prospective customers, add value to your audience and increase brand awareness.
In this article, we explain what email open rates are and list averages per industry, plus offer tips on how to improve your marketing campaigns open rate.
How Do I Improve My Email Conversion Rate
To improve email conversion rates, you need to think about your target audience and make the content easy to read and relevant. Key factors that impact email conversion rates are: proper list segmentation, optimizing emails for mobile, implementing behavioral targeting, personalized email copy, and to-the-point messaging.
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What Should You Remember About Delivery Rate And Bounce Rate
Be careful not to interchange the open rate and the delivery rate. The latter is the percentage of people that received the email in their inboxes. Its usually higher than the open rate.
The bounce rate is the percentage of bounced emails. Note that undelivered is not necessarily the same as bounced. Unless a recipients mail server returns the sent email and tells you the email address no longer exists, its not counted as a hard bounce.
Summarize Main Points From An Article
One of the great things about email marketing is that it lets you distribute content directly to peoples inboxes. However, sending the entire article isnt always the best tactic. Consider sending summaries and encouraging people to click through and view the entire thing. This has the added bonus of drawing them onto your website.
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Get Past The Spam Filters
Avoid keywords and phrases often associated with spam. Never use ALL CAPS or excessive exclamation points. If you notice a particular email campaign has an unusually high bounce rate, check the bounceback records, they may provide insight as to why your email was caught in spam.
For more help getting past spam filters, check out our guide on 11 Reasons Why Your Emails Go in the Spam Box .
Accuracy Of Tracking Email Open Rates
The short answer is that your open rate is only an approximate indicator, and its hard to say with a 100% guarantee.
Many privacy features might be causing the inaccuracy. Such as the latest Apple Mail Privacy Protection or if your email recipients have the option to display HTML with images turned on.
Similarly, several people may choose to receive images without displaying any images. In that case, your email open rate tracking pixel link will be ineffective.
Keep in mind that this is the case for both email tracking tools and cold outreach campaign tools.
Another thing that might affect your email open rate percentage has to do with whether or not youve warmed up your email inbox and gone through an outreach campaign deliverability email list.
And of course, you also have to consider the overall accuracy of your email recipients and their contact infoas in, whether you found the correct email or not.
In other words, how many emails from the number of emails you sent actually landed in the right inbox.
But thats a bit too off-topic for this guide.
So, be sure to check out our complete guide to email warmup for more info on delivered emails and other actionable steps you can take to boost your overall email open rates and the number of emails that land in an inbox when reaching your contacts.
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Make Your Emails Mobile
Do you know that 42.3% of recipients will simply delete emails that arent optimized for mobile?
That could prove a problem, considering that up to 59% of millennials and 67% of Gen Z users check their emails on mobile. So, if you are not doing mobile-first email campaigns, it may be time to start.
Below are some actionable steps to make sure your emails are mobile-friendly.
Shorten your paragraphs. Keep your paragraphs about 3-4 lines long, even on mobile. Whenever possible, separate long paragraphs into shorter ones.
Use bullet points. If you have a lot of things to mention, bullets can organize those points neatly.
Take advantage of formatting options. For example, make key takeaways bold or underline important data. You can also use boxes or different color backgrounds to make things stand out.
Send test emails and open them on mobile. You should send test emails to yourself and your team. Evaluate if theres anything that can be broken down into smaller parts or needs formatting.
If you can make your email campaigns fit for mobile, it can increase your chances of getting higher click-through rates because:
- Recipients can skim your email content better and understand what your email is about
- They know why they might want to click through to a link in your email
What Is Email Marketing
Email Marketing is a type of direct marketing where emails are sent to a group of customers to promote your products and services. Through emails, customers are made aware of the latest happenings associated with your business. These emails can be for promotion, announcements, sales, business requests, and other purposes. For example, sending mass emails to 100 users with regards to a new product launched by your company is a type of email marketing.
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How To Improve Your Email Open Rates Nine Tips
What youre doing to improve your own email open rates is far more important than how you compare to the benchmarks. So lets end with some actionable tips on how to improve email open rates.
If youre already beating the benchmark, these tips will help you leave it even further in the dust. And if youre struggling to catch up with the benchmark, these tips will give you the knowledge you need to keep improving.
Whats A Good Email Open Rate
Above, we told you that the overall average open rate is 19.66% across the five different data points we looked at, though it varies quite by industry and country.
So what does that data mean to you?
If your average open rates are above 19.66%, does that mean theyre fully optimized and you dont need to change a thing?
If your average open rates are below 19.66%, does that mean your email campaigns are an unoptimized hot mess and you need to hire a new marketer?
The answer to both questions is most likely no.
If youre above the benchmark, that doesnt mean you cant get even higher open rates.
And if youre below the benchmark, that doesnt automatically mean youre doing something wrong. Sure, theres probably room for improvement, but the same applies even if youre above the benchmark.
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How To Calculate Your Email Open Rate
If youre using any of the top email providers, theyll have already calculated your email open rates for you.
But for your information, your email open rate is calculated by dividing the number of unique opens by the number of emails sent, minus the number of bounces:
So out of the people who actually received your email, your open rate is the percentage of people who opened that email.
Now that you know how to calculate your open rate, lets get to the multi-million dollar question. Whats the average email open rate that you can expect to see?
What Is A Good Email Marketing Rate For Each Industry
Email open rates vary by industry.
The benchmarks for some industries sit below the average, while others will exceed them. Comparing your open rate to your industrys benchmark will give you a much better idea of how your campaign is performing.
Remember, this is just a starting point, though you dont want to stop improving your camping just because you hit the benchmark.
You want to be better than average so you can excel.
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What Is A Good Open Rate For Email Marketing
Email marketing is one of the most underrated tactics in the modern marketers toolkit, and in part thats because its been around for a while and so people just take it for granted.
To do that would be to make a mistake.
Just because email marketing is older than other digital marketing techniques, it doesnt mean that it has less to offer.
Almost half of the worlds population uses email, which is probably why 81% of small-to-medium-sized businesses are relying on it as their primary source of customer acquisition.
Consumers are crying out for it too, with 49% of consumers saying that theyd like to receive promotional emails from brands on a weekly basis. Better still, even after all of these years, every dollar spent on email marketing averages a return of $42.
One of the most important email marketing metrics is your open rate, because its a vital sign of how engaged your email recipients are with your email content.
A low open rate could suggest that youre reaching the wrong people or that the content isnt the kind of thing that people are hoping to receive from you.
Dont worry, though.
If youre sitting there asking yourself, What is a good open rate for email marketing?, youve come to the right place.
Heres everything you need to know about open rate benchmarks and more.