An email is technically only "opened" when a user clicks on a link in the email or enables images to be displayed. Your email open rate is calculated by taking the number of users who open it and dividing that by the number of emails sent that did not bounce. There are average email open rates specific to each industry, but the average open rate across all industries in 2019 was 22.15%.
The key to success in email marketing is to stand out from the crowd. Your email campaigns will only be effective if they are being opened by recipients. Make sure you track your open rates so you can see what’s working and what’s not.
The subject line of your email is a huge factor in its open rate. Your subject line should truly describe the content in the email, so the recipient knows what they are about to read. Aim for a subject line of about 50 characters.
Utilize A/B testing to determine which subject line will perform best.
The “from” field of the email should contain a human’s name, not the name of your company. People connect with people!
A clean list full of email addresses that are active and receptive can improve your email open rates.
Do some research to determine the optimal day and time to send your email depending on your industry. Generally speaking, emails get better open rates on weekdays. Find out what day and time is best to send your emails.
When users sign up for your emails, inform them of how often you will communicate with them as well as what types of messages you’ll be sending them. That way, they’ll know to look for and will be more likely to open your emails.
Always, always, always optimize your emails for mobile devices so you don't miss out on potential customers.
Don’t get frustrated if you don’t see an improvement from these tips right away. It can take some testing and experimenting to determine what works best for your business and subscribers. If you're looking for more tips on how to develop a successful email marketing campaign, contact the ADVAN team today!
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