18 Jul What To Know About Email Open Rates

When it comes to email marketing, analysing email open rates is one of the most popular benchmarks businesses use to determine the success of a campaign. Despite having a killer subject line or the most well-written email marketing content, if your target audience isn’t opening your emails, then all that creative juice has nowhere to flow.

Here’s a quick look at email open rates, including why it matters and a few contributing factors:

What is Open Rate?

Email open rate is the percentage of email recipients who have opened an email from an email campaign. This number is compared to the total number of recipients that have received your email, giving you an open rate percentage.

While no one metric should be used to determine the success of any strategy, many marketers look at the open rate to determine whether a campaign has been successful. Open rates vary from industry to industry, but a good percentage across all industries is around 17%.

Why Open Rates Matter

Other metrics, such as click-through rate and unsubscribe rate, are compared with your open rate to help provide a holistic view of your campaign’s performance. Here are a few reasons email open rates are important to analyse:

It provides a good engagement metric: Email open rates are a great way to determine how engaged your audience is with your business. It provides you with a clear indication of the quality of your email content and that it is, in fact, appealing to your target audience. It also provides a clear indication that potential customers are receiving your emails and that it is not getting lost in their spam inbox.

A healthy List: A high open rate indicates that your business is reaching the right people. It also confirms that there are people willing to engage with your brand and will likely look forward to the next email you send.

Optimisation and Improvement: Monitoring open rates allows you to refine your email marketing strategies continuously. You can learn from what works and what doesn’t, leading to improved campaigns over time.

So, what impacts open rates? There are several factors and having a better understanding of these factors can help boost your engagement on your email campaigns.

A Few Factors That Influence Open Rates

You need permission: There’s nothing more frustrating than receiving unsolicited emails from a brand. It should come as no surprise that emails like this receive low open rates. You should focus on recipients who have actually opted in to receive your emails. You can do this by offering a free e-book or 15% off products if they sign up for your newsletter.

Subject Line: A compelling and relevant subject line is crucial for encouraging recipients to open your email. It should be clear, concise, and pique recipients’ curiosity

Email Content: If your emails consistently provide valuable and relevant content to your audience, they’re more likely to open future emails from you.

Timing: The timing of your emails can affect open rates. Sending emails at times when your audience is most likely to be checking their inbox can lead to higher open rates.

Mobile Optimisation: Many people check their emails on mobile devices. Ensuring that your emails are mobile-friendly and display properly on various devices can improve open rates.

Relevance: Ensuring that your email content is relevant to the interests and needs of your subscribers increases the chances of them opening your emails.

Struggling to increase your email campaign’s open rates? Let SOMS Digital Agency help you! We’re experts at crafting content that will leave your audience coming back for more and are skilled at providing you with insights into helping you grow that email list.

Don’t be shy! Get in touch with us today.