If you’re an email marketer, growing your subscriber list is one of your main goals. That said, having a large number of followers doesn’t guarantee success. Your marketing efforts won’t deliver strong results if no one is opening your emails.
That’s why it’s also important to focus on boosting your open rate. Taking certain essential steps will help you reach as many followers as possible. If you’re wondering what is a good open rate for email, or even just what an open rate is in general, keep the following information in mind.
What is Open Rate?
An open rate for an email is simply the percentage of your followers who opened a message. The more followers engage with your content, the more effective your campaigns will be.
What is a good open rate for email marketers? Although the specific answer tends to vary from one industry to another, the average across several major industries is 20.81%. You may want to research average open rates in your specific field to get a better sense of what you should aim for.
You obviously want to address the problem if your open rate for email is below average. However, that doesn’t mean you should settle for “good enough.” You’ll gain a competitive advantage if your open rate is higher than most other marketers in your field. The tips below will help improve your email open rates.
How to Improve Email Open Rates
Subject Lines Tailored to the Recipient
Getting more followers to open your emails can be easier than you might think. For instance, simply adding a recipient’s name to the subject line of an email can boost open rates by as much as 50%.
That’s because consumers want personalized service more than ever now. Including their name in your subject line is an easy way to make an email feel more personal.
Segment Your List
You can take personalization a step further by segmenting your email list into multiple smaller lists. This makes it easier to send subscribers content that’s legitimately valuable to them and can drastically improve email open rates.
For example, perhaps you’re doing marketing for a company that regularly hosts branded events in major cities throughout the world. Sending emails about such events to followers who don’t live nearby is a surefire way to make the wrong impression. On the other hand, if you segment your list so that followers only receive alerts about events they’ll actually be able to attend, you’ll avoid flooding their inboxes with irrelevant content. A recent study indicates segmented campaigns yield open rates that are nearly 15% higher than those of non-segmented campaigns.
Of course, personalizing a subject line and segmenting your list are not the only ways to improve email open rates. You should also focus on optimizing subject lines by creating a sense of urgency (“Don’t miss this deal!”), tying your content to an emotion, and using action verbs to encourage a follower to open a message.
Track Performance to Determine Factors Contributing to Open Rate for Email
As with all email marketing, it’s also important to track your performance. Paying attention to key email marketing metrics helps you better understand which tactics best help you achieve your goals and improve your email open rates. For instance, you might find your followers are more likely to open your emails when you send them at a specific time of day. Scheduling your campaign accordingly is a simple way to boot your open rate for email.
Quality is Key
Finally, provide quality content. Your followers won’t keep opening your emails if they don’t offer any value.
By keeping these tips in mind and following other best practices like email list verification, monitoring your campaigns, and perfecting your content, you can achieve an open rate for email that’s well above industry average.