How to improve the opening rate of your newsletters in email marketing campaigns
Posted: Tue Dec 03, 2024 6:52 am
If you use email as part of your marketing mix to promote or sell a product or service, or simply to communicate with your customers, we are sure that you will be one of those people who, within a few days, will take a look at the statistics, analyze the results, and start thinking about changes that will continue to optimize your campaigns.
If you're not one of those people, you should be. And one of the most important metrics you should be looking at is the open rate . In this article, we'll talk about this metric and give you 7 essential tips to improve it and significantly increase the performance of your newsletters in email marketing campaigns.
What is the open rate?
Before we begin, we will explain the concept of open rate. When we talk about open rate, we are referring to the range of people who open the emails we send them through newsletters to carry out our promotions.
We define it as the number of emails opened divided by the total number of emails sent and multiplied by 100, since the opening rate is usually expressed as a percentage.
In this case we observed an opening rate of 11.13%, which means that, on average, about 11 people out of every 100 have opened the newsletter for this campaign.
How do we calculate the open rate?
When an email marketing campaign is launched, we automatically add a tracking code that requests a tiny, invisible image (a transparent pixel) from the recipient through our web servers. When the email is opened by the recipient, that tiny image is presented to the email manager and that request to our servers is registered, indicating that the email has been opened.
It is important to understand that the open rate is not a 100% reliable measure. Controlling an email open can only occur if the email client is able to display HTML with images or if pharmacies email list the recipient clicks on a link in the email that indicates an activity. We already explained in a previous post how email managers interpret email marketing campaigns . So if you are sending text-only emails, it is always important to include images to force the download of these and to make sure that the tracking image is going to be displayed.
Email marketing open rate
As with the metrics offered by Google Analytics, you should not just rely on the numbers they show. These should be interpreted as a trend over time and should be used to improve the performance of your campaigns.
Precisely to improve the statistics and profitability of your email marketing campaigns at Teenvio we have developed a series of tips to achieve a greater number of openings.
7 tips to improve the opening rate of your email marketing campaigns
Get to the point!
Let's say this is the "cover" of your email, and the more attractive it is, the more interest you will arouse in the reader. Make sure it is short, concise but contains all the information you want to share. Play on the reader's curiosity, and if you wish, use numbers that will make your client more interested in reading.
Find your best time
Knowing the best times to share your content is vital to success. Try sending the same email several times during the day and then measure at what time you were read the most.
Improve your database
You need to segment your contacts , since not all of your audiences are the same, even if they share similar interests in your goods or services. If you want to sell any of your products to a specific audience, you will already have your database organized accordingly. Ask that at the time of registration, confirmation of the same is done through double opt-in and thus minimize the number of unused or fake emails.
Offers variety
While many brands have just one product or service, you need to diversify the content you send, because if you become repetitive, you'll tire your audience out. The limit of content is practically infinite, so use your ingenuity and learn from statistics to see what engages your audience the most.
Write with freshness and hook
Texts that are too “square” are not at all attractive. Imagine that when you send these emails to some of your friends, so try to always make them easy to read, fresh, entertaining and always full of interesting information.
Play with the visual
In addition to the images or videos that you can link via email marketing to promote a campaign, the use of elements such as brackets or parentheses (when necessary, of course) will make your texts stand out, especially in the subject line. Of course, it is not about using them for the sake of using them or abusing these resources that will greatly differentiate you.
What is the average open rate?
According to specialized studies, there is no exact number that indicates whether it is high or low, however, there are variables that will determine the success of the activity based on what you want to achieve. We can venture and give an average estimate considering 15% as a good percentage.
Typically, the larger a contact list becomes, the more difficult it becomes to maintain or increase that open rate. The fact that many contacts become familiar with your brand can cause it to decline. Although this is relative, with good content, adequate segmentation to obtain quality contacts, sending frequency and following the advice we have mentioned, you will be able to continue generating interest and increasing the open rate and clicks on your newsletter.
If you're not one of those people, you should be. And one of the most important metrics you should be looking at is the open rate . In this article, we'll talk about this metric and give you 7 essential tips to improve it and significantly increase the performance of your newsletters in email marketing campaigns.
What is the open rate?
Before we begin, we will explain the concept of open rate. When we talk about open rate, we are referring to the range of people who open the emails we send them through newsletters to carry out our promotions.
We define it as the number of emails opened divided by the total number of emails sent and multiplied by 100, since the opening rate is usually expressed as a percentage.
In this case we observed an opening rate of 11.13%, which means that, on average, about 11 people out of every 100 have opened the newsletter for this campaign.
How do we calculate the open rate?
When an email marketing campaign is launched, we automatically add a tracking code that requests a tiny, invisible image (a transparent pixel) from the recipient through our web servers. When the email is opened by the recipient, that tiny image is presented to the email manager and that request to our servers is registered, indicating that the email has been opened.
It is important to understand that the open rate is not a 100% reliable measure. Controlling an email open can only occur if the email client is able to display HTML with images or if pharmacies email list the recipient clicks on a link in the email that indicates an activity. We already explained in a previous post how email managers interpret email marketing campaigns . So if you are sending text-only emails, it is always important to include images to force the download of these and to make sure that the tracking image is going to be displayed.
Email marketing open rate
As with the metrics offered by Google Analytics, you should not just rely on the numbers they show. These should be interpreted as a trend over time and should be used to improve the performance of your campaigns.
Precisely to improve the statistics and profitability of your email marketing campaigns at Teenvio we have developed a series of tips to achieve a greater number of openings.
7 tips to improve the opening rate of your email marketing campaigns
Get to the point!
Let's say this is the "cover" of your email, and the more attractive it is, the more interest you will arouse in the reader. Make sure it is short, concise but contains all the information you want to share. Play on the reader's curiosity, and if you wish, use numbers that will make your client more interested in reading.
Find your best time
Knowing the best times to share your content is vital to success. Try sending the same email several times during the day and then measure at what time you were read the most.
Improve your database
You need to segment your contacts , since not all of your audiences are the same, even if they share similar interests in your goods or services. If you want to sell any of your products to a specific audience, you will already have your database organized accordingly. Ask that at the time of registration, confirmation of the same is done through double opt-in and thus minimize the number of unused or fake emails.
Offers variety
While many brands have just one product or service, you need to diversify the content you send, because if you become repetitive, you'll tire your audience out. The limit of content is practically infinite, so use your ingenuity and learn from statistics to see what engages your audience the most.
Write with freshness and hook
Texts that are too “square” are not at all attractive. Imagine that when you send these emails to some of your friends, so try to always make them easy to read, fresh, entertaining and always full of interesting information.
Play with the visual
In addition to the images or videos that you can link via email marketing to promote a campaign, the use of elements such as brackets or parentheses (when necessary, of course) will make your texts stand out, especially in the subject line. Of course, it is not about using them for the sake of using them or abusing these resources that will greatly differentiate you.
What is the average open rate?
According to specialized studies, there is no exact number that indicates whether it is high or low, however, there are variables that will determine the success of the activity based on what you want to achieve. We can venture and give an average estimate considering 15% as a good percentage.
Typically, the larger a contact list becomes, the more difficult it becomes to maintain or increase that open rate. The fact that many contacts become familiar with your brand can cause it to decline. Although this is relative, with good content, adequate segmentation to obtain quality contacts, sending frequency and following the advice we have mentioned, you will be able to continue generating interest and increasing the open rate and clicks on your newsletter.