How to Increase Your Email Open Rate?

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Designing a unique newsletter or email is great, but making sure it gets opened, read, and reaches its target audience is even better.

And that's where one of the most important performance indicators comes into play : the open rate.

Indeed, thanks to the opening rate and other basic indicators (deliverability rate and click rate), you will be able to measure the success of your email campaigns .

As a reminder, the email opening rate corresponds to the percentage of emails canada telegram phone number list opened by your recipients. This is the percentage of people who opened your email out of X contacts who received it.

To give you an idea, the average opening rate for a marketing email is around 20%.

Are you clearly below?

Don't worry! You did well to click on this article: we are going to give you simple tips. Follow them to the letter, and you will soon see results on your email openings.

Now let's see how to increase your email opening rate in order to increase your chances of getting your message across to your targets.

Table of Contents
How important is open rate?
What is a good email opening rate?
How to calculate the opening rate of an email?
What are the tips for improving the email opening rate?
Tip #1: Think mobile first and create responsive emails
Tip #2: Choose the sender name for your email campaign carefully
Tip #3: Write an eye-catching subject line to boost the opening of your email
Tip #4: Work on your pre-header to make people want to open your email
Tip #5: Take care of your database to increase the deliverability of your emails
Tip #6: Send your email at the right time
Tip #7: Target the right people
Tip #8: Test, test, and test again
How important is open rate?
When it comes to analyzing and measuring the performance of an email campaign , we often look at the opening rate.

This is one of the key performance indicators (KPIs) that counts the most. Indeed, if the email opening rate is not good, the campaign will not be a success. The other rates, namely the average email click-through rate and conversion rate, will also be extremely low.

If you want your campaign to be successful, you need to do everything you can to boost your open rate .

What could be the reasons for a low open rate?

The subject line of the email is not very evocative or does not arouse enough desire and interest;
The sender's name does not inspire confidence;
The database is not of high quality (many false or erroneous addresses).
You will see a little further on in the article that it is important to take care of your database. Indeed, a qualitative database automatically ensures you a good deliverability rate. If your deliverability rate is low, this can partly explain why you are not getting a good email opening rate.

What is a good email opening rate?
First of all, we need to ask ourselves: what is a good opening rate? Before answering you, it is important to distinguish between the different types of emails, because the score depends on them.

Indeed, a transactional email will not obtain the same opening rate as a promotional campaign.

Transactional emails naturally get better open rates: recipients want to make sure their order was placed, so they look forward to this type of email.

Also, the average opening rate of a newsletter will in principle be higher than that of a commercial email , since the subscribers to the newsletter have registered and expect to receive regular news from you.

If we had to give you a range, a respectable opening rate would be between 15 and 25%. But know that there is an average email opening rate by sector or field of activity.

And it’s important to take this into account to know if you are above or below this figure. It will be much more relevant for you. And you will know if you still have work to do to optimize your emails and allow them to reach your targets more easily.

How to calculate the opening rate of an email?
To calculate the opening rate of your email , nothing could be simpler. In principle, your software will give you the exact figure corresponding to this rate.

To calculate it, simply divide the number of emails opened by the number of emails sent (or delivered).

Because you will inevitably have emails that will not arrive at their destination (undelivered). You should only look at the emails that have been delivered.

Open rate = (number of emails opened / number of emails delivered) x 100

If you send a message to 1000 contacts of which 750 open the email, you will obtain an opening rate of (750/1000) x 100 = 75%.

What are the tips for improving the email opening rate?
Tip #1: Think mobile first and create responsive emails
Think mobile first and create responsive emails

Did you know that more than half of emails (Source: Return Path) are opened on mobile or tablet?

And that 3/4 of emails opened on mobile are immediately deleted if the emailing is not responsive?

And an email that goes straight to the trash is not good for your opening rate , nor for your conversion rate.

And yes, sending responsive emails is no longer an option today; it is essential.

Just like your website, your emails must be responsive, so that they can be read not only on a smartphone but also on a tablet.

You must therefore take care to take into account responsive design and optimize your emails so that they are readable on all devices, whatever the screen size of your prospects and customers.

To do this, you will need to use a good emailing software . You will have at your disposal a wide choice of ready-to-use templates adapted to all media. You will only have to choose!

Tip #2: Choose the sender name for your email campaign carefully
Choose the sender name for your email campaign carefully

When it comes to email marketing, we still see far too many marketers using their company name as the sender, rather than their own name or that of a professional in the company. Of course, this is a mistake!

They certainly don't see how this could impact their open rate...

And yet!

How can you hope to establish a close relationship with your prospects or clients by remaining cold and distant?

When it comes to potential customers who know you very little and whom you are trying to convince, it is good to indicate a first name (or a last name), because it reassures and builds trust. We are more likely to open the email.

Would you prefer to open an email with the sender's name as "Company Y" or "Chloe or Xavier, from Company Y"?

You will agree with us, the first option is not personal, while the second, warmer, invites to know more, because one feels closer to the sender.

Remember: 64% of subscribers open an email based on the sender's identity , and 47% open the email based on its subject line.

Each of the recipients of your campaign must feel that you are addressing them, that they are communicating with a "real" person, and not a robot.
And of course, avoid using no-reply addresses as senders, it is counter-communication and if your contacts need to contact you in return they simply will not be able to.

By doing so, you will inevitably strengthen the proximity with your subscribers . And this also involves the choice of the sender's name. This is an essential condition for inspiring trust.

Tip #3: Write an eye-catching subject line to boost the opening of your email