Contents
- What is open rate?
- How to calculate open rate
- Normal open rate
- How to increase open rate
- Database segmentation
- Optimal sending frequency
- Database quality
- Email authentication
- Email layout and design
- Future of open rate
What is open rate?
Open rate is a key metric in email marketing, representing the percentage of emails that were opened by recipients out of the total number of delivered messages. This indicator allows for an assessment of how interesting the newsletters are to users and how well the email subject was chosen.
To gain a complete understanding of the effectiveness of newsletters, open rate is usually analyzed in combination with other metrics, such as the number of clicks, conversions, unsubscribes, and complaints. Email marketing services provide open rate data in percentages for each campaign, enabling marketers to make more informed decisions.
How to calculate open rate
To calculate open rate, simply divide the number of opened emails by the total number of delivered emails and multiply by 100. The formula looks like this:
Open rate = (Opened emails / Delivered emails) * 100%
Open rate can be both total and unique. Total open rate counts all openings, while unique open rate only counts the number of users who opened the email at least once. For example, if one subscriber opened the email twice, it will be counted as one unique opening.
Let's consider a small example: if a newsletter was sent to five subscribers, and their activities were as follows:
- Subscriber 1: 0 openings
- Subscriber 2: 2 openings
- Subscriber 3: 2 openings
- Subscriber 4: 0 openings
- Subscriber 5: 1 opening
The total openings will be 100%, while the unique openings will be 60%. In most cases, marketers refer specifically to unique openings for analysis.
Normal open rate
There is no standard value for open rate, as results vary depending on the industry, content quality, target audience, and other factors. For instance, in 2022, the highest median open rate was recorded in the real estate sector (36%), while the lowest was in the jewelry industry (11%).
The assessment of open rate depends on many variables that marketers can influence by changing subjects, segmenting audiences, and regularly sending emails.
How to increase open rate
To improve open rates, it is important to focus on how the email appears in the "Inbox." Key elements include the sender's name, subject line, and preheader. These details should grab subscribers' interest from the very first seconds.
Sender's name
Include the company name or the author's name in the newsletter so that the subscriber immediately understands who the email is from.
Email subject
A well-chosen subject attracts attention. Here are some tips:
- Use unusual phrases, ask questions, or make jokes.
- Personalize the subject by addressing the subscriber by name or mentioning their city.
- Hint at useful information inside the email.
- Use emojis to catch attention.
- Write short subjects (10-20 characters) to increase open rates.
It is also worth focusing on the preheader—it can serve as an extension of the subject and further increase open rates.
Database segmentation
Database segmentation is the process of dividing contacts into groups based on specific criteria, making newsletters more targeted and effective. Personalized content increases the likelihood of emails being opened. Here are some ideas for segmentation:
- By location
- By gender and age
- By activity and number of purchases
- By interests
Optimal sending frequency
Determining the sending frequency depends on the business sector and subscriber preferences. It is important to find a balance: excessively frequent emails can lead to unsubscribes. Allow subscribers to choose their preferred frequency for receiving emails.
Database quality
Regularly clean the database of inactive and invalid addresses to avoid landing in the "Spam" folder. Ensure that your database consists only of valid addresses by using the double opt-in method.
Email authentication
Setting up email authentication includes adding specific records to the domain's DNS zone, which can significantly improve email deliverability. Ensure that you have configured SPF and DKIM records.
Email layout and design
Design errors can lead to emails landing in spam. Avoid using redirects, large attachments, and overly bright fonts. Also, be sure to include an unsubscribe link and alt tags for images.
Future of open rate
With updates such as iOS 15, there is a decrease in the accuracy of open rate data. It is important to shift focus to more meaningful metrics, such as click rate and conversion to the desired action. This requires marketers to invest more effort into content creation and test various customer engagement strategies.