GROW YOUR BUSINESS Mail marketing may be a direct line to your audience, but let’s be honest— we’ve all hit that delete button without even opening these emails.
This is where email open rates come in. And I get it, stats might not be everyone’s cup of tea, but stick with me because understanding this metric could be the game-changer your campaigns need! With a monthly readership soaring past 800,000 readers, I’ve been in the trenches, A-B testing strategies that have catapulted my email open rate to over 80%.
Today, I’m pulling back the curtain on the tactics that worked for me and sharing what I believe constitutes the gold standard for email open rates. So, let’s dive into the art and science of getting your emails not just seen, but opened and engaged with.
What is a good open rate for emails?
GROW YOUR BUSINESS Your email open rate is a direct pulse on how well your message is resonating with your audience. The sweet spot typically hovers between 17% and 28%. It’s a solid starting point, but you shouldn’t stop there.
According to Campaign Monitor’s 2022 survey, where they scrutinized over a billion emails, industries showed remarkable variations in open rates. Education, agriculture, and financial services danced in the higher range, averaging 25-28%, while retail came last at 17%.
Before you fret about the numbers, consider your industry’s norms. Here’s the average breakdown per industry:
| Industry | Open Rates |
| Advertising & Marketing | 20.5% |
| Agriculture, Forestry, Fishing, Hunting | 27.3% |
| Consumer Packaged Goods | 20% |
| Education | 28.5% |
| Financial Services | 27.1% |
| Restaurant, Food & Beverage | 18.5% |
| Government & Politics | 19.4% |
| Healthcare Services | 23.7% |
| IT/Tech/Software | 22.7% |
| Logistics & Wholesale | 23.4% |
| Media, Entertainment, Publishing | 23.9% |
| Nonprofit | 26.6% |
| Other | 19.9% |
| Professional Services | 19.3% |
| Real Estate, Design, Construction | 21.7% |
| Retail | 17.1% |
| Travel, Hospitality, Leisure | 20.2% |
| Wellness & Fitness | 19.2% |
| Average | 21.5% |
How to improve your email open rate
There can be several reasons for low open rates. But the great news is that most of them are common culprits that even big corporations wrestle with. And guess what? You can easily flip the script with these 5 tips:
GROW YOUR BUSINESS Subject lines
The subject line is that little snippet of text that has the power to make or break your open rates. And you don’t want to be playing clickbait games that leave your readers feeling deceived.
Instead, go for useful, ultra-specific, unique, and urgent subject lines. Even better, supplement this tip with this checklist:
- Be Truthful: Don’t pull a bait and switch. Tell your readers exactly what they’ll find inside.
- Keep Them Short and Sweet: Long-winded subject lines? You don’t have the space for that. Keep it concise to prevent your words from getting chopped.
- Give Them a Personal Touch: Who doesn’t love to see their name in lights? Personalize your subject line with the recipient’s name.
- Use Relevant Stats and Numbers: Numbers and stats grab attention. If you’ve got ‘em, flaunt ‘em!
- Try to Avoid Using All Caps: Shouting in the inbox is so last decade. Use caps sparingly, or not at all.
- Avoid Buzzwords At ALL Costs: Cut the jargon and buzzwords. Speak human, and your readers will thank you.
Remember, your subject line is a promise, and you better deliver.
GROW YOUR BUSINESS Sender information
Your sender information is the first thing your readers see and they’re more likely to open and read emails from senders they recognize
With over 1.5 billion Gmail users worldwide, Google is actively fine-tuning its email filters. While your audience has become well-acquainted with promotional and social email folders, those aren’t the first things they rush to when they open their inboxes. So, the last thing you want is your carefully crafted email languishing in one of those back corners for days (and even years!) without being read.
Instead, go pro. That means no more generic Gmail addresses. Stick to a professional or company email. It says you’re here to do business. And that’s exactly what will get your foot in the door, not the digital trash bin.
Proper timing
Flooding your subscribers’ inboxes won’t boost your open rates. If anything, it’ll just boost your chances of getting marked as spam or swiftly unsubscribed from. So, let’s be strategic about it.
Timing matters. It’s not just about when you hit “send” but about when your audience is ready to hit “open”. Think office hours, not weekends.
Global averages tell us that Saturdays and Sundays are the worst days to send emails. Why? Because your readers have checked out of “office mode” and deep into “weekend mode”. They’re winding down, making weekend plans, or just not in the mood for work stuff.
Segment your audience
Imagine getting emails that speak directly to your interests and needs. That’s the power of segmentation. Sending blanket emails to your entire subscriber list is sloppy and a waste of your effort and time.
Segmenting your audience ensures that your emails hit the right notes with the right people.
Even better, go beyond industry categories and dive deep into demographics, age, and personal interests. For instance,
GROW YOUR BUSINESS Clean your email list
Email providers like Google and Yahoo are getting smarter. If your emails go ignored three times, they’re dispatched straight to the spam folder. Remember, the more your emails land in the right inboxes, the higher your open rates.
GROW YOUR BUSINESS So, to keep your email list engaged and productive, you need to weed out the duds. One way to do this is by using a double opt-in system. This ensures that subscribers genuinely want your content. Encourage them to add you to their trusted address book to boost your chances of landing in the inbox.
However, also know when to take a step back. If a subscriber goes radio silent and doesn’t open your emails three times in a row, it might be time to part ways. . You can use subjects like: “Did you forget about us?”, “Too many emails?”, or “Should we stop with __?
If they start engaging again, then great! If not, it’s time to remove them from your list.
Supercharge your email open rate
Working on achieving impressive open rates is one thing. . And if they know they’ll constantly get it from your emails, they’ll be invested. It’s about creating a compelling email journey that keeps your readers coming back for more.
