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Email marketing is a challenge, especially in the face of the ongoing competition for your customers' attention from social media, messaging apps, etc. Even if you have amazing email content, your email marketing campaigns are only effective if they are getting opened in the first place.
Your email open rate indicates the number of subscribers that opened a particular email to read it versus the total number of emails sent out to your mailing list.
Most email marketing tools will calculate your open rate for you. Still, if you want to understand the math behind the number, it's pretty straightforward: divide the number of people who opened your email by the total number of people who received the email. For example, if you sent an email to 1,000 people, but only 100 clicked the email to read it, your open rate would be 10%.
Tracking your email open rate will help you understand how well your email marketing strategy works and if your emails are grabbing your audience's attention.
Average open rates vary by industry, but typically you should aim for 15 - 30%. Improving your open rate can be a challenge, but it's worth taking on. Especially when you consider that, on average, email drives a return on investment of $36 for every dollar spent – higher than any other channel.
If your open rates are lower than you would like, here are five things you should consider :
If your email campaigns aren't performing as well as they should be, improving your open rates is a great place to start. Beyond the five considerations listed above, it's worth developing an ongoing testing plan to try new approaches and methods. Just make sure that you're not constantly tweaking things that it begins to annoy your subscribers.
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