Our customers often ask us what ‘open rate’ means, and whether the open rate they’re getting is great, average, or terrible. In this post, we’ll dive into open rates, looking at how they’re measured, their averages, and how to improve.
Open rate 101.
Let’s look at a few basic elements of open rates and how to measure them before we dive into improving.
What’s open rate?
Open rate is a measure of how many people on an email list open a particular email campaign. The open rate is normally expressed as a percentage, and at Campaign Monitor we calculate it as total opened emails divided by delivered emails (sent emails minus any bounces).
So a 20% open rate would mean that of every 10 emails delivered, two were actually opened.
How do you measure an open?
When each email is sent out, Campaign Monitor includes a hidden image. When that image is downloaded by the recipient, that lets us know the email has been opened.
A few caveats to this point:
- Recipients that open an email but have images turned off in their email client probably won’t count toward your open rate.
- Text-only emails likely won’t have an open rate since images are used to track opens.
- Many email clients have a preview that automatically downloads images. This could count as an open without the recipient actually opening the email.
The bottom line: You should never treat your open rate as your cornerstone. Looking at open rate instead as a way of measuring trends in your email campaigns will help shape your view of success.
What is a typical open rate?
Really, there is no typical open rate. The rate obtained for any list will depend on how it was measured, when it was sent, the size of the list, and a zillion other potential variables. There is no shortage of benchmark numbers out there, but even between benchmark figures you’ll find big variations in the reported open rates.
There are certainly some broad trends in open rates.
- As list size goes up, the open rate tends to fall.
- Companies and organizations that are focusing on enthusiasts and supporters, like churches, sport teams, and nonprofits see higher open rates.
- Typically more specific niche topics—like some manufacturing areas—also have higher open rates than emails on broader topics.
Based on everything we’ve seen here at Campaign Monitor, and on the other research out there, the takeaway is this: If you’re getting an open rate between 20% and 40%, you’re at least around average.
Very few lists of reasonable size are getting much above 50% open rates from standard email campaigns. Your list may have some specific factors that give you higher rates. If so, well done! However, don’t expect to be getting 80% open rates. At least not from your general audience.
How can I increase my open rate?
Now that we covered the basics of open rates, the question everyone has waited for: How can I increase my open rate?
You can make changes to a handful of different variables to drive higher open rates. Here are a few steps you can go through to test in your campaigns.
Step 1: Improve your subject lines.
The number one way to improve your open rates is to enhance your subject line. This—along with your preheader text and sender name—is the first thing your recipient will see before deciding to open your email.
Try including the most interesting piece of your email’s content right in the subject line. If it’s eye-catching enough, it might inspire someone to open the email and read on.
There are other tactics to try out, like using emojis, testing between longer and shorter subject lines, questions versus statements, etc., which we’ll touch on below. Test out whatever you can brainstorm to make your subject lines inspire more opens.
Step 2: Test, test, test.
It’s so easy to test elements of your email. Utilize your email service provider’s A/B testing features to try out different approaches. Or try out an idea with one campaign, then send a similar type of email with a changed variable after a few days or weeks, and measure the difference in engagement.
Not sure what to test? Try out these ideas to improve open rates:
- Subject line length
- Subject line tone
- Subject line content
- Preheader text
- Sender name (e.g. company name vs. CEO’s name)
- Sender email (e.g. email@example.com vs. firstname.lastname@example.org)
- Send day
- Send time
- Send cadence (e.g. daily vs. weekly)
Step 3: Optimize for previews.
Two big factors here. First, most inboxes show preheader text next to or below the subject line. This was originally implemented to let you see what the first line of the email is, helping you decide whether your need to open it or not. With many email service providers, you can change the preheader text to influence what the reader sees about your content before they open.
Here’s an example of preheader text.
Other email clients show entire email previews in the inbox. Use this to your advantage by putting the exciting content at the beginning. A preview will show the good stuff, inspiring your recipient to open the email, where they’ll hopefully look through the remaining body, or click through to that piece of content.
Step 4: Deliver relevant content.
Still looking to improve your open rate? After you’ve optimized all the face-value elements of your campaigns, the remaining contributor to low open rates is relevancy.
Pure and simple, your audience wants to see things they’re interested in. Opening even just a few irrelevant or trivial emails from a company can make a recipient lose interest. And it’s exponentially harder to inspire an email open from someone disinterested in your content.
To address this issue (in the case that you’re ready to ramp up your content relevancy), it might be time to send a re-engagement campaign. Once you can hook parts of your audience back into the fold, it’s time to go through the first three steps again, continuing to improve your open rates.