Everything That’s Wrong With Your Email

Email marketing can increase your revenue, but certain tactics work better than others. If you’re not seeing results, consider the facts.

Check out our infographic below to learn how you can fix everything that’s wrong with your email.

What is the open rate for your industry?

That depends.

What is the average email open rate generally speaking?

The average email open rate is 17.92%.

If your open rate is low by average or industry, then:

• Improve your subject lines.
•  Personalization – Emails with personalized subject lines are 26% more likely to be opened.
•  Emojis – Brands that use emojis have seen a 56% increase in unique open rates.
• Test your emails.
•  A/B testing – Changing the subject line can increase conversions by 100%.
• Make relevant content.
•  Personalized campaigns are 26% more likely to be opened.
•  Try sending emails on Thursdays for better open rates (according to Campaign Monitor research).

What increases email engagement?

Opens, clicks, and replies increase email engagement.

If your engagement is low, then:

• Do a re-engagement campaign
•  71% of marketers rate re-engagement campaigns as effective
•  Win-back emails and re-engagement campaigns can earn anywhere from 14% – 45% email reads
• Remove unengaged subscribers
•  Between 25% – 50% of customers become inactive annually
• Focus on personalization & segmentation
•  Click-throughs are 100.95% higher in segmented email campaigns than non-segmented campaigns

What is good email deliverability?

Good email deliverability is quality inbox placement.

If your emails aren’t being delivered, then:

Follow some basic deliverability tips:

•  Warm your IP.
• Warming your IP allows you to send more emails over your new IP.
•  Not warming your IP can create poor deliverability.
•  Maintain list hygiene.
•  Sending emails to nonexistent addresses or spam folders dings your IP reputation.
•  Offer preference choices.
•  Only 30% of marketers give their subscribers email preferences.

What is the average unsubscribe rate for email?

The average unsubscribe rate for email is 0.17%.

If your unsubscribe rate is high, then:

• Segment your audience.
• Marketers have found a 760% increase in email revenue from segmented campaigns.
• Re-engage your audience.
•  63% of email marketers surveyed said that re-engagement campaigns are “very effective.”
•  Try sending emails on Sundays or Mondays for fewer unsubscribes (according to Campaign Monitor research).

What is the average bounce rate for email?

The average bounce rate for email is 1.06%.

If your bounce rate is high, then:

• Don’t send to invalid email addresses.
• Hard bounces happen when an email address is invalid.
•  Your bounce rate should be under 5% when you perform periodic list maintenance.
•  Never purchase lists.
•  GDPR heavily monitors email opt-in features.
•  Most ESPs won’t allow purchased lists.
• Use the double opt-in method.
•  Over time, conversions are better for lists that require double opt-in.
•  Double opt-in provides better protection from spambot attacks.
•  Try sending your emails on Mondays for fewer bounces (according to Campaign Monitor research).

What is the average click-to-open rate for email?

The average click-to-open rate (CTOR) for email is 14.10%.

If your CTOR is low, then:

• Use one clear CTA button.
•  Studies show that giving recipients too many choices can overwhelm them.
•  Using CTA buttons can increase click-through rates by 28%.
• Personalize your emails.
•  Personalized emails can deliver 6x higher transactional rates than non-personalized emails.
•  86% of consumers say personalization plays a role in purchase decisions.
•  Try sending emails on Saturdays for a better click rate (according to Campaign Monitor research).

What is the average spam rate for email?

The average spam rate for email is 0.02%.

If your spam rate is high, then:

• Use a familiar ‘From’ name,
• Only email subscribers who opted in.
• Only 21% of opt-in messages make it to the inbox.
• Avoid spam formatting.
  • e.g. “Suspicious activity on your account”
  • e.g. “Update your privacy settings”

If you’re not seeing the results you want from email marketing, then try using tools like personalization, segmentation, list engagement, and testing.

Find all these tools and more at Campaign Monitor, where you can fix everything that’s wrong with your email.

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