Excitement over email marketing tends to increase as your list grows. You can’t help but feel proud of your work as you add 5,10, 50, 100+ subscribers each week. These milestones build confidence in your abilities as a content marketer. It’s time to take the next step on your journey and attend an event to network with fellow content marketers, bloggers and online entrepreneurs.
At the event, everyone’s buzzing around, comparing best practices for all aspects of email marketing. Engaged in an intriguing roundtable discussion, about delivery metrics and list growth, a fellow networker congratulates you on your success and asks “What’s your open rate?“
Suddenly, your excitement dips. Open rate? “I’m not even sure I know what an open rate is, let alone what mine is,” you think to yourself. You toss out a number that would seem appropriate (half? 30%? anything that sounds strong) then switch subjects so the focus isn’t on you anymore.
During the next break, you sneak off with your laptop to do some digging. After a bit of clicking, you find it – 8%. “8%?! That’s much lower than the numbers everyone else was mentioning!” Your excitement over the success of your email marketing starts to plummet as you realize you’ve grown a large list of people who don’t seem to be interested in opening your emails!
This can be extremely frustrating, however, do not despair–there are simple things you can do to help increase your open rate, and you can start with your very next email.
What is an open rate?
An open rate is the percentage of subscribers, of the total number of subscribers, who opened your email. Open rates vary, but a good number to aim for is about 20%, the industry average. Deal sites and coupon bloggers see a lower average open rate, closer to 13-14%, while highly targeted mailing lists with a specific niche can see significantly higher rates.
Your open rate is a marker of your overall email engagement success. If a subscriber isn’t opening the email, they certainly are not going to click your call to action (CTA), forward the email to a friend, or share the content on social media. You may not hit the highest open rate with each email, but by adjusting your approach with just a few tweaks, you can gradually increase your open rate and maintain a steady average.
How to Increase Your Open Rate
Increasing your open rate is a matter of testing and seeing how your subscribers respond. It doesn’t happen by chance, but by making a combination of strategic changes to produce the best possible outcome. Let’s get started: