Email Campaigns – Open and Click Rates

Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a higher open rate, it usually means your subject lines resonate with your audience.

The average email open rate for all industries is 21%.

Some email providers do install tracking blockers which may effect your open rate, however, a low open rate generally indicates one of three things:

• Your subject line is not relevant or interesting
• Your audience is a wide variety of subscribers
• You are sending too many or too few campaigns

The following strategies may improve your open rate:

• Personalized subject lines- Use merge tags to personalize your subject lines with each recipient’s name or location.
• Keep Subject Lines Direct and Responsive – Try to communicate the benefits of your promotions, or call attention to specific deals.
• Keep it Subject Lines Short-  Use no more than 9 words and 60 characters
• Limit Puncuation- Too many punctuation marks can make your email look like spam
• Be Selective on Emoji Use- Use only 1 emoji at a time. Use emojis to supplement words rather than replace them.

The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through and check their email for more.

The average click rate for all industries is 3%

To improve your click rate, you’ll need to create content that’s useful to more subscribers. The following strategies may improve your click rate:

• Make links more effective- Best practice suggests avoiding the generic phrase “click here” as click-through text. Make your link text descriptive and concise.For example If you’re referencing a particular service, send the link directly to service webpage.
• Embed more links- Some users have success with including multiple links to the same content in a single campaign.

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