How to Increase Email Open Rate

Email advertising is taken into account the no.1 advertising technique for nearly any enterprise on the market. And why not?

If you acquire high quality leads and run well-planned e mail campaigns, then you possibly can generate sufficient income to make up to $36 out of every $1 spent as ROI.

However, it’s not all that easy. To get a excessive outcome like that, you could have to ensure you are getting ready your emails with the utmost high quality. You should guarantee your e mail is able to drawing a excessive open price and click-through price.

It’s a simple arithmetic. The extra folks open your e mail, the upper the possibility of hitting the advertising objective with this e mail.

Today, we’ll take a look at how one can improve your e mail open price utilizing confirmed ways to provide help to obtain the next ROI.

After studying this text, you’ll be taught

The fundamental idea & significance of monitoring e mail open price.

Proven methods to improve e mail open price for max ROI.

Tips to implement these concepts in the correct means.

So, let’s start.

What Is Email Marketing Open Rate?

Table of Contents

Email open price is a metric utilized in e mail advertising to measure the effectiveness of an e mail marketing campaign.

It is the proportion of the variety of emails opened in contrast to the variety of emails delivered.

For occasion, let’s say 100 emails had been delivered in your final e mail marketing campaign, however solely 20 of them really opened the e-mail. So, the open price right here is 20%.

The e mail open price signifies the standard of the leads, how heat your leads are, and the way nicely you could have ready the e-mail content material.

In a later part of this text, we’ll talk about how every of those eventualities might be optimized for larger e mail open charges. So carry on studying.

How To Calculate Email Open Rate?

The e mail open price is calculated with the next method:

{No. of emails opened/(No. of emails despatched – No. of bounced emails)} x 100%

How To Calculate Email Open Rate

Let us take an instance. Suppose you could have 3,000 subscribers, and also you simply launched a reduction e mail marketing campaign for Halloween. While observing the marketing campaign efficiency, you observed that 300 emails bounced and 1000 emails had been opened.

Based on this instance, let’s put the numbers within the method:

{1000 / (3000 – 300)} x 100% = {1000/2700} x 100% = 37.04%

Most e mail instruments could have this calculated for you, however in case they don’t, you are able to do it your self.

What Is A Good Average Email Open Rate?

The common e mail open price can differ from enterprise to enterprise relying on a number of components, together with the business, the kind of e mail, the standard of the e-mail record, and the effectiveness of your e mail advertising methods.

Many will declare that the common e mail open price throughout all industries is around 38.49% (HubSpot) whereas others have discovered the variety of be a lot decrease – 21.33% (MailMunch).

GetResponse went by means of 7 billion e mail campaigns and located a mean of about 19.66%.

The purpose for this anomaly is that some industries, equivalent to e-commerce and retail, might even see larger open charges, whereas others, like monetary providers, might have decrease open charges. Therefore, you could have to benchmark your open charges in opposition to comparable companies or organizations inside your business for a extra correct comparability.

Plus, you could have to observe the metrics of your entire e mail campaigns and examine the open charges of comparable campaigns. Then, chances are you’ll discover a mean quantity you suppose is widespread to your leads record. If this quantity is lower than what others get in your business, then it’s in all probability due to the standard of the leads or the e-mail content material.

We consider for software program corporations that run focused lead technology campaigns or have long-term customers, the common e mail open price ought to vary from 20% to 35%. Anything much less would imply your e mail open price is under common in contrast to your area of interest.

Factors Affecting the Email Open Rate

Below are some components that may have an effect on how excessive or low your e mail advertising open price is.

Cold Email OutreachWhen you e mail somebody out of the blue, they might not acknowledge you and therefore may not open your mail. In reality, many might even mark you as spam.

Email Subject LineA poorly written topic line with tacky phrases or exaggerated guarantees is much less possible to be opened. People have a tendency to ignore promotional emails until they know the corporate very well.

Email Sending TimeThe time of the day issues when it comes to open price in e mail advertising. Most folks learn emails on particular days of the week and on particular hours.

For instance, I like to examine most of my extra emails (that aren’t associated to work) on Tuesdays and Thursdays, both early morning or over the last hour, earlier than leaving the workplace. And for those who ship an e mail to me on a Saturday afternoon, I’ll in all probability not examine it on that day. Then, increasingly emails will pile up, and your e mail can be pushed down.

Quality Of Email RecordThe high quality of your leads will rely on the way you acquire them. If you collected your leads through the use of a lead magnet for one area of interest however determined to promote your new product that resonates with a distinct area of interest to the identical leads, they’re much less possible to open your emails. Also, there could possibly be an opportunity of getting invalid emails.

Email Spam ScoreCertain phrases used, too many hyperlinks within the e mail physique, or different such components can improve your spam rating as per e mail acceptance. This will imply your e mail will find yourself within the spam folder, and persons are much less possible even to discover it.

Let us take a look at how one can improve your e mail open price utilizing confirmed concepts.

How To Increase Open Rate in Email Marketing?

If your emails aren’t getting opened as typically as you’d like, listed here are 15 tried-and-true methods that may enhance these open charges.

These strategies are versatile and might match any business or kind of e mail you’re sending out.

Focus On Generating Quality Leads

Plan A Welcome Series To Connect With Subscribers

Use A Good Email Subject Line

Send Personalized Emails (by way of Lead Segmentation)

Always Provide Value To Create Anticipation

Send Emails In The Right Time Of The Day

Avoid Sending Cold Sales Emails

Make Sure To Avoid Spam Filters

Do Not Send Emails Too Often

Nurture Your Leads From Time To Time

Identify Yourself Correctly

Use A Email Preview Text That Makes Sense

Issue Re-Engagement Campaigns For Unresponsive Leads

Set Up Automated Resending Of Emails

Stop Sending Emails To Long-term Unresponsive Contacts

Let us take a look at these intimately.

1. Focus On Generating Quality Leads

Generating high quality leads is the important thing to success for any e mail marketing campaign. When you could have subscribers genuinely considering what you provide, they’re extra possible to open your emails.

To guarantee you’re getting probably the most worth out of your leads, you first want to try to acquire focused leads. You can do this by providing a lead magnet in change for emails. But do be sure the lead magnet is fascinating to your audience.

💡 Tip: If the lead magnet is a downloadable product, fairly than letting folks obtain the file after opting in, ship them the hyperlink to the file by way of e mail after subscription. This will provide help to keep away from getting incorrect or pretend e mail submissions.

You may additionally use double opt-in emails, that means at any time when somebody subscribes, ship him an e mail to verify the subscription. This is a means to get permission from customers to ship them emails sooner or later. If they don’t need to recevice your emails, they’ll merely not verify the subscription.

Another vital factor to do is to confirm the emails you acquire. So, let’s say you didn’t use double opt-in affirmation. You can nonetheless use an e mail verifier to be sure that the e-mail is a minimum of legitimate.

Remember, you probably have an e mail record that’s certainly considering your area of interest, then your e mail advertising open price can be excessive.

2. Plan A Welcome Series To Connect With Subscribers

When an individual subscribes, the lead is heat. You have snatch the chance to join with the individual instantly. And you possibly can simply do this utilizing a welcome e mail sequence.

Having a customized welcome e mail together with a couple of value-added emails afterward may also help to join with the client and make them extra conscious of your model.

You have to give the impression that you simply do care about them.

Here’s an instance of a welcome sequence plan:

Immediately after sign-upSend them a heat welcome e mail introducing them to your model or neighborhood. Plus, give them directions on how they’ll get worth out of you or use the product/instrument/service they subscribed for successfully..

Three days later:Share a spotlight reel – maybe a roundup of your hottest content material or merchandise. You may additionally share use instances or case research on this e mail.

Per week after the primary e mailProvide them with unique ideas, reductions, or insights that they wouldn’t discover simply anyplace.

Ten days from sign-upShare a behind-the-scenes take a look at your corporation or a private story that relates to your model’s mission. And invite them to check out your service or instrument.

**Make positive to add product suggestions under the CTA button.

This welcome e mail will make the prospect really feel valued and can keep in mind your model throughout future promotions. Hence, ultimately, this may assist with larger open charges.

In the welcome e mail sequence from Orbit Media Studios, they achieved open charges starting from 30% to 40%.

3. Use A Good Email Subject Line

One of crucial components that may scale back open charges is the topic line.

You see, most prospects display screen their emails primarily based on the e-mail topic line. If it’s too salesy or monotonous, folks might find yourself ignoring the e-mail and even mark your e mail as spam.

Hence, you could have to ensure you are writing high-quality e mail topic traces in order that your prospects discover it extra thrilling to open the e-mail.

You may additionally take assist from ChatGPT to write good e mail topic traces.

Less Effective vs. Highly Effective Email Subject Lines

“We’d like to introduce ourselves” vs. “Meet Smith Builders: Your Dream Home Architects!”Why the latter is nice: The second line is engaging as a result of it speaks immediately to a profit the reader may need: a dream residence.

“We’re a brand new mechanical contractor” vs. “Introducing Miller Mechanics: Springfield’s Top Efficiency Experts”Why the latter is nice: Adding the situation and highlighting an experience (effectivity) makes the second line extra particular and enticing.

“Contact us for wiring wants” vs. “Wiring woes? Let Thompson Electrics mild up your day!”Why the latter is nice: The second model presents an answer to a possible drawback in a playful method.

“Building Codes Explained” vs. “Tired of Building Code Headaches? We’ve acquired the treatment!”Why the latter is nice: Addressing a ache level (complications) and providing an answer (treatment) makes the second line extra relatable.

“We Build Anything” vs. “From skyscrapers to sheds: Discover Johnson Construction’s Magic!”Why the latter is nice: The second line paints a extra vivid image of versatility and piques curiosity with the phrase “magic.”

“Need a Contractor?” vs. “Dream Projects Deserve Stellar Contractors: Choose Wilson Works”Why the latter is nice: The second line flatters the reader’s aspirations whereas selling the model as the best alternative for such initiatives.

Do keep in mind to conduct A/B Testing for each e mail marketing campaign to guarantee you’re utilizing the correct topic traces.

A topic line that speaks immediately to your reader provides worth, or piques curiosity can improve your e mail open price considerably.

4. Send Personalized Emails (by way of Lead Segmentation)

One of the issues which can be generally taught by common entrepreneurs however ignored by many is lead segmentation.

Whenever you acquire leads, it’s sensible to phase them primarily based on demographics, preferences, solutions to questions, and so forth. If you could have these, it will likely be tremendous straightforward to personalize your emails.

Suppose you run a bakery and also you’ve simply began providing gluten-free merchandise. Not everybody in your e mail record could be considering gluten-free gadgets, proper? What you could possibly do is you could possibly ship out a survery type for folks to design what kind of merchandise they want and gluten-free would one of many choices. Set up an automation in order that whoever chooses “gluten-free” can be added to an inventory, let’s sat “Loves Gluten-Free” record.

Later, if you introduce a brand new gluten-free product or provide a particular deal, you possibly can ship a emal to these folks. Since you’ll ship to an inventory of poeple who’ve completely proven curiosity, you could possibly write a e mail copy on the brand new product you introduced. And the very best half, everybody on the record can be to some stage.

You also can phase folks primarily based on their nations or cities. Then, you possibly can have a good time an area vacation with solely the folks in that nation and drive some gross sales.

Based on these segments, chances are you’ll add jargon to the topic line and preview textual content. This will guarantee folks will really feel linked and can open emails from you extra typically.

5. Always Provide Value To Create Anticipation

Beyond personalization, there’s a necessity for consistency in offering worth that creates anticipation for each e mail. Getting extra folks to open your emails might be simpler once they’re enthusiastic about what’s inside.

To create such case, you want ship out precious content material by way of e mail to your leads regularly; perhaps weekly or bi-weekly.

If you possibly can construct that belief that your emails are all the time precious, then one or two promotions in between gained’t damage.

And total, these emails will all the time have a excessive open price.

You might additionally comply with the identical method when launching a brand new product.

Let’s learn the way Apple does it. Before launching a brand new iPhone, they don’t simply out of the blue announce it. They ship teasers, hinting at groundbreaking options or exhibiting shadowy photos of the product by way of e mail and ads. This technique will get everybody curious. They open each e mail from them, ready to get the announcement. And lastly, when the “Introducing the following iPhone” e mail lastly hits their inbox, they’re the quickest to take motion.

For your model, this might imply figuring out a couple of widespread however severe issues, sharing a couple of obtainable options, giving a touch that you’ve got the final word answer, revealing bits of a brand new product, or sharing success tales main up to a giant launch.

The fundamental objective right here is to make the shoppers count on that it’s an e mail they don’t need to miss.

💡 Tip: Curiosity triggers within the e mail topic line work fairly nicely.

6. Send Emails In The Right Time Of The Day

According to a analysis, the best time to send emails is between 10am and 1pm.

Why? By this time, most individuals have already checked their morning emails and are lively however not swamped with new messages.

Imagine sending an e mail at 6am. It may get misplaced amongst all the opposite emails that got here in in a single day. But for those who ship it round 1pm, somebody getting back from their lunch break may see your e mail proper on high.

However, it’s not a one-size-fits-all. It’s a good suggestion to attempt sending your emails at completely different occasions, between 10am and 2pm, and see which period works finest to your viewers – so once more, A/B testing.

7. Avoid Sending Cold Sales Emails

When you ship chilly emails, you’re principally knocking on the door of an entire stranger and anticipating him to reply to your advertising pitch with an open thoughts.

People don’t like chilly emails. They get sufficient emails by means of their subscriptions. Reaching them out of the blue would lead to most of them both ignoring your e mail or marking your e mail as spam.

The fundamental difficulty right here is you could have both purchased your lead record, which can be a bunch of individuals considering a totally completely different area of interest or collected them on-line with out permission.

Naturally, chilly emails have a really low open price and should not good by way of ROI. So, it’s finest to keep away from sending chilly emails.

8. Make Sure To Avoid Spam Filters

Almost nobody opens emails of their spam folder. Modern spam filters are sensible and might simply flagged.

Here’s how one can preserve your emails protected from spam filters to enhance your open charges:

Try not to use phrases like free, low cost, sale, and so forth., in your topic line.

Write your topic line in common letters, not all in capitals.

Make positive your e mail is about up appropriately so it appears to be like legit.

Always give folks a means to cease getting your emails if they need.

Suggest that your readers save your e mail handle so it doesn’t get flagged.

Only ship emails that align with what you promised within the subscription type.

Do not use too many hyperlinks in your e mail copy.

If all goes nicely, it is possible for you to to attain buyer inboxes simply.

9. Do Not Send Emails Too Often

Sending the correct variety of emails is essential. You don’t need to annoy your prospects with a flood of emails in a brief span of time from the identical firm. This will, in flip, will urge the prospects to opt-out.

But you probably have a wholesome interval between each e mail, this may work like a breeze.

10. Nurture Your Leads From Time To Time

Regularly connecting together with your subscribers by providing precious and fascinating info builds belief.

Let’s say you’re a bakery proprietor. You share mouthwatering recipes, behind-the-scenes tales, and unique provides together with your e mail record. Because you persistently provide worth, your subscribers eagerly open your emails, anticipating to discover one thing they’ll take pleasure in.

A typical nurture e mail sequence consists of three to 5 emails with 3-day intervals between every. The copy is under no circumstances about gross sales or promotion. Rather the intention is branding and providing worth to acquire authority.

11. Identify Yourself Correctly

Having a transparent and recognizable sender title ensures your subscribers immediately acknowledge and belief the e-mail’s supply.

Using a pretend sender e mail will imply the prospect might not know you and ignore your emails.

12. Use A Email Preview Text That Makes Sense

A preview textual content is often a supporting textual content to the e-mail topic line. You have to use it properly to add further pleasure to open the e-mail.

For instance:Subject line: Boost your productiveness with this game-changing answerPreview textual content: Experience effectivity like by no means earlier than and upscale your execution price by an enormous margin.

As you possibly can see, the preview textual content provides an additional layer of pleasure to the e-mail, which can assist to improve the e-mail open price.

13. Set Up Automated Resending Of Emails

Set up automation to resend emails after a sure interval if the e-mail despatched on the first try was not opened but.

This will be certain that if the e-mail is pushed down the record with different emails, the second will once more put your e mail on high.

It’s a good way to improve the open price in e mail advertising.

14. Issue Re-Engagement Campaigns For Unresponsive Leads

Re-engaging with subscribers who’ve gone quiet could be a sensible means to enhance your e mail open charges. Over time, it’s pure for some subscribers to lose curiosity or for his or her e mail habits to change.

You can reignite their curiosity by particularly concentrating on these dormant customers with tailor-made, engaging content material.

For instance, think about you run a web based clothes retailer and see that a few of your subscribers haven’t opened your emails for the previous six months. Instead of letting them fade away, you ship a particular ‘We Miss You!‘ marketing campaign providing a singular low cost.

In this case, you could possibly additionally point out the low cost share within the topic line. (Yes, it’s spammy to point out reductions on the topic line however for unresponsive leads, that is the best choice.)

This will assist to win again a couple of prospects thanks to your particular low cost and energy to get them again.

While re-engagement can work wonders, typically it’s important to know when to let go for the betterment of your total technique.

Continuously emailing contacts who don’t have interaction can drag down your open charges and provides the impression that you simply’re not paying consideration to your viewers’s curiosity.

Imagine you could have a health club, and also you’ve been sending weekly newsletters to Jane for over a 12 months, however she hasn’t opened a single one. It’s doable she’s now not , or her e mail has modified. If you retain sending emails to Jane and others like her, it’s a waste of sources.

In such a case, chances are you’ll make an try for the re-engagement marketing campaign. If that doesn’t work, it’s finest to take away them out of your e mail record.

Clearing your e mail record of those unresponsive leads must be accomplished a minimum of as soon as each 6 months.


As you possibly can see, it’s not so tough to improve e mail open price so long as you could have the correct directions. Now, it’s time you begin implementing these ways to enhance your e mail open price.

But do be sure to observe and measure the opposite metrics – CTR & Bounce Rate – as a result of they, too, are used to decide how profitable your e mail campaigns are.

So go forward and begin enhancing your e mail marketing campaign efficiency.


If you personal a WordPress web site, then one of many best e mail advertising instruments on the market proper now’s Mail Mint. Using this plugin, chances are you’ll handle and phase leads, ship out e mail campaigns, and run e mail automation flows simply. So do test it out.

Sakiba Prima

About Author

Sakiba Prima

Prima works as a technical content material author at Get WPFunnels with a powerful enthusiasm for WordPress & WooCommerce. She loves to be taught and write about WooCommerce Plugins, Sales Strategies & Sales Funnel Builders.