According to Mailchimp benchmarks report, the average email open rate is 21.33%. The Open rate may differ depending on the industry and topic. For example, Government newsletters have the highest open rate, while e-commerce and coupon marketing emails have the lowest open rate.
How to improve email open rate
Improving your email open rate involves making several changes to your newsletter. Below are some of the recommended changes to make;
Write Compelling Subject Lines: Create catchy and relevant subject lines that grab recipients’ attention. Make it clear, concise, and intriguing to encourage subscribers to open the email.
Quality Content: Once a new subscriber opens an email for the first time, it will determine whether she will continue to open future emails from you or not. Ensure that each email or message delivers value to subscribers. Whether it’s informative content, exclusive offers, or helpful tips, make sure it benefits them.
Sending time: Experiment with different sending times to find out when your subscribers are most active and likely to open emails. Use analytics to determine the best times for your particular audience. This will help prevent your email from being buried by marketing emails arriving in the subscriber’s inbox.
A/B Testing: Experiment with different elements of your emails (subject lines, content, etc.)to understand what works best for your audience.
Mobile Optimization: Many people check emails on their mobile devices. Make sure your emails are mobile-responsive and visually appealing on different screen sizes. Use plain text emails if A/B Testing proves that they perform better than HTML ones.
Personalization: Address recipients by their names and segment your email lists based on topics. Personalized emails tend to perform better than generic ones.
Implementing the above recommendations can help you achieve a good email open rate.