Calculate the emailing opening rate
An email follows a logical path: sending, receiving and opening. The first metric that comes into play is the deliverability rate. It represents the number of emails received by your recipients out of all the emails that are systematically delivered less than or equal to the number of emails sent.
Then there is the email open rate which is the percentage of recipients who open your email after it is sent.
The percentage is calculated as follows:
- This is the number of emails opened divided by the number of emails delivered;
- This result is then multiplied by 100.
For example, if you send an email to 5000 people on your contact list and 4100 subscribers open your email, you get an 82% open rate.
That is 4100/5000 x 100 = 82%.
Now that this part is understood, the hard part is still to come.
What is a good opening rate?
To know if your opening rate is correct, you must first take into account several criteria concerning your target audience:
- Who is your target audience?
- What is your industry?
- What is the geographical location of your subscribers?
- Do you send emails to B2B or B2C contacts?
- When is the best time to send your emails?
- Is it transactional emails (password reset, purchase confirmation, order form...) or marketing emails (offers, newsletters...)?
Not to mention the many factors that affect your email campaign that will have a direct impact on your open rate:
- The size of your subscriber list;
- The qualification of your email list (cold or hot);
- Email frequency;
- The sector of activity in which you work;
It is by taking all these criteria into account that we realize that the opening rate can vary from one extreme to another. And still.
As a general rule, a good email marketing open rate is between 15 and 25%. However, if we talk abouttransactional emailsthe open rate can go up to more than 80%.
The importance of having a good opening rate
When it comes to evaluating and measuring the success of an email campaign, we often focus on the open rate. This is one of the most important performance measures. Indeed, the email open rate is crucial for the success of the campaign.
If the open rate of your email campaign is low, your click and conversion rates will be too.
If you want your campaign to be successful, you must take every precaution to increase your open rate.
4 tips to optimize your email open rate
According to a study conducted by the digital marketing agency, the return on investment of emailing is phenomenal. They consider that with 1 € invested, the return on investment is 35 €.
Below, Kiliba shares with you 4 tips to prevent your emails from ending up in spam or being deleted before they are even read.
1. Take care of the visual identity of your email address
By creating a personalized and humanized professional email address, your subscribers will feel pampered.
Indeed, having an email address that includes both a first and a last name significantly increases the likelihood ofemails being opened. If the email address is purely mechanical and impersonal, users may suspect that your emails are fraudulent or spam.
With this method, your emails will make people want to read them and therefore, your open rate will increase.
2. Create a personalized signature
You can make a banner with a suitable email signature. In the settings of your mailbox, you can create a personalized signature easily by entering :
- The first and last name of the person in charge of the email marketing;
- The name of the company sending the emails;
- Company logo;
- An external link to your website;
- A handwritten signature;
These details may seem unnecessary, but they drastically increase the trust your subscribers will have in you. By introducing this personalized signature, you will be taken seriously and improve the experience of your prospects and customers.
3. Optimize the subject line of your email
This is probably the part of your email that determines whether your email will be read or not.
Your email subject lineis the first indication of the subject of your message that users can access. The subject line is the first indication of the subject of your message that users can access. It is particularly thanks to the subject line that you can stand out from the dozens of emails received daily by your target.
You need to optimize your email subject line so that your audience understands the purpose of your message and wants to open your email to read the rest.
4. Copywriting your pre-header
A pre-header is a teaser that follows the email subject line. Its function is crucial, as it must make your contact list want to open the email in question.
You have very little space, so in a minimum of words, you have to make a difference, and convince your recipient to read the email.
To get a good emailing open rate, keep in mind that if they are read on a mobile device, the pre-header will inevitably be truncated. Therefore, it is important to start with the most relevant words: be persuasive.