One of the key tools for measuring the effectiveness of an emailing campaign is the opening rate of sent messages. I propose here to better understand what it is, to know which rate is considered good or bad, and finally, to discover how to climb this figure to improve the performance of your campaigns
What is open rate?
As part of an email campaign, the opening rate is the number of open messages relative to the total number of messages issued (arrived in recipient’s inbox).
This rate is measured as a percentage, the percentage of people who opened at least once the email sent. For example, if the email is sent to 1000 people and on them, 300 open the message in question, then the opening rate is 30%. The calculation is as follows: (300/1000) x 100 = 30
Why is opening rate important?
It is essential to analyze emailing opening rates, whether it is good or not. Indeed, it is a major indicator for the company since it makes it possible to measure the performance, the effectiveness of a campaign carried out with a target audience, to test the reaction of the hearing concerned at the reception of the message, but also to detect any problems of deliverability.
If the email opening rate is high, it means that the object of the message is of interest to the hearing, which it inspires confidence, and that the database used is healthy.
Transactional emails and marketing emails
When analyzing the opening rate, it is important to make the difference between:
- Transactional emails, which are aimed at one person and relate to a transaction or a specific event (confirmation of order, delivery follow-up, password reset, etc.). The latter often have a high openness rate because they are sent for a specific purpose and directly concern the recipient.
- Marketing emails, which are sent to a certain volume of targeted people, even if they come in the form of a personalized message (newsletter, campaign of emailing, etc.,). Their opening rate is lower because at first glance, they do not concern the recipients directly, in the direction, or they do not expect them. So they need a good reason to open them. It is especially this type of email that requires a very particular care if you want to get a good openness rate.
We will focus here on the opening rate of marketing emails.
A good openness rate: what is it?
The opening rate may vary depending on several factors, such as the hearing, the sector of activity, etc.
In general, the average opening rate fluctuates between 15 and 26%. Above, it is considered good, excellent if it is greater than 29%. Below 15%, it is considered bad and therefore need to improve its strategy so that it can increase.
How to ensure a good openness rate?
The first thing and the most important thing, is to heal up to the subject of the message. This must be clear and relevant, customized according to the target, and if possible show the addressee the benefit that it can withdraw.
The second element is the sender, which must be able to be identified immediately and easily, while inspiring confidence.
These two factors are essential because they are the only ones that will be visible in the inbox. They will therefore make the destitute envy to open the email.
As said above, other criteria fall into account in the opening rate for example:
- The day and time chosen to send the email
- The volume, the quality of a database
- The frequency of sending emails
- The company’s business sector
- The size of the company
To optimize your opening rate, do not hesitate to test all these elements to see what works best with your audience (A/B test), and consider segmenting your target audience to send the right Information to good people. Finally, do not forget to frequently clean your contact lists according to the engagement of the persons who appear there; No need to continue sending emails to recipients who never open them.