Email marketing takes too much time and effort to settle for low open rates. Your open rates show which recipients open your emails and at what rate this happens for each email you send. Open rates on Klaviyo allow you to measure customer engagement and monitor the performance of your efforts. Low open rates can also damage your reputation with email providers, like Gmail and Hotmail, and your newsletter will be more likely to end up in the dreaded junk folder. When a campaign you send results in a critically low open rate, Klaviyo will alert you and prompt you to refine your approach. We’re here to help with that approach, improve your open rates and grow as a brand.
Open rates are important for many reasons - mainly so your subscribers see what you’re sending. Open emails suggest customer engagement and interest in your products. Those who engage with your email marketing are likely to make purchases. Email providers will recognise high open rates which improves your reputation as a sender. You will be less likely to wind up in the junk folder if your open rate is good. So, what makes a good open rate?
Good open rate: 20% or higher
Great open rate: 25% or higher
How to Increase Open Rates
There are five key steps to increase open rates:
Engaged segments inform you which of your subscribers you should target the most. As you refine your segments, you’ll gain insights into how to target them by who meets the criteria you have set. Here’s how to do it:
Now you’ve found your engaged segment, it's time to create targeted emails. Instead of overloading subscribers with generalised content, send content that your audience wants to receive with a clear call-to-action.
Sending too early in the morning or too late in the day might harm your open rate. Is your marketing relevant to people at work? Then sending early in the day might be useful? Or if you’re advertising holidays or alcohol you may want to send it towards the end of a working day. Your send time should be industry dependent. Using Smart Send Time uses your business' data to find an optimal send time for your subscribers.
An essential part of email marketing is cleaning your main subscriber list. Removing unengaged, fake or spam email addresses that collect over time will increase your open rate as there will be fewer profiles that don’t open your emails. These email addresses you remove will improve your open rate which improves your send reputation with inbox providers.
Monitoring campaigns and keeping track of deliverability metrics that affect open rates is part of good practice. When you identify a dip in open rates, you should readjust your campaigns for the relevant segment. Review campaign analytics after sending a campaign to see how well your emails perform and make adjustments.
With this guide to increasing your EDM open rates, you’re ready to spend time improving your email marketing. If you need more support with email marketing, contact us today.
With well over one hundred 5-star Google reviews, its safe to say we are the real deal. Client relationships and demonstratable results are our priority. If you'd like to know more, we'll even let you talk to some real clients.