Open rate is a measure of how many people on an email list open (or view) a particular email campaign.
The open rate is normally expressed as a percentage, and is calculated as follows:
OPEN RATE = Emails opened/(emails sent less email bounces)
When each email is sent out, a piece of code is added that requests a tiny, invisible image from the email client web server. So when a reader opens the email, the image is downloaded which is then recorded.
BUT the open rate is not a 100% accurate measure. Recording an ‘open’ can only happen:
So if you are sending text-only emails, there is no way to record open rates. Similarly, people reading your html email without images showing will not be recorded as opens (unless they click a link).
You may also find your open rate may be artificially enhanced as readers may have a preview pane in their email client. That preview pane might be displaying your email automatically (and therefore downloading the images) without the reader having read or clicked the email.
Do NOT take your open rate as a hard and fast number, use it as a guide, IT IS BETTER TO USE STATS LIKE THIS AS TRENDS across your email campaigns.
Whilst there is no shortage of benchmark numbers, even benchmark figures have huge variations in reported open rates.
However there are certainly some broad trends in open rates.
Very few lists of reasonable size are getting much above 50% open rates from normal campaigns.
However, don’t expect to get 80% open rates. People are too busy, inboxes are too full and the measurements are technically limited.
There are a ton of elements you can vary to try to entice more of your subscribers to open up your emails. Here are just a few things you could try:
(Thanks to www.campaignmonitor.com for providing some thoughts)
If you have other ideas then please comment.