Every day, millions of marketing emails are sent to people all over the world, covering every possible topic. If yours does not stand out, it’s easy to get lost in the shuffle. What is a good open rate for marketing emails – and if yours is not so good, how can you increase it?
Being able to track open rates, clicks, conversions and more is an essential part of running a successful email marketing campaign, which is why these features are all available and completely unlimited in every CPV Lab Pro plan, from Starter to Expert. Without these features, it’s impossible to tell how effective your latest marketing email has been.
According to Mailchimp, one of the largest marketing automation platform, the average open rate across all industries is 21.3%, while the average click rate for links embedded in emails is 2.62%.
Across different industries, these numbers fluctuate, with the e-coupons industry seeing the lowest open rates (15.06%), seeing the highest open rates for government-related emails (28.77%). Hobbies-focused emails also see the highest click rate, measuring in at 5.01%.
According to Campaign Monitor, last year the average open rate was higher than the previous year and the reason could be the privacy protection effects from Apple.
But let’s go back and see how can you increase your emails open rate… read on;)
How Do You Get More Email Opens?
What could be behind low open rates?
In most cases, it is the subject line.
As a subject line – and in some cases, a short preview – is all users have to go on to decide whether or not they want to open your email, penning an interesting one is vital.
There are some general rules to abide by when writing a subject line.
- It should be relatively short, as a wordy subject line will be cut off by most email clients.
- Personalised subject lines have been shown to get more clicks, and are easy to incorporate automatically with many email campaign creators. One of the most effective ways to test out subject lines is with A/B testing, which allows you to compare the results of different subject lines for the same email. With CPV Lab Pro, A/B testing is part of every plan we offer, giving you the freedom to monitor exactly which subject lines are garnering the most opens.
How Do You Get More Clicks?
Improving open rate often boosts click rate, but sometimes despite a high open rate you may still find that your click rate is falling short.
When this happens, there are various possible reasons.
Generic calls to action such as “click here” are unlikely to capture the imagination of most readers, and can be confusing for those using screen readers.
Try more descriptive, contextual calls to action – “Click here to sign-up for our newsletter” or “Click here to get 20% off on your next order”, for example. A/B testing can also be used to try different calls to action for your links, letting you contrast and compare which are getting more clicks.
When it comes to links, sometimes it’s a case of the more the merrier. 🙂
This does not mean you need to swamp each email in dozens of links to the same place, but if you just have one link at the top or the bottom of your email, it’s easy for the less eagle-eyed of your readers to miss it. Try putting links in a few different places, big and bold enough that they are not easily missed.
Using features like click tracking and A/B testing goes a long way towards making your email campaign more effective – and these are just some of the options available with CPV Lab Pro.
Find out more when you get in touch with us..
Here is a short demo of the email follow-up campaign tracked with CPV Lab Pro (PS: the video is a little older, now the interface is much nicer and easy to use 😉)
