Email Open Rates Defined
Posted: Sun Dec 22, 2024 6:14 am
Where do you stack up when it comes to targeting your subscribers w phone number database ith personalized messages? Perhaps it’s time to take the leap and join performers that use email segmentation as a key part of their marketing strategy.
Do you track the email open rates of your campaigns? Are ‘opens’ worth tracking? In this article, discover what your email open rates are trying to tell you.
There are a lot of levers, switches, and knobs we must adjust to optimize email design and campaign performance. Ultimately, email campaigns must drive more revenue for the business. On this journey to increasing sales, one campaign tracking metric is email open rates.
An open rate is a measure of the number of people that opened (or viewed) our emails in a given campaign. But how do we see which have been opened?
An email is usually sent out with an image. Once that image is downloaded, the email is registered as an open. But, this may not be as effective as you might think. Here’s why:
The graphic must be loaded in the email: If the graphic needs to be opened with an email this makes us assume that the email has been read according to if the image has been downloaded. However, it is entirely possible that the email has been read, even if the graphic hasn’t been registered.
Recipients want to receive emails in text format: Because an HTML email doesn’t include an image, it doesn’t mean that the reader hasn’t opened the email.
Viewing emails on the mobile: if the email is text-only without the download of an image, there is no record of readers opening the email.
The accepted metric in email marketing when it comes to open rates is generally from 11% to 35%. This is a metric that must be considered. So while it may appear that few people are viewing our emails as a result of no image download, it could be that the emails are indeed being opened.
Most email software systems consider whether a click-through had a corresponding open. If the click did not, the software will count the email as both opened and clicked in order to improve metric accuracy.
Do you track the email open rates of your campaigns? Are ‘opens’ worth tracking? In this article, discover what your email open rates are trying to tell you.
There are a lot of levers, switches, and knobs we must adjust to optimize email design and campaign performance. Ultimately, email campaigns must drive more revenue for the business. On this journey to increasing sales, one campaign tracking metric is email open rates.
An open rate is a measure of the number of people that opened (or viewed) our emails in a given campaign. But how do we see which have been opened?
An email is usually sent out with an image. Once that image is downloaded, the email is registered as an open. But, this may not be as effective as you might think. Here’s why:
The graphic must be loaded in the email: If the graphic needs to be opened with an email this makes us assume that the email has been read according to if the image has been downloaded. However, it is entirely possible that the email has been read, even if the graphic hasn’t been registered.
Recipients want to receive emails in text format: Because an HTML email doesn’t include an image, it doesn’t mean that the reader hasn’t opened the email.
Viewing emails on the mobile: if the email is text-only without the download of an image, there is no record of readers opening the email.
The accepted metric in email marketing when it comes to open rates is generally from 11% to 35%. This is a metric that must be considered. So while it may appear that few people are viewing our emails as a result of no image download, it could be that the emails are indeed being opened.
Most email software systems consider whether a click-through had a corresponding open. If the click did not, the software will count the email as both opened and clicked in order to improve metric accuracy.