Open and Click Rates – What are they? What do they mean?
The Open rate is a percentage of how many people opened your email against how many emails were successfully delivered (Reach). The Click rate is the percentage of how many clicks were recorded in all successfully delivered emails.
In the StoneShot Marketing Platform, you can easily see your Open rate and Click rate by accessing the Reporting tab and choosing Campaigns. Select the campaign you’d like to analyse and the first stats you’ll see are the open and click rates. This is generally accompanied by the 3-month average of your account, to better measure the engagement of your emails in the long run.
What is a good open and click rate?
Across all industries, there really isn’t a typical open or click rate. However, a good open rate number is between 20% and 40%. This of course, depends on which industry you’re marketing to and who is your audience.
A good click rate can also go from 3% to 5%. If you have a higher open or click rate, congratulations and keep up the good work!
How to improve your open rates
Your open and click rates are crucial in understanding the engagement of your email campaigns. There’s a lot of work that goes into building an email campaign and your stats will determine its success.
Email campaigns with a high open rate show an overall good engagement and subject relevance to the contact list. However, if contacts aren’t opening your emails, that calls for a change in your email marketing plan.
Who is this email relevant to and who would like to receive this email in their inbox?
All this is very important when you think about your email campaign as it determines its success. By segmenting your list, you’ll deliver relevant information to your list which will improve both your open and click rate.
With StoneShot, you can segment your data by area of interest, location, activity or even Sales Manager. This will help you create stronger campaign and build engagement.
Think about the emails you send every month and their subject line. Which subject line performed better? This is key to understanding the subject lines your audience engages with. An effective subject line should highlight the content of the email but also capture the audience’s attention.
You can use A/B testing to test two variations of a subject line with subject line A and subject line B being sent to a small percentage of the list. The one which performs best will be sent to the remainder of the list. This feature will deliver the subject line with more engagement and will help you increase your open rate.
Frequency of emails sent
Depending of your industry, you might be sending emails several times a day or just once a month. If you are sending a Fund Update every week and your open rates are low, test your email frequency, day of the week and time of the day. Once you find a good time to send the email, stick to it and see how it improves your engagement.
How to improve your click rates
Relevancy – When creating links and call to action (CTA) buttons, make sure the content is relevant to the reader. Although many companies use a more generic text like “Click here”, the more relevant a link is the higher probability of it being clicked.
Number of links – Depending on your industry and campaign, you can add the same link to several areas of the email. Some readers are more likely to click on a link embedded in the text, others to CTA buttons. It’s important to test this along the way to see how your readers prefer their links. Which brings us to our next tip…
A/B testing – Testing is also important when improving your click rates. With A/B testing, you get to test both subject line and clicks. You can create a text link and a CTA button on the same email and analyse how many people engage with which one. This will give you some insight to the best way to improve your click rate, as your readers are your most important asset.
Personalization – This is a great way to improve your click rate. Readers need to feel a connection with the email they receive and when they are targeted specifically to them, they are more likely to keep reading and clicking through. Make sure to know a contacts’ history and preferences to better target content they want to read. It’s also a good idea to add a personalized salutation and address each person individually.
Design – This might be the cherry on top of the cake. Once you have made your links more relevant, your content more personalized, and analyzed email behaviour, use your branding to your advantage by creating beautiful and well-designed layouts with clear CTAs for your links. The right design will help you improve both your click and open rates.
Mobile Responsive – The percentage of people reading their emails on a mobile device keeps increasing every year. If you haven’t yet optimised your emails to be mobile responsive, now is a good time to make sure your email works well in all email clients.
Like to know how to get the most out of your campaigns? Get in touch with our Team!
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