Email Newsletter Open Rates
Measuring Open Rates
When each email is sent out, a piece of code is added that requests a tiny, invisible image to be downloaded from the report software web servers. So when a reader opens the email, the image is downloaded, and the report software can record that download as an open for that specific email.
There are 3 settings that people can set up on their email browsers which unintentionally block the reporting software from seeing if they have read the email or not:
- the 1st is if they choose to receive the emails as plain text rather than html. If this is the case, they still receive the text of the email, but you can't tell if they have opened it.
- the 2nd is if they don't have the images automatically loading - many people have this setting switched on in their junk email folder (I do), so for example, if an email comes in from Debehams, I initially see it in my junk folder without the images. If I choose to see the images I have to click a 'load images' button - only then will the report software be able to note I have read it. Some people don't load the images but still read the email - In which case they won't appear to have read the email and wont appear as an 'open' in the report.
- the 3rd is that they are reading the email in a preview window - eg: Outlook shows you a preview of a new email in the bottom corner of the screen even when you're using other software, you can read the email and close it without ever actually clicking on Outlook.
This is why they say the opening rate % in the reports is the minimum number of people who have read the email rather than absolutely everyone.
What is a typical open rate?
Really, there is no typical open rate. The rate obtained for any list will depend on how it was measured, when it was sent, the size of the list and a zillion other potential variables. So instead of giving a specific percentage, look at the following chart...
There are certainly some broad trends in open rates:
- As subscriber list size goes up, the open rate tends to fall; possibly because smaller companies are more likely to have personal relationships with their list subscribers.
- Companies and organizations that are focusing on enthusiasts and supporters, like churches, sport teams and non profits see higher open rates
- More specific niche topics, like some manufacturing areas, also typically have higher open rates than emails on broader topics
Very few lists are getting much above 50% open rates from normal campaigns. People are too busy, inboxes are too full and the open rate measurements are technically limited (see above).
How can I increase my open rate?
There are a tonne 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:
- Experiment with your subject lines: Try including details about the content of the email right in the subject line, instead of using your standard subject.
- Send on a different day: Are your subscribers too busy on a Wednesday morning to read your email, leaving it languishing down the inbox? Maybe a Tuesday afternoon email would be welcomed.
- Get the important content up the top: Remember that many people will see a preview of your email before deciding to open it or ignore it. Make sure your email is recognizable, and that your key points are in the top third.
- Adding more links back to your website to relevant supporting information throughout the email means people who are reading the email in a preview window or view it in 'plain text' or 'no images' modes will be counted in the 'open report' when they click on a link to your site.