It will be unrealistic to aim for an almost perfect open rate so you can just target what’s adequate for your email campaign. The acceptable range of email open rate is between 15% – 25%.
To get a decent email open rate, you have to understand why people don’t open their emails. Understanding this is the first step to solving your problem on low email open rate. Below are three causes of unopened emails and how to solve them.
3 Reasons Behind Low Email Open Rates
1. It’s not personalized
If you personalize the subject line, you increase the chance of the email getting opened by up to 26 percent. Your subscribers are more likely to open emails that are made especially for them.
To solve this, you have to personalize emails. You can use the Active Personalization feature of Activetrail. This tool enables you to modify the subject line, header, body, and pictures in your email to be appropriate for every subscriber or group.
Active personalization allows you to automatically add the name and other personal details you want to include in the subject line. You can set other parameters to individualize your email campaign further. For example, you can set an image that appeals to residents of a specific place. The software will then automatically add that image to every subscriber who resides in that place.
2. Improper timing
The timing of sending your emails is also an important factor if it will get opened or not. Your email will just be ignored if you send it during times when your subscribers are not in front of their computer or mobile screens.
So, when is the ideal time to send your emails? It depends on who your subscribers are. Different industries have diverse optimal email opening time. You cannot possibly perfectly predict the time your subscriber will open emails so you need tools to do this.
You can use Predictive Delivery so you won’t have to be guessing the best time to send your emails. This feature lets you time your emails based on the behavior of your recipients. It analyzes the history of email opening of your recipients. It will then send emails at the best time using the data from your client’s account.
3. Emails end up in Spam
Another reason why your email is not opened is it ends up in your client’s spam folder. Even if your message is not spam, it may be filtered because of poorly written emails and HTML.
To make sure you reach the inbox and not the spam folder, you can automate your compliance with anti-spam laws. This tool will ensure that your emails avoid anti-spam violations.
Generic subject lines, off-timing, and violating anti-spam laws are three of the main reasons why your emails are not opened. To boost your email open rate, you have to optimize your emails with the following tactics.
1. Personalize your emails.
2. Send emails at the right time.
3. Follow anti-spam regulations.