How to improve a low email open rate (OR)

Experiencing a low open rate on your email sends (Open Rate) can be frustrating, but there are several strategies you can implement to improve this key metric. Here are some important points that you should keep in mind:

Negativize inactive contacts

One of the factors that can affect your open rate is having inactive contacts in your profiles or databases. It's a good idea to identify and remove those subscribers who haven't engaged with your emails for a long period of time. This will help improve the quality of your audience and increase the relevance of your messages to those subscribers who are really interested in your content.

Impacts different profiles

It is important to diversify your communications and not always send the same messages to all your subscribers. Segment your profiles based on different relevant characteristics and tailor your messages according to those segmentations. By targeting specific audiences with personalized content, you will increase the chances of generating interest and therefore improve your open rate.

Segment intelligently

Smart segmentation is key to improving the open rate. Define segments based on behaviors, preferences or demographic characteristics of your subscribers. By sending more relevant and personalized messages to each segment, you will be generating a greater impact and increasing the probability that recipients will open your emails.

Optimize your affairs

The subject line of the email is a decisive factor in the open rate. Evaluate if your subjects are attractive and if they are generating interest in your subscribers. Consider running A/B tests to test different topics and analyze which ones generate a higher open rate. Additionally, you can take the subject lines of the top three emails with the highest open rates and analyze what they have in common to replicate that successful approach in future communications.

Eye-catching Call to Action (CTA)

Evaluate the effectiveness of your calls to action in your emails. Use heat maps to identify if the CTAs are really attractive and if they are generating interest in subscribers. Make sure your CTAs are clear, visible, and strategically placed in the email. Also, focus on creating a sense of urgency or incentives to motivate recipients to open your emails and explore their content.

Redefine the design of your emails

Analyze the structure of your newsletters and evaluate if they tend to always have the same design without variations. If that's the case, it's important to redefine the layout or consider implementing different layouts to test which one performs best. A fresh and attractive design can grab the attention of your recipients and motivate them to open your emails.

Updated on: 07/28/2023