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<\/p>\nDuring a prospecting campaign, analyzing your email open rate is essential for the proper execution of your email strategy. You need to know whether this rate is good or not in order to optimize it and achieve better results.<\/b><\/p>\n
Of all email marketing metrics, the open rate is the easiest to understand: it is the proportion of recipients who actually opened your email. It is likely the first number any good marketer will check to ensure the success of their campaign.<\/p>\n
But once you know your open rate\u2026 what can you do with it? Together, we will review what can be considered a good open rate, the different ways to improve it, as well as the limitations of this metric on its own.<\/p>\n
Let\u2019s start with the basics:\u00a0the open rate represents the proportion of emails that were actually opened<\/b>\u00a0by your recipients after an email campaign is sent.<\/p>\n
The percentage is calculated very simply: it is the number of opened emails divided by the number of delivered emails. This result is then multiplied by 100.<\/p>\n
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The\u00a0number of delivered emails\u00a0<\/strong>refers to the emails that actually reached recipients\u2019 inboxes, also known as the deliverability rate, out of all the emails you actually sent. The number of delivered emails will therefore always be less than or equal to the number of emails sent (as you can see, we at Mailjet know our math).<\/p>\n At Sales Leads, as we often remind our clients, email marketing doesn\u2019t end once you click the \u201cSend\u201d button. Like any digital marketing practice, tracking your sends and analyzing your campaign metrics is essential to optimize your strategy and achieve better results.<\/p>\n Click rates, conversion rates, messages marked as spam\u2026 these data points are all key performance indicators (KPIs) that help evaluate the success of your email campaigns. Additionally, each metric carries specific meaning, allowing you to adjust certain elements of your emails accordingly.<\/p>\n First, it is important to distinguish between the open rates of\u00a0transactional emails<\/strong>\u00a0(purchase confirmations, password resets, etc.) and those of\u00a0marketing emails\u00a0<\/strong>(newsletters, promotional campaigns, etc.)<\/p>\n As consumers, we place great importance on transactional emails, as they allow us, for example, to verify that a purchase has been successfully processed. This explains why\u00a0transactional emails generally have higher open rates<\/strong>.<\/p>\n However, it is important to note that not everyone actually opens these transactional emails. Sometimes, simply seeing the email subject line (for example: \u201cOrder Confirmation\u201d) in the inbox is enough to understand its content.<\/p>\n But let\u2019s focus on the open rate of your marketing emails. Truth be told, the open rate of a campaign depends on many factors:\u00a0the size of your contact list, its level of qualification, your sending frequency, and even the industry you operate in.<\/strong><\/p>\n Despite our best efforts to make things easier, email marketing is not an exact science. You need to determine what works best for your business: do you have access to competitor benchmarks? Are there industry studies or analyses relevant to your sector?<\/p>\n Review the open rates of your past campaigns and how they have evolved over time, depending on your email content. This will give you a good idea of the open rates you can realistically aim for.<\/p>\nWhat is considered a good open rate?<\/h3>\n
Transactional emails<\/h4>\n
Marketing emails<\/h4>\n
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