How to keep your newsletter open rates

Don’t limit yourself to sending out a newsletter: revise it until you find the best newsletter open rates, relying on both current statistics and the most effective recipes. A dash of copywriting, a drop of suspense, a nice ladle of personalization, these are your building blocks. But never forget to put your secret element in it: love…

Statistics: Average Newsletter Open Rates

In the business world, the important thing is to do more than just participate. And, for that, you need to know where you stand against other companies. It will also give you insight into how you need to improve: If your newsletter open rate is 10% where the industry average is 35%, you have a lot of room for improvement. If it averages 2%, you are already at the top of the basket.

But let’s be more concrete, with more recent data:

  • Globally, the average open rate in 2020 will be between 12% (according to Netcore) and 17.80% (according to Campaign Monitor).
  • The companies with the best opening rates are government institutions (30.5%), non-profit organizations (25.2%) and education (23.4%), respectively.
  • The average click-through rate for email campaigns is 4.3% in Europe (according to GetResponse) and goes up to 5.22% in France.

A thorough study of these data leads to several conclusions: It is difficult to know the average open rate of newspapers exactly. And the latter varies greatly depending on the type of activity.

But, what’s more interesting than ever, these surveys provide other elements that will help you create your own family recipe to improve the taste (and effectiveness) of your newsletter.

Do you get to choose a day to send your newsletter?

All studies confirm this: Certain days are more effective at boosting a newsletter’s starting rate. We can go further: Shipping time is also important.

For your recipe, here’s the ideal cooking time:

  • Friday is the best day for both open and click-through rates. It is immediately followed by Tuesday and Wednesday;
  • Saturday, by contrast, is the day when mail is opened the least (people have more work to do than check their mail… and when they join on Monday, they receive so much that they sort and open only those they like);
  • Emails sent around 1 PM get the best open rate. Shipments around 6 pm will also have the effect of boosting sales.

However, put a little finesse into this data, and it’s for two reasons:

  • In spite of everything, the variation in the amount of emails opened is quite minor (sometimes on the order of less than a percent) from day to day;
  • If everyone sends your email at the same time on the same day, you won’t have a chance to stand out and stand out against your competition.

Perhaps the solution then is not in the utensils you use, but in the content, that is, the way you will personalize and present your newsletter.

We’re going to talk a little bit more about numbers again. Because he sheds another light on newsletters, and this time on the first element Internet users see: the subject line.

Here is some information you need to know about this topic:

  • The optimal length for a subject line is between 30 and 40 characters, and is 7 to 8 words;
  • Using emoji in this line will increase the open rate by about 3% (making email stand out from the crowd in email software);
  • An individual subject will also improve this rate.

Therefore, this topic should be studied in a special way. It is the fragrance that whets the appetite of the readers. Be careful, though: If it’s engaging but the newsletter’s content isn’t up to par, you won’t get clicks… and your open rate will slowly drop as soon as you send it. You also run the risk of unsubscribing.

You already have the basics in mind to open your newsletter. At least once. Adding gifs and interactions to your content will improve your click-through rate. But it will not always be enough. Especially since your goal may not have the expectations of another area: who tells you that emoji will be effective for you?

I have an answer to this question: A/B testing. Send out newsletters with different headlines and see who has the best open rates. For the next one, change your shipping day and see the difference. You will refine your shipment as you go. If you occasionally experience a drop in your stats, don’t worry. Newspapering is a process that is refined over time.

And never forget the most important: A newspaper is not just numbers, it is above all content. So if it’s presented poorly, or poorly written, especially in a tone that doesn’t suit your business or your customers, it won’t give you the results you expect. Emailing is the investment that has the best ROI in web-marketing: Use it to the end!

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