Monitoring your email marketing open rate is essential to measuring the results of your strategy. This allows you to make assertive decisions about your next steps.
After all, if a campaign is not bringing the results you expect, it is essential to understand what problems it presents and then act to solve them.
For example, a strategy that is not generating sales may have 1001 causes, but if you identify that the message opening rate is off page seo service below ideal, one of the solutions is, precisely, to create actions that will encourage your leads to open your email.
What is email marketing open rate?
The email marketing open rate is a metric used to measure the effectiveness of a campaign. It indicates the percentage of emails sent that were opened by recipients. The calculation is done by dividing the number of emails opened by the number of emails delivered, then multiplying the result by 100.
the quality of the subject matter;
assertiveness in segmenting leads;
the shipping time, and more.
Therefore, it is important to monitor this metric and carry out tests to identify what works best for the target audience in question.
This means you can increase your open rate simply by changing your sending time.
What is the email marketing open rate?
The average email marketing open rate in Brazil is 13.97%, according to the GetResponse 2022 study . This means that for every 10 messages sent, less than two are opened. In France, the country with the highest open rate, the percentage rises to 38.33%.
Therefore, in comparison, we can consider that Brazil does not have a good opening rate, and there are many reasons for this.
The relationship between the General Data Protection Law and the opening rate
According to the same study we cited above, of the five best-performing countries, four – France, the Netherlands, Belgium and Germany – are in the GDPR zone which is generally associated with stricter messaging laws.
In Brazil, a document inspired by it was created, the LGPD, an acronym for General Data Protection Law.
The purpose of this set of rules is to protect user data . In this sense, one of the rules established in the law is, precisely, to make it mandatory for people to authorize the collection and use of their data by companies.
In the logic of email marketing, this means that to establish communication with leads, the company needs their prior authorization.
And, while on the one hand this can reduce the brands' reach, on the other hand it tends to increase the quality of interactions , since your company will only communicate with people who have agreed to establish this contact.
It’s simple to understand how this can positively affect your open rate, right?
This is because a user who has agreed to receive your messages is likely to open the email you sent , especially compared to a contact who has never heard of your brand or does not remember it.
However, the purpose of this article is not to talk about the LGPD, so we recommend that you access the article, “ LGPD — A Complete Guide for Online Businesses ” to understand how to act in accordance with these rules.
How to improve email open rate?
Strategies to improve email open rates include:
Do you send content under the company name or under your name or that of a collaborator?
Believe it or not, this can make a huge difference in your open rates.
According to a study by Pinpointe , using a person's name, rather than a general company address, can increase open rates by up to .