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Improving email open and click through rates

Email open rates can vary depending on a host of factors, but the average across all email marketing campaigns tends to range between 20% and 30%. Highly engaged mailing lists and/or great content can push that number even higher. Here are some suggestions for how you can improve your open rates:

Remove Inactive Subscribers

Consider removing (or unsubscribing) people from your list who have gone inactive. Inactive (or "unengaged") means that perhaps they have not opened an email from you in over six months or a year. Your list may be smaller, but you'll be reaching the people who really are interested. There are a variety of ways you can identify your active and inactive subscribers in Direct Mail:

  • You can use the Addresses > Show Columns > Number of Emails Opened menu item
  • You can select a recipient in the Addresses tab and click Get Info in the toolbar
  • You can use the Find Addresses feature

Consider Campaign Frequency

Consider the frequency with which you send email newsletters. Each mailing list is different, but you may find that sending to your mailing list too frequently (e.g. multiple times a week) is resulting in "list fatigue". Most lists actually see engagement go down as the frequency of their campaigns goes up. You may get better results if you reduce the number of times you send per month.

Consider Content Length

Consider the length of your emails. Most people devote only a few seconds to skimming each email. You might find better results with shorter emails that have noticeable, impactful headlines and short, catchy subject lines.

Be Mobile-Friendly

Consider a mobile-friendly template. You may want to try using a template in Direct Mail that is more readable on small screens. Here is a list of mobile-optimized templates.

Pick a Good Time to Send

Weekdays are always better than weekends. Beyond that, however, time of day does not seem to have much impact on open rates.

Improve your Calls to Action

Check out this help article on how you can improve the calls to action that you might have in your email.

Protect Your Email Reputation

The last thing you want is for your email to be routed to the spam folder. By following best practices, you can safeguard your email reputation and help make sure your emails land in the inbox. Learn more about email reputation.

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