Our story from 36% email opens to 72% email open rates

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The success of your email campaigns depends on the email open rate. If no one opens your email, then you cannot generate new business from email marketing. In this detailed case study, we show you how we earn an average 54% email open rate for every single email we send (based on over 2M emails sent). Plus, learn how we generated a 72% email open rate!

How do you measure the success of your email campaigns?

The chances are that you measure the success by the number of people who open the mail (email open rate) and the number of people who click on a link (click-through rate).

That's how we used to measure it.

And while there's nothing wrong with that, what gets overlooked is that the click-through rate is entirely dependent on the open rate, because unless people open your email, there’s no chance they can click on it!

Therefore, in order to get a better click-through rate, you need people to open your email.

So, how do you get more people to open your email?

There’s a lot of opinions on the web about how to increase email open rates, but we are only interested in the concrete data behind email open rate success - which is why this article is stacked full of more than 50 email marketing statistics!

Since launching ICRM Marketing, we've helped thousands of companies use email marketing to engage with their subscribers. It's also given us access to data and insight on how people open, respond, and engage with email campaigns - which we'll be sharing in this report.

The science and data presented to you in this article will help you get more people to read your email marketing campaigns and help you increase email open rates, which in turn positively impacts the overall performance of your email marketing strategy.

But, first...

What is an email open rate?

Before I dive into the data, you and I need to understand this metric. You see, most people consider the open rate as the number of people who open your email.

Sounds logical, right?

Unfortunately, that's not the case. An email is only counted as opened when one of the following occurs:

  1. The reader enables images in your email to be displayed in the preview pane or in a full view of the email.
  2. The recipient clicks a link in the email.

OK, easy enough. But, how are email open rates calculated?

Email service providers (ESPs) calculate the open rate by taking the number of people who open the email and dividing it by the number of emails sent that did not bounce, i.e. failed to reach the recipient.

For example, if you send 100 emails, and 10 of them bounce, this leaves you with 90 delivered emails. Of those 90 emails, let's say that 10 are opened. This means that your email campaign open rate is 11% (10 emails opened from 90 delivered).

Emails that are not delivered cannot be opened, which is why this number is not included in the open rate percentage.

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