Email Open Rate

Hello there, email enthusiasts! If you’re in the business of email marketing, you understand the importance of email open rates. They’re a critical metric that can determine the success of your campaigns. But despite your best efforts, are you finding that your emails just aren’t being opened? You’re not alone. There are common mistakes that many of us make, which can seriously dent our email open rates. So let’s dive into them and see how we can turn things around.

Understanding Email Open Rates

To kick things off, let’s understand what email open rates are. In the simplest terms, the email open rate is the percentage of email recipients who open a specific email out of your total number of subscribers. You might think that if you’re hitting a 20-30% open rate, you’re doing pretty well. But did you know that average open rates can vary widely by industry? It’s essential to compare your open rates with industry benchmarks to get an accurate picture of your performance.

Mistake 1: Uninteresting Subject Lines

Now onto the first big mistake – uninteresting subject lines. The subject line is essentially the ‘headline’ of your email. If it doesn’t grab attention, your email open rates are likely to suffer. Think of your own inbox. Aren’t you more likely to open emails with engaging subject lines? Of course, you are.

To create more compelling subject lines, keep them concise, make them action-oriented, and add a sense of urgency or curiosity where possible. Personalization can also work wonders. Including the recipient’s name or other personalized information can make your email feel more relevant and engaging.

Mistake 2: Poor Email Deliverability

Next up is poor email deliverability. If your emails aren’t making it to your recipients’ inboxes, how can you expect them to be opened? Factors like sender reputation, email content, and list quality can all impact email deliverability.

To improve your email deliverability, ensure your email list is clean and up-to-date, avoid spam trigger words in your content, and regularly check your sender score. Following these best practices can boost your chances of landing in the inbox and not the spam folder.

Mistake 3: Inappropriate Timing of Emails

Timing is everything, and the same goes for your emails. Sending your emails at the wrong time can mean they end up buried in your recipients’ inboxes.

There isn’t a one-size-fits-all ‘best time’ to send emails, as it can depend on your audience, their location, habits, and the nature of your email content. A bit of research and testing can help you pinpoint the optimal sending times for your audience.

Mistake 4: Lack of Personalization

Another common error is neglecting personalization. Emails that feel generic or mass-produced can be a turn-off for your audience. Personalization, however, can significantly increase your email open rates.

There’s more to personalization than just adding the recipient’s name. Try to segment your email list based on factors like purchase history, location, or interests. This will allow you to send more relevant content to each segment, making your emails feel more personalized and interesting.

Mistake 5: Overloading Emails with Content

Overloading your emails with content can be just as off-putting as sending generic emails. If your email looks like an essay, recipients may be overwhelmed and skip it entirely.

Remember that less is more when it comes to email content. Keep your emails concise, easy to read, and focused on one main idea or call to action. A clean, simple email layout can also help improve readability and engagement.

Mistake 6: Neglecting Mobile Optimization

In today’s digital world, more people are checking their emails on their mobile devices than ever before. If your emails aren’t optimized for mobile, you’re missing out on a huge opportunity to boost your email open rates.

Mobile optimization is all about ensuring your emails look and perform well on any device. This includes things like making sure your email template is responsive, your text is large enough to read on small screens, and your call-to-action buttons are easy to tap.

Mistake 7: Ignoring A/B Testing

The final mistake is ignoring the power of A/B testing. A/B testing involves sending two slightly different versions of an email to different segments of your audience to see which performs better. This can be a gold mine of information for improving your open rates.

A/B testing can be used to test virtually any element of your email, from the subject line to the send time. By consistently testing and optimizing your emails, you can improve your understanding of what works best for your audience and continuously improve your open rates.


There you have it – a breakdown of some of the most common mistakes that could be hurting your email open rates and some practical tips to avoid them. I hope this has given you some food for thought and encouragement to examine and improve your email strategies. Remember, email marketing is an art, not a science. What works for one audience might not work for another, so keep testing, keep learning, and most importantly, keep emailing!

Call to Action

Have you made any of these mistakes? What changes have you seen after correcting them? I’d love to hear about your experiences with improving email open rates. Feel free to share in the comments below. And if you’re interested in more email marketing tips and insights, don’t forget to subscribe. Happy emailing!

Frequently Asked Questions

Q1: What is a good email open rate? A: A good email open rate can vary by industry. However, a general benchmark to aim for can be around 15-25%.

Q2: How can I improve my email deliverability? A: You can improve your email deliverability by maintaining a clean and up-to-date email list, avoiding spam trigger words, and monitoring your sender score.

Q3: What is A/B testing in emails? A: A/B testing in emails involves sending two slightly different versions of an email to different segments of your audience to see which performs better. You can test various elements like the subject line, email content, send time, etc.

Q4: Why is mobile optimization important for emails? A: With the increasing use of smartphones, a significant percentage of emails are opened on mobile devices. If your emails aren’t optimized for mobile, it can lead to poor user experience, affecting your open rates and engagement.