Reasons Why You Have a Low Email Open Rate

3/08/2022 | E-mail Marketing

You receive a lot of visitors. You gather lead information through landing pages, social media surveys, competitions, and gated content. Your leads are correctly categorized based on how they use your website and mobile app. You are aware that your dynamic contact list segmentation always ensures that your leads are grouped based on age, geography, other demographics, website behavior and interaction, buyer’s stage, and events. As a result, you can easily send targeted and customized emails. You plan an automatic drip marketing series based on your lead’s interest. Your email open rate was still poor.

Most individuals believe that the number of people who open your emails is represented by the industry average email open rate. This is regrettably not the case. The open email rate is the ratio of the total number of distinct users who opened the email content to the total number of emails delivered. Let’s say 100 emails in all were sent. Twenty of the emails bounced, leaving a total of 80 delivered emails. Twenty of the 80 emails that were distributed were opened. This implies that the typical email open rate will be 25%.


Poor Subject Line 


Subject lines are the first thing recipients see when they open your emails in their inbox. The probability that you will open your email may be significantly increased with a strong subject line. On the other hand, a dull subject line may drastically lower your email open rates targets since it tells the reader that the email is not important enough to open, which results in poor clickthrough rates and may increase your unsubscribe rate.

A strong email subject line conveys two things to the recipient: first, what the email will include, and second, why the email is important enough to open. The subject line should pique the recipients’ curiosity without being spammy. It should be brief, precise, clear, and direct. Try A/B testing your email’s subject lines and other performance components. But be careful! Avoid making these mistakes while doing an A/B test.


Boring Content Irrelevant Content 


Sometimes, even though the information is fascinating and useful, it may not be appropriate for the audience. If your email list contains a variety of subscribers, this might occur. A smaller subset of your email list subscribers could be more interested in the substance of your emails, so try sending them tailored emails.  

People subscribe to email lists because they want engaging material to improve their lives. They are seeking suggestions, counsel, or anything practical. People won’t check your emails going forward if you always send out advertising, deals, or sales messages. Offer information that focuses on helping individuals overcome their difficulties. Subscribers will thus be more open to your content when you utilize your email channel to make sales.

Sometimes your material is simply irrelevant to your followers rather than being dull. This frequently occurs when various audiences are signed up for your email list. It is a failing tactic to send the same email campaign to “as many addresses as possible.” Instead, use smaller pieces of your list to send targeted emails to those who are only interested in certain kinds of information. Not only will this increase your open rate, but it will also result in fewer opt-outs.


Blocked Images


The majority of email programs nowadays automatically restrict graphics. You cannot determine whether an email was opened if photos are not loaded. The receiver must either enable pictures or click on a link for the email to be counted as being opened. For any HTML email newsletters you send, use ALT-text. Using this code, you may replace the space where an image would normally display with a written explanation of the picture.

Additionally, to ensure that your email graphics are loaded automatically, always urge your subscribers to “please add our address to your address book or safe sender list.” Always offer a text version as a fallback if they cannot receive HTML communications. JPEG image files should be used instead of PNGs as PNGs may not work with all email clients.


Sending emails too frequently 


With very few exceptions (high-value information), an individual will open emails less frequently the more emails are sent to them. The degree of interaction with subscribers for an email campaign often decreases as the quantity of emails increases. Ensure your email subscribers’ expectations of how frequently they should get your emails are clear when they subscribe. However, nothing will be more effective than asking your subscribers how frequently they received the information they wanted to hear from you. Until it’s necessary, refrain from sending them emails every day.


Your contacts could no longer find your emails interesting


It is possible that your email subscribers were originally interested in your emails. Still, over time, they lost interest in them due to changes in their priorities, jobs, or lifestyles. The subscribers won’t be motivated or eager to open your emails in such circumstances. Additionally, rather than merely unsubscribing, its users are more likely to designate your email as spam. The performance of your open-rate email marketing analytics will often suffer from inactive emails. Low open rates, bounces, spam flags, and the potential for your emails to be marked as spam are all caused by unclean and outdated email lists.



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