{"id":20409,"date":"2024-09-12T10:43:30","date_gmt":"2024-09-12T10:43:30","guid":{"rendered":"https:\/\/www.hustlermarketing.com\/?p=20409"},"modified":"2024-10-23T14:34:52","modified_gmt":"2024-10-23T14:34:52","slug":"what-is-a-good-open-rate-for-ecommerce-emails","status":"publish","type":"post","link":"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/","title":{"rendered":"What is a Good Open Rate for eCommerce Emails?"},"content":{"rendered":"<p>If you ever find yourself at a table with 2 email marketers, the conversation will probably feature open rates at least once. &#8220;What is a good open rate?&#8221; is one of the most common questions that email marketing agencies get, so you can say that as email marketers, we lose some sleep over it.<\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s because, obviously, you can only make a sale if someone opens your emails. And eCommerce email marketing is, in large part, a numbers game. To win, you need to send enough emails, of high enough quality, to get the opens that lead to sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So with that in mind, what is a good open rate for email? In particular, what\u2019s a good open rate (OR) for eCommerce &#8211; and how can you improve yours to boost email marketing revenue?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All great questions &#8211; and all tricky to answer in brief. But here\u2019s the TL;DR if you\u2019re not in the mood to read to the end:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set realistic expectations based on your industry and your niche within it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Invest in killer email subject lines (and preheaders).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The right email list segmentation makes the difference between \u201cviral\u201d and \u201cinvisible\u201d.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Figure out the best email send times for your audience &#8211; it may not be what you think.<\/span><\/li>\n<\/ul>\n<h2><b>What is the Average Email Open Rate?<\/b><\/h2>\n<h3><b>(Also: how long is a piece of string?)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We\u2019re often asked for an average email open rate, to compare against actual rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s an important question, but it really depends on the industry and niche that you\u2019re working in. Email marketing works differently in each one &#8211; and even within industries, certain segments get better average open rates than others.\u00a0<\/span><\/p>\n<p>According to <a href=\"https:\/\/www.klaviyo.com\/uk\/blog\/email-marketing-benchmarks-open-click-and-conversion-rates\">the latest Klaviyo data<\/a>, there&#8217;s a non-trivial variance in campaign open rates different eCommerce segments:<\/p>\n<ul>\n<li>Clothing &amp; Accessories: 40.48%<\/li>\n<li>Food &amp; Beverage: 40.58%<\/li>\n<li>Health &amp; Beauty: 37.82%<\/li>\n<li>Office Supplies: 37.79%<\/li>\n<li>Specialty: 50%<\/li>\n<\/ul>\n<p>Their data puts the average at 39.74%. Bear in mind that this includes the impact of iOS updates, <a href=\"https:\/\/www.omeda.com\/blog\/the-impact-of-apples-mail-privacy-protection-6-months-later\/\">which really inflate open rates<\/a>. So if your email open rates are somewhere in the 30&#8217;s, you&#8217;re doing okay. <span style=\"font-weight: 400;\">It could be a lot worse. But it could be a lot better, too, which is where a done-for-you email marketing service can make all the difference in the world (more on that a little later).<\/span><\/p>\n<h3>What&#8217;s the open rate formula?<\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to calculate open rate figures for your monthly KPI report or that email marketing deep dive your CEO is bugging you about:<br \/>\n<\/span><\/p>\n<p>To calculate the email open rate, divide the number of emails that were opened by the total number of emails that were successfully delivered (not bounced). Then, multiply that result by 100 to get the percentage.<\/p>\n<p>For example, if you sent 1,000 emails and 200 of them were opened, your open rate would be 20% (and your CEO will have some questions for you).<\/p>\n<p><span style=\"font-weight: 400;\">The open rate formula is pretty simple, but getting it to a healthier place takes time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some fixes to consider if you\u2019re stuck at or below the average email open rate for your niche.\u00a0<\/span><\/p>\n<h2><b>How to Increase Email Open Rates: 4 Proven Strategies<\/b><\/h2>\n<h3><b>Send More: Increase Email Frequency To Get More Opens<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There\u2019s no hard and fast rule about how many emails an eCommerce store should send. But \u201cat least once a week\u201d is a general rule of thumb.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more you send, the more data you have to analyze to find opportunities and spot anomalies. For example, if you notice that a certain send time correlates with a big drop in opens, that&#8217;s important. Change things up and find a better time for your audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Basically, your subscribers\u2019 behavior can tell you as much as a direct survey (if not more). You just need to be paying attention, and know how to interpret it.\u00a0<\/span><\/p>\n<p>And you can only get to the point of having useful data on their behavior if you&#8217;re sending at a high enough volume.<\/p>\n<h3><b>Write Engaging Email Subject Lines &#8211; You Only Get One Chance (and 50 characters)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The email subject line is the first thing your recipients see. You have a very short space (around 50 characters) to get attention and motivate the click. And we\u2019re all getting tired of <\/span><a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7211369374903894017\"><span style=\"font-weight: 400;\">cliche, gimmicky or overly aggressive email subject lines<\/span><\/a><span style=\"font-weight: 400;\"> cluttering our inboxes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what you want to do instead:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalize where you can. Adding a recipient\u2019s name can be a nice touch &#8211; even if it is a little predictable.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep it short: pack as much as you can into the character limit.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure that there\u2019s follow-through from the subject line to the email content.\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Remember:<\/b><span style=\"font-weight: 400;\"> you\u2019re writing email <\/span><i><span style=\"font-weight: 400;\">marketing <\/span><\/i><span style=\"font-weight: 400;\">subject lines, not email subject lines for internal communication. So your focus should always be on what your audience needs. <\/span><a href=\"https:\/\/www.hustlermarketing.com\/blog\/why-funny-email-marketing-campaigns-work-and-how-to-do-them\/\"><span style=\"font-weight: 400;\">Sometimes that\u2019s humor<\/span><\/a><span style=\"font-weight: 400;\"> (great for nurturing content and newsletters). But sometimes it\u2019s more about giving as much information as possible in 50 short characters, like during a sale.\u00a0<\/span><\/p>\n<h4><b>Pack Value Into Your Email Preheader Text, Too<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The preheader text gives the reader a little more context about what\u2019s in the email. Use this space wisely: highlight an offer, a unique selling point, or a teaser that complements the subject line. Think of it as your last shot at convincing the reader to click &#8211; not as just something else you need to fill in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most email clients display preheader text between 30 and 75 characters on mobile devices, while desktop clients can show up to 130 characters. To ensure visibility, we recommend that you keep preheaders between 40 and 100 characters.<\/span><\/p>\n<h3><b>Segment Your Email List<\/b><\/h3>\n<p>If you have great subject lines and engaging content, but your email open rates still aren&#8217;t as high as you&#8217;d like, you could be segmenting your list wrong.<\/p>\n<p><span style=\"font-weight: 400;\">Segmentation is kind of a science in itself, so it&#8217;s very easy to make mistakes that end up sabotaging your email revenue. Here are some of the biggest:<\/span><\/p>\n<p><strong>Over-Segmentation: <\/strong>Creating too many small, niche segments can water down your messaging (and make your email marketing team&#8217;s life more difficult without any gain in revenue).<\/p>\n<p><strong>Outdated Segments:<\/strong> Your email list is always changing, and so should your segments. Update them regularly as customers move through different stage of their customer lifecycle with you. But be careful: if you update your segmentation logic too frequently, the result could be duplication or confused messaging.<\/p>\n<p><strong>Only Using Demographics<\/strong>: Demographics like age, gender and location are an obvious starting point for segmentation. But there&#8217;s even more to consider, like behavioral and transactional data: purchase history, browsing habits, and others. This means digging into your GA4 data (daunting, we know, but worth it).<\/p>\n<p><strong>Failing to Exclude Customers<\/strong>: Forgetting to exclude certain segments, like sending a &#8220;Welcome&#8221; email to loyal customers or a &#8220;First Purchase Discount&#8221; to someone who just bought will irritate readers and skyrocket unsubscribe rates.<\/p>\n<h3><b>Optimize Your Email Send Times<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It&#8217;s easy to assume that nobody will read your emails on a Monday morning, or that everyone will open at noon on a Wednesday because that&#8217;s what the latest industry guide says.<\/span><\/p>\n<p>The truth is that this is one of the more dynamic parts of email marketing. So, don&#8217;t reach any conclusions until you test and analyze the best times to send your emails. Depending on your audience, certain days and times might give better open rates. And sometimes, it&#8217;s not the times you expect. We&#8217;ve got amazing results from a <a href=\"https:\/\/www.hustlermarketing.com\/blog\/how-to-increase-ecommerce-email-revenue-with-plain-text-emails\/\">Sunday afternoon send<\/a>. It&#8217;s all about <em>your<\/em> audience &#8211; so put in the work to find out what they like.<\/p>\n<h2>Sign Up for Our Email Marketing Newsletter<\/h2>\n<h3>(And open it &#8211; just once a month, promise).<\/h3>\n<p>Get the inside track on email marketing trends and winning strategies with our <a href=\"https:\/\/www.hustlermarketing.com\/book-a-call-with-hustler-marketing\/\">monthly Hustler Marketing newsletter<\/a>. We won&#8217;t tell you what our average open rate is, but we will share our knowledge and hard-won expertise to help you skyrocket yours!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you ever find yourself at a table with 2 email marketers, the conversation will probably feature open rates at least once. &#8220;What is a good open rate?&#8221; is one of the most common questions that email marketing agencies get, so you can say that as email marketers, we lose some sleep over it. That&#8217;s [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":20415,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4,11,71,27,60],"tags":[194,192,193],"class_list":["post-20409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-content","category-email-automation-flows","category-email-design","category-improvements","tag-email-marketing","tag-email-open-rate","tag-open-rate"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a Good Open Rate for eCommerce Emails? - Blog - Hustler Marketing<\/title>\n<meta name=\"description\" content=\"What is a good open rate for eCommerce email marketing? Keep reading for answers and quick tips to boost your opens.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is a Good Open Rate for eCommerce Emails?\" \/>\n<meta property=\"og:description\" content=\"If you ever find yourself at a table with 2 email marketers, the conversation will probably feature open rates at least once. &quot;What is a good open rate?&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\" \/>\n<meta property=\"og:site_name\" content=\"Hustler Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/HustlerMarketingTeam\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-12T10:43:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-23T14:34:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Banner-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dylan Arslanian\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:site\" content=\"@HustlerMrktng\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dylan Arslanian\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\"},\"author\":{\"name\":\"Dylan Arslanian\",\"@id\":\"https:\/\/www.hustlermarketing.com\/#\/schema\/person\/515c4593223745cef031f2ea9a88a03b\"},\"headline\":\"What is a Good Open Rate for eCommerce Emails?\",\"datePublished\":\"2024-09-12T10:43:30+00:00\",\"dateModified\":\"2024-10-23T14:34:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\"},\"wordCount\":1335,\"publisher\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Banner-1.jpg\",\"keywords\":[\"email marketing\",\"email open rate\",\"open rate\"],\"articleSection\":[\"Analytics\",\"Content\",\"Email Automation Flows\",\"Email Design\",\"Improvements\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\",\"url\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/\",\"name\":\"What is a Good Open Rate for eCommerce Emails? - Blog - Hustler Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.hustlermarketing.com\/blog\/what-is-a-good-open-rate-for-ecommerce-emails\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.hustlermarketing.com\/wp-content\/uploads\/2024\/09\/Banner-1.jpg\",\"datePublished\":\"2024-09-12T10:43:30+00:00\",\"dateModified\":\"2024-10-23T14:34:52+00:00\",\"description\":\"What is a good open rate for eCommerce email marketing? 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