Revolutionize Your
Email Open Rates
Action Guide
Email Open Rates
Get excited about your email open rates by starting here.
Emily McGuire is the principal Email Marketing Consultant of Flourish & Grit
As someone who honors the grit it takes to get through this world, I appreciate ways to work smarter, not harder.
With lessons learned over a decade in tech, sending thousands of email campaigns, and earning clients over $80 million in email campaign revenue, I love sharing the mistakes and strategies of email marketing done well.
You’ll typically find me with a cup of coffee in hand because #momlife. When my head isn’t in my laptop, you can find me chasing my toddler, reading a book or binging trashy TV.
Emily McGuire
Myth Buster: Open Rates Aren't Perfect.
Watch the video to learn more.
You've been tasked with increasing your open rates. Higher is better, right? Wel
What email open rates really mean about your overall strategy.
Let’s break it down.
The open rate on your email is calculated by taking the number of people you sent your emails to divided by the unique number of contacts who opened your email.
OPEN RATE =
# CONTACTS SENT THE EMAIL
/ # OF UNIQUE OPENS
What’s a good open rate on an email?
Averages range across industries.
From what I see in email, a HEY-I-AM-KIND-OF-KILLINGTHIS-EMAIL-THING rate is over 20%.
An open rate that makes me raise a
couple of eyebrows and wonder what you’re doing with your email program is anything under 10%.
But that can always be improved on.
Let's get started.
CHAPTER 1
Sorry to say this, but people either get bored with your brand, they move on, or they never opened an email to begin with.
I know you’re churning out the good stuff week after week.
To have someone just say they don’t want it anymore is a real bummer.
Hopefully, they’ll be the grown-up and unsubscribe from your list. Most of the time, they just ignore you and keep deleting until it’s New Year’s when you’re ready to Marie Kondo their inbox.
So why does it matter if people stop opening your emails and don’t unsubscribe?
CHAPTER 2
Like anything in the marketing world, it’s important to TEST your content to hone in on EXACTLY what resonates with your ideal customers.
But here’s a tried and true place to start that will set you light years ahead of your competition.
BENEFIT
+ YOU/YOUR
+ WHEN
↑ Open %%%
Giveaway, Special offer, Products/Services/Content that’s gonna change their world
Make it about your subscriber. Include this word to bring home that this life changing offer IS JUST FOR THEM.
Tell them why they need to take action right now.
CHAPTER 3
If used appropriately, they can boost your opens. But don’t just throw them in willy-nilly. Genuine marketing always gets the long-term results. It
connects with your audience and creates a feel-good experience.
If your audience is the type that would appreciate an emoji/character here
and there, then spend some time familiarizing yourself with what might work with your content.
Are your emojis:
Use the checklist below to put what you learned into action.
