Increase your e-mail open and click-through rates

When sending prospecting e-mails or marketing e-mails to inform your customers of new offers, you need to do everything you can to increase the percentage of opens and clicks. Opening your e-mail shows that the recipient is interested and that the mailing is useful. Read on for some tips on how to increase the open and click rates of your business e-mails.

What is the open and click rate on your e-mails?

First of all, let's take a look at what exactly these percentages are, and how to calculate them to guide you and know your impact on your recipients.

Email open rate

The open rate represents the percentage of people who have opened your e-mail received in their mailbox. According to a 2022 study, an open rate is considered good when it reaches 20%. However, it can sometimes be difficult to achieve, as it depends on a number of factors.

To find out your open rate, divide the number of e-mails opened by the total number of e-mails sent, and multiply the result by 100.

Click-through rate of an e-mail

The click-through rate (also known as the CTR) is a measure of the attractiveness of the links in your e-mail. In concrete terms, it's the percentage representing the number of readers who clicked on at least one link in your message. The higher the rate, the more customers are redirected to your site.

To find out the click-through rate, divide the number of recipients who clicked on a link in your message by the number of e-mails sent, and multiply the result by 100 to obtain a percentage.

Sending frequency and ideal timing

Let's get to the heart of the matter by starting with the first tips to follow to get your prospects and customers to open your e-mails. It's crucial to choose the best time to send your e-mail, and to propose an appropriate sending frequency.

The ideal sending frequency

If you send too many e-mails to your prospects or customers, you run the risk of tiring your recipients, who will eventually stop opening your messages. In the worst case, some recipients will classify your messages as spam, so that they no longer receive your e-mails in their main mailbox, which greatly reduces the open rate.

What's more, the more your e-mails are flagged as spam, the more your next messages sent to new prospects/customers will be automatically classified as junk mail, further reducing the number of times your e-mails are opened.

The frequency of mailings varies, but as a general rule, we recommend you send a maximum of one e-mail per week (to be adapted according to your constraints).

The right time to send an e-mail

You know that readers have habits. They often check their e-mail at the same time and more regularly on certain days. For example, Mondays and Tuesdays are recommended for sending e-mails, as recipients are more likely to be connected to their mailboxes at the start of the week.

As for the schedule, this depends on the habits of your recipients. Sometimes, it's more consistent to send e-mails :

• in the morning around 7 a.m.
• or between noon and 2 p.m.

OxiMailing helps you determine the ideal time to send your messages, thanks to Artificial Intelligence! Based on your content and recipients, it will suggest 3 ideal times to send your campaigns and maximize their results.

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The subject of your e-mails, an important criterion

The first thing your reader sees is the subject of your message. This element will influence whether or not they want to open the e-mail they receive. Three criteria must be respected to make the reader want to open the message.

A coherent, personalized subject line

The subject line must address the prospect or customer directly. We recommend writing a personalized subject that answers the customer's needs in a few words. The more coherent the subject line, the more the reader will want to open the e-mail.

OxiMailing allows you to personalize the message and subject line, for example, by including the recipient's first and last name. This automatically improves your opening rates.

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An impactful object

Use high-impact words that make people want to know more, like “Last opportunity” or “Enjoy...”. These keywords are essential to make people want to read on.

A clear subject line

Finally, the title must be clear and concise. Your challenge is to write a subject line that contains 4 or 5 words, while directly conveying clear information.

Thanks to artificial intelligence, OxiMailing can automatically generate the most appropriate subject for your message, maximizing the results of your email campaigns!

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Positioning links in the e-mail and providing a clear, visible link

This time, it's all about layout. To increase the click-through rate and encourage readers to click on the links available in your e-mail, you need to place the links correctly.

By choosing the right template, you ensure that clickable links are correctly positioned to encourage readers to click on them. For example, it's not advisable to place links at the very end of the message, as many readers will never see them. The link should therefore be visible in the first part of the e-mail.

OxiMailing allows you to create “CTA” (Call to action) buttons that will incite your recipients to click in your message!

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The importance of the sender's name and address

To multiply the chances of your message being read, don't neglect your name and e-mail address. The recipient will be more attracted by an e-mail that comes from a particular person within the company.

This is why many brands personalize e-mails by sending messages from an employee's e-mail address (fictitious or not). The use of a first name in the sender's name makes for a warm exchange and reinforces proximity. Of course, the company name must be included in the e-mail address to make the message identifiable and reliable. The reader must be able to identify the e-mail address you use. Readers pay close attention to these details and report messages as spam if the recipient's name is unknown to them.

Give yourself the best chance of getting your e-mail delivered!

For an e-mail to be read, it must be delivered to the recipient's mailbox. For example, your message must not end up in the spam box as mentioned above.

Nowadays, mailboxes are equipped with automatic anti-spam filters that classify certain e-mails directly as spam. To avoid having your e-mail classified as spam, avoid using “spam words ‘ such as ’PROMO” in capital letters, for example.

And beware of shared IP addresses, as they increase the risk of being considered spam. A shared IP can have a degraded reputation, since it only takes one negative action from one user to harm all those who use it. The use of dedicated IP addresses is strongly recommended.

Don't forget the database and its quality! It's important to have a e-mail database that's clean and regularly cleaned. To do this, use an e-mail cleaning tool and have your list analyzed regularly to avoid blockages.

Discover OxiMailing

As an e-mailing solution made in France, we can help you with all your e-mail and SMS issues. With top-quality support, always available by phone or e-mail, you'll be accompanied on all these issues!

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Discover also OxiSMS and OxiBounce :

SEND TEXT MESSAGES THE EASY WAY!

With OxiSMS, send your SMS campaigns worldwide with ease. Our platform offers "Premium" features to help you reach your audience efficiently and cost-effectively. SMS has a read rate of close to 90%, making it an ideal complement to your communication strategy. Take advantage of our solution to send your SMS and reach your customers wherever they are!

FORGET INVALID E-MAILS!

With OxiBounce, don't worry about invalid e-mails in your mailing lists. Our service lets you check and clean up your e-mail lists in just a few clicks. Without even coming into direct contact with the recipients, our system identifies invalid and potentially dangerous e-mails, giving you essential protection. Make sure your e-mail communications reach their destination safely and efficiently with OxiBounce.