You just sent out your latest email campaign and now you're eagerly watching the statistics dashboard to see how many subscribers opened and clicked your email. It's such a thrill when you see those open rates and click rates spike.

Then you see others posting and commenting about their open rates—like 22%, 35%, or even 68%.

Looking at your own figures now somewhat anxiously you start to wondering how well you're doing.

What is considered a good open rate and click rate?
What makes people open emails and click anyway?
Is there anything you can do to boost those figures?

We will tackle all this one by one, but first lets' see how you can find these statistics in Flodesk. If you already know that, keep scrolling.

Where can I find the open rates and click rates of my email?

You can access your email statistics for a sent email campaign in various ways—see below image as reference:

  • click on the chart icon in the bottom right corner, then select More details or
  • hover over the email card and click on View results


OK, but what about emails in my welcome sequence? 

How can I see the statistics for my workflow emails?

Glad you asked!

On your Workflows dashboard click on the chart icon in the bottom right corner, then select View details.

The next screen will look similar to the below image and presents you with a behind the scenes look of your workflow.

Every step in the workflow—not just the emails—has a chart icon that you can click on to see additional data relevant to that step. Click on an email card's chart icon to see the open and click rate of that specific workflow email.


Now that you know where to find your email stats, let's dive in, shall we?

What is considered a good open rate and click rate?

Open rate is the percentage of your total recipients who opened your email and click rate (also called as click-through rate) is the percentage of your total recipients who clicked on a link within your email.
That means if you send an email to a list of 100 subscribers, and all of them open your email and click on a link in your email, you have a 100% open rate and click rate. 

But this rarely happens.

Why?

Because your subscribers get a lot of emails—just like you. Not only from their family members or friends but also from other businesses. Your email is part of a never ending daily competition trying to grab their attention so that they choose your emails to open and read 💌

So what is considered good or bad?

A recent research shows the average email benchmarks for all industries in the US as follows:

  • Average open rate: 17%
  • Average click-through rate: 2.5%

Open rates and click rates depend on factors like the industry you’re in, where your subscribers are located, the size of your email list, what type of email campaigns you’re sending—just to name a few. Also, what may be a good open rate and click rate for you and your business is not the same as your business BFF's. 

Note: if you recently changed email marketing service providers it's not unusual to experience a drop in open rates. You can read about why this happens here.


How can I boost my open rates?

First of all by writing compelling and click-worthy email subject lines and email preview texts

They should give the first clues for your recipient what your email will be about. If it’s something that grabs their attention and promises value for them, they will be eager to open your email.

Remember that lot of people read emails on their phones. So optimize your subject lines and preview text for mobile viewing. Keep them short, relevant and interesting. 

There's no magic formula here—it takes time to find the best type of subject lines that your audience loves. Some of your subject lines will perform better than others. After every email is sent, check and track the email’s performance. 

Next time try something new—add an emoji or personalize it with your subscriber’s first name. Keep on tweaking your subject lines and preview texts until you find the best versions that can help your business grow.

Open rates can also depend on the day and time you send your email campaign. Some of your subscribers may be reading their emails very early in the morning, other's may prefer browse them through during their lunch breaks—not to mention the night owls who would even read your emails at midnight.

Carefully analyze each email campaign. Look at how they were received and when they were opened. And make small adjustments the next time. 

Note: if you see lower open rates and a lot of your subscribers have gmail.com addresses, your emails may be clipped in Gmail. Learn more about this and what to do here.

How can I increase my click rates?

Once your subscribers opened your email, the next goal is to persuade them to take a certain action. Like clicking on a link in the email to read your latest blog post. To book your new service. Or to register for your upcoming webinar.

You can increase your click rates by segmenting your audience.

Segmenting is when you put your subscribers into smaller groups based on similarities. Like their interests, preferences, behaviors. And don't worry, you can set up as many segments you wish in Flodesk, your subscribers won't be double-counted, nor would you pay more.

When you segment your list, you can send them relevant, value packed, personalized emails and offers. So it’s a no brainer for them to click on that link and get even more value from you.

Another thing that you can do to boost click rates is to reduce choice overload. If your subscribers have many choices—that is links in your email—they may decide not to choose at all. So you see having a single call-to-action typically increases your click rate.

Let's sum it up

To see your email open rates and click rates click on the little chart icon in the bottom right corner of the email card and select "More details". 

Both open rates and click rates are highly dependent on your industry, email list size, subscriber preferences, and nature of your email campaigns.

The best way to boost your open rates is to write click-worthy, but not misleading subject lines and preview texts. To increase your click rates send personalized offers to your segmented list and try to use a single call-to-action in your email campaigns.

More to learn:

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