How to improve

open rate and

click through rate
for email marketing

BY GIA KHANH
H O R A M I A CA D E MY ’ S M A R K ET I N G T EA M
 Definitions & average benchmarks
Email open rate is the percentage of the
total number of subscribers who opened
an email campaign.
An average open rate of 21.3% in 2020
(according to SuperOffice Marketing)
The current open rate of the first two
campaign of Horami Academy:
- Vietnamese class: 32%
- German class: 24%
Email click-through rate is the number
of subscribers who click on a link or
image in your email out of all the total
emails you’ve sent, regardless of
whether or not the subscriber opened
the campaign.
An average click-through rate of 2.60%
 Key points and tips for improving
1. Increasing delivery rates 2. Use a recognizable sender name
Ask your readers to add you to their trusted Research from Pinpointe marketing found
address book.  that by using a specific personal name,
rather than a general email address or
Cleanse your email list. If a subscriber does
company name, you can increase open
not open an email from you three times in a rates by as much as 35%!
row, the chances are that she is no longer
interested in your company. Gmail will
automatically send the next emails to spam
box.
3. Time for sending

=> Send your email campaigns during the work day and after lunch
 1. Subject line length
Use 6 to 10 words in your subject lines to get the best open rate, making 8 words an
ideal number for a subject line.

4. Few tips for 2. Personalize emails

Subject lines personalize with a recipient’s first name can lift open rate by as much as
subjects line 20%
3. Creative subject line
Retention Science found that subject lines with movie titles and song lyrics have an
average open rate of 26Here's some ideas for you to start testing with:
Subject line #1: "Imagine all the people..." got free shipping today!
Subject line #2: Gone with the wind? Book your summer vacation now
Subject line #3: 10% discount on all products! I'm all shook up, uh huh huh
4. Words to use and which to avoid in the subject line.
Most clicked-on emails include these words in the subject line: "secrets", "e-sales"
and "awesome".
Emails mostly reported as spam included the words "confirm", "features" and
"upgrade".
People are less likely to open emails that include a question mark (?) or a hashtag (#).
Thank you for watching!
Access here for more references for the perfect email marketing templates guideline:
https://www.superoffice.com/blog/email-marketing-template-infographic/