Through our expertise and as Klaviyo masters gold, in today's post we are going to give you recommendations to increase the opening rate or open rate of the emails we send to users with the most powerful growth email marketing tool specialized for e-commerce.

Thanks to these recommendations, sending your campaigns will have a better chance of success and will not be forgotten in the spam folder. In addition, this will increase our reputation as senders and give us a greater chance of our emails being opened and, therefore, positioning ourselves in the consumer's mind for their next purchases.

What is email marketing open rate?

The opening rate , also called open rate , is the metric used to know, within an email marketing campaign, the percentage of emails that have been opened by their recipients, compared to the total number of emails that have been sent. .

The opening rate, along with some other metrics such as the click rate or spam rate, are really important to know the success of the email marketing campaigns that are sent.

How to calculate the open rate?

The opening rate is calculated by dividing the rate of unique openings by the number of emails sent, minus the bounce rate of emails that could not be delivered, all multiplied by one hundred.

Klaviyo will give you this result automatically, so it will be really easy for you to determine the opening success of your emails.

Improve open rate.

Once we are clear about this concept, we are going to explain the strategies to follow to increase this opening rate with the email marketing tool, Klaviyo.

1 Segment our lists.

We must define and group our users based on the characteristics they have. The more specific our segmentation is, the more information we will obtain about the content that seems most relevant to our users. To create a committed segment we must take into account the following points.

It is important that first, we select from our contact list those who have opened our email most recently, or who recently clicked on it, or who have recently subscribed. Klaviyo recommends that the time we take as a reference be 30 days.

Once this is done, we must analyze how our emails are working and based on that, adjust the parameters we have established. If we see that it is working very well, we can gradually expand the parameters, otherwise we must reduce them so that our emails are opened and reach the contacts that are most interesting to us.

Finally, when we manage to establish our specific segment, we must personalize the emails as much as possible, in this way we increase the opening rate.

2 Subject line and relevant information.

Once the segmentation is done, we must focus on the content that our emails will have . The most important thing now is to make the information we send to each segment we have created relevant and thus get them to open our email.

To do this, we are going to focus on one of the most important parts of sending our email, which will be the subject line , since it is one of the few elements visible from the inbox. For a subject line to be successful, it is important that it includes the following aspects:

3 Call to action or call to action (CTA).

We have to get our subscribers to be attracted by the subject and decide to click to continue investigating the shipment we have made. It is important to be original, since the user usually receives messages from different recipients and we need ours to stand out from the others.

4 Personalization.

Using the client's name, if you address each client personally, will make them trust your emails. In addition to the name, you can use the data you have managed to collect from the recipient, such as birthday, recent purchases... this way you can create a more personalized relationship.

Some examples:

“María discovers our birthday gift”

“Rosa, what do you think of our selection of clothes for you?”

5 Feeling of urgency.

With this call to urgency we cause the customer to see that the service or product they want is close to being finished and this causes both the opening rate and the purchase need to increase.

We cannot use this feeling of urgency in all email marketing campaigns, so we must select carefully when is the best time to use them as the last call to action.

Some examples:

“Free shipping costs only today”

“Last 48 hours to use your discount code”

6 Keep the database updated.

For our campaigns to be successful, it is essential to have a clean contact list , as this will affect our reputation and delivery capacity.

With this cleaning we will achieve fewer hard bounces and, with it, greater deliverability and a higher opening rate.

7 Control the delivery of our emails.

We must monitor our campaigns and keep their results updated . We must control several metrics in addition to the opening rate, but if we see that it drops sharply, we can understand that something is not going well with our campaign and that we must make new adjustments to it, whether in content or related to the segmentation that we have carried out. Thanks to monitoring we can maintain a high reputation as senders, to ensure high deliverability and therefore a higher opening rate.

For all this and more, Klaviyo is one of the most suitable tools to boost your e-commerce sales. Don't have a Klaviyo account yet? Get an account and discover how you can boost revenue growth from your email marketing channel.