How to increase Email Open Rate and Click-through Rate? What should be the Email Frequency?
How to increase Email Open Rate and Click-through Rate? What should be the Email Frequency?

How to increase Email Open Rate and Click-through Rate? What should be the Email Frequency?


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Email Marketing is a dynamic process in the world of digital marketing. Almost every brand and company practices email marketing. But is everyone procuring the desired results? Probably not. Reason? There are multiple. Either you are not sending the right email or you’re not sending to the right group of people. But! What if these things are accurate and yet you don’t get what you anticipated? That may be the case if your email open rate and click-through rates are not up to the mark. To make your email marketing campaign a success, that is what we will be talking about today-How to increase your email open rate and click-through rate. Also, we will be telling what should be the email frequency to get what you want. Let’s start!


What is Email Open Rate? How to Increase The Email Open Rate?


Basically, the percentage of the number of emails that have been sent by you and been opened by your recipients is the email open rate. It tells you how successful your email marketing campaign is, and how engaging your emails are for your target users.


Here are the points that can make your customers click your email, increasing your email open rate:


Send Email to Right People. Don’t Buy List.


It is always a best practice to ‘create’ your own list than to ‘buy’ a list. Buying a list may include people who are neither interested in your product or service nor will they take any desired action for your products. So send it to those who subscribe to your brand and are interested in your products to skyrocket your email open rate.


Keep Your List Updated


It is advised to check your list periodically to boost your email open rate. Check for the inactive subscribers and incorrect addresses. Keep it fresh and updated to make sure that your emails are being sent to only those who are active and at least getting the emails from you in their inbox and there is at least a chance that they are coming across your email.


Do the A/B Testing. Say NO To Repetitive Email Subject Line.


Best, Free, Sale, or some words like that known as spam words may prove to be fatal for your email subject line, body content and then the whole email. Always remember to use the email subject line that may tend your customer to think, if you want your email open rate to be high. Don’t forget that the email subject line is the first thing that a reader comes across. If the email subject line goes wrong, it’s an end. Practice the A/B testing and check what could be the best email subject line for you. Even the best and biggest brands do that!


Send At The Right Time


No one likes to be pestered with unwanted blabbering when it’s most unwanted. Sending an email at the wrong time will not only decrease your email open rate but worse- it may also make your users mark you as spam. Send emails at a right time and segment your email list carefully. Keep a track of what action has your customer taken. For example, if a customer has purchased for the first time with you, send a welcome email within a day. Also, send an email for the feedback but after a few days by which the user has used your product well to make a point. Any email sent at a wrong point of time may really frustrate your users, getting you the worst result. So, be on time the next time you send an email.


Avoid Spam Filters


What if your email is not reaching your recipient at all? Yes, it happens. If an email is being filtered by spam filters that Internet Service Providers and email service providers have in their system, emails will not reach your customers’ inbox, but will go to the spam folder, and will only cost you the time, money, and energy. It will leave you no money on the table if an email is not even being seen by the user, let alone be the high or low email open rate. So, before shooting the emails the next time, consider How to Avoid a Spam Filter in Email Marketing and turn a profit


What is an Email click-through Rate? How To Increase click-through Rate?


When your email recipient clicks on the link that you include in your email, it is recorded by the email click-through rate. Easy isn’t it? However, there are 2 ways that can tell you your email click-through rate.


  1. Number Of People Who Clicked The Link You Provided In The Email / Total Number Of Email Recipients
  2.  Number Of People Who Clicked The Link You Provided In The Email / Number Of People Who Opened The Email



Apart from increasing the email open rate, you also need to have a good email click-through rate if you want an overall successful email marketing campaign. Let’s see how you can increase your email click-through rate.


Segment Your Email List


For a better email open rate and email click-through rate, it is vital to segment your email list on the basis of the following:


  • Demographic data: Gender, Where they live, Job title
  • Behavioural data: What are the actions they take for your product or service? What do they buy? Are they free or paid users? When did they open your email? When and how often they buy?
  • Customer sign-up data: Onboarding new users and reward the best ones.
  • Customer email client data: If they’re browsing on mobile or desktop, When they say they want to receive emails.


Be Clear. Create Quality Content.


Sending 10 emails a day with irrelevant, unsolicited content will get you results! If you think so, you are highly mistaken. Send emails that have content that your customer may want, not what you want them to go through. Any monotonous email will end up going to the trash and that’s the reason you need to send an email that is not only informative about very basic things, or about promotions but something they may find fresh and new to grab their attention. Also, be clear about your content and create a flow in your email by sticking to the main idea of the email. Keep yourself in your customer’s shoes and it’ll be helpful to increase your email open rate and email click-through rate.


Write a Personalized  Email. Make It Look Familiar.


Writing an email with the user’s name in the subject line or body content can be helpful to an ultimate extent to increase the email open rate and email click-through rate. A reader, when sees an email with a name, there is a chance that a user gets familiar and considers a sender the one who cares. Not only it increases the email open rate but the user clicks the link (increasing the click-through rate) and there is a chance that the user will open the email in the future as well from such senders.


Format Your Email. Make It Mobile Responsive.


A study revealed that about 65% of all emails are first opened on mobile devices.

A study revealed that about 65% of all emails are first opened on mobile devices.


It explains everything. If a majority of users open emails on a mobile phone and it’s difficult to read and understand an email on the phone, the users might get frustrated, which is alarming. While conducting an email marketing campaign, if you want a higher email open rate and increase click-through rate, it is a must that your email must be mobile responsive. If your email can be quickly loaded, displays well, and easy to read in a mobile phone or tablet, chances are likely that you will experience high email open rate and email click-through rates.


Let Your Email Do The Talking. Insert The Videos.


A research reveals that the use of videos in email marketing is on the rise and has a 280% higher rate of return than traditional emails.

A research reveals that the use of videos in email marketing is on the rise and has a 280% higher rate of return than traditional emails.


With the inclusion of a video in your email while conducting the campaign, you may attract the target groups and offer them something new as compared to the old techniques of an email body content. Result? It can skyrocket your email click-through rate and increase the brand recall which results in the increased email open rate when you send the emails in future to the customers.


More CTA Buttons. Better Email click-through Rate.


When Strong Women Strong Girls, an organization that helps find women to mentor young girls, inserted their CTA twice in their email and witnessed a 30% increment in the click-through Rate.


If your email is short and having the gist of your message, in short, it’s perfect. But! If your email is long, is always better to include more than one CTA button. In the beginning, middle, or end of the mail, your users should always have an option to click the link to reach out to you or to take the desired action that you want them to take. In such a case, the chances are fair that they don’t have to look out for the CTR and they may click it with ease, increasing your email click-through rate, and if all goes well, the email open rate may also be high the next time you email them.


Now along with email open rate and email click-through rate, one more thing is extremely vital to understand and that is the email frequency. Have a look at this aspect of email marketing.


What Should Be The Email Frequency?


While email open rate and email click-through rate can be handled with a strategy, email frequency is a bit more complicated an aspect. Email frequency is the number of emails that a company or marketer sends to its customers. But is there any perfect formula to know what should be the email frequency? I am afraid not!

The frequency that may work well with a fashion may not do well with a pharmacy. The target group may be different and may have different expectations for a different brand; so how would you know when and how often you should send an email to your target group?

Well, there are certain facts and figures that you may keep in mind to make your frequency a balanced one, to increase the email open rate and email click-through rate.

What Does The Data Say?




Email frequency data

Source: DMA Research


  • According to research by DMA, in the year 2015, 25% of marketers sent a mail once.
  • 36% sent 2-3 times.
  • 17% sent 4-5 times.
  • 8% sent 6-8 times.
  • 8% sent more than 8 times.
  • 5% didn’t know.


But should this be applied to all? No. many brands even send one email per day, but does it affect their email performance? Probably not.


  • According to a survey by MarketingSherpa, 61% of the 2,057 respondents surveyed said they would like to receive promotional email “at least weekly”.


  • 86% said that they won’t mind receiving promotional emails monthly and 15% said that they would like to receive promotional emails per day.
frequency of email data

Source: Marketing Sherpa


But again, the customer perspective can’t be the same and what they have expressed may not reflect the actual result in reality.


So, in that case, YOU need to understand your customer and decide the email frequency. For that, you need to keep the following points in consideration.




Firstly, identify the different frequency rates that you want to test. For example, if you think that sending 3 emails is the best frequency for you, go on and test for 3 to 4 different frequency rates and try sending the emails in these frequencies. Your email open rate and email click-through rate, in this case, will let you know the results of your test.

The results may look disappointing to you once but when you’ll see from the engagement, you will see the email frequency which is apt for you. For example, if you send one email per week and get a 10% email open rate, then sending it twice per week may result in a lower email open rate but seeing the engagement, you may see that it may have done very well.


Segregate Email List


The next step is to divide the email list into two groups. Send the emails to one group at the same frequency that you have been using. With the other group, test the frequencies by increasing the email frequency or decreasing the email frequency. However, remember that for such a frequency test, it is necessary to have bigger recipients.


Measure The Result


Measure not only the email open rate or email click-through rate but also the opt-out rate of your emails. Rank your segments in order of engagement and email click-through rate.




If you haven’t identified the best email frequency rate, retest until you reach the optimal frequency rate.


Risk In Sending Too Many Emails



  • Less Engagement: Too many emails can’t tend a recipient to open it.
  • Unsubscription: Recipient might unsubscribe.
  • Spam: Your email might get marked as spam.
  • Reputation: Reputation can be damaged if the emails are too pro selling.



Risk In Sending Too Fewer Emails



  • Less Opportunity: Fewer messages sent means less offering, less engagement, and hence. Less opportunity to sell.
  • Less Visibility: In the bunch of emails, your email will not be visible.
  • Subscribers May Forget You: Lack of emails or inconsistent emails may make your users forget you amongst many other such emails.


Provide Value To The Recipients


Even if an email frequency is a bit higher, if your email is having some substance and you are giving your recipients something that they may spend their time on, there is a chance the email open rate and email click-through rate will be higher.


The Takeaway


Email marketing is not just shooting emails in bulk to your customers as we have already emphasized. A strategically designed email with what your target group wants and not what you want them to go through is the key to a successful email campaign. Whether it’s email open rate, email click-through rate, or email frequency, they all are dependent on What you send and When!

To help you in it, we have mentioned the points above which if used, can procure you a high email open rate, increase your email click-through rate, and may also help you get an optimal email frequency rate. However, it always depends on you what your business is, what kind of target audience you have and how well you know them. The only best way is to do research, test, and create what your target users want, in order to achieve the best email open rate, email click-through rate, and the email frequency rate.


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