The term “Open Rate” refers to a typical metric in email marketing and SMS marketing for which email and SMS read/open rates are to be evaluated.
Open Rate thus captures the percentage of messages opened out of those sent and is calculated as (messages/emails opened) / (messages/emails sent) *100.
As can be easily guessed, this metric is one of the main KPIs that are used to evaluate the effectiveness of a particular campaign.
There are several factors that can influence the open rate of an email rather than an SMS, and related to these, there are also numerous steps that can be taken to improve it.
We report a few of them:
- not buy phone contacts or email addresses, but collect and organise them within a proprietary database;
- ensure that the collection, management of its contacts is in compliance with the GDPR, so send communications only to those contacts who have specifically requested them;
- profiling and segmenting their audience;
- personalise content, perhaps starting with the very interests and needs of their users;
- create eye-catching objects, especially in emails, in order to stimulate the opening of the message;
- identify the right sending frequency;
- Perform A/B testing , in relation to content, objects, days and times of sending.
