What are the most common mistakes to avoid when analyzing your brand's email open rates?

1 Mistake 1: Not using a consistent definition of email open

One of the first mistakes to avoid when analyzing your email open rates is not using a consistent definition of what constitutes an email open. Different email service providers (ESPs) and email clients may use different methods to track email opens, such as pixel tracking, link clicks, or user actions. This can lead to discrepancies and inconsistencies in your email open data, especially if you use multiple ESPs or compare your results with industry benchmarks. To avoid this mistake, you should use a consistent and reliable method to define and measure email opens across your campaigns and ESPs, and be aware of the limitations and assumptions of each method.

2 Mistake 2: Not segmenting your email open rates by relevant factors

Another common mistake to avoid when analyzing your email open rates is not segmenting your data by relevant factors that may influence your email open rates. For example, factors such as the time of day, the day of the week, the device type, the email subject line, the sender name, and the audience segment may affect how likely your recipients are to open your emails. If you don't segment your email open rates by these factors, you may miss out on valuable insights into your email performance and optimization opportunities. To avoid this mistake, you should segment your email open rates by the factors that are most relevant to your brand, campaign, and audience, and analyze how they vary across different segments.

3 Mistake 3: Not testing and optimizing your email open rates

A third common mistake to avoid when analyzing your email open rates is not testing and optimizing your email open rates based on your data and insights. Email open rates are not static or fixed, but rather dynamic and responsive to your email design, content, and strategy. If you don't test and optimize your email open rates, you may be leaving money on the table and losing out on potential conversions and engagement. To avoid this mistake, you should test and optimize your email open rates by using A/B testing, multivariate testing, or other methods to experiment with different elements of your email campaigns, such as the subject line, the preheader text, the sender name, the send time, and the frequency. You should also monitor and measure the impact of your tests and optimizations on your email open rates and other key metrics, such as click-through rates, conversion rates, and revenue.

4 Mistake 4: Not considering the context and goals of your email campaigns

A fourth common mistake to avoid when analyzing your email open rates is not considering the context and goals of your email campaigns. Email open rates are not the end goal of your email marketing, but rather a means to an end. Depending on the context and goals of your email campaigns, email open rates may have different levels of importance and relevance. For example, if your email campaign is aimed at generating awareness, email open rates may be more important than if your email campaign is aimed at driving sales. Similarly, if your email campaign is part of a larger marketing funnel, email open rates may be less important than other metrics, such as click-through rates, conversion rates, or retention rates. To avoid this mistake, you should consider the context and goals of your email campaigns and how they relate to your email open rates. You should also use other metrics and indicators to complement and validate your email open rates, such as engagement, satisfaction, loyalty, and advocacy.

5 Mistake 5: Not benchmarking and comparing your email open rates

A fifth common mistake to avoid when analyzing your email open rates is not benchmarking and comparing your email open rates with relevant and reliable sources. Email open rates are not absolute or isolated numbers, but rather relative and contextual indicators. If you don't benchmark and compare your email open rates, you may not have a clear and realistic picture of how your email campaigns are performing and how they can be improved. To avoid this mistake, you should benchmark and compare your email open rates with your own historical data, your industry averages, your competitors, and your best practices. You should also use consistent and reliable sources and methods to benchmark and compare your email open rates, and be aware of the differences and nuances between them.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?