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Open Rate: What is it, What is the Average and How to Optimize It

Any email marketing expert will tell you that data is essential to creating a good action plan. And it is that analyzing all the numbers behind your marketing efforts is crucial to fine-tune your strategy, but one of the data that you should pay close attention to is the open rate of the emails you send to your users. You want to know why? In this article we will tell you everything you need to know about the open rate and how to optimize it.

What is the open rate

The open rate is an indicator that measures the number of people who have seen or opened an email that you have sent them. Most people consider the open rate to be the number of people who open their email. Sounds logical, right? Unfortunately, this is not the case. According to mailchimp, an email is considered open when one of the following occurs:
  • The reader allows the images in your email to be displayed in the preview pane or in a full view of the email.
  • The recipient clicks a link in the email.
OK, it’s very easy, right? But how then are email open rates calculated?

How the open rate is calculated

If you are using one of the major email providers, like Mailchimp, for example, the tool shows you the open rate of your email. But if you want to know how it is calculated it is very easy, the open rate is obtained by dividing the number of unique opens by the number of emails sent, minus the number of bounces. Then the formula would be: Open rate = (Open emails / Sent emails) x 100 So, for example, if you sent 100 emails and your readers have opened 50, your open rate will be 50%.

What is the average open rate

The most accurate answer is it depends on your industry. For example, according to a study on email marketing performance conducted by SIGN-UP-TO, the average open rate is 24.79%. The results of the SIGN-UP-TO study indicate that the industries that obtained the highest average openings are: Public Sector (44, 99%), Legal and accounting (36, 43%), Public Relations (30.15 %) and the Charitable and Non-Profit industries (30.02%). For their part, the industries: TV, Radio and Cinema (29.09%), Community (28.97%), IT (26.69) and Sports (25.85%), Retail B2C (25.06%) and Moda (25.04%), obtained an opening rate above the general average. It is important that you know that these values ​​do not indicate that the Campaigns have been successful, they simply reflect the behavior of the users with them. So, if you really want to have a benchmark to measure, you should look at the average open rates for your particular industry.

Email marketing conversion rate

The conversion rate measures the efficiency of your email marketing strategies. There is no use investing in a stock that will not bring benefits for your business. Email marketing can really help your business grow in the market and attract your customers through email. It is important that these emails have a purpose and that they have a call to action. This action, through a landing page, can propose to download an electronic book, a product presentation, a video with valuable information, among other actions that can help you win over your potential customers. But how do you know if your content brings results for your company? It is through the conversion rate that you can analyze these details. However, seeing in Google Analytics how many of your emails have been opened and the links your users access is not enough to measure the effectiveness of your strategy. You need to know how many people complete an action, according to your email marketing objective. Remember that in your email marketing strategy it is very important to do the A / B tests, so that you can see which formats and strategies generate the best results.

How to interpret these results?

Knowing if your open rate is high or low will allow you to make adjustments in all your planning, always with the objective of increasing sales and building customer loyalty. A low conversion rate can indicate that you are not correctly segmenting your audience, that is, your efforts are focused on reaching customers who are not ideal and are not interested in your products or services. With this information, you need to review all of your planning. In addition, you must redo a target audience survey with current and market customers to correctly define your target. This metric will also allow you to analyze your content in relation to subject, language, and format. For example, if you send an ebook to a contact list and you realize that the conversion rate is low, it may be that this material is not interesting for your buyer person. So what should you do? Review the interests, desires and problems of your target audience and create content based on that information, also focusing on call to action. Now, if you notice that the opening of your email is low, it may be that the subject is not attractive, it is necessary to build phrases that arouse the curiosity of your customers and drive them to open those emails. Another important point that you should analyze from the conversion rate is the delivery time and period. You need to identify at what time of day your target audience is more likely to open emails and also what is the ideal period to send them. 3 in 3 days? Weekly? etc. If your conversion rate is high, great! This is a sign that your strategy is in accordance with the objectives of your business and your clients. However, it is very important that you constantly monitor this metric so that you can follow the changes in behavior and interests of your target audience.

How to optimize the open rate

Email is still an important tool for digital marketing, especially for converting and retaining customers. This communication channel allows a greater proximity with your audience and reveals essential data on the performance of the actions carried out by your company. The conversion rate of email marketing is one of those data that keeps many people awake. Below we will give you seven tips to optimize your email marketing strategy and increase the conversion rate.

1. Forward unopened emails

You can increase the reach of your email by forwarding the email again to recipients who have not yet opened it. You can also change the subject line of the email and resend it the following week. In this way you can increase the opening rate of your email. By resending the same email to subscribers who ignored your previous submission, you’ll get more people to open your emails and won’t have to create a new message.

2. Test delivery times

Your clients and prospects are busy people. This is why you should schedule the delivery of your emails for times when subscribers are checking their inbox and when there may be less competition from other brands. Ignore studies that suggest the best time to send emails is between 10:30 a.m. or 5 p.m., your readers are likely to follow a different schedule, so try different delivery times for your next emails, then select intervals of time that consistently generate higher open rates.

3. Segment your lists

Your subscribers fall into different categories, which means that everyone has different interests and needs. Ways to segment your subscribers include:
  • Demographic data
  • Gender
  • Where they live
  • Job title
  • Behavioral data
  • What they do with your product
  • What do they buy
  • Free and paid users
  • When they last clicked on an email
  • When and how often do they buy
  • Customer registration date
  • Incorporation of new users
  • Rewarding your best customers
  • Customer email client data
  • If they are browsing on mobile or desktop devices
  • When they say they want to receive emails
By segmenting your email lists, you increase the likelihood that the messages you send to your recipients are interesting and relevant to them. In fact, MailChimp research reveals that targeted campaigns have a 13.07 percent higher open rate than non-targeted campaigns.
  1. Cut out the words that trigger spam filters
According to the Esecurityplanet.com site, more than 100 billion emails are marked as spam on a daily basis . Because many unsolicited e-mails transmit viruses or promote illegal activities, e-mail programs automatically filter messages that appear to mislead readers. One of the ways our inboxes do this is by searching for specific keywords that are typically associated with spam: for example “big bucks”, “earn per week”, “free money”, “no credit check “And” victorious. ” So avoid using these common spam words, as your client’s email provider may consider your email to be junk.
  1. Create consistency and urgency
As soon as you set a time to deliver your email, be it every week or month, stick to that schedule so recipients know when to expect your message. Your most loyal recipients can set aside time to read your newsletter. If you want to create a sense of urgency, to encourage your subscribers to open your email as soon as they see it, try including the following phrases or words in the subject line.
  • Simple, no nonsense
  • Funny
  • Controversial or shocking
  • Single word
  • Numbers and lists
  • Personalized
  • Questions and other scores
  • Missing out and other shortage tactics
  • Mysterious
  1. Use Keywords in the Subject
The subject or subject of an email is one of the most important elements that you should consider in your campaigns. Why? If the subject of your email is not attractive it is likely that your contacts will not read it, in addition, you will not be able to differentiate yourself from your competitors and your emails will end up in the trash. So, if you want to optimize  your open rate, you must create an issue that impacts your subscribers. How to achieve it? Use keywords, be concrete, understandable, informative and if possible create a personalized subject line, so that you get good results. You should also keep in mind that the subjects that have the highest open rate, according to doppler.com, are those that have less than 30 characters. However, you can write subjects up to a maximum of 50 characters.

Examples

As you’ve seen so far, open rate is one of the best ways to know if your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it generally means that your subject lines resonate with your audience. To give you a clearer idea of ​​the importance of the open rate for your email strategy, here are some examples of successful open rates. This information was taken from MailChimp customer email campaign statistics by industry. Let’s see: According to the MailChimp study, the most frequently opened emails are related to hobbies, with an open rate of 27.35%; It is followed by emails sent by government entities, with an open rate of 26.52%. and then there are the emails about the arts and artists, with an open rate of 26.03%,. The average open rate for all the industries that were analyzed is 20.81%. Another good way to check if your emails are working is to take a look at click-through rates. Click-through rate is a percentage that indicates how many successfully delivered emails got at least 1 click. This number shows whether your audience considers the emails you send to be relevant enough to click on them for more information. Continuing with the MailChimp example, here are the industry standard click-through rates:
  • Hobbies also have the highest click-through rate, which is 4.78%.
  • Media and publication emails see the second highest click-through rate, at 4.55%.
  • The government is in third place, with a click-through rate of 3.65%.

Conclusion

The open rate is a very important indicator to measure your email marketing strategy. It is the data that indicates the percentage of emails that have been opened or read by users. This does not mean that your campaign has been effective but simply that the user opened the email you sent: it does not mean that the user responded positively to your email marketing call. The open rate is obtained by dividing the total messages opened by the total messages delivered. This is why the objective of your email marketing campaign should be focused on obtaining a high open rate, so that you increase your chances of your readers clicking on the landing page. It is important that you understand that the open rate is not a 100% reliable measure. An email is considered open only if the client is able to display HTML with images or the recipient clicks on a link in the email. So if you send text-only emails, it’s important that you always include images, to force the download.

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Crypto

How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in Exmo.com step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.

Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.

Configuration

Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.

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Crypto

How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.

If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.

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Crypto

How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in Skrill.com

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

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