Email is one of the most prolific forms of communication. It
also happens to be one of the most effective marketing tools for
businesses. When it comes to using email to encourage feedback from
your subscribers, improving email response rates should be a top
Though email response rates may seem self-explanatory, there’s
a lot to this particular marketing metric. From gauging interest in
your products to answering questions about your processes, email
responses give you a chance to offer personalized insight to your
subscribers that can increase conversion rates.
What are email response rates and are they important?
Email marketing simply isn’t very effective if you don’t
measure results and learn from them. Though every business has its
own approach to measuring results, most marketers have a similar
Open rates: a measurement of how many emails
your subscribers open in an email campaign.
Click rates: a measurement of how many
click on images and links in your email campaign.
Conversion rates: a measurement of
goal-oriented actions taken by your subscribers.
Response rates: a measurement of how often
reply directly to your email campaigns.
Unsubscribe rates: a measurement of how many
subscribers choose to unsubscribe from your email campaigns.
While each of these measurements is important, your email
response rate can provide valuable insight into how your campaigns
are performing. They also allow you to engage with your email
subscribers, potentially converting them to customers in the
So what is a good email response rate? The average
email response rate is
10%. As with tracking other marketing metrics, your email
response rate will vary depending on several factors. Three factors
that determine marketing metrics are:
Audience: an email campaign for a large,
diverse audience is more likely to see higher email response rates
than a campaign to a smaller, niche audience.
Content: an email campaign that describes a
new product or includes a survey can generate higher email response
rates than generic content like a newsletter.
Industry: an email campaign from the B2C
industry will see different email response rates than campaigns
from the B2B industry.
A good rule of thumb is to gauge how your open rates stack up in
your industry. If you have higher open rates, you can feasibly
expect to see higher response rates.
5 tips and examples for improving email response rates
Email response rates are an effective way to encourage new
leads. Whether your subscribers are asking a question about their
favorite product or inquiring about your price structure, improving
email response rates means your sales team has warm leads to follow
1. Use personalization to draw your subscribers in.
Email personalization is a powerful tactic. It can increase a
campaign’s open rates, something that’s critical to improving
email response rates. In fact, using personalization in your
subject line means your subscriber is
26% more likely to open your email. This email from Uber is an
excellent example of a highly personalized email that can encourage
responses from your subscriber:
Really Good Emails
The email includes several highlights specific to the
subscriber. It also includes helpful advice tailored to their
personal habits. Emails that include
tailored details about your subscriber’s performance can lead
to questions about how they can improve their stats, which, in this
case, means Uber benefits from having their driver on the road more
often (which benefits their bottom line).
2. Hype your newest or most-loved products.
Your email subscribers already love something about your company
or products. Take advantage of that by using product launch
campaigns. An email that includes details and high-quality images
of your new product can inspire inquiries from your subscribers.
Take a look at this email from Lululemon, which highlights the
return of one of their most-loved products:
Really Good Emails
With a catchy
subject line—“They’re back (with a textured
twist)”—Lululemon invites readers to see what’s returned.
They only include a few details and images, along with their CTA,
but leave a lot of information out that can encourage subscribers
to respond directly. Include enough information to get people
excited but leave a little room to open a dialogue for the most
3. Segment your email campaigns for the best results.
List segmentation is an effective way to increase the overall
performance of your email campaigns. It can also improve email
response rates. Targeting the right subscribers means you’re more
likely to see interest and engagement from them. MeUndies, which
sells matching undergarments for everyone, uses gender to target
their subscribers with the right style and fit:
There are endless ways you can segment your lists, and it’s
worth the effort to sort them out. List segmentation can drive an
increase in revenue of up to 760%. That’s why you should use
every opportunity to collect information about your subscribers.
Use surveys to promote interest, which can also lead to better
email response rates.
4. Create subject lines that spark interest.
Your subject line is arguably the most critical component of
your email campaign. Without a subject line that speaks to your
subscribers, they just won’t open your email. Whether you want
something witty and fun or succinct and informative, you should
plan to spend extra time writing a
subject line that works.
Check out this email example from Netflix:
Really Good Emails
Netflix uses personalization in the subject line—“Smiles
Davis, we just added a TV show you might like”—to encourage the
subscriber to open the message. Using your subscriber’s name is a
quick way to incorporate a personal element.
They expand on that personalization by suggesting content their
subscribers might enjoy based on their other habits. This can lead
to feedback from your subscribers.
5. Optimize your campaigns for mobile devices.
A technology trend that isn’t likely to go away is the use of
mobile devices. They’re used in virtually every country, by
nearly every group of people. The increase in mobile devices means
that more people read emails on their phones. Some studies indicate
over 50% of emails are opened on them. Look at this responsive
email design from HomeAway:
Really Good Emails
Their email—another one that uses personalization—includes a
search feature, the option to browse by price range, and a targeted
list of available rentals. Even with all of these features,
HomeAway has 100% mobile optimization with their email campaigns.
This means people can browse rentals from pretty much anywhere in
Simple tricks for improving email response rates
If you really want to improve your email response rates, you
need to create engaging content. This means you need to give your
subscribers something that makes them want to communicate with you.
You need to provide value.
Easy ways you can improve email response rates are by:
Asking open-ended questions: If you send a
newsletter or company update, end your email with a question that
encourages your subscribers to write back to you. Ask questions
that can create interest in your products or services or use
questions to find out more about your subscribers.
Incorporating popular trends: Without going
overboard on the pop culture references, you can use current events
and recent trends to get your subscribers talking. You can also use
trends in your industry to gauge feedback from your
Sending at the right time: An email marketing
best practice, sending your emails
at the right time is crucial to improving email response rates.
Review your data to see when your subscribers engage with your
emails most often and set up campaigns based on that
You don’t have to revamp your entire marketing strategy to get
your subscribers to reply; you just need to make a few small tweaks
to your email campaigns.
While you may not want replies to every email campaign you put
together, soliciting feedback from your subscribers is an effective
way to increase your conversion rate. By engaging with your
subscribers, you show that you value them, even if they just have a
simple question via email.
If you want to improve your response rates for an email
campaign, remember these key takeaways:
Personalization and segmentation are powerful
tools. They can improve all of your marketing metrics and
encourage replies from your subscribers.
Follow email best practices to see results.
This means you need to create dynamic content and optimize email
campaigns for various devices and browsers.
Take the opportunity to ask your subscribers for
feedback. Sometimes the best approach is a direct
approach. When you genuinely want responses, ask your subscribers
to get back with you.
Improving email response rates will give you the chance to start
conversations that can lead to higher conversion rates.
Looking for an email platform that can track your email response
Monitor has a full suite of tools that can drive more feedback
from your subscribers.
Tips and Tricks For Improving Email Response Rates appeared
first on Campaign
Source: FS – Email Marketing Blogs!
Tips and Tricks For Improving Email Response Rates