Despite new technology and the increase in AI tools, good old Email marketing is still one of the most effective tools for reaching target audiences, especially for B2B companies. The open rate, which measures the percentage of recipients who open a particular email. is one of the most important metrics that determines the success of an email campaign. At Three29 we can help your company understand the ins and outs of average email open rates and can provide actionable strategies to help you improve yours.
Understanding Average Email Open Rates
The average email open rate can vary significantly across industries. In general, B2B email marketing sees an average open rate between 15% and 28% depending on the specific sector and the target audience. For example, a study from Campaign Monitor notes that the typical B2B open rate sits around 15.1% to 28.1% across sectors, while industries like nonprofits and education see much higher averages
Important Factors Influencing Open Rates in B2B Email Marketing
A variety of different factors can impact your company’s email open rates including:
- Audience Segmentation: When you target the right segment of your audience, you can significantly improve open rates. Segmented campaigns are shown to have open rates 14.3% higher than non-segmented ones.
- Email Subject Lines: Surprisingly, 47% of email recipients decide whether to open an email based solely on the subject line. A well-crafted, compelling subject line can truly make all the difference.
- Sender Name: The “From” name in an email is just as crucial as the subject line. Using a known and trustworthy sender name increases open rates.
- Relevance of Content: Content that is both personalized and relevant is essential. The more tailored your message is to the recipient’s needs and wants, the better the chances of the email being opened.
- Timing: Knowing the best time to send your email based on your audience’s habits can improve open rates. A practice called A/B testing for send times can reveal when your audience is most likely to engage.
Five Helpful Tips to Boost Your Email Open Rates
Take a look at our suggestions below of how you can boost the open rates of your email marketing campaigns:
Tip #1 – Craft Higher Quality Subject Lines:
Use clear, engaging, and action-oriented subject lines. According to Opensend, subject lines are especially important in grabbing attention. Personalization, “hooks” to draw people in, or headlines that stir up emotions frequently increase open rates
Tip #2 – Always Optimize for Mobile:
Over 60% of emails are opened on mobile devices, so your emails need to be mobile-friendly in order to compete for your audience’s attention. Make sure that your subject lines and preheader text will display well on small screens and use clear email design elements.
Tip #3 – Segment Your Email List:
It’s no surprise that the more targeted your list is, the better results you will usually see. Try breaking your audience down by behavior, industry, or even previous interactions in order to send more relevant content. This should naturally lead to higher open rates. The preview, the small piece of text that appears next to the subject line in most emails, provides an extra incentive for recipients to open the message. Make sure to make it count by teasing the benefit of opening the email.
Tip #4 – A/B Test Your Campaigns:
When you craft your email, test different subject lines, sender names, and email content formats to see what resonates best with your audience. For example, testing different email approaches on various B2B segments can help refine strategies and boost the open rates as you learn what works.
Tip #5 – Clean Up Your Email List:
Another way to improve your overall open rate is to regularly remove inactive or outdated contacts. Keep a clean, current list so that you’re targeting engaged users. This approach improves deliverability and the performance of your email campaigns overall.
Additional Considerations for B2B Email Marketing
B2B marketing really does have some unique challenges that make optimizing email open rates especially important. Unlike B2C, where general promotions might drive engagement, B2B email recipients often look for more specific, actionable information. Working with a B2B marketing consultant or a B2B marketing agency like our team here at Three29 can help you develop targeted strategies that align with your audience’s needs, so that your content has a higher chance of getting opened and read.
And don’t forget… B2B recipients are likely to be significantly more selective in what they open than the general population due to their busy schedules and work-related priorities. This means making your emails valuable, concise, and highly relevant is even more crucial to increasing your open rates.
Contact Three29 for More Help Improving Your Email Open Rate
Implementing strategies such as segmenting your audience, optimizing subject lines, and conducting A/B tests can have a significant impact on your open rates, but can be a lot for a small to medium sized company to handle. If you need assistance refining your email marketing approach, then working with a B2B marketing consultant from our B2B marketing agency can provide the expertise you need to craft highly effective campaigns that resonate deeply with your audience.
Contact us today to discuss ways we can work together to maximize the overall performance of your campaigns, and ultimately, drive more leads and conversions for your business.
