How to Improve Open and Click Rates

My Open Rate is 0%!

First, ensure you have the "Engagement analytics tracking" setting under MailPoet > Settings > Advanced set to either "Partial" or "Full" so that stats are being tracked.

If no one ever opened your emails, it's possible they are not being delivered. In that case, please read the article The Newsletters Are Not Being Received.

If you are certain that people are receiving and interacting with the emails (for example, if you have your own address on the list and definitely received and opened the email), then it's possible the opens/clicks are being blocked and never making their way back to your site to be recorded. 

All tracking links come back to the site through an ?mailpoet_router endpoint on the site, for example: https://example.com/?mailpoet_router&[...]. If that URL/endpoint is being blocked, then the opens and clicks will never be registered on the site. To test this, you can go to your site's MailPoet > Help > System Status page, and click the URL under "Task scheduler" at the top of the page. This URL should return a "pong" response — if it does anything else, such as redirecting to your site's homepage, a 404 error, or something else, then it is being blocked and the tracking links likely are as well. In that case, please try temporarily deactivating any caching, security, redirect plugins, etc to see what might be causing that.

How to improve it?

What you need to check and what you can do to have better open rates:

1. Make sure Inactive Subscribers feature is enabled

MailPoet automatically stops sending emails to your inactive subscribers by default after 6 months of inactivity.

2. Check your SPF and DKIM records

You can simply use this tool to check your SPF and DKIM keys. Authentication issues can affect your deliverability and prevent some emails from being received. Please read more about it: Email Authentication: SPF and DKIM

3. Clean your list

When sending with MailPoet Sending Service, users automatically have bounce management enabled. However, this is a feature to help you keep your lists clean. Before sending your newsletters, is very important that you ensure you're sending only to valid email addresses and not to fake sign-ups or old addresses that no longer exist. We recommend using services like BriteVerify or DataValidation.

4. Reconfirm your subscribers

Not sure if you have your subscriber's permission to send them emails? The best solution is to simply reconfirm subscribers to your list. This way, you'll make sure you're sending to people that want to hear from you and that won't flag your email as

5. Don't send to a purchased list

If you purchased an email list, you’re probably getting low open rates and high bounce rates, which may get your account suspended. Please refer to this article.

And also...

• Try to stand out with a catchy subject line and relevant content people will want to read;
• Verify the best day to send emails;
• Segment your list so your subscribers will be more interested in the emails you send them and will be more engaged with your email list;
• Avoid keywords and phrases often associated with spam. You can also see how to reduce the chances to be under Gmail Promotions tab.

What’s a good open rate?

It really depends on the size of your subscriber list. Logically, if you have a small list, each newly opened email will make a larger difference to the rating results than if you have a big list.

Although we refuse to be nailed down to specific percentages, we would say that if you’re getting less than 10% opens, something is wrong.

How are open and click rates calculated?

Open rate is a measure of how many people on an email list opened a particular email campaign. It is most commonly expressed as a percentage and calculated by dividing the number of email messages opened by the total number of email messages sent ( excluding those that bounced).

The email will not be counted as an open until one of the following occurs:

1. The recipient enables the images in the email, or
2. The recipient interacts with the email by clicking on a link

MailPoet rates are calculated on a  per subscriber basis, rather than total values. This is called unique and it means that if one subscriber opens the email 5 times, then it only counts once, so you could never have more than 100%. This is a much more accurate way of calculating how many people have enjoyed your newsletter.

Open rate % = (Opens ÷ Emails Delivered) x 100

Click rate is a percentage that tells you how many successfully delivered campaigns registered at least one click.

Click rate % = (Clicks ÷ Emails Delivered) x 100

Improving Your Email Click Rates

• You can get some suggestions by reading our writing links for emails that get clicks article.