# How To: Increase Email Open Rates

Apr 23

Written By [Krista Karpan](/content/blog?author=5cafa0c65e0ed8e5b02ce182/index.html)

In a world of ever changing technology, dynamic paid social ads, and AI on the rise, email marketing remains to be a vital link to a profitable marketing strategy. At least 25% of total revenue should be generated from email marketing (on average our clients see 30.1%).

When looking at metrics to strive for in an email marketing program, it often starts with Open Rate—the percentage of subscribers who open a specific email out of the total number of recipients. We typically recommend shooting for 40% of greater, and building from there.

**Looking to increase Open Rates for your email campaigns? Try these 5 things:**

1. **A/B test subject lines**  
   When planning out email campaigns, a strategic goal is to A/B test one campaign per month. If your Open Rates show room for improvement, consider increasing this to 2-3 times per month.

2. **Send to highly targeted engaged segments**  
   Create and send to segments of your highest engaged recipients—ones who open and click your emails, those who have interacted with your website and are current subscribers!

3. **Lean into a trending topic and include in your subject line**  
   When crafting a subject line, it’s important to create intrigue. Ask a question, let them know you’re going to teach them something, or integrate emojis that add to the copy.

4. **Optimize your send time with a Smart Send Time Test**  
   One of the reasons we recommend [Klaviyo](https://www.klaviyo.com/) as our top ESP, is the tools they provide. Running their [Smart Send Time Test](https://help.klaviyo.com/hc/en-us/articles/360049073691) utilizes their technology to find the top send time your audience responds to and helps produce strong Open Rates.

5. **Take note of the send days with the highest engagement and plan ahead!**  
   Review the past 90 days of email campaigns, and notice which days produced the highest engagement (Open Rate, Click Rate & Revenue). Once these days are determined, plan the next quarter of campaigns accordingly and see your rates soar!