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9 Amazing Ideas To Improve Your Shopify Email Open Rate


How well is your Shopify email marketing campaign performing? 

You can check this in your Shopify email open rate tracking dashboard to bring desired results to your campaign. 

Shopify email open rate dashboard is a fantastic way to see how interested your email subscribers are in your content and brand. Conversely, a low open rate might indicate that your segments are incorrect, that you are addressing the wrong people, or that your content is irrelevant. 

But what constitutes a good email open rate in your industry? In this blog, we’ll answer all of your questions regarding why open rates are so crucial and how you can improve yours if they’re low. 

Let’s get this game started!

What Is Shopify Email Open Rate?

shopify email page

Shopify email open rate reveals how the receivers open many emails sent. It simply indicates the overall number of emails opened, not which recipients opened the email.  It also provides other metrics such as deliverability rate, unique visitors, click-through rate, click to open rate, and so on.

You can  also use the following formula to calculate your campaign’s email open rate:

Email Open Rate= Number of Emails Opened / (Total Number of Emails Sent) x 100

Let’s put it this way:

If you send 100 emails and 10 of those bounces, you will have 90 delivered emails. Let’s assume 10 of the 90 emails are opened. This implies that the open rate of your email campaign is 10%. (10 emails opened from 90 delivered).

10/100 * 100 = 10%.

This is how you might view the email open rate on your Shopify dashboard:

shopify email dashboard

What Is The Average Shopify Email Open Rate?

The Average Shopify Email open rates vary by the quality of your email list and industry.

A good open rate spans between 20% to 22%.

This figure represents the percentage of the audience who opens the emails you send them.

If you find yourself falling short of numbers or simply want to take your email marketing to greater heights. Follow these simple steps to improve your email open rates.

9 Amazing Ideas To Improve Your Shopify Email Open Rates

Your Shopify email marketing app efforts can only be effective if they are opened in the first place. If your email open rates are lower than you would like, here are 9 amazing ideas to improve them.

1. Personalize The Sender’s Name

The most powerful metric in email marketing – open rates – is heavily influenced by sender names.

The first thing a user sees in their inbox is the sender’s name. Furthermore, most people decide whether or not to open an email depending on the sender’s name. Also, the sender’s name should always be consistent with the brand’s identity.

Customizing the “From” name of your campaigns implies that an email with consistent tone and branding might look to the receiver as though it was received from someone they know rather than a generic address. The sender’s name can be a business name, a person’s name, or a mix of the two. 

So, how you introduce your business and yourself to the audience influences open rates, engagement, and, ultimately, the overall effectiveness of your email campaign. Here are five sender name recommendations to help you enhance your email open rates:

  • First, determine why customers subscribed, and then choose a name that will meet their demands. Make sure your sender’s name is easy to remember.
personalize the sender's name
  • Avoid one of the most common email blunders by saying no to versions such as “noreply@XYZ.com” or “info@XYZ.com,” which seem hostile and impersonal.
  • Check how sender names appear on multiple devices and email applications to ensure they are not excessively lengthy and appropriately shown.
  • Try out A/B testing to find which one works best for your target demographic.

Keep in mind, the sender name will always be viewable, and most recipients will read it first. As a consequence, they immediately decide whether or not to flag the email as spam. With that, personalizing the sender’s name is a fantastic way to boost email open rates.

In email campaigns, trust and consistency are critical. Personalize the sender’s name wisely, but keep brand awareness in mind.

2. Make Your Subject Line Perfect

Most marketers say they test alternative email subject lines to improve the performance of their emails. That is why it is essential to write subject lines interesting enough to entice readers to click through.

While they may appear to be a small aspect of your email, they are one of the first impressions you make on your emails.

Some general best practices for email subject lines to keep in mind when crafting:

  • Multiple subject lines: You should write at least ten subject lines for each email. Then, select the best.
  • Keep it to less than 50 characters: It’s often a good idea to restrict subject lines to less than 50 characters. This is because subject lines with fewer than 50 characters had excellent open and click-through rates than those with more than 50 characters.
  • Alliteration/Emojis: Make use of alliteration and emojis because it appeals. Try it out for some creative email subject lines.
  • Call to Action: It’s never a bad idea to include a call to action in the subject line of an email. A call to action in the subject line can increase open rates.
make your subject line perfect
  • More caps, LESS openings:  COVERING YOUR SUBJECT LINE IN CAPITAL LETTERS WILL NOT HELP. Caps are extremely strong, but they should not be taken lightly. Use them carefully and wisely.
  • A/B test subject lines: Yes! Everything you can get your hands on, even email subject lines, should be A/B tested.
  • Pay attention to the preview: The email preview that comes after the subject line is a valuable piece of content that many organizations are not making the most of it. This will be covered in detail in the next section.
pay attention to preview text

Remember, All of the world’s finest artists are thieves in the sense that they build on previous works to create their own. 

Take advantage of great subject lines that you believe will work for your company. Adjust them slightly and try them on for size. Keep in mind that imitation is flattery, so use the most delicate email subject lines to your advantage. And, these pointers will help you in increasing open rates.

3. Improve The Preview Text

The email preview text is the line of text that shows in the recipient’s inbox below the subject line.

For the reader, preview text adds another layer of information to help them decide which emails to open and which to reject. Studies show that preview text can raise click-through rates by up to 30%.

Here are six ways to personalize your email and construct preview text to encourage people to open your email.

  • Don’t leave it blank: Make sure to include something substantial in the preheader.
  • First things first: If you don’t use preview text, make sure the first thing a reader sees is interesting. But definitely not your email address.
  • Make use of strong action words: Email preview texts are only two sentences long (85 and 100 characters), and if you want them to speak to your recipient and convince them to open the email, you must use vital action phrases.
  • Use it as an extension of your subject line: When writing your preheader text, consider how it can be used to extend your subject line to entice people to open the email.
extension of your subject line
  • Include CTA: Include a call to action in the preview text to make it apparent to recipients that they should open your email.
include cta
  • Don’t say the same thing twice: In your preview content, do not repeat the sender’s name or the subject line.
don't repeat

Make use of the preview text to explain  the readers what the email is about, why it’s important, back up your subject line, and keep them from rejecting your email or selecting “spam.”

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4. Maintain Your Shopify Subscriber List

There are several ways to build your subscriber list. We have prepared a list of strategies here. However, the goal is to understand your objectives and select the approach that best meets your requirements.

Social Bar: A social bar appears on top of anything you’ve posted on social media and encourages people to join your email list.

Landing Page: If you wish to promote your email list via an advertising campaign. You must build a subscribe landing page to have a dedicated spot to direct anyone interested in subscribing to your email list.

Pop-ups: Pop-ups allow you to sell a promotion like subscribing to your email list while drawing the visitor’s attention. So, captivate the audience with the enticing message in the pop-ups.

Signup and Checkout Forms: When someone buys a product from you, it’s a great moment to encourage them to sign up for your emails.

If you’re a Shopify store owner, you can quickly add a subscribe tick box to your checkout process to allow customers to join your email list.

After you’ve worked out to build your email subscriber list, you need to maintain the list. Getting new subscribers takes effort, but losing them may happen in an instant if you’re not careful.

So, you should use every feasible email list management practice to keep your email list in good shape.

Make a good first impression: The first email a subscriber receives from your company is a welcome email, which sets the tone for subsequent interactions. Make your readers feel determined with your email, a good experience can make them more responsive to your future campaigns.

Maintain a clean email list: Clean out your email list as regularly as you can. It safeguards the reputation of your company. A shattered brand reputation will not only have an impact on your email deliverability rates, but it will also have an impact on other elements of the business, including sales.

Engage with inactive subscribers: Before you let go of inactive subscribers, be sure you’ve done all possible to get them to rejoin.

Make it simple to unsubscribe: Don’t hide the unsubscribe button if you don’t want your emails to be labeled spam. This will affect your bounce rate, email deliverability, and reputation.

Maintaining your email lists is a must-do for businesses. This provides you with an organized database for email segmentation, allowing you to develop compelling, targeted email marketing campaigns. In addition, maintaining a clean database increases email delivery, retains your reputation, and saves time and money.

Moreover, you can even automate your email marketing campaign.

Learn more about Shopify email automation.

5. List Segmentation

Email segmentation means the process of categorizing your email subscriber list into separate categories based on certain chunks of information. This is the first step to hyper-personalization. This not only makes customers pleased, but marketers report a 20% rise in revenues after implementing personalized email advertising.

shopify email segmentation

You have limitless choices for tailoring your email marketing campaign with segmentation. 

Here are some of the top email segmentation strategies for you to think about.

  • Buying behavior (Past purchase, Purchase frequency, Product type, Loyal buyer)
  • Online browsing habits
  • Demographics (Gender, Age, Marital status, Lifestyle, Occupation, Education) 
  • Location
  • Sales funnel’s stage
  • Open and click-through rates 
  • Level of Hierarchy
  • Information gathered via surveys, lead magnets, Opt-in forms
  • Time zone
  • Email service provider and device
  • Activity/Inactivity on the website

Email list segmentation is the heart of every effective email marketing campaign because it allows you to concentrate on the individual in front of you.

You can refine your email campaign through better email segmentation strategies. However, keep in mind that segmentation is an ongoing process. It is not a channel that you can set and forget.

6. Send Your Emails At Appropriate Time

Timing is a crucial part of efficient email marketing. The days and times you send emails to influence your open, and click-through rates affect your conversions. At times, it even affects your customer’s buying decision and in turn, they forget about the items they left in the cart.

If you faced such a situation as a Shopify store owner, learn more about Shopify abandoned cart email and time your emails appropriately.

However, the fact is that audiences differ greatly between categories and geographies. So all of that data is only a starting point. The best time to send emails completely relies on your audience; you must figure out when your target audience wants to read your messaging.

7. Include Relevant Content In The Email

There is always time to re-calibrate your emails, no matter where you are on your email marketing journey.

Here are some helpful prompts for the content of your email.

Educate your customers: Customers can be educated on how to use your particular products. They can also be educated on your brand. As a result, your brand is established as an authority and a credible source to purchase from in the future. Consider including links to buyer’s guides, sharing related videos, or providing information about a certain product category.

Include a call to action: Without a call-to-action, an email is incomplete. In addition, you may not be able to attain your marketing objectives if your audience is not motivated to take any action. CTAs can induce your subscribers and encourage them to participate in your campaigns.

Add videos: Video, which is more powerful than ever. As a consequence, think about how you can improve your email template content by including a relevant video. Whether it’s one you created or one you explored. If that would be useful to your audience, send it to them through email.

Test your email with multiple devices: Before you schedule and send your email, make sure you test it on numerous devices to confirm that your content appears as you planned.

These steps are essential to follow if you want to send engaging emails that your readers will act on your Shopify email notification and take action.

8. Beat The Spam Filter

beat the spam

The biggest concern nowadays is that emails being labeled as spam. A spam filter can ruin your brand reputation, and your marketing initiatives can suffer a significant setback with drop-in open rates.

When you send a new campaign, inbox providers examine your user engagement with your previous campaigns. They then use this information to determine whether or not to send your recent campaign to the inbox.

As you can see, whether or not your campaigns reach your subscribers’ inboxes is primarily determined by your previous campaign engagements.

If they opened and clicked on your previous emails, your next campaign will likely get sent to their inbox. On the other hand, if they removed them without opening them, your most recent campaigns will end up in the spam folder.

Here are some suggestions to help you get your emails to go to the inbox:

  • First, email those who have permitted you.
  • Use personalized ‘From’ name.
  • Use segmentation to provide tailored, relevant campaigns.
  • Use a valid reply to address.
  • Send from your company’s domain.

So, when you carry out your email marketing campaigns, keep these tips in your mind. This not only will enhance your open and click-through rates, but it will also convey good signals to email providers, ensuring that any Shopify newsletter you send in the future to your subscribers land in their inboxes.

9. Use Double Opt-in For Subscribers

The goal of a double opt-in is to screen out unsafe signups. In an ideal world, all unconfirmed email addresses would be spam traps, email bots, malicious signups, and individuals who aren’t interested in getting your emails will just unsubscribe or report them as spam. 

However, we should be aware that some interested customers never confirm their membership. Therefore, you have to keep it as low as possible. Various best practices can assist you in doing this.

  • Your signup confirmation page should be clear to take necessary action.
  • Your opt-in confirmation request email’s subject line and preview text should make it obvious to take action.
  • The design of your opt-in confirmation request email should draw recipients’ attention to the one action you want them to take: clicking the link to confirm their subscription.
  • When someone clicks on the opt-in confirmation link, your opt-in confirmation page should explicitly acknowledge that they have now subscribed and then move the relationship ahead.

Using the double opt-in, you may improve the customer experience that is only focused on increasing opt-in confirmation clicks.

If you’re looking for the best email marketing software, look no further than BayEngage. With this email marketing platform for Shopify implement all these ideas and improve your email open rates.

So Before You Go

Email marketers are constantly engaged in how their campaigns and individual emails are working. Open rates are the first and most evident indicator that your marketing messages are reaching your intended audience. 

You can use the Shopify email open rates by industry to assess how your emails are performing. Still, we highly advise you to use those figures as a target and compare them to your Shopify email marketing statistics to set a standard to monitor your success.

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Janani H is a Content Marketer at TargetBay, an Ecommerce Marketing Cloud used by thousands of online stores across the globe. She enjoys writing about the power of emails in marketing, and when she isn't writing, she can be found riding the Metro and trying out new local foods.

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