illustration of laptop with a pop up of an open envelope to symbolise an open email, as header for article titled "How do you optimise email open rates?"

75% of B2B marketers use email campaigns to engage their audiences. This makes email the third most used promotional channel in this space.

We already shared actionable steps towards a lead generation email strategy. But even with the best tactics in place, one challenge remains: your open rates barely surpass 15%. And before you take us for psychics: we simply looked at the data – the average open rate for B2B marketing emails is 15.14%.

To put this into perspective, consider this:

This shows that increasing your current open rate certainly is possible, regardless of how low it is.

This article will share the 5 best practices to boost your open rates to increase the overall success of your emails. Through an optimal click to open rate, more people will engage with your company’s content, products and services.

Before we dive in, you might be wondering why your open rates are low.

An illustration of a laptop with a large clock hovering above the screen, symbolising send time and scheduling.

What affects email open rates?

Your open rate is one of the most important email marketing metrics. All the hard work involved in segmentation and content curation is irrelevant if recipients don’t open your emails.

Here are a few factors that might affect your email open rates:

  • Your subject line
  • Your sender name
  • Timing
  • List quality
  • Pre-header text

Although these might seem like minute details in how your campaigns perform, tweaking them can give you the much-needed boost. However, this won’t replace the need for a long-term strategy informing all your marketing efforts. If you’re unsure where to start, we recommend our guide for B2B email marketing strategy. Or keep reading for advanced techniques to improve your email metrics in the second half of this article.

With this in mind, here are some ways to improve these factors.

An illustration of a laptop with a white paper airplane hovering above the screen, symbolising email communication and message sending.

How to boost your B2B email open rates

First, before diving in, we recommend A/B testing the following factors. This helps assess if they resonate with your target audience. Once deployed, let your email marketing analytics dictate whether they are conducive to long-term growth or not. As we’ve previously discussed, always monitor, analyse and iterate.

Write short and catchy subject lines

The average office worker receives a 121 total number of emails every day. So, especially when targeting busy B2B audiences, you need to keep it short and to the point. MailChimp recommends a maximum length of 60 characters or roughly 9 words. This ensures that you’re not truncating your email subject lines.

Here are some copywriting hacks you can try to entice your recipients:

  • Personalise the subject line using first name tags, which could increase the average open rate by 29%.
  • Include numbers. They stand out from the rest of the text and can lead to a whopping 57% increase in open rates.
  • Create urgency through a “must-know” tone. However, the claims should be honest and backed up by your email’s content. While sensational clickbait might cause an uptick in your open rates, your contacts will not fall for the same gimmick a second time.
  • Use the “you” rule. This is a fundamental conversion copywriting technique that shifts the focus onto the reader to increase engagement. The rule is simple: rephrase the wording of your sentences to contain the word “you” or its possessive counterpart “your”. For example, instead of saying “Elevate will help maximise growth”, opt for “Maximise your growth with Elevate”
  • Consider emojis. Even though they aren’t the most “professional”, they create a visual break from text that leads to higher CTR. Moreover, when used repeatedly, the same emoji will establish a unique identity for your emails, creating recall. Marketing expert Alex Garcia swears by this tactic after having implemented it in his strategy.

Create memorable sender names

42% of people assess the sender’s name when deciding whether to open an email. This means that who you present yourself as matters. If you’ve only ever sent emails under your company name, here are some things to consider:

  • Be trustworthy. With 94% of malware delivered via email, people are rightly weary of what they open. You are more likely to inspire trust if you use a proper name or company name instead of your personal email address. Also, make sure you use a legitimate email service platform so your messages don’t soft bounce.
  • Establish a first-name basis relationship. It adds a personal touch and familiarises recipients with the members of your team. Just make sure to also add your company name to create some form of recognition. Instead of sending as “Alex”, which appears vague and confusing, opt for “Alex from Dusted.”
  • Create brand recognition. You can do this by using your company name or the name of your service or product. Equally, if breaking all rules is part of your brand identity, do something completely outlandish like Shinesty.

Consider timing based on email marketing analytics

Inboxes can be crowded places. People receive tens of emails every day. If your email lands when their inbox is full, they’re more likely to skip past it.

This is why the right send time can help you avoid this. Here are some things to consider:

  • Recipient’s schedule. People tend to check their email at specific times of the day. In this context, many B2B subscribers are likely to check their email first thing in the morning or right before or after lunch.
  • Seasonal and event-based timing. Depending on your industry, certain seasons or events (e.g., holidays, special promotions) might be more appropriate for sending emails. Timing your emails to align with relevant events can boost open rates.
  • Time zones. If you’re sending across different time zones, it’s essential to consider when your target audience is active. You can even segment your list by time zone to ensure optimal delivery.

Of course, some platforms like MailChimp use data science to estimate the optimal send time based on your segment’s behaviour. In this case, you should let your data guide your campaign.

Refine your list

We know high numbers look good in your subscriber list, but a disinterested audience does more harm than good. Your inactive contacts might be the reason your open rates are low, as they are simply not interested in your emails. A first step towards refining your list is going through it and removing or archiving inactive subscribers. But maintaining quality contacts is an ongoing process that requires:

  • Targeting and email list segmentation. Sending emails to a relevant audience increases the likelihood of opens and engagement as they cater to their interests.
  • Setting expectations. The first email after subscribing should clearly communicate what to expect from your content, frequency, or promotions.
  • Making unsubscribing easy. An accessible unsubscribe link is a legal requirement in many jurisdictions. It also helps maintain a clean list by filtering out disinterested subscribers.
  • Using email verification tools. These check the validity of email addresses on your list. This way you can identify and remove invalid or fake email addresses that can spike your bounce rates.

Don’t forget about your pre-header text

This is the short snippet that appears below the subject line in your subscribers’ inboxes. While not as prominent, it can complement it by offering more details or expanding on the topic. Like the subject line, you also need to keep this short and snappy – ideally up to 100 characters in length. Provide a brief teaser of the email’s content, enticing recipients to open for more information.

Here’s how to make this blurb more engaging:

  • Include a call-to-action (CTA). This could be anything, from encouraging people to read your email to teasing the email content.
  • Highlight benefits. Emphasise the value recipients will get by opening the email, whether it’s a special offer or exclusive content.
  • Create a sense of urgency. If applicable, phrases like “Limited Time Offer” or “Today Only” can encourage recipients to open the email promptly.
  • Personalisation. Include the recipient’s name or reference their previous interactions with your brand to add a personal touch.
  • Ask a question. Pique your subscribers’ curiosity or address a pain point to encourage them to open the email for an answer.

An illustration of a laptop with a rocket launching from the screen, symbolising a boost in performance or growth.

Advanced techniques for improving your email metrics

While the practices outlined above can significantly enhance your open rates, there are other techniques to optimise engagement. These strategies involve deeper personalisation, segmentation, and leveraging advanced tools to fine-tune your email marketing efforts.

Dynamic content personalisation

Sometimes just inserting the recipient’s name into the subject line won’t do it. If this is the case, try dynamic content personalisation. This involves tailoring the entire email content based on the recipient’s preferences, behaviour, or demographic information. Utilising data-driven insights, you can dynamically adjust images, offers, and messaging to resonate more effectively with each individual recipient.

Behavioural triggers and automation

Implementing automated email workflows based on the specific triggers or actions recipients take can significantly increase engagement. For instance, you can set up automated workflows based on interactions like email opens or website visits. This allows you to deliver timely and relevant content, driving higher open and click-through rates.

Advanced segmentation strategies

Moving beyond demographic segmentation, advanced strategies target highly refined audiences. Factors like purchase history, engagement level or industry-specific preferences can determine these segments. By delivering hyper-targeted content to these niches, you can maximise relevance and response rates.

Incorporating interactive elements

Elements in your emails like polls, surveys, quizzes, or product demos can significatly enhance engagement. They provide recipients with opportunities to actively interact with your content. These emails not only capture attention but also provide valuable data insights into recipient preferences and interests. To read more about the impact of interactivity on your users, check out this article.

Harnessing AI and machine learning

AI-powered email marketing platforms can analyse vast amounts of data. They identify patterns, predict customer behaviour, and optimise email campaigns in real time. From predictive content recommendations to automated subject line optimisation, leveraging these technologies can help you continually refine and improve your email marketing performance.

Implementing advanced testing strategies

In addition to traditional A/B testing, consider experimenting with more advanced testing methodologies like multivariate testing. This involves simultaneously assessing multiple elements (e.g., subject line, imagery, CTA) to identify the most effective combinations. Continuous testing and optimisation are key to staying ahead in the email marketing game.

Expanding across multiple channels

Seamlessly integrating your email marketing efforts with other digital channels creates a cohesive omnichannel experience for your audience. You can expand your marketing efforts across social media, SMS, or your website. By synchronising messaging and offers across multiple touch points, you will also reinforce brand messaging. Ultimately, this will drive higher engagement and conversion rates.

These advanced techniques can unlock new levels of engagement, drive deeper connections with your B2B audience. In the long run, these form a solid foundation for consistently high open rates.

Key takeaways

The current B2B email marketing landscape is both challenging and promising. However, the potential for improvement is not only possible but also within your grasp.

With every open a potential partnership or sale, these practices are ultimately tools for success. Remember, in this journey, the data you gather and the insights you glean will be your best guidance. Implement these strategies, test them rigorously, and adapt them as needed. Thus you’ll ensure your campaigns stand out among the hundreds of emails your potential customers sift through every day.

Other resources

As a specialist digital marketing consultancy, we offer a many resources to help you hone your strategies. Wherever you are on the adoption curve, we’ll help you implement change that delivers actual results. To dive deeper into digital marketing, check out these articles:

If you need expert help tailored to your business’s needs, don’t hesitate to reach out. Get in touch now to book a call.