Why does OR impact your ROI?

Did you know that a simple metric can make a difference in the profitability of your email marketing campaigns? We are referring to the Open Rate (OR), which indicates how many people have opened your emails. Why is OR so important? Because it directly impacts the ROI or return on investment. The more people who open the email, the more chances there are for the campaign to generate conversions and be profitable. In this article, we will tell you everything you need to know about OR and how to improve it to take your email marketing to the next level. Don’t miss it!

The Open Rate (OR) is a fundamental metric in the world of email marketing. It measures how many times an email sent in a marketing campaign is opened. But why is Open Rate so important? The answer is simple: it directly impacts ROI or return on investment.

ROI is an essential measure for any business, as it allows you to measure the effectiveness of an investment in financial terms. To calculate the ROI of an email marketing campaign, the cost of the campaign is compared to the profits that have been obtained through it. The higher the ROI, the more profitable the investment will be.

But how does Open Rate influence ROI? The answer is that Open Rate is a metric that indicates how many people have read the email. The more people who open the email, the more likely it is that the campaign will generate conversions, meaning that recipients take the desired action, such as making a purchase, subscribing to a mailing list, downloading a file, etc.In addition, Open Rate also influences the sender’s reputation. If a high percentage of recipients do not open emails sent by a company, this may be interpreted by email providers as a signal of spam, which can affect the deliverability of future emails, thus reducing the effectiveness of the marketing campaign.

Therefore, it is essential to improve the Open Rate to improve ROI. To do this, it is necessary to ensure that the content of emails is of high quality so that it is attractive and relevant to recipients.

Some key points to creating quality content that also helps increase the OR of your emails are:

1. Know your audience: It is important to know who your potential and existing customers are, what interests them, and what concerns them. With this information, you can create content that is relevant and useful to them.
2. Personalize your emails: Personalization can make the difference between an email opened and one ignored. Use the recipient’s name and, if possible, their purchase or browsing history to send personalized and relevant emails.
3. Use an attractive subject line: The subject line is the first impression that recipients have of your email.

Additionally, techniques such as email list segmentation can be used to send personalized messages to each group of recipients and email automation to send messages at the right time.

In conclusion, Open Rate is a fundamental metric in email marketing as it directly impacts ROI. Improving Open Rate is essential to increase conversions and the sender’s reputation, which, in turn, improves the deliverability of future emails. Therefore, it is important to pay attention to this metric and optimize marketing campaigns accordingly

Bibliographic source: https://mailrelay.com/en/blog/2019/09/10/open-rates-in-email-marketing-what-is-it-and-how-will-it-affect-roi/