Email open rates are a useful, but imperfect, metric. Even the most sophisticated senders can’t track people who don’t view images or, generally speaking, who viewed the email on a handheld device like Blackberry or iPhone. This means that open rates are never comprehensive. But, they’re still a great way to get a peek into how your audience is receiving your E-newsletter, New Media Release or E-tip. They enable you to better benchmark your performance over time and tweak key elements to improve execution and better grow relationships with your target audiences. The important thing is that you see them hold steady or, even better, trend up.

There are a variety of things that can hurt, or help, your email open rates: design, from and subject lines, send time, lists, content and delivery issues. Click the video above to watch our Managing Partner, Malayna Williams, share a few tips on how to make the most of these six elements to improve your open rate performance.

We hope you find these tips for making the most of your email campaigns useful. Get in touch anytime—we’re always happy to hear from you.