All Collections
Alura tools
Email Sender
Improve your open rate and email deliverability
Improve your open rate and email deliverability

Get opens and clicks for your content with these best practices

Emily avatar
Written by Emily
Updated over a week ago

If your emails don’t get delivered and opened, they’ll never be read. Good email deliverability practices are critical to good inbox placement and high open rates.

Measuring engagement

You can see the performance for all sent messages on your Dashboard page.

On average, emails sent using Alura see around a 32% open rate. If some of your emails are below average, this guide will help.

Targeted campaigns do better

Don't send large, impersonal email blasts. If readers don't see your content as valuable, they’ll mark your message as spam or simply unsubscribe. Know your audience and make your content relevant and personal. It's the key to their inbox! 😉

Use trigger-based messages

You can use Alura's Automation Emails to target your messages. For example, if you send an email on events such as their birthday or to say thank you for a positive review, they might be the perfect audience for your conversion campaign.

Personalize your content

Nobody likes to receive an email starting with “Dear customer”. Let’s make web business personal! You can use any of your custom data attributes or event data in the body of your messages to make them more personal.

Keep subject lines short and engaging

Long subject lines will be cut short in an email client, particularly on a mobile device. So, instead of writing long subject lines that are slow at getting to the point, intrigue your customers with a short, compelling subject line. For example, instead of "Find out more about our new awesome product", try "Fresh new product!".

We did some research about subject lines and discovered a golden rule for subject lines – make sure the subject line describes the subject of your email. Can the reader tell from the subject line what you’re writing about without going further? If not, why are you insisting that they guess?

Templates and formatting

Email providers will raise a flag if there is no text in your messages. If all the content of your message is contained within an image, you might see poor inbox placement for that message. Try to maintain a good text-to-image ratio.

Schedule your messages suitably

Infrequent, impersonal message blasts don’t get good engagement. Subscribers should know when to expect messages from you. Send your newsletters on a regular schedule to avoid any surprises for your subscribers, as a message delivered at the wrong time could mean someone will unsubscribe, or worse mark your message as spam!

Experiment with different send schedules for your users. Do you think subscribers are more likely to want to read about your content over a morning coffee or on a weekend afternoon? If you want your messages delivered at specific times, schedule your message to deliver at a certain hour on particular days.

Don’t overload your users

Consider using restricting contact to at least 3 days between each email to prevent overloading your users with too much content too quickly.

What is an average open rate?

Emails sent using Alura have an average open rate of 32%, however, that doesn’t mean that should be your target or your upper limit. Alura gives you the tools to make relevant, engaging content and share it with targeted audiences in a personal way.

These tips should help you reach your customer's inbox. For more information why not check out our Email marketing best practices?

Did this answer your question?