Your Instance's Open Rate is the percentage of Subscriber that open their News Digest when they receive them. The formula used to calculate Open Rate is (Total News Digest Opens / Total News Digests Delivers).
To view your Instance’s Open Rate, go to Insights > Channels > News Digest. On this page, you can see your Open Rate in both your Cerkl Snapshot and your Delivery Metrics.
You will see that the National Average Open Rate for email is 60% for Internal Organizations and 22% for External Organizations. With the tips below, we hope to give you some starting ideas on how to crush that percentage!
Check your default News Digest delivery time and frequency.
The first tip for increasing your Open Rate is checking your Instance's default News Digest delivery time and frequency.
Subscribers who have not gone through the personalization process will receive their News Digests based on your Instance's defaults inside Settings > News Digest. For this reason, the defaults you have set can really impact Subscribers who have not gone through the personalization process.
The Default Delivery Time is the time of day your Subscribers who have not gone through the personalization process will receive their News Digest.
It is important to step inside the shoes of these Subscribers and ask yourself what time most individuals check their email and when they would have time to read the Content included in the News Digest.
Example: If your News Digests are sent at times when most people are busy, there is a good chance your Subscribers might see the email, save it for later, and then forget to read it.
We recommend you set the delivery time to either early in the morning when your Subscribers are getting into the office, or sometime in the afternoon when they might be on their lunch break.
The Default Delivery Frequency is how often your Subscribers who have not gone through the personalization process will receive their News Digests.
It is important to step inside the shoes of these Subscribers and ask yourself how often they would want to be receiving News Digests.
If you have a short amount of time between deliveries (Daily or Weekly), one idea might be to switch it up and decrease the delivery frequency. This is because your Subscribers might feel overwhelmed by the amount of Content they are receiving in their News Digests, leading them to engage with it less. Having more time between News Digests could let your Content breathe a little and possibly increase engagement.
If you have a longer amount of time between deliveries (Every 4 weeks), we recommend increasing the delivery frequency. This is because having more Content coming into your Subscribers' emails may make them more mindful of the News Digests they are receiving.
Resend the Welcome Email
The second tip for increasing your Open Rate is resending the Welcome Email to all non-personalized Subscribers.
Non-personalized Subscribers are those who have not yet gone through the personalization process. Personalization is a major part to getting your Subscribers to engage with your Content. When a Subscriber goes through the personalization process, they will select their ideal News Digest experience: Categories of interest, delivery time, delivery frequency, etc.
One way you can encourage your Subscribers to move through the personalization process is by resending the Welcome Email to those who have not gone through this process. To do this, go to Audience > Controls and click the Resent to Non-Personalized Subscribers button.
We recommend resending the Welcome Email to all non-personalized Subscribers at least once a year.
Please Note: Apple released a privacy settings update. To see how this may impact your Insights, check out this article.