How to Improve Your Email Engagement Rate

Email Engagement Rate

What Is the Email Engagement Rate?

Are you looking to achieve optimal email engagement without exerting too much effort? Let us guide you through the fundamentals of email engagement, help you create the techniques, and assist you in choosing the perfect approach for your needs.

The email engagement rate is calculated by analyzing the interaction and response of your recipients to the content you deliver.

Let’s learn a simple formula:

Email Engagement Rate = (Total Engagements / Total Emails Delivered) * 100


Let’s say you have a list of 1,000 recipients, and your campaign results in 100 engagements, including opens, clicks, forwards, or replies. In this scenario, the Engagement Rate would be calculated as (100/1000) * 100 = 10%.

The email engagement rate is a crucial metric in email marketing, indicating how much engagement a particular email campaign is getting. It shows how well your audience is connecting with your message by measuring the percentage of recipients who not only open the email but also take actions like clicking, replying, forwarding, or other specified interactions.

Key components include metrics such as open rates, click-through rates, click map, unsubscribe rate, and total website traffic from interaction with the email content.

Let’s take a closer look at them:

  • Open rates indicate the percentage of recipients who have opened your email, providing insight into the initial appeal of your subject lines and sender reputation.
  • Click-through rates, on the other hand, measure the percentage of recipients who clicked on one or more links within the email, reflecting the effectiveness of your content and call-to-action.
  • Click map allows you to visualize where recipients are clicking the most within your email, providing insights for optimizing layout and content.
  • Unsubscribe rate reveals the percentage of recipients who have opted out of your email list. Keeping this metric in check is crucial for maintaining a healthy and engaged subscriber base.
  • Website traffic received from email campaigns. This metric measures how well your content drives desired actions outside your inbox.

A high email engagement rate is indicative of a well-received campaign, showcasing that your audience finds value in your content and is actively interacting with it. But it’s not only about the numbers, and it’s more than just getting people interested. It’s really about how well you connect with your audience. Email engagement metrics help you keep an eye on that connection and understand how your audience responds to what you’re sharing.

How to Increase Email Engagement?

Your meticulously crafted emails may be a work of art, but if your recipients aren’t eagerly opening and absorbing the content, a glaring problem emerges. That’s why understanding your audience becomes crucial for improving email engagement.

Consider these valuable tactics for enhancing your email marketing engagement:

1. Segmentation.

Improve your email outreach by segmenting your audience into smaller, more defined groups. This approach allows you to deliver content that resonates with specific interests or needs, boosting relevancy and, consequently, engagement.

In reality, you have the flexibility to segment emails using any data available in your records, allowing you to customize your messages accordingly. Within your automation software, create personalized criteria, such as customer lifecycle stage, signup source, recent subscribers, average order value, discount code usage, purchase behavior, location, website activity, or inactive subscribers.

It’s a straightforward way to ensure your messages resonate with each subscriber’s unique preferences.

2. Personalization.

Engage your audience on a personal level by using customized subject lines and content. Writing your messages to individual preferences and behaviors creates a sense of connection, increasing the likelihood of interactions.

Here are some tips on what a perfect subject line should look like:

  • Grabbing Attention: They’re the first thing people see, making them vital for getting recipients to open the email.
  • Setting Expectations: Good subject lines give recipients an idea of what’s inside, setting expectations for the email’s content.
  • Avoiding Spam Filters: To ensure emails reach recipients, subject lines should steer clear of words that trigger spam filters.
  • Higher Open Rates: Engaging subject lines significantly increase the chances of recipients opening the email, which is important for outreach success.
  • Encouraging Engagement: Catchy subject lines not only get emails opened but also encourage recipients to read, click links, and take other desired actions.

Keep in mind, that the subject line serves as the initial impression the recipient gets of the email, so make it count. Make it interesting by using tactics such as curiosity, FOMO (fear of missing out), and humor to captivate attention. Creating eye-catching phrases can significantly improve your email engagement.

3. Email List Maintaining.

Regularly cleanse your email list by removing inactive or unengaged subscribers. This not only streamlines your list but also enhances deliverability, ensuring your messages reach those genuinely interested in your content. A refined list is a powerful tool for optimizing engagement metrics. Explore our comprehensive guide “Effective Email List Building and Management” to discover more insights and strategies.

4. Precise Targeting.

When segmentation is the process of categorizing your overall email list into different groups while targeting is about directing specific messages to those groups based on their unique characteristics or behaviors. In simple words, segmentation helps us identify different groups of customers, and then targeting chooses the best groups to focus on.

Understand your audience’s preferences and interactions to refine your messaging strategy. Targeting in email marketing is like aiming your messages at a specific group of people who share something in common. Instead of sending the same message to everyone, you tailor your emails to match the interests of a particular bunch of individuals. It’s like talking directly to a smaller group within your overall audience, making your messages more relevant to them.

This data-driven approach allows customers to feel that your products or services directly address their challenges or desires, making them more likely to engage with your brand. However, more often than not one approach is not enough and the best way is to use a combination of some or all of the available targeted email marketing methods.

So, targeting helps you speak to different sets of people in a way that makes the most sense to them, significantly improving your email engagement rate.

5. Professional and Mobile-Friendly Design Templates.

Well-designed style and responsive structure allow your emails to look professional. With just a few clicks in the appropriate software, you can create engaging email templates that combine a place for graphics, text blocks, CTA buttons, and also a customizable footer.

Edit your content to keep it visually appealing and concise. When selecting fonts, prioritize clarity and legibility, choosing typefaces that are easily readable on various devices and screen sizes. Additionally, consider the color and contrast of your text to enhance visibility.

Boost engagement with a sleek, mobile-friendly email design. Tailoring your letters to work perfectly on various devices ensures easy access and a positive user experience. Prioritizing visual content and mobile-friendly design increases the likelihood of capturing your audience’s attention and encouraging interaction.

Closing Thoughts

Consider the aspects we highlight and make perfect messages for boosting your email engagement strategy. We are sure that these tips will help your subscribers look forward to every email from your brand!

If you want to leverage your deliverability to the next level, Inbox Insight from GlockApps is an excellent tool for this purpose. Continuously test and refine your strategies to keep the email deliverability rate high.


1. Why is Email Engagement Important?

Email engagement is crucial as it indicates how well your audience connects with your messages. Higher engagement often leads to better results in email marketing campaigns.

2. What Factors Affect Email Engagement?

Factors like segmentation, personalized content, targeted messaging, catchy subject lines, and professional design can notably impact email engagement rates.

3. Is Email Engagement Rate the Only Metric to Consider?

While email engagement rate is important, it’s valuable to also consider other metrics like open rates, click-through rates, unsubscribe, and conversion rates, and click map analysis for a comprehensive assessment of your email campaigns.

4. What’s the Difference Between Segmentation and Targeting in Email Marketing Engagement?

Segmentation categorizes your email list into groups based on certain criteria while targeting focuses on directing individual messages to specific groups or individuals within those segments. Segmentation is about grouping while targeting is identifying the most relevant audience for a particular campaign.

5. Can Design Impact Email Engagement?

Yes, design significantly influences email engagement. Visually appealing and mobile-friendly engagement email examples can capture attention, enhance readability, and encourage recipients to interact with your message.

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Khrystyna Sliusar

Content Lead at GlockApps