Getting Your Emails Opened

Email marketing is a crucial tool for creatives, whether you’re reaching out to art directors, selling to retail customers, or connecting with wholesale buyers. But not all email lists perform the same way. Understanding industry benchmarks for open and deliverability rates can help you improve your strategy and ensure your emails are actually being seen.

What Is a Good Email Open Rate?

Open rates vary depending on your audience and the purpose of your emails. Here’s a breakdown:

• Art Directors – 40-60%

  • Art directors tend to have higher open rates because your email is a direct pitch, often expected, and highly relevant to their work.

  • Personalization and a strong subject line can make a big difference.

• Retail Customers – 20-30%

  • When selling products directly, open rates tend to be lower because customers receive many promotional emails.

  • Engaging subject lines, clear branding, and segmentation can improve results.

• Wholesale Buyers (Retail Stores) – 25-40%

  • Store buyers are often busy but interested in discovering new products, leading to decent open rates.

  • Emails with clear product offerings and seasonal relevance tend to perform best.

Improving Email Deliverability

Your emails won’t be opened if they don’t reach inboxes. Here’s how to improve deliverability:

• Authenticate Your Emails – Set up SPF, DKIM, and DMARC to prevent spam filters from flagging your messages.

• Avoid Spam Triggers – Words like “free,” “limited-time offer,” and excessive punctuation can land emails in junk folders.

• Maintain a Clean List – Remove inactive subscribers to boost engagement rates.

• Encourage Engagement – Ask recipients to reply, click, or whitelist your email to improve future deliverability.

Key Takeaways for Artists

• If pitching to art directors, keep emails personal, short, and relevant.

• If selling to retail customers, segment your list and focus on engaging subject lines.

• If reaching out to wholesale buyers, highlight product details and seasonal opportunities.

Monitoring your open rates and improving deliverability will help ensure your emails aren’t just sent but actually read. What has worked best for your email marketing? Let’s discuss!