4 Factors That Impact Your Open Rates

Open rates are a tried-and-true email metric. As Matt Laudato, senior manager of big data and analytics for Constant Contact, puts it, “An email that's never opened is an email that never has a chance for that click, [and] never has a chance for that conversion.”

But are marketers doing everything in their power to optimize this metric?

New data from the small-business, email-marketing services provider suggests that there are a number of fundamental factors that can significantly influence companies' open rates. Based on the company's analysis of more than 100 billion customer emails sent primarily by small businesses in 2014 and 2015, here are four basic elements of email marketing that marketers should take into account when evaluating their email campaign performance.