{"id":5711,"date":"2020-02-26T14:05:02","date_gmt":"2020-02-26T13:05:02","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=5711"},"modified":"2025-04-09T21:53:28","modified_gmt":"2025-04-09T20:53:28","slug":"email-engagement-rate","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/email-engagement-rate\/","title":{"rendered":"How to Improve Your Cold Email Engagement Rate?"},"content":{"rendered":"<p>We tend to think about <span id=\"urn:enhancement-777c99ca\" class=\"textannotation disambiguated wl-thing\">email<\/span> statistics just from a <span id=\"urn:enhancement-d8c264fa\" class=\"textannotation disambiguated wl-thing\">business<\/span> perspective. Obviously, we want a 100% open rate and no fewer replies. That would be amazing, wouldn&#8217;t it? And if it turned out that the majority of replies\u00a0were positive, we would win.\u00a0However, the <span id=\"urn:enhancement-c6a7cd5e\" class=\"textannotation disambiguated wl-thing\">business<\/span> advantage of getting high <span id=\"urn:enhancement-5037b2d1\" class=\"textannotation disambiguated wl-thing\">email<\/span> stats is nigh on impossible without taking proper care of <span id=\"urn:enhancement-cecfb281\" class=\"textannotation disambiguated wl-thing\">email<\/span> deliverability.<\/p>\n<p>Keep on reading to learn how the reply rate affects <span id=\"urn:enhancement-6576eab\" class=\"textannotation disambiguated wl-thing\">email<\/span> deliverability.<\/p>\n<h2>What is email engagement rate?<\/h2>\n<p>Well, you might have stumbled upon the term &#8220;<span id=\"urn:enhancement-5a119f46\" class=\"textannotation disambiguated wl-thing\">email<\/span> engagement&#8221; while you were\u00a0reading blogs about\u00a0<span id=\"urn:enhancement-281ed0e8\" class=\"textannotation disambiguated wl-thing\">email<\/span> marketing metrics. <span id=\"urn:enhancement-783fb88c\" class=\"textannotation disambiguated wl-thing\">Email<\/span> engagement rate is\u00a0well-known among <span id=\"urn:enhancement-1c1bc9f9\" class=\"textannotation disambiguated wl-thing\">email<\/span> marketers. And it&#8217;s rightly so. This metric determines <span id=\"urn:enhancement-2905e96f\" class=\"textannotation disambiguated wl-thing\">inbox<\/span> placement.<\/p>\n<p>How does it affect <span id=\"urn:enhancement-61b66dbc\" class=\"textannotation disambiguated wl-thing\">inbox<\/span> placement? If few recipients engage with your newsletter, your <span id=\"urn:enhancement-8b027169\" class=\"textannotation disambiguated wl-thing\">email<\/span> lands in the SPAM folder. Conversely, if most of your recipients are engaged in your <span id=\"urn:enhancement-b637732f\" class=\"textannotation disambiguated wl-thing\">email<\/span>, it gets delivered to the main <span id=\"urn:enhancement-7626297c\" class=\"textannotation disambiguated wl-thing\">inbox<\/span>, that is, you have a high <span id=\"urn:enhancement-5810c3c3\" class=\"textannotation disambiguated wl-thing\">inbox<\/span> placement.<\/p>\n<h3>How does it relate to cold email?<\/h3>\n<p>Yet, <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/cold-email-vs-newsletter\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold emailing and email marketing differ<\/a> profoundly. Should we be worried about the <span id=\"urn:enhancement-2ace45d3\" class=\"textannotation disambiguated wl-thing\">email<\/span> engagement\u00a0rate? Unfortunately, a low engagement rate\u00a0can spoil your deliverability.<\/p>\n<p>In order to provide top-notch service for their customers, <span id=\"urn:enhancement-f6b094c4\" class=\"textannotation disambiguated wl-thing\">email<\/span> providers need to show the recipients only the kind of messages that those recipients enjoy reading. That&#8217;s why Gmail, for example,\u00a0<a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2014\/05\/gmail-focus-on-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">introduced some new features<\/a>\u00a0to measure engagement.<\/p>\n<p>That is crucial for cold <span id=\"urn:enhancement-b1e09646\" class=\"textannotation disambiguated wl-thing\">emailing<\/span>, because <span id=\"urn:enhancement-853bb90d\" class=\"textannotation disambiguated wl-thing\">email<\/span> engagement rate measures any sort of interaction a recipient has with your <span id=\"urn:enhancement-72455e20\" class=\"textannotation disambiguated wl-thing\">email<\/span>.<\/p>\n<p>What are such interactions? They include:<\/p>\n<ul>\n<li><strong><span id=\"urn:enhancement-99c1bebb\" class=\"textannotation disambiguated wl-thing\">email<\/span> opens<\/strong> (how many times\u00a0someone opens your <span id=\"urn:enhancement-243c953\" class=\"textannotation disambiguated wl-thing\">email<\/span>)<\/li>\n<li><strong><span id=\"urn:enhancement-1b373a99\" class=\"textannotation disambiguated wl-thing\">email<\/span> dwell time <\/strong>(how much time someone\u00a0spends\u00a0reading the <span id=\"urn:enhancement-18e4468a\" class=\"textannotation disambiguated wl-thing\">email<\/span>)<\/li>\n<li><strong><span id=\"urn:enhancement-e3951417\" class=\"textannotation disambiguated wl-thing\">email<\/span> forwards <\/strong>(did the recipient\u00a0send your <span id=\"urn:enhancement-9ffd6ef6\" class=\"textannotation disambiguated wl-thing\">email<\/span> somewhere else?)<\/li>\n<li><strong><span id=\"urn:enhancement-80e5ef1d\" class=\"textannotation disambiguated wl-thing\">email<\/span> replies <\/strong>(did that addressee reply to your <span id=\"urn:enhancement-ba1ae984\" class=\"textannotation disambiguated wl-thing\">email<\/span>?)<\/li>\n<li><strong><span id=\"urn:enhancement-a4c61f93\" class=\"textannotation disambiguated wl-thing\">email<\/span> clicks <\/strong>(did that addressee click your <span id=\"urn:enhancement-c8073a7c\" class=\"textannotation disambiguated wl-thing\">email<\/span>\/links in it?)<\/li>\n<li><strong><span id=\"urn:enhancement-c59961eb\" class=\"textannotation disambiguated wl-thing\">email<\/span> complaint receipts <\/strong>(were there any complaints issued?)<\/li>\n<li><strong><span id=\"urn:enhancement-94d7042f\" class=\"textannotation disambiguated wl-thing\">email<\/span> marked as SPAM <\/strong>(did the recipient throw your <span id=\"urn:enhancement-8006428f\" class=\"textannotation disambiguated wl-thing\">email<\/span> to SPAM?)<\/li>\n<\/ul>\n<p>Therefore, how much time prospects spend\u00a0on reading your <span id=\"urn:enhancement-1192bf62\" class=\"textannotation disambiguated wl-thing\">email<\/span> matters\u00a0to <span id=\"urn:enhancement-2254d611\" class=\"textannotation disambiguated wl-thing\">email<\/span> deliverability. If they delete\u00a0the <span id=\"urn:enhancement-cbf4dc5a\" class=\"textannotation disambiguated wl-thing\">email<\/span> immediately after opening, it lowers your <span id=\"urn:enhancement-e900103f\" class=\"textannotation disambiguated wl-thing\">email<\/span> engagement rate. If\u00a0your prospects keep the <span id=\"urn:enhancement-630e70eb\" class=\"textannotation disambiguated wl-thing\">email<\/span> open, that&#8217;s a sign that you&#8217;re not a spammer.<\/p>\n<p>Similarly,\u00a0let&#8217;s say\u00a0some addressees forwarded the message to their colleagues. What happens then? The engagement rate increases. So it does when the addressees replied to your <span id=\"urn:enhancement-f7f88b4e\" class=\"textannotation disambiguated wl-thing\">email<\/span>.<\/p>\n<p>All in all, the <span id=\"urn:enhancement-6ed0e67b\" class=\"textannotation disambiguated wl-thing\">email<\/span> engagement rate gets affected every time a prospect interacts with your message. Problems start when\u00a0the prospects in your campaign ignore your <span id=\"urn:enhancement-161d2c23\" class=\"textannotation disambiguated wl-thing\">email<\/span>. It messes up with your <span id=\"urn:enhancement-2af3445c\" class=\"textannotation disambiguated wl-thing\">email<\/span> deliverability and can get you in trouble.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-2113164087\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-2113164087\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n<h2>How to fix a low email engagement rate?<\/h2>\n<p>So you&#8217;ve noticed that something is wrong with your cold <span id=\"urn:enhancement-35871468\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign. Your email open rate cries for help, not least your reply rate is nigh on zero. You suspect that your email client detected that your engagement rate dropped, and now you&#8217;re experiencing deliverability issues. But how to fix that?<\/p>\n<h4>The process of fixing a low engagement\u00a0rate isn&#8217;t\u00a0any different than an email address warming-up process.<\/h4>\n<p>Here are the exact steps you should follow to\u00a0revive your email\u00a0engagement rate. You may remember it from our blog post about <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/warm-up-mailbox\/\" target=\"_blank\" rel=\"noopener noreferrer\">warming up an email address<\/a>. It goes like this:<\/p>\n<ol>\n<li>Compile a list of trusted <span id=\"urn:enhancement-f266ce52\" class=\"textannotation disambiguated wl-thing\">email addresses<\/span>; for example, <span id=\"urn:enhancement-f9593670\" class=\"textannotation disambiguated wl-thing\">email addresses<\/span> of your co-workers (if they&#8217;re on a different domain than the one of your outreach domain), or <span id=\"urn:enhancement-a996ed1e\" class=\"textannotation disambiguated wl-thing\">email addresses<\/span> of your family members, friends. The more varied the list, the better.<\/li>\n<li>Send them a message but\u00a0avoid using any templates. It&#8217;s best to send everyone a different <span id=\"urn:enhancement-6326845d\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy. Write something that seems like a\u00a0real <span id=\"urn:enhancement-5e6c9553\" class=\"textannotation disambiguated wl-thing\">email<\/span> conversation, nothing scripted. At the end of the message, ask them to reply.<\/li>\n<li>When they reply, respond back. Repeat the cycle for a while. Trust me, it&#8217;s necessary. You show the filters that you&#8217;re a genuine <span id=\"urn:enhancement-2c7bf51f\" class=\"textannotation disambiguated wl-thing\">email<\/span> sender.<\/li>\n<li>After a couple of successful <span id=\"urn:enhancement-f83c2817\" class=\"textannotation disambiguated wl-thing\">email<\/span> exchanges, move on to automating the <span id=\"urn:enhancement-9181af9b\" class=\"textannotation disambiguated wl-thing\">email<\/span> sequence in <span id=\"urn:enhancement-c10a098f\" class=\"textannotation disambiguated wl-organization\">Woodpecker<\/span>. But don&#8217;t do anything huge yet. Prepare a small campaign\u00a0aimed at 10-20 prospects. If you&#8217;re not sure whether they reply or not. You can start from some warmer cold <span id=\"urn:enhancement-b16735df\" class=\"textannotation disambiguated wl-thing\">email<\/span>. As you know, <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/what-can-we-use-b2b-cold-emails-for\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold email tool isn&#8217;t only for sending cold emails<\/a>.<\/li>\n<li>Take care of the subject line. Use personalization snippets. Make sure the HTML code of the <span id=\"urn:enhancement-76e1a925\" class=\"textannotation disambiguated wl-thing\">email<\/span> is clean. If you&#8217;re copying text from a text editor, first\u00a0paste it to Notes on your computer before putting it to <span id=\"urn:enhancement-e8592e18\" class=\"textannotation disambiguated wl-organization\">Woodpecker<\/span>. Set up large sending windows.<\/li>\n<li>Once you\u00a0lead some interesting conversations, create larger cold <span id=\"urn:enhancement-9a4b8a8a\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaigns. But\u00a0go heavy on personalization.<\/li>\n<\/ol>\n<p>Overall, the most important thing in all of this is proving that the recipients want to read your <span id=\"urn:enhancement-6b4613d1\" class=\"textannotation disambiguated wl-thing\">emails<\/span>. They are curious enough to open it, spend some time reading it,\u00a0and if you get your targeting well, they reply.<\/p>\n<h2>How to boost the email engagement rate?<\/h2>\n<p dir=\"ltr\">As I already mentioned, the way people interact with your <span id=\"urn:enhancement-e1e75525\" class=\"textannotation disambiguated wl-thing\">emails<\/span> tells a lot about their engagement level. Won\u2019t you agree that those who open it once are definitely less engaged compared to those who reopened it two, three or five times?<\/p>\n<p dir=\"ltr\">It\u2019s similar with link clicks. You can easily tell that a person who clicked on a link in your <span id=\"urn:enhancement-722c640b\" class=\"textannotation disambiguated wl-thing\">email<\/span> copy at least once has a higher engagement level than someone who didn\u2019t do it all.<\/p>\n<p dir=\"ltr\">Now, how to use these observations to increase and further develop your prospects\u2019 engagement?<\/p>\n<p dir=\"ltr\">You can adjust the content of a follow-up <span id=\"urn:enhancement-e20c31cb\" class=\"textannotation disambiguated wl-thing\">email<\/span> according to how your prospects\u2019 interacted with an opening message. For example, if a prospect opened the first <span id=\"urn:enhancement-54a8e67\" class=\"textannotation disambiguated wl-thing\">email<\/span> from a sequence just once, the aim of a follow-up should be to ignite their attention. Perhaps you could rephrase your value proposition to better reflect their <span id=\"urn:enhancement-59e4b87c\" class=\"textannotation disambiguated wl-thing\">business<\/span> needs.<\/p>\n<p dir=\"ltr\">If a prospect opened your <span id=\"urn:enhancement-e805a7a6\" class=\"textannotation disambiguated wl-thing\">email<\/span> two, three or more times, it\u2019s fair to assume the message caught their interest. In this case, you can nurture such prospects further down the funnel by sending them a link to a relevant case study and encourage them to set up a call with you.<\/p>\n<p dir=\"ltr\">The process seems pretty doable with 5 prospects, but how to send engagement-based campaigns on a bigger scale? <a href=\"https:\/\/woodpecker.co\/blog\/news\/introducing-if-campaigns\/\">If-campaigns<\/a> can be of great help here. You can create two follow-up sequences within one campaign. Whether a prospect receives one or the other version of a follow-up depends on whether they meet a condition you set up.<\/p>\n<h2 dir=\"ltr\"><b>What else can you do to improve your email engagement rate?<\/b><\/h2>\n<p>There&#8217;s more you can do to shun away from a low engagement rate. It&#8217;s not difficult. I think if you&#8217;re reading our blog for a while, you&#8217;re much familiar with what I have to say here. What&#8217;s my advice?<\/p>\n<ol>\n<li><strong>Work on your targeting<\/strong> &#8211; send cold <span id=\"urn:enhancement-c7f709c5\" class=\"textannotation disambiguated wl-thing\">emails<\/span> to people who can benefit from your <span id=\"urn:enhancement-2324fc2a\" class=\"textannotation disambiguated wl-thing\">business<\/span> relationship; they will\u00a0value your <span id=\"urn:enhancement-acc8910\" class=\"textannotation disambiguated wl-thing\">email<\/span> and what follows, they will\u00a0find it engaging. <a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/targeting-cold-email-outreach\/\" target=\"_blank\" rel=\"noopener noreferrer\">Read more about why targeting is so important in cold emailing.<\/a>.<\/li>\n<li><strong>Put a signature in the copy<\/strong> &#8211; people assess your credibility\u00a0through the signature you put in your email; make sure it has your name, job title, photo and company link. <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/a-little-big-thing-what-do-i-put-in-my-email-signature\/\" target=\"_blank\" rel=\"noopener noreferrer\">Here&#8217;s how a perfect signature for cold emailing should look like.<\/a><\/li>\n<li><strong>Add value in each email<\/strong> &#8211; your message isn&#8217;t supposed to be about you and your business, it should help the addressee. Provide value in each line of your email.\u00a0<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/self-service-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">More about it<\/a>.<\/li>\n<li><strong>Don&#8217;t send too many emails<\/strong> &#8211; you might be tempted to upload as\u00a0big .csv file as you can into Woodpecker, but stop and think about it. Will everyone be equally engaged?\u00a0<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/lean-approach\/\" target=\"_blank\" rel=\"noopener noreferrer\">Check why it&#8217;s better to run small campaigns.<\/a><\/li>\n<li><strong>Keep your template varied<\/strong> &#8211; besides adding custom snippets, there&#8217;s also another way of proving to filters that you&#8217;re a legitimate email sender. It&#8217;s switching the template of your messages from time to time.<\/li>\n<li><strong>Edit the &#8220;From&#8221; line<\/strong> &#8211;\u00a0 with that, the addressee gets an idea who sent the email and\u00a0what they can expect from it. Learn how to leverage that to your advantage.\u00a0\u00a0<span style=\"font-weight: 400;\">Learn <\/span><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/from-line\/\"><span style=\"font-weight: 400;\">how to leverage that to your advantage<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li><strong>Craft a\u00a0compelling subject line<\/strong> &#8211; it&#8217;s like a key to your prospect&#8217;s heart; make a compelling one, and your addressee won&#8217;t resist clicking on it.\u00a0<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/subject-line-example\/\" target=\"_blank\" rel=\"noopener noreferrer\">More about it<\/a>.<\/li>\n<li><strong>Give a way to opt-out<\/strong> &#8211; if a prospect doesn&#8217;t know what to do with the message, they could mark your email as SPAM. You don&#8217;t want that. <span style=\"font-weight: 400;\">Read more about <\/span><a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/cold-email-opt-out\/\"><span style=\"font-weight: 400;\">why you should always give your prospects an option to opt-out.<\/span><\/a><\/li>\n<\/ol>\n<h2>Back to you<\/h2>\n<p>Cold email sending is getting more\u00a0nuanced day by day.\u00a0It seems\u00a0that we cannot be successful with it if\u00a0we don&#8217;t master the tricky part of email deliverability. Even if\u00a0we tackle the technical side of email sending, with poor targeting and\u00a0scarce email personalization,\u00a0we can still get into trouble.<\/p>\n<p>What do you think about the email engagement rate? Have you ever get into trouble because of low engagement? Share your thoughts in the comments below.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-252341800\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-252341800\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We tend to think about email statistics just from a business perspective. Obviously, we want a 100% open rate and no fewer replies. That would be amazing, wouldn&#8217;t it? And if it turned out that the majority of replies\u00a0were positive, we would win.\u00a0However, the business advantage of getting high email stats is nigh on impossible without taking proper care of email deliverability.<br \/>\nKeep on reading to learn how the reply rate affects email deliverability.<\/p>\n","protected":false},"author":17,"featured_media":7685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Improve Your Cold Email Engagement Rate?<\/title>\n<meta name=\"description\" content=\"Opens and clicks looking weak? Boost your email engagement rate with quick, proven fixes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/email-engagement-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Improve Your Cold Email Engagement Rate?\" \/>\n<meta property=\"og:description\" content=\"Opens and clicks looking weak? 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