Improve emails Open Rate and CTR

Boost your review request email open rate and CTR using benchmarks from 350 real campaigns. Learn which subject lines, CTAs, and incentives actually work - and how to fix each lever fast.

Data-backed tips from 350 campaigns. Open rate tells you if your subject is working. CTR tells you if your message and CTA are doing their job.

TL;DR

1. Start with default app settings for subject and body.

2. Test on 50+ past or current orders.

3. Track the funnel: open rate → CTR → reviews received.

If your open rate is below ~58%, experiment with another subject line. If CTR is below ~8%, improve the message or add a coupon. Always test changes with at least 50 emails.

Emails statistics: open rate and CTR in Customer reviews app

Step 1: Improve Open Rate

Your subject line is the only thing standing between your email and the trash folder. Top-performing campaigns consistently use order context and a clear ask.

✅ GOOD SUBJECT LINES Order #1021 check-in Order #1021 - Review Your Experience Rate your order #1021 Your feedback on order #1021 helps us improve With incentive mention: Claim your bonus for order #1021 Order #1021: Share your experience and win Free Shipping

❌ WEAK SUBJECT LINES Rate us We need your review How did you like [product]? We hope you enjoyed order #1021! Could you do us a small favor?

Why order ID works: "Order #{{order_id}}" is a strong signal that the email is legitimate and relevant to the customer. It reduces ambiguity and builds immediate trust.

No universally good or bad subject lines. Results vary by niche and audience. Our examples reflect benchmarks across 350 campaigns, but what fails for others may work for you. Test and iterate.

If your open rate is below ~55%, start by changing the subject line and keep testing until you reach ~70%+ or your own strong baseline.

Step 2: Improve CTR (earn the click)

Once opened, your email has about 8 seconds to engage the recipient. Use these benchmarks to know where you stand:

8.8% Below this: friction or copy issues. Something is getting in the way.

12.3% Strong performance. Your message is connecting with readers.

17.9% Elite territory. You're doing everything right.

Common reasons for low CTR

1. The primary call to action is below the fold. Most readers never scroll. Put your CTA button in the first screen.

2. The email is too long or lacks clear structure. A wall of text has no clear entry point for the eye.

3. Readability issues: poor contrast, inconsistent fonts or colors, cluttered layout. Test on mobile first.

4. Overuse of emojis can reduce clarity and trust, especially in certain niches.

Common CTR issues: CTA below fold, long copy, poor structure vs a clean short layout

How to fix low CTR

1. Start with the default "Smiles" template. Best starting point

In our benchmarks, the default template typically delivers 8-10%+ CTR. Before experimenting, make sure you have tried it first.

The default "Smiles" template

1. Improve the copy and layout. 13-21% CTR in benchmarks

Seeing 3-7% CTR? Update your copy. Keep the key message and CTA button above the fold on mobile. Add AI personalization to make each email feel tailored. These benchmark examples reached 13-21% CTR:

Email examples that reached 13-21% CTR

Short email, CTA above fold on mobile

1. Add a time-limited coupon code. Up to 7% → 27% CTR

Adding a promo code can dramatically lift CTR. Try these subject lines to set the expectation:

• Claim your bonus for order #1021

• Order #1021 your online voucher awaits inside

• Order #1021 - How did we do? Coupon inside

Learn how to add coupon codes to your emails →

Email templates with coupon code

1. Send a follow-up email. +37% more reviews

Many customers miss or forget the first email. A gentle follow-up sent a few days later can increase your total review count by up to 37%. Set it once in the app and it runs automatically.

Follow-up email sequence in the app

These strategies will help you drive more reviews and build customer trust.

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