Email open rates for the first half of 2011 averaged 22.47% (Email Marketing Metrics Report Australia by Vision6).

Whilst metrics provide a benchmark for you to compare against, it's important you set your own benchmarks based on the performance of your own email campaigns.

Declining email open rates is a sign you are losing the attention of your subscribers and once you start losing attention, it’s very difficult to get it back.

So here are some practical tips you can apply right now to help improve open rates for your next campaign.