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What is the Average Email Open Rate?

In today's digital age, email marketing has become a vital tool for businesses to connect with their audience.

One crucial aspect of email marketing is the email open rate, which refers to the percentage of recipients who open an email. It is an essential metric in measuring the success of an email campaign and determining its impact.

Understanding Email Open Rates

Email open rate is a metric that shows the percentage of people who open an email out of the total number of recipients. It is calculated by dividing the number of opened emails by the total number of delivered emails, excluding bounced emails.

Formula for Email Open Rate
Formula for Email Open Rate

For example, if you sent out 100 emails and 80 of them were delivered, and out of those 80 emails, 20 were opened, your email open rate would be:

Email open rate = (20 / 80) x 100 = 25%.

Therefore, your email open rate is 25%.

A high email open rate means that the email content was relevant and engaging to the recipients, and they were interested in reading it. In contrast, a low email open rate suggests that the content failed to capture the recipients' attention or ended up in their spam folder.

Email open rates can vary depending on the industry, target audience, and other factors. For instance, B2B email open rates are typically lower than B2C email open rates due to the nature of the business.

However, it is essential to track your email open rate regularly to identify patterns and adjust your email marketing strategy accordingly. A higher email open rate indicates that your email marketing campaign is working effectively and is reaching the right audience.

Factors Affecting Email Open Rates

Several factors can influence email open rates, including:

Relevance of Content:

The content of the email is one of the most critical factors in determining whether or not a recipient will open it. If the content is not relevant to the recipient, they are unlikely to read it. Therefore, it is essential to personalize the content of your emails and tailor them to the interests and needs of your audience.

Sender's Reputation:

The reputation of the sender is another significant factor that can affect email open rates. If the recipient recognizes and trusts the sender, they are more likely to open the email. Therefore, it is important to build a good sender reputation by sending relevant and valuable content and avoiding spammy tactics.

Timing and Frequency of Emails:

The timing and frequency of your emails can also affect open rates. If you send too many emails too frequently, your audience may become overwhelmed and start ignoring your messages.

On the other hand, if you don't send emails often enough, your audience may forget about your brand. Therefore, it's crucial to find the right balance and schedule your emails at times when your audience is most likely to be engaged.

Subject Lines:

The subject line of your email is the first thing the recipient sees and can determine whether they open the email or not. Therefore, it's essential to create compelling and relevant subject lines that grab the recipient's attention and entice them to open the email.

Segmenting Your Email List:

Segmenting your email list based on factors like interests, preferences, and behavior can also impact open rates. By sending personalized content to specific segments of your audience, you can increase the relevance of your emails and improve your open rates.

Benchmarks for Email Open Rates in 2023

Email open rates can vary depending on several factors, such as industry, target audience, and type of email. However, some benchmarks can give you an idea of what to expect in terms of open rates. These benchmarks include:

Email Open Rates By Industries

  • A good open rate for email is typically considered to be around 20%. However, this is lower than the average open rate for all industries in 2023 according to Mailer Lite

  • The average email open rate across all industries is 37.65%, according to a 2023 report by Mailer Lite.

  • A 30% email open rate is considered really good and can indicate that your email content is highly relevant and engaging to your audience.

  • A low open rate can be anything below 15%, but this can vary depending on your industry and audience.

  • The number of email subscribers needed to increase your open rate can vary depending on the size of your business and the quality of your email list. However, having at least 1,000 engaged subscribers can help improve your open rate.

How to Improve Email Open Rates

Improving email open rates requires a combination of factors, including the relevance of your content, your sender reputation, and your email frequency. Some tips for improving your email open rates include:

  1. Personalize your content and make it relevant to your audience's interests and needs.

  2. Build a good sender reputation by avoiding spammy tactics and sending valuable content.

  3. Send emails at times when your audience is most likely to be engaged.

  4. Creating compelling and relevant subject lines that entice recipients to open your email.

  5. Segment your email list based on factors like interests and behavior to send personalized content.

  6. Keep your emails short and to the point, as shorter emails tend to have higher open rates.

  7. Avoid email fatigue by varying the types of content you send and not bombarding your audience with too many emails.

  8. Monitoring your click-to-open rate (CTO) to gauge the effectiveness of your email content.

  9. Test your emails with small groups before sending them to your entire list to ensure they are well-received.


While benchmarks can give you an idea of what to expect, improving your email open rates requires a tailored approach that considers your audience's interests and behavior.

By personalizing your content, building a good sender reputation, and optimizing your timing, subject lines, and email frequency, you can increase the likelihood that your emails will be opened and read.

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