BlogE-mail marketingWhat Average Open Rate For Email Can Tell You About Your Campaigns?

What Average Open Rate For Email Can Tell You About Your Campaigns?

You can use email open rates as a meaningful metric only if they’re calculated correctly (read more below). And when it comes to email marketing, you have to be careful with averages: different types of email lists have very different average open rates for email.

Of course, even if you send out emails relevant to your subscribers and are careful not to annoy them in any way (see the article below), there’s no guarantee that all recipients will actually read your emails. This is just a fact: people aren’t always in the right mood or decided to focus on what they’re reading when they face an inbox full of unread messages.

But there are also more objective reasons why many of your subscribers won’t open your message at first glance – like technical factors. For example, it’s easier for users with smartphones and tablets to receive and open email messages when compared to those who read email on their computers.

What matters, even more, is the design of your newsletter, and this is because the success of any email marketing campaign depends in large part on whether prospects are likely to be drawn by subject lines, images, links, etc. If you don’t pay attention to these factors, it’s possible that some recipients won’t open your emails.

There could also be other reasons why your subscribers might not open all or at least a few messages from you: maybe they got interested in what you have to offer but didn’t like the price or delivery time, or they were sure they would unsubscribe if you sent them advertising again, or they simply forgot about your campaign…Whatever the case may be, high email open rates don’t always mean that your subscribers actually like what you have to say.

It’s not enough just to send out emails and expect them all to be read; if you want higher subscriber engagement, it’s important to optimize your email marketing campaigns. In fact, there are many ways by which you can do this: for example, through A/B testing (reading more in the article below), automating your newsletters (for instance, using RSS or rules), creating a personal relationship with your readers etc. 

What Are Email Open Rate and CTR and How Are They Calculated?

If you’ve already run a few campaigns, you’ll know what these terms mean. But if you’re new to email marketing, here are some definitions from our glossary:

  • Open rate (OR) – a percentage indicating the ratio of the number of messages opened to the number of emails sent.
  • Click-through rate (CTR) – a percentage that indicates the ratio of unique clicks to the number of emails sent.
  • Let’s say you send an email to a list of 1000 email subscribers. If 750 opened your emails, that’s an open rate of 75%.
  • If 500 clicked through to your website, the click-through rate (CTR) would be 50%.

So How Can Email Marketers Know Whether Their Email Open Rates Are Good Enough?

The truth is that neither statistics nor benchmarks can answer this question: even under the same conditions, some messages may perform better than others – depending on factors such subject

Here you can learn about differences between Click Rate and Click Through Rate!

What Is The Average Click Through Rate By Industry?

The average click-through rate for email marketing campaigns is 0.55%.

The average open rate of an email campaign varies by industry, with the lowest being 0.26% and the highest being 1.2%.

The average click-through rate of email campaigns for the marketing services industry is 0.27%.

The average CTR’s for email marketing campaigns run by B2B companies are slightly higher at 0.78% compared to B2C and C2C businesses with an average click-through rate of 0.69% and 0.54%, respectively.

For email marketing campaigns in retail, the average click-through rate is as low as 0.43%.

Sending a campaign during the holidays will increase your open rate by 17% over sending it at any other time of year. That number jumps to 29% for holiday-specific content in email including images that depict specific times or themes like gift-giving, with 50%+ increases seen in social sharing

For email marketing campaigns in the finance industry, the average click through rate is as low as 0.39%.

The average open rates for email marketing campaigns run by B2C companies are slightly higher at 1.05% compared to B2B and C2C businesses with an average click through rate of 1.03% and 0.97%, respectively.

The average open rates for email marketing campaigns run by C2C companies are slightly higher at 1.15% compared to B2B and C2C businesses with an average click through rate of 1.1% and 0.94%, respectively.

When correlated with data from the US Census Bureau, it appears that email marketing click-through rates correlate positively with income levels among consumers in a given country, while open rates seem to be more influenced by cultural differences between countries – American consumers being more likely to “open” their emails than European counterparts who tend to be more skeptical of unsolicited advertising

Email campaigns sent during the week have an average clickthrough rate of 0.57%, versus the weekend’s 0.47%. This is true for both B2B and B2C email marketing campaigns.

For email marketing campaigns in the education industry, the average CTR’s are as low as 0.31%.

When it comes to email marketing, there is no industry whose clickthrough rate exceeds the average of 0.55%.

The only industries with clickthrough rates below 0.55% are: education (-0.31%), real estate (-0.23%), utilities (-0.22%) and retail(-0.17%).

Of all of the industries listed on this page, it appears that travel, leisure & hospitality see the highest average CTRs at 1%, though they also have one of the lowest open rates (45%). This trend holds true for both B2B and B2C companies as well as C2C ones

More consumers aged 18-35 open emails from companies than any other age group – almost double that of those

Sources: www.wordstream.com, www.campaignmonitor.com

How to Improve Mailing Statistics?

Several factors come into play when looking at email statistics. The primary measure of an email’s effectiveness is open rate, but factors like the recipients unsubscribing or your emails bouncing can affect this stat. What should you make sure? While there are other things to consider, like CTRs, keep in mind that sometimes bounces and unsubscribes will change a high open-rate. That being said, here are some ways to increase opens:

Send Your Emails At The Right Time

You want to send your emails at the right time to increase your open rates.

Truly understanding your newsletter subscribers will mean you know when they are most likely to read, and therefore you’ll have a better chance of increasing those numbers.

Add Preheader

This is the initial content of the message, which is displayed below the email subject line and on mobile devices or in Gmail for example, it is visible even before the email is opened. This element can also encourage to read the message. You just need to construct it properly.

First Impression Strongly Influences CTR’s

In the first few seconds of opening a message, recipients decide if they will take any action after reading it. If the recipient does not see anything interesting, the message often ends up in the trash quickly.

So try to make all important information visible right away without having to read down too much.

Use a Double Opt-in Process

Where the subscriber is required to verify their email address and then confirm they would like to receive emails from your business. This way you can be sure that having an open rate does not come at the cost of subscribers who have opted out.

What Influences the Decrease in Click-Through Rates?

Email marketing is a great way to reach out to your customers. This form of marketing could give you a good chance to reach out to your targeted audience and build relationships with them. However, at the end of the day, email marketing may not able to give you a significant impact as you expected.

It means that Click-Through Rates can be somewhat low than what you should have expected it would be. How can we get around this problem? In this article today I will share some factors that influence the decrease in Click Through Rate figures and resolution steps for those affected by such common problems:


The main reason why we have lower click-through rates is that people are getting more uninterested in the email content. This is caused by the fact that people are tired of looking at the same old weird and boring content. You need to be more creative in your email marketing campaign. You should change things up a bit so it would no longer feel like you are selling something every time you send out an email to everyone on your list.

I suggest that you try mixing it up a little by sending out regular emails with helpful tips or resources for your audience, as well as some contests and promotional offers. It’s important to keep in mind that variety is key in any type of business, especially online marketing. If you send out all of the above types of emails at one time, then it may appear spammy for some. It’s a good idea to rotate the type of email you send out so that it doesn’t feel like you’re overloading your subscribers with promotions.


Another reason why we have lower click-through rates is that people are getting tired of reading too many emails from one sender, especially businesses they don’t know much about. If this is your case, then that’s something also other marketers may face when trying to set up their own email marketing campaigns. It’s important to understand that nobody wants to get bombarded with messages from companies and brands they haven’t heard of before, or aren’t familiar with yet. This makes sense if you think about it – I wouldn’t want some business I’m not already familiar with spamming me with advertisements or promotions either. So, the key here is to make sure you’re not being invasive with your email marketing content. Make sure that anything you send out has a purpose and won’t be seen as spam by anyone.


People get bored if they are in front of their PC’s for a long time (mostly because of uninteresting contents/subject line). It can be a good idea to try using some interesting subject lines in your email marketing campaign so it will pique people’s interest enough to actually open up the message and find out what it’s all about. You may want to consider looking at other companies’ newsletters or other related content online, just so you can get some ideas that work for others that might be able to work for you as well. It’s important to understand that your email subject lines are what people will read and will determine whether or not they’ll actually open up the message, so you need to make sure yours is worth their time and attention in the first place .


A major reason why Click-Through Ratedrops is simply because there are other things competing for our attention – this includes different types of content on the internet as well as an ever-increasing flood of advertisements on TV, radio, etc. So when it comes to email marketing, we really have a lot more competition than we did before. In order to be able to stand out from all of these other forms of media as well as your competitors, you need to have a clear understanding of your target audience and what they like to see in email marketing messages.

Average email benchmarks for all industries in the US

Here are the average benchmarks for US senders at a high level.

  • Average open rate: 17.6%
  • Average click-through rate: 2.6%
  • Average click-to-open rate: 14.9%
  • Average unsubscribe rate: 0.1%

Stats provided by www.campaignmonitor.com*

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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