Open Rate: What It Is What It's Average And How To Optimize It
Posted: Wed Jan 29, 2025 7:50 am
Any email marketing expert will tell you that data is essential to creating a good action plan. Analyzing all the numbers behind your marketing efforts is crucial to fine-tuning your strategy, but one piece of data you should pay close attention to is the open rate of the emails you send to your users.
Want to know why? In this article we'll tell you everything you need to know about open rate and how to optimize it.
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What is the open rate
The open rate is an indicator that measures legal leads for sale the number of people who have seen or opened an email you have sent them.
Most people consider the open rate to be the number of people who open their email. Sounds logical, right? Unfortunately, this is not the case. According to Mailchimp , an email is considered opened when one of the following occurs:
The reader allows images in your email to be displayed in the preview pane or in a full view of the email.
The recipient clicks on a link in the email.
OK, that's pretty easy, right? But how do you calculate email open rates then?
How the open rate is calculated
If you're using one of the major email providers, like Mailchimp for example, the tool shows you your email open rate.
But if you want to know how it is calculated, it is very easy, the opening rate is obtained by dividing the number of unique openings by the number of emails sent, minus the number of bounces. So the formula would be:
Open rate = (Emails opened / Emails sent) x 100
So, for example, if you sent 100 emails and your readers opened 50, your open rate would be 50%.
What is the average open rate?
The most accurate answer is that it depends on your industry. For example, according to a study on email marketing performance conducted by SIGN-UP-TO, the average open rate is 24.79%.
The results of the SIGN-UP-TO study indicate that the industries that obtained the highest average number of openings are: Public Sector (44.99%), Legal and Accounting (36.43%), Public Relations (30.15%) and the Charity and Non-Profit industries (30.02%).
Opening rate by industry
On the other hand, the following industries: TV, Radio and Film (29.09%), Community (28.97%), IT (26.69) and Sports (25.85%), Retail B2C (25.06%) and Fashion (25.04%), obtained an opening rate above the general average. It is important to know that these values do not indicate that the Campaigns have been successful, they simply reflect the behavior of users with them.
So, if you really want to have a benchmark to measure against, you should look at the average open rates for your particular industry.
Email marketing conversion rate
The conversion rate measures the efficiency of your email marketing strategies. There is no point in investing in an action that will not bring benefits to your business.
Email marketing can really help your business grow in the market and attract your customers through email. It is important that these emails have a purpose and have a call to action.
This action, through a landing page, can offer the download of an e-book, a product presentation, a video with valuable information, among other actions that can help you win over your potential customers.
But how do you know if your content is bringing results for your company?
It is through the conversion rate that you can analyse these details. However, seeing in Google Analytics how many of your emails have been opened and the links your users click on is not enough to measure the effectiveness of your strategy.
You need to know how many people complete an action, according to your email marketing objective.
Remember that it is very important to do A/B testing in your email marketing strategy, so you can see which formats and strategies generate the best results for you.
Want to know why? In this article we'll tell you everything you need to know about open rate and how to optimize it.
Group-427320753
What is the open rate
The open rate is an indicator that measures legal leads for sale the number of people who have seen or opened an email you have sent them.
Most people consider the open rate to be the number of people who open their email. Sounds logical, right? Unfortunately, this is not the case. According to Mailchimp , an email is considered opened when one of the following occurs:
The reader allows images in your email to be displayed in the preview pane or in a full view of the email.
The recipient clicks on a link in the email.
OK, that's pretty easy, right? But how do you calculate email open rates then?
How the open rate is calculated
If you're using one of the major email providers, like Mailchimp for example, the tool shows you your email open rate.
But if you want to know how it is calculated, it is very easy, the opening rate is obtained by dividing the number of unique openings by the number of emails sent, minus the number of bounces. So the formula would be:
Open rate = (Emails opened / Emails sent) x 100
So, for example, if you sent 100 emails and your readers opened 50, your open rate would be 50%.
What is the average open rate?
The most accurate answer is that it depends on your industry. For example, according to a study on email marketing performance conducted by SIGN-UP-TO, the average open rate is 24.79%.
The results of the SIGN-UP-TO study indicate that the industries that obtained the highest average number of openings are: Public Sector (44.99%), Legal and Accounting (36.43%), Public Relations (30.15%) and the Charity and Non-Profit industries (30.02%).
Opening rate by industry
On the other hand, the following industries: TV, Radio and Film (29.09%), Community (28.97%), IT (26.69) and Sports (25.85%), Retail B2C (25.06%) and Fashion (25.04%), obtained an opening rate above the general average. It is important to know that these values do not indicate that the Campaigns have been successful, they simply reflect the behavior of users with them.
So, if you really want to have a benchmark to measure against, you should look at the average open rates for your particular industry.
Email marketing conversion rate
The conversion rate measures the efficiency of your email marketing strategies. There is no point in investing in an action that will not bring benefits to your business.
Email marketing can really help your business grow in the market and attract your customers through email. It is important that these emails have a purpose and have a call to action.
This action, through a landing page, can offer the download of an e-book, a product presentation, a video with valuable information, among other actions that can help you win over your potential customers.
But how do you know if your content is bringing results for your company?
It is through the conversion rate that you can analyse these details. However, seeing in Google Analytics how many of your emails have been opened and the links your users click on is not enough to measure the effectiveness of your strategy.
You need to know how many people complete an action, according to your email marketing objective.
Remember that it is very important to do A/B testing in your email marketing strategy, so you can see which formats and strategies generate the best results for you.