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Email Open Rate

Date created: Feb 4, 2021  •   Last updated: Jan 10, 2022

What is Email Open Rate?

Email Open Rate is the percentage of all delivered emails that are opened by recipients. A high Email Open Rate indicates that your email has captured the interest of your recipients and ensures that your message is seen by your target audience.

Email Open Rate Formula

ƒ Count(Emails Opened) / Count(Emails Sent)

How to calculate Email Open Rate

If you send an email to 1,000 contacts on your email list, and 250 contacts open then email, your Email Open Rate is 25%.

Start tracking your Email Open Rate data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Email Open Rate instantly.

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What is a good Email Open Rate benchmark?

According to a 2021 email marketing benchmark study by Campaign Monitor, the average Email Open Rate across multiple industries is 18%.

Email Open Rate benchmarks

2021 Global Email Benchmarks

2021 Global Email Benchmarks
Campaign Monitor, 2021
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How to visualize Email Open Rate?

The best way to visualize your Email Open Rate is with a line chart. A line chart lets you see changing trends in your data over time. If you segment this by email marketing campaign, you have a clear view of which approach works best for your email list.

Email Open Rate visualization example

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Email Open Rate

Line Chart

Here's an example of how to visualize your Email Open Rate data in a line chart over time.
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Email Open Rate

Line Chart

Here's an example of how to visualize your Email Open Rate data in a line chart over time.

More about Email Open Rate

When you send a marketing email to your email list, one of the key metrics to look for is Email Open Rate. This number measures the percentage of recipients that have opened your email upon receiving it in their inbox.

Factors that influence this number include interesting subject lines, how relevant the email is to the recipient, the frequency of emails, and the quality of email contacts. You should aim for this number to grow over time, while testing out combinations of subject lines, email frequency, and target lists to identify the best email marketing strategy for your campaign.

Email Open Rate Frequently Asked Questions

How do I increase my Email Open Rate?

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Use these tips to help increase your Email Open Rate:

  1. Use short but compelling email subject lines: best practice is 9 words or less
  2. Maintain a healthy email list
  3. Segment your email list to target different stages of the customer journey appropriately
  4. Always track all your email marketing metrics in one place and observe changing trends; a free analytics tool such as Klipfolio PowerMetrics can set you up for success