What is Email Open Rate?

An email is counted as “Opened” when one of the following occurs.

1.Recipient proceeds to allow the images in your email to be displayed.

2.Recipient clicks on any one of the links in the email.

How is Email Open Rate Calculated?

It is calculated as the ratio of the number of people who opened the email to the number of accounts to which the email was successfully delivered (No-bounce delivery).

For instance, if out of 1000 emails 100 get bounced and out of remaining 900, 100 are opened. Email open rate will be 11%.

Non-delivered/bounced emails are excluded from the open rate metric.

Average Email Open Rates

B2B email marketing continues to be the most aggressive and extensive (volume wise) marketing technique used in the Internet age by marketers.

During 2015-2018, the global average open rate was around 24% which in 2020 has been reduced to 21.3%.

The declining open rate can be related to the increasing volume of emails that the subscribers are receiving and to ESPs making it difficult for mass emails to land in primary inboxes.

email open rates

Following the data gained from the year 2020, an open rate of 22% or more for campaigns is considered optimal.

How to increase deliverability?

Global average on deliverability rates differ greatly by region. More than 20% of the emails you send are never delivered into inboxes.

improve email deliverability

Hacks to Improve Deliverability:

  • Use double opt-in. Using Double opt-in, you can ask your users to verify that they are interested in receiving more emails from you once you reach out to them.
  • Ask your readers to add you to their trusted address book. Asking users to add your mail into their trusted accounts in address book can reduce your spam rates and increase open rates.
  • Cleanse your email list. Continuously cleanse your email list for unresponsive subscribers and remove the most inactive ones periodically.

The more emails you deliver to your core audience, more is your chance to create new audience.

Where are Your Emails Read?

The way people read emails can provide key insights in how you create your email marketing campaigns.

For example, the type of device they read it on.

Marketers' can no longer ignore mobile and tablet devices.

email open rates by device
email open rates by days
email open rates by hour

As of 2020. 80% of the emails are read on mobile devices.

On average 9 out of 10 businesses have separate strategy to optimize their emails for mobile.

Still only 20% of all the marketing emails out in the web are optimized for mobile systems.

If you haven’t curated your emails to be compatible with mobile apps then now is the time!

Increase Your Open-rates

The sender name and subject line of your emails are the most important factors in getting them opened and read.

For example, our own research found that 45% of subscribers say they are likely to read your email because of who it’s from, and 33% of email recipients open an email based on the subject line.

open email
email subject line
open ratee recipients

About 89% of the marketing emails volume on the web are sent using a “Company Name” at the end.

Using “associate name” rather than name of the department or the company can increase open rates by as much as 35%.

First impression is indeed the last impression. A clear, concise and attractive subject line can increase your open rates manifold.

Average results by country

What are the average email marketing results in different countries? Here's what we've found.

Country Open rate Click-through rate Click-to-open rate Unsubscribe rate Spam rate
Australia 27.27% 1.96% 7.19% 0.15% 0.01%
Vietnam 22.00% 0.77% 3.51% 0.07% 0.00%
Belgium 38.16% 5.45% 14.27% 0.28% 0.01%
Brazil 20.39% 2.58% 12.63% 0.12% 0.01%
Canada 21.22% 5.92% 27.88% 0.10% 0.01%
Colombia 23.63% 2.53% 10.69% 0.12% 0.01%
France 30.56% 2.95% 9.67% 0.25% 0.01%
Germany 22.82% 4.32% 18.94% 0.14% 0.00%
Great Britain 19.27% 2.51% 13.03% 0.16% 0.01%
India 13.01% 1.29% 9.89% 0.08% 0.00%
Indonesia 20.62% 1.67% 8.09% 0.06% 0.00%
Israel 27.09% 1.92% 7.07% 0.21% 0.00%
Italy 31.33% 3.35% 10.68% 0.22% 0.02%
Malaysia 20.65% 1.71% 8.27% 0.09% 0.01%
Mexico 22.99% 1.17% 5.11% 0.10% 0.01%
Netherlands 30.35% 3.91% 12.89% 0.19% 0.01%
Peru 20.06% 1.49% 7.42% 0.09% 0.01%
Philippines 22.11% 6.27% 28.33% 0.08% 0.01%
Poland 26.00% 3.41% 13.13% 0.13% 0.02%
Romania 17.21% 1.79% 10.41% 0.13% 0.01%
Russia 20.20% 3.73% 18.44% 0.26% 0.05%
Singapore 12.97% 1.90% 14.68% 0.07% 0.01%
Spain 28.26% 2.92% 10.34% 0.17% 0.01%
Ukraine 20.49% 3.16% 15.40% 0.20% 0.02%
United States 17.34% 2.09% 12.06% 0.10% 0.01%
All 22.02% 2.13% 10.12% 0.12% 0.01%