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What is the Open Rate?

Wiktoria Czerw
Content Editor
5 minutes of reading
What is the Open Rate?
Category Analytics

Understanding your email open rate is an important part of any successful email marketing campaign. The open rate, or open percentage, tells you how many people opened your email. It’s a key metric that can provide insight into the effectiveness of your email campaigns. In this blog post, we will discuss what the open rate is and how you can use it to measure the success of your email marketing efforts.


Definition of open rate

Open rate is the percentage of recipients who open an email campaign. It is calculated by dividing the number of emails that were opened by the number of emails sent and then multiplying that figure by 100. Open rate is one of the most important metrics for gauging the success of an email marketing campaign. It helps marketers identify how effectively their email campaigns engage their customers and encourages them to make improvements. Open rate can be used to measure the success of various aspects of an email marketing campaign, such as subject lines, send times, personalization and more.

Why the open rate is important?

A good open rate is essential for any email marketing strategy because it indicates your audience’s engagement level. If your emails have a high open rate, it means that your subscribers are more likely to read, interact and act on your emails. It also shows that you’re connecting with your target audience and building a strong relationship with them. A low open rate could be indicative of an outdated list, poor-quality content, or a weak call to action.

Understanding your open rate can help you determine what content resonates with your audience and inform decisions about your email marketing strategy. You can use this data to optimize your emails and develop campaigns that generate higher engagement and better results. Furthermore, you can use the data to identify improvement opportunities and create more engaging emails. A good open rate will ultimately help you increase customer loyalty and build long-lasting relationships with your subscribers.

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How to improve the open rate?

The open rate is a critical metric for email marketing campaigns, as it indicates how successfully your emails engage with your audience. Improving your open rate can lead to better engagement, more conversions, and ultimately higher ROI.

Fortunately, there are several tactics you can use to improve your open rate. Here are some of the most effective:

  1. Personalize your emails. Sending personalized emails with personalized subject lines can increase your open rate significantly. People are more likely to open an email that looks like it’s been explicitly sent to them.
  2. Send emails at the right time. Timing is everything when it comes to email marketing. If you send an email too early or too late in the day, people are less likely to open it. Research the best times to send emails based on past campaigns’ data.
  3. Use email previews. Email previews allow you to showcase snippets of content in the subject line and preview text. This is a great way to draw attention and get people to click through.
  4. Test and optimize your subject lines. Subject lines play a big role in determining whether or not people open your emails, so it’s important to spend time testing and optimizing them. Try different wordings, lengths, personalization, and calls to action to find the most effective one.
  5. Leverage A/B testing. A/B testing is a powerful tool for optimizing any marketing campaign, including email campaigns. You can test different versions of your emails and compare their performance in order to identify which one works best for your audience.

Following these tips can drastically improve your open rate and get more out of your email campaigns.

Examples of good open rates

The open rate is one of the key metrics to measure the success of your email marketing campaigns. An open rate of 20% or higher is considered good; however, depending on your industry, you may see a higher or lower number.

In the media and publishing industries, open rates tend to be very high, with some outlets seeing open rates as high as 60%. This is because these types of emails often feature interesting content that readers are interested in.

In the eCommerce industry, open rates are typically around 20-30%. This is because emails sent by eCommerce companies often contain promotional offers, which can make them less engaging to recipients.

In the software and SaaS industries, open rates generally range between 15-25%. These emails usually contain product updates and announcements, which can make them less interesting than other types of emails.

In the health and wellness industries, open rates typically range between 10-20%. These emails typically contain tips and advice, which can be less engaging than other types of emails.

In any industry, it’s important to track and analyze your open rates to make sure your emails are performing as expected. By tracking your open rates and making improvements where necessary, you can ensure that your emails are reaching their target audiences.


Open rate is a key metric that measures how many people open an email. It is significant to track this metric as it helps measure email campaigns’ success and adjust strategies if needed. Improving your open rate can be achieved by optimizing your subject line, creating engaging content, personalizing messages, and sending them at the right time. Good open rates usually range from 15-25%, but they can vary depending on the industry. It is essential to understand what the ideal open rate is for your audience so you can set realistic goals. By taking all the above steps into consideration, you can ensure that your email campaigns are successful and reach the desired results.

Wiktoria Czerw
Content Editor

Wiktoria is a language and editorial enthusiast whose passion for content drives her to create unique, SEO-optimized texts. She has always been intrigued by linguistics, and she now applies this passion to her profession by ensuring every sentence is accurate and logical. Wiktoria is known for her precision and timeliness – every detail matters to her, and she strives to perfect the content in every possible way.

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