Open rates measure the percentage of successfully delivered emails that were opened by recipients. This is calculated by dividing the number of emails opened by the total number of emails delivered.
For marketing emails, a typical open rate ranges between 15% and 25%, while transactional emails generally achieve higher rates, typically between 30% and 40%. This is because recipients are often expecting transactional emails, such as account confirmations, password reset links, or order receipts. However, not every transactional email is opened—sometimes the subject line, like "Payment Confirmation," is enough to convey the necessary information.
Variances by industry
Open rates differ significantly by sector. Industries with higher-than-average open rates (above 20%) include:
- Churches
- Agriculture
- Construction
- Government
- Creative industries
Conversely, industries with open rates below 20% include:
- Consulting
- Education
- Healthcare
- Insurance
- Food services (restoration)
The lowest open rates (below 18%) are commonly found in:
- E-commerce
- Recruitment
- Transportation
- Music
While these benchmarks provide useful insights, it's essential to analyze open rates for your specific industry and audience. Doing so ensures you measure success against relevant standards and tailor your strategies for optimal engagement.