Open Rate

What is open rate?

Open rate is an email marketing metric. It refers to the percentage of subscribers who open a specific email out of the total number of subscribers.

The average open rate depends on the industry. Open rates between 15% and 30% are common across most industries. However, you should also look at how your open rates are changing over time — improving or not.

How to increase email open rates:

• Keep subject lines short and to the point.
• Segment your audience. If a newsletter is relevant to a specific group, it has greater odds of being opened.
• Optimize emails for mobile.
• Regularly remove addresses that no longer exist from your email list. Emails sent to an address that no longer exists artificially decrease your open rate.

Learn more about email marketing.