Email Newsletter Open Rate: Average Benchmarks, How to Calculate, and 7 Proven Ways to Improve
Are you sending email newsletters but struggling with low open rates? Email marketing remains a powerful channel for building customer relationships and driving revenue across both B2B and B2C businesses. However, none of your carefully crafted content will reach your audience unless they open your emails first.
This article covers everything you need to know about email newsletter open rates—from the basic definition and calculation method, to industry benchmarks, common reasons for low open rates, and actionable strategies to improve them.
Email open rate is the percentage of delivered emails that are opened by recipients. In email marketing, open rate is the first KPI in the funnel—preceding click-through rate and conversion rate. If your emails aren’t opened, nothing else matters.
Open rate is calculated using the following formula:
Open Rate (%) = Number of Opens ÷ Number of Delivered Emails × 100
For example, if you send 10,000 emails, 500 bounce, and 1,900 are opened, your delivered count is 9,500 and your open rate is 1,900 ÷ 9,500 × 100 = 20%. Note that open rate tracking requires HTML emails—plain text emails cannot be tracked.
Open rate alone doesn’t tell the full story. Click-through rate (CTR) measures how many recipients clicked links within the email, indicating content engagement. Conversion rate (CVR) tracks how many recipients completed a desired action such as a purchase or form submission. Bounce rate reflects deliverability health. Evaluating these metrics together reveals where improvements are needed.
Based on multiple research reports, the overall average email open rate is approximately 20%. However, this varies significantly depending on your audience and business model. Engaged subscriber lists can achieve 20–30%, while cold prospect lists may see just 5–10%.
According to Benchmark Email’s 2024 report, open rates vary considerably by industry. Healthcare averages around 28%, while education (university/professional) sits at approximately 13%. In B2B, highly engaged lists with strong purchase intent can exceed 30%. Understanding your industry’s benchmark is the first step toward improvement.
Since 2021, Apple’s Mail Privacy Protection has caused open rates to be inflated in many cases. When MPP is enabled, Apple automatically pre-fetches email images—registering an open even if the recipient never actually reads the email. For this reason, it’s critical to evaluate open rates alongside behavioral metrics like click-through rate and conversion rate rather than relying on open rate alone.
Recipients scan their inbox and decide within seconds whether to open an email based on the subject line. If it’s too long, unclear, or fails to communicate a benefit, your email will be lost among the others.
Even great content won’t get opened if sent at the wrong time. Research shows that work emails are most frequently checked between 9–10 AM on weekdays, while personal emails peak between 6–9 PM. Align your send times with your target audience’s behavior.
Too many emails lead to unsubscribes and spam reports. Too few, and subscribers forget about you. Finding the right balance—delivering valuable content at a consistent, reasonable cadence—is key.
Over time, email lists accumulate inactive addresses and disengaged subscribers, dragging down overall open rates. Regular list cleaning to remove non-responsive contacts is essential.
A generic sender address like “info@” gives recipients no reason to trust or open the email. Use a recognizable company name or individual sender name to build familiarity.
Your subject line is your email’s first impression. Clearly communicate a benefit to the reader and keep it concise (around 6–10 words). Using numbers (e.g., “5 Ways to Double Your Open Rate”) and creating urgency (“Today Only,” “3 Days Left”) can be effective. Run A/B tests to discover which patterns resonate with your audience.
Preview text (preheader) appears alongside or below the subject line in most email clients. It supplements your subject line with additional context. If not set intentionally, raw HTML code may be displayed instead—always customize this field.
For B2B, weekday mornings (9–11 AM) tend to perform best. For B2C, evenings (6–9 PM) are generally more effective. However, optimal timing varies by industry and audience, so analyze your own data to find what works best.
Instead of sending identical content to your entire list, segment subscribers based on attributes and behavior—such as past purchase categories, email engagement levels, or industry. Delivering more relevant content to each segment increases open rates.
Remove or re-engage subscribers who haven’t opened an email in 6–12 months. Inactive addresses not only lower open rates but can also harm your sender reputation and deliverability.
Including the recipient’s name in the subject line or providing recommendations based on past behavior creates a sense of individual relevance. Personalized emails consistently achieve higher open rates than generic ones.
Over 70% of emails are now read on smartphones. Ensure your emails use responsive design and look good in dark mode. Emails that are difficult to read on mobile lead to immediate drop-offs and lower future open rates.
Improving open rates is not a one-time effort. Continuously run a Plan → Do → Check → Act cycle: set goals and plan tactics, execute them, measure results (open rate, CTR, etc.), and refine your approach. A/B testing subject lines, send times, and audience segments over time reveals the optimal email strategy for your business.
Email open rate is the first critical gate in email marketing success. While the general average sits around 20%, it varies widely by industry and list quality. Improving open rates requires a combination of strategies: optimizing subject lines, fine-tuning send timing, implementing segmentation, cleaning your list, and personalizing content. Given Apple MPP’s impact, also evaluate behavioral metrics like click-through rate and conversion rate for a complete picture. Use the strategies outlined in this article to start boosting your email open rates today.
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