Opening Rate: What it is, What is the Average and How to Optimize it

Analyzing all the numbers behind your marketing efforts is crucial to fine-tune your strategy, but one of the data that you should pay close attention to is the opening rate of the emails you send to your users.

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Any expert in email marketing will tell you that the data is essential to create a good plan of action. Analyzing all the numbers behind your marketing efforts is crucial to fine-tune your strategy, but one of the data that you should pay close attention to is the opening rate of the emails you send to your users.

You want to know why? In this article we will tell you everything you need to know about the opening rate and how to optimize it.

What is the opening rate

The opening rate is an indicator that measures the number of people who have seen or opened an email that you have sent them.

Most people consider that the opening rate is the number of people who open their email. It sounds logical, right? Unfortunately, this is not the case. According to mailchimp, an email is considered open when one of the following situations occurs:

  •  eBook Generation of Leads
  • The reader allows images in your email to be displayed in the preview pane or in a full view of the email.
  • The recipient clicks on a link in the email.

How the opening rate is calculated

If you are using any of the major email providers, such as Mailchimp, for example, the tool shows you the opening rate of your email.

The opening rate is obtained by dividing the number of unique openings by the number of emails sent, minus the number of bounces. Then the formula would be:

Open rate = (Open mail / Sent mail) x 100

So, for example, if you sent 100 emails and your readers have opened 50, your opening rate will be 50%.

What is the average of the opening rate

The most accurate answer is depends on your industry. For example, according to a study on the performance of email marketing carried out by SIGN-UP-TO, the average opening rate is 24.79%.

The results of the study of SIGN-UP-TO, indicate that the industries that obtained the highest average of openings are: Public Sector (44, 99%), Legal and Accounting (36, 43%), Public Relations (30,15) %) and the Charity and Non-Profit industries (30.02%).

Opening rate by industry

The industries: TV, Radio and Cinema (29.09%), Community (28.97%), IT (26.69) and Sports (25.85%), Retail B2C (25.06%) and Moda (25.04%), obtained an opening rate above the general average. It is important, that you know that these values ​​do not indicate that the Campaigns have been successful, they simply reflect the behavior of the users with them.

Therefore, if you really want to have a benchmark to measure, you should look at the average opening rates for your particular industry.

E-mail marketing conversion rate

The conversion rate measures the efficiency of your email marketing strategies. It is useless to invest in an action that will not bring benefits for your business.

E-mail marketing can really help your company grow in the market and attract your customers through email. It is important that these emails have an objective and that they have a call to action.

This action, through a landing page, can propose downloading an electronic book, the presentation of a product, a video with valuable information, among other actions that can help you to conquer your potential clients.

But how to know if your content brings results for your company?

It is through the conversion rate that you can analyze these details. However, seeing in Google Analytics how many of your emails have been opened and the links your users access is not enough to measure the effectiveness of your strategy.

It is necessary that you know how many people conclude an action, according to your objective of e-mail marketing.

Remember that in your email marketing strategy it is very important to do the A / B tests, so you can see which formats and strategies generate the best results.

How to interpret these results?

Knowing if your opening rate is high or low will allow you to make adjustments in all your planning, always with the aim of increasing sales and customer loyalty.

A low conversion rate may indicate that you are not segmenting your audience correctly, that is, your efforts are focused on reaching customers who are not ideal and are not interested in your products or services.

With this information, it is necessary that you review all your planning. In addition, you must redo a survey of the target audience with current and market customers to correctly define your target.

This metric will also allow you to analyze your content in relation to the subject, language and format. For example, if you send an ebook to a list of contacts and you realize that the conversion rate is low, it may be that this material is not interesting for your buyer person.

So what should you do? Review the interests, wishes and problems of your target audience and create content based on that information, also focusing on the call to action.

Now, if you notice that the opening of your email is low, it may be that the issue is not attractive, it is necessary to build phrases that arouse the curiosity of your customers and encourage them to open those emails.

Another important point that you should analyze from the conversion rate is the time and the shipping period. You need to identify at what time of the day your target audience is more likely to open e-mails and also what is the ideal period to send them. Every 3 days? Weekly?

If your conversion rate is high, excellent! This is a sign that your strategy is in accordance with the objectives of your business and your customers. However, it is very important that you constantly monitor this metric so that you can accompany the changes in behavior and interests of your target audience.

How to optimize the opening rate

Email is still an important tool for digital marketing, especially for converting and retaining customers. This communication channel allows a greater proximity with your audience and reveals essential information about the performance of the actions practiced by your company. The conversion rate of email marketing is one of those data that makes many people lose sleep.

We will give you seven tips to optimize your email marketing strategy and increase the conversion rate.

1. Resend emails without opening

You can increase the reach of your email, if you re-send the email to recipients who have not opened it yet. You can also change the subject line of the mail and send it again the following week. This way you can increase the opening rate of your email.

By sending the same email again to subscribers who ignored your previous submission, you will get more people to open your emails and you will not have to create a new message.

2. Test delivery times

Your customers and prospects are busy people. That is why you should schedule the delivery of your emails for the times when subscribers are checking your inbox and when there may be less competition from other brands.

Ignore the studies that suggest the best time to send emails is between 10:30 a.m. or 5 p.m, your readers are likely to follow a different schedule, so try different delivery times for your next emails, then select intervals of time that consistently generate higher opening rates.

3. Segment your lists

Your subscribers are divided into different categories, which means that everyone has different interests and needs. The ways to segment your subscribers include:

  • Demographics
  • Gender
  • Where they live
  • Job title
  • Behavioral data
  • What do they do with your product
  • Who buy
  • Free users and payments
  • When they last clicked on an email
  • When and how often do they buy
  • Customer registration date
  • Incorporation of new users
  • Rewarding your best customers
  • Customer email client data
  • If you are browsing on mobile or desktop devices
  • When they say they want to receive emails

By segmenting your email lists, you increase the likelihood that the messages you send to your recipients are interesting and relevant to them. In fact, MailChimp’s research reveals that segmented campaigns have an opening rate 13.07 percent higher than non-segmented campaigns.

4. Trim words that trigger spam filters

According to the site daily more than 100 billion emails are marked as spam. Because many unsolicited emails transmit viruses or promote illegal activities, email programs automatically filter messages that seem to deceive readers.

One of the ways in which our inboxes do this is by looking for specific keywords that are typically associated with spam: for example “a lot of money”, “earn per week”, “free money”, “no credit check” “And” victorious. “So avoid using these common spam words, since your client’s email provider may consider your email to be junk.

5. Create consistency and urgency

As soon as you establish a schedule to deliver your email, either weekly or monthly, it complies with that schedule so that recipients know when to expect your message.

Your most loyal recipients can reserve time to read your newsletter. If you want to create a sense of urgency, to encourage your subscribers to open your email as soon as they see it, try to include the following phrases or words in the subject line.

  • Simple, no nonsense
  • Funny
  • Controversial or shocking
  • Single word
  • Numbers and lists
  • Personalized
  • Questions and other ratings
  • “Missing out” and other shortage tactics
  • Mysterious

6. Use keywords in the subject

The subject or subject of an email is one of the most important elements that you should consider in your campaigns. Why? If the subject of your email is not attractive it is likely that your contacts do not read it, besides, you will not be able to differentiate yourself from your competitors and your emails will end up in the trash.

So, if you want to optimize your opening rate you must create an issue that impacts your subscribers. How to achieve it? Use keywords, be concrete, understandable, informative and if possible create a custom subject line, so that you get good results.

You should also bear in mind that the issues that have the highest opening rate, according to, are what have less than 30 characters. However, you can write matters up to a maximum of 50 characters.


The opening rate is a very important indicator to measure your email marketing strategy. It is the data that indicates the percentage of emails that have been opened or read by users. This does not mean that your campaign has been effective, but simply that the user opened the email you sent him: it does not mean that the user responded positively to the call of your email marketing.

The opening rate is obtained by dividing the total of open messages by the total of messages delivered. That is why the goal of your email marketing campaign should be focused on obtaining a high opening rate, so that you increase your chances of your readers clicking on the landing page.

It is important that you understand that the opening rate is not a 100% reliable measure. An email is considered open only if the client is able to display HTML with images or that the recipient clicks on some link in the email. So if you send text-only emails, it’s important that you always include images, to force the download.


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