Email Marketing Benchmark
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Email Marketing Benchmark 2021

Mailpro, the Email Expert

Opening Rates

Opening Rates

The opening rate of an email campaign is the percentage of the number of your subscribers who opened your email. It is an important metric to study as it shows you how efficient your email marketing campaign is, or if you email marketing strategy is working.

The average opening rate should be between 12% to 25%. Anything below that could suggest that you are either targeting the wrong kind of audience, or that your content is not interesting enough for your audience to open your emails. Read below for some tips about how to improve your opening rate.

But how do we know who opens your email?

Well, to know exactly who opens an email, we will insert an invisible picture with a link inside each email you send. In this way, every time someone opens one of your emails, we will see it. This works very well for Mac and iOS users because they open images by default. However, this method works less well for PC/Outlook as images are not automatically downloaded. Therefore, a PC/Outlook user could have read the email without downloading the images, and it won’t count as an opening.

Opening Rates by Industry

The industries that did the worst were the recruiting and staffing industry, with a 7.11 % opening rate, the gaming industry with a 10.47% opening rate, and professional services with a 11.33% opening rate. People seemed to be way more interested in opening religious email, with religion having a 37.43% opening rate.

If we look back at what a strange year 2021 was with COVID-19, these numbers make some sense.

Opening Rates
Email Marketing Benchmark 2021
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