July 23, 2024

Open rate is one of the most significant performance metrics and indicates the number of your opened emails. While click-through rates and conversions are important, they’re irrelevant if recipients aren’t opening your emails in the first place. Higher open rates mean more attention to your content, increased engagement, and ultimately better results for your business.

An email is counted as opened only when either the recipient enables images in the email or clicks a link. So, how do we calculate email open rates? Email service providers (ESPs) count by dividing the number of opened emails by the number of emails sent minus any bounces (emails that failed to reach the recipient). For instance, if you send out 100 emails and 10 bounce, leaving you with 90 delivered emails, and 10 of those are opened, your email open rate is 11% (10 opened emails out of 90 delivered). Emails that don’t get delivered can’t be opened, so they don’t factor into the open rate percentage at all. This is why running a spam test by using the

email deliverability checker before you send a letter is so important for high rates.

When tracking email marketing metrics, you may wonder, what does a good open rate mean? We discuss how you can understand if your email open rate is high, average, or below industry benchmarks in this article.

What Is the Average Email Open Rate?

Without a reliable open rate, even the most impeccably designed email campaign will fail. In general, the average email open rate is around 30%, but the situation varies depending on the work areas, somewhere the indicator is around 20%, and somewhere is up to 45%, which is considered a very high score.

Normally, inbound emails that are usually responses to inquiries or actions initiated by the recipient tend to have higher open rates. These emails are often expected by the recipient and are more likely to be relevant to their interests or needs. As a result, open rates for inbound emails can range from 30% to 60% or even higher in some cases, depending on the audience in the particular industry.

On the other hand, outbound emails, especially cold outreach emails sent to prospects who haven’t interacted with your brand before, typically have lower open rates. These emails are often unsolicited and may be perceived as spam by recipients, leading to lower engagement. Open rates for outbound letters can vary widely but are generally lower, ranging from 10% to 25% on average, where the rate above 30% will already be considered excellent.

How to Improve an Email Open Rate?

In order for your efforts to create an email campaign not to go in vain, pay attention to pre-testing. As filtering systems are repeatedly evolving, make sure your message is getting where it belongs by using an email spam tester from GlockApps before you hit the send button. This important step reveals detailed statistics about the location of your email, showing whether it’s marked as spam, got lost in missing, or smoothly moved to the inbox.


Here are simple steps to getting into Inbox and receiving high open rates:

Select the delivery testing tool and submit your message to the initial list, then dive into the report. Identify any red flags regarding your sender authentication, IP reputation, or content quality. Take action, by following the recommendations in the report to quickly fix any issues you find. Refine your approach and adjust your email copy or infrastructure based on test results to improve inbox placement.

Remember that performance spam testing isn’t a one-time deal, you need to constantly optimize your campaigns for the stable best results. With each test, you’re one step closer to making sure your emails are landing where they belong – in your readers’ inbox. Experiment with different tactics and analyze your open rate results to find the right balance and achieve the ultimate goal.

Interesting Related Article: “Mastering Email Marketing: A Comprehensive Guide to Boosting Campaign Success

What Is an Email Open Rate? first appeared on Web and IT News.

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