Average Open Rates for Email Marketing in 2022 + How to Improve Your Email Open Rates

Average Open Rates for Email Marketing in 2022 + How to Improve Your Email Open Rates
Article by DesignRush DesignRush
Last Updated: November 13, 2022

The success of your email marketing efforts depends on many factors.

However, there's one important metric you should pay attention to if you want to boost sales and make your customers happy.

And that is your email open rate.

This guide covers everything you need to learn about email open rate, why it's a crucial campaign metric and the average open rates for email marketing by industry.

You'll also discover the factors affecting open email rates and how you can improve yours.

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Average Open Rates for Email Marketing: What You Need to Know

What is an Open Email Rate, and Why is it an Important Email Campaign Metric?

An email open rate is the percentage of people that click on an email after it has been sent. It is an important metric because it tells you how successful your email campaign was.

A high email open rate means more people see what you're promoting, which increases the chances of making a sale.

Measuring your email open rate allows you to see how many people are opening the emails you send them so that you can improve your marketing strategy.

How to Calculate Open Email Rate

You can calculate your open rate by dividing the number of recipients who have opened your email by the total number of emails sent.

The calculation looks like this:

Number of Opens / Total Number of Recipients * 100%

What's the Difference Between an Open Rate and a Click-Through Rate?

An email open rate is the percentage of people who see a specific email and take some action, like opening the email.

On the other hand, an email click-through rate is the percentage of people who see a specific email and then click on a link inside that email.

The difference between an open and click-through rates can be confusing because they both measure different things.

Open rates are great because they show engagement, that people are opening your emails to read them.

Click-through rates are also valuable because they show that your emails are interesting enough that other people want to find out more about your company by clicking on a link within the email.

Here’s how to calculate your click-through rate:

Number of Clicks Your Email Generated / Total Number of Emails Sent * 100%

What’s a Bounce Rate?

A bounce rate is the percentage of emails sent but never opened.

It's not a metric you want to see high because it means your email wasn't interesting enough for the recipient to open. This could be due to several factors, such as content quality or email formatting errors.

Bounce rates are crucial because they help you identify what's working and what isn't with your current strategy.

Bounce rates also tell you how often people unsubscribe from your email list when they don't open any of the messages you send them.

What are the Average Open Rates for Email Marketing?

The great thing about an open rate is that it doesn't require users to take any action, making it valuable for marketers.

MailChimp says a good average email open rate should be between 17 and 28%.

Email marketing average open rates vary by industry or device, but most fields see around 20% of recipients opening emails from unfamiliar senders.

This data shows the average email open rate by industry in 2022:

 
Business Type 
  

Open Rate 
(Total) 

Click Rate (Clicks/Delivered) 

Bounce 
Rate 

 
Overall Average 
  

31.50% 

1.38% 

10.31% 

 
Administrative & Business Support Services 
  

26.65% 

1.54% 

10.19% 

 
Child Care Services 
  

37.96% 

1.66% 

8.92% 

 
Consulting Services  

 

22.93% 

0.88% 

10.94% 

 
Dining and Food Services 
  

34.27% 

0.61% 

8.68% 

 
Education 
  

34.46% 

1.60% 

9.36% 

 
Faith-Based Organizations 
  

42.71% 

2.53% 

8.70% 

 
Family and Social Services  
  

35.30% 

1.48% 

9.12% 

 
Financial Services  
  

23.30% 

0.88% 

8.52% 

 
Health and Wellness  
  

31.48% 

0.84% 

9.45% 

 
Home & Building Services  
  

35.11% 

1.26% 

11.95% 

 
Independent Artists, Writers, and Performers 
  

31.26% 

1.53% 

9.88% 

 
Legal Services 
  

29.70% 

1.19% 

15.99% 

 
Manufacturing and Distribution 
  

24.53% 

1.01% 

13.80% 

 
Nonprofit Membership Organizations 
  

35.91% 

1.54% 

11.43% 

 
Nonprofit Services 
  

36.20% 

1.52% 

10.25% 

 
Personal Care Services  
  

31.86% 

0.96% 

11.87% 

 
Real Estate 
  

29.78% 

0.73% 

13.32% 

 
Recreation, Sports & Entertainment  

 

36.36% 

1.14% 

9.71% 

 
Repair and Maintenance 
  

25.33% 

0.70% 

5.20% 

 
Retail  
  

28.95% 

0.85% 

7.72% 

 
Technology Services 
  

21.53% 

2.04% 

12.84% 

 
Transportation Services 
  

31.30% 

0.73% 

13.64% 

 
Travel & Tourism  
  

 36.01% 

0.83% 

6.79% 

What are the Factors that Affect the Open Email Rate?

Consider these factors before starting your email campaign to ensure its success:

  1. Subject line: This is an email's first and most essential element. It should be short and specific, with a compelling call-to-action (CTA) that entices the reader to take action immediately.
  2. Content: Keeping your emails brief and relevant is one way to increase open rates. Tedious or lengthy emails will likely be ignored.
  3. Personalization: Emailing people by name when you can help personalize your message increases open rates.
  4. Length of email: Emails with fewer words are usually easier to read and are less likely to be ignored.
  5. Email list quality: An email marketing service like Mailchimp lets you track the number of subscribers who are opening your emails and how many times they click on them. If your email list isn't delivering high-quality subscribers, then it might not make sense to spend time improving your open rate because you'll get low response rates.
  6. Email frequency: Emails sent infrequently will generally receive better responses than those sent daily or weekly.
  7. Email design: Don't underestimate the importance of creating an eye-catching design. With so many emails being sent every day, it's easy for yours to get lost in someone's inbox without being noticed if it doesn't have an appealing look about it.

Email Marketing Tips to Increase Your Email Open Rate

If your email marketing efforts aren't generating the open rate you'd hoped for, there are some easy ways to fix that.

These email marketing tips should help increase your email open rates:

  • Send Emails at the Right Time: HubSpot recommends sending emails between 9-10 am or 5-6 pm. Even if you don't have a regular office job, you should remember that many people still do, so it's best not to send emails during their work hours.
  • Personalize Your Emails: Whether through an autoresponder or just on the spot, personalizing emails can make them seem more relevant to recipients and improve their open rates. For instance, maybe you have a different email marketing campaign geared toward other regions of the country. In this case, you may want to tweak language or graphics depending on where the emails are sent. By doing this, recipients will feel like they're receiving targeted content which could lead to higher open rates for your emails.
  • Include Relevant Images: Adding images helps engage readers and improves email open rates because readers get visual cues about what they're reading without having to read all the text. Pictures keep things interesting. One important note about using images: always include alt text (alternative text) when attaching photos to emails because not everyone sees images online as clearly as others do.
  • Implement Permission-Based Email Marketing: A permission-based email marketing strategy means you will only send emails to those who have opted-in rather than using a mass email blast. This way, you're not bombarding your subscribers and annoying them with irrelevant messages. You'll also be able to avoid spam filters since people are opting-in on their own accord.
  • Try to Use Emojis in the Subject Line: One email marketing tip that might surprise you is adding emojis to the subject line. Research has shown that 56% of brands that use emojis in their subject lines have a higher open rate than those that don’t. It may seem that these little characters won't be able to convey your message. But using happy faces in subject lines appeals to positive emotions among those who see these emails.
  • Develop Email Automation Campaigns: Automating campaigns allows time management based on needs, goals, and objectives. It's easier than ever to develop automated campaigns now thanks to platforms like Campaign Monitor, MailChimp, HubSpot, and ActiveCampaign, which offer drag-and-drop editors that allow marketers and entrepreneurs alike to create professional-looking emails quickly.
  • Don't Spam: Avoid spamming recipients. Sending too many emails in a short amount of time can decrease the likelihood that your emails will be opened or clicked on. On average, you should limit the number of emails you send to 10-20 per day and the best place to do that is in your opt-in box or autoresponder.
  • Consider Paying for Advertising: Email marketing tips are helpful, but if you're going for an even higher open rate, it might be worth considering paying for advertising. This means that you would pay someone else to reach out to potential customers on behalf of your company and bring new leads onto your email list.

Average Open Rates for Email Marketing: Wrapping Up

Email marketing has a long way to go before it becomes the best way to reach your audience.

It’s often more personal than other forms of communication, making it an ideal tool for marketers looking to build customer relationships.

Email open rates are a great metric that you can use to measure the effectiveness of your email campaign.

The open rate will tell you how many people opened the email and read it, which can indicate how interested they were in your offer or message.

The good news is that this is an ever-evolving field, meaning there are plenty of ways to improve your open rates and build trust with your audience.

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