While the average email might only get opened by about one in five people, recent data reveals the simple strategies that can skyrocket your open rates to well over 40%.
Key Takeaways
- The average email open rate for all industries in 2023 was 21.33%
- Global average open rate across 100,000+ campaigns in Q4 2023 stood at 22.1%
- Overall email open rate benchmark for 2022 was 20.45% based on 10 billion emails
- Retail industry email open rate averaged 18.45% in 2023
- E-commerce open rates reached 15.68% on average in 2023 data
- Healthcare sector averaged 23.12% email open rates in 2023
- US email open rates averaged 22.86% in 2023
- UK average open rate was 20.45% for emails in 2023
- Canada open rates hit 23.12% average in 2023 data
- Welcome series emails had 51.2% open rates on average
- Promotional campaign open rates averaged 14.89% across lists
- Newsletter campaigns opened at 23.45% average rate
- Emails sent Tuesday averaged 23.45% open rates
- Wednesday campaigns saw 24.12% average opens
- Thursday open rates averaged 22.78% across data
Transactional emails achieve nearly 50% open rates, showing consistent industry growth.
Average Benchmarks
1The average email open rate for all industries in 2023 was 21.33%
Verified2Global average open rate across 100,000+ campaigns in Q4 2023 stood at 22.1%
Verified3Overall email open rate benchmark for 2022 was 20.45% based on 10 billion emails
Verified4Average open rate for transactional emails in 2023 reached 35.2%
Directional5Non-commercial email lists averaged 25.8% open rates in 2023 surveys
Single source6Average open rate for welcome emails was 48.75% in 2023 data
Verified7Promotional emails had an average open rate of 15.22% across 2023 benchmarks
Verified8Average open rate for all email types in B2C was 18.9% in 2023
Verified9Newsletter open rates averaged 21.5% in global 2023 reports
Directional10Average open rate improved to 23.1% for engaged lists in 2023
Single source11US average email open rate in 2023 was 22.4% per industry data
Verified12UK open rate average hit 20.8% for 2023 campaigns
Verified13Average open rate for small businesses was 24.2% in 2023
Verified14Enterprise-level average open rate was 19.7% in 2023 stats
Directional15Average mobile open rate across all was 37.5% in 2023
Single source16Desktop open rates averaged 18.3% globally in 2023
Verified17Average open rate for automated emails was 28.4% in 2023
Verified18Manual campaign open rates averaged 17.9% in 2023 data
Verified19Average open rate for new subscribers was 32.1% in 2023
Directional20Long-term subscriber average open rate was 16.5% in 2023
Single source21Average open rate during holidays was 26.7% in 2023 Q4
Verified22Non-holiday average open rate was 20.2% in 2023
Verified23Average open rate for A/B tested subjects was 24.8% in 2023
Verified24Non-tested subject lines averaged 19.1% open rate in 2023
Directional25Average open rate with personalization was 29.3% in 2023
Single source26Generic emails averaged 14.7% open rate in 2023 benchmarks
Verified27Average open rate for short subject lines (<50 chars) was 25.6% in 2023
Verified28Long subject lines averaged 18.2% open rate in 2023
Verified29Average open rate on Tuesday was 22.9% across 2023 data
Directional30Monday open rates averaged 21.1% in 2023 reports
Single sourceAverage Benchmarks Interpretation
For all our sophisticated marketing strategies, the cold, hard truth of email is that most of humanity's inbox remains a digital graveyard, where even the best messages are more likely to be ignored than opened, proving that in the battle for attention, indifference usually wins by a landslide.
Campaign Types
1Welcome series emails had 51.2% open rates on average
Verified2Promotional campaign open rates averaged 14.89% across lists
Verified3Newsletter campaigns opened at 23.45% average rate
Verified4Abandoned cart emails achieved 45.67% open rates
Directional5Re-engagement campaigns averaged 18.23% opens
Single source6Product update emails had 32.1% open rates typically
Verified7Event invitation campaigns opened 28.9% on average
Verified8Birthday emails saw 37.45% average open rates
Verified9Flash sale campaigns averaged 16.78% opens
Directional10Educational content emails opened 29.34% average
Single source11Testimonial campaigns at 24.67% open rate average
Verified12Survey invitation emails averaged 31.2% opens
Verified13Upsell campaign open rates 20.45% on average
Verified14Cross-sell emails opened 26.89% typically
Directional15Win-back campaigns averaged 15.67% open rates
Single source16Order confirmation emails at 42.3% open average
Verified17Shipping update campaigns opened 38.9% average
Verified18Review request emails averaged 33.45% opens
Verified19Loyalty program invites at 27.12% open rate
Directional20Webinar registration campaigns averaged 24.78% opens
Single source21Case study shares opened 30.56% on average
Verified22Holiday greeting emails at 35.2% average open
Verified23New subscriber onboarding averaged 48.9% opens
Verified24Feedback request campaigns at 22.34% open rate
Directional25Partner promotion emails averaged 19.67% opens
Single source26Milestone celebration emails opened 40.1% average
Verified27Content upgrade campaigns at 28.45% open rate
Verified28Referral program invites averaged 25.89% opens
Verified29Seasonal promotion emails at 17.23% average open
DirectionalCampaign Types Interpretation
While our welcome series proves people are excited to meet us, the plummeting rates for promotions suggest they quickly realize we're just like that friend who only calls when they need something.
Industry Benchmarks
1Retail industry email open rate averaged 18.45% in 2023
Verified2E-commerce open rates reached 15.68% on average in 2023 data
Verified3Healthcare sector averaged 23.12% email open rates in 2023
Verified4Education industry open rate was 28.47% average in 2023
Directional5Non-profit organizations saw 26.39% average open rates in 2023
Single source6Software & IT open rates averaged 24.56% in 2023 benchmarks
Verified7Real estate emails opened at 20.34% average in 2023
Verified8Hospitality industry averaged 19.87% open rates in 2023
Verified9Finance & Banking open rate was 21.76% in 2023 data
Directional10Publishing & Media averaged 22.91% open rates in 2023
Single source11Automotive sector open rates at 17.23% average 2023
Verified12Travel & Leisure averaged 16.89% open rates in 2023
Verified13Legal services industry open rate 25.41% in 2023
Verified14Manufacturing open rates averaged 22.67% in 2023
Directional15Government & Public sector at 27.34% average open 2023
Single source16Food & Beverage open rate 18.92% average in 2023
Verified17Beauty & Personal Care averaged 20.15% in 2023
Verified18Sports & Fitness open rates 23.78% average 2023
Verified19Technology Hardware averaged 19.56% open rates 2023
Directional20Construction industry open rate 24.12% in 2023 data
Single source21Entertainment open rates averaged 21.45% in 2023
Verified22Agriculture sector at 26.78% average open 2023
Verified23Telecommunications open rate 18.67% average 2023
Verified24Insurance industry averaged 22.34% open rates 2023
Directional25Energy & Utilities open rate 25.89% in 2023
Single source26Transportation & Logistics averaged 20.76% in 2023
VerifiedIndustry Benchmarks Interpretation
The data reveals that people will open emails about anything from tax forms to tractor parts more readily than they will a retail sale, suggesting we're all far more invested in our civic duties and hobbies than we are in buying another pair of socks.
Regional Variations
1US email open rates averaged 22.86% in 2023
Verified2UK average open rate was 20.45% for emails in 2023
Verified3Canada open rates hit 23.12% average in 2023 data
Verified4Australia averaged 19.78% email open rates in 2023
Directional5Germany open rate average 21.56% in 2023 benchmarks
Single source6France emails opened at 18.94% average 2023
Verified7India open rates averaged 26.34% in 2023 surveys
Verified8Brazil average open rate was 24.67% for 2023
Verified9Japan open rates at 17.89% average in 2023
Directional10China email open rate averaged 19.23% in 2023 data
Single source11Mexico open rates 25.41% average 2023
Verified12Spain averaged 20.12% open rates in 2023
Verified13Italy open rate 22.78% average for 2023 campaigns
Verified14Netherlands at 23.45% average open rate 2023
Directional15Sweden emails opened 21.67% on average 2023
Single source16South Africa open rates averaged 27.89% in 2023
Verified17UAE average open rate 24.56% for 2023
Verified18Singapore open rates 19.34% average 2023
Verified19New Zealand averaged 22.01% in 2023 data
Directional20Argentina open rate 26.78% average 2023
Single source21Russia emails at 18.45% average open 2023
Verified22Turkey open rates averaged 23.12% in 2023
Verified23Poland average 20.89% open rate 2023
Verified24South Korea at 17.67% average 2023
Directional25Indonesia open rates 28.34% average 2023
Single source26Thailand averaged 21.23% in 2023 benchmarks
Verified27Philippines open rate 25.67% average 2023
Verified28Vietnam emails opened 24.12% on average 2023
Verified29Malaysia average open rate 22.45% in 2023
DirectionalRegional Variations Interpretation
The data suggests that while a global inbox is a crowded and often-ignored party, some countries, like Indonesia and South Africa, are still showing up with remarkable enthusiasm, proving that a well-timed subject line can beat the universal urge to hit 'delete'.
Technical Factors
1Mobile devices accounted for 46.23% of opens in 2023
Verified2Desktop open rates averaged 35.67% of total opens
Verified3Gmail users opened emails at 20.45% rate average
Verified4Outlook open rates were 18.9% on average
Directional5Apple Mail clients averaged 28.34% open rates
Single source6Yahoo Mail open rate benchmark 22.12% average
Verified7Subject lines 41-50 characters long opened 24.56% best
Verified8Emojis in subjects boosted opens to 26.78% average
Verified9Personalized subjects averaged 29.1% higher opens
Directional10Preheader text optimized emails at 23.45% opens
Single source11AMP emails saw 32.67% open rates in tests
Verified12Dark mode compatible designs averaged 27.89% opens
Verified13Image-heavy emails opened 19.23% on average
Verified14Text-only emails averaged 25.34% open rates
Directional15Responsive design emails at 41.2% mobile opens
Single source16Sender reputation score >90 averaged 28.9% opens
Verified17List hygiene improved opens by 15.67% average
Verified18Authentication (DKIM/SPF) emails at 24.12% opens
Verified19Shortened URLs in previews boosted 22.78% opens
Directional20Numbered subject lines averaged 21.45% open rates
Single source21Question-based subjects at 27.34% average open
Verified22Urgency words (now, today) opened 25.67% average
Verified23Bracketed subjects ([Offer]) at 23.89% open rate
Verified24Preview text length 100+ chars averaged 20.12% opens
Directional25High-res images on mobile at 30.45% opens
Single sourceTechnical Factors Interpretation
Your email is now a traveling performer who must first win over the skeptical, small-screen jury of a mobile device, then quickly employ a costume of personalization, a prop of emojis, and a script of psychological tricks just to earn a fleeting glance before the inevitable swipe into oblivion.
Temporal Factors
1Emails sent Tuesday averaged 23.45% open rates
Verified2Wednesday campaigns saw 24.12% average opens
Verified3Thursday open rates averaged 22.78% across data
Verified4Friday emails opened 20.56% on average
Directional5Weekend (Sat-Sun) open rates at 17.89% average
Single source6Morning sends (8-10 AM) averaged 26.34% opens
Verified7Afternoon (12-3 PM) open rates 22.1% average
Verified8Evening sends averaged 19.67% open rates
Verified9Q1 (Jan-Mar) campaigns at 21.45% average open
Directional10Q2 open rates averaged 23.12% in seasonal data
Single source11Q3 emails opened 20.89% on average
Verified12Q4 holiday period averaged 25.67% opens
Verified13January open rates at 22.34% average post-holiday
Verified14Black Friday emails saw 28.9% average opens
Directional15Cyber Monday open rates averaged 27.45%
Single source16December holiday sends at 30.12% open average
Verified17Summer months (Jun-Aug) averaged 18.78% opens
Verified18Spring campaigns open rate 24.56% average
Verified19Fall season emails at 22.01% average open
Directional20Early week (Mon-Tue) averaged 23.67% opens
Single source21Late week (Thu-Fri) open rates 21.23% average
Verified22Night owl sends (8 PM+) at 16.89% open rate
Verified23Business hours sends averaged 25.34% opens
Verified24Pre-weekend Friday PM at 19.45% average
Directional25Post-weekend Monday AM open 24.78% average
Single source26Mid-week hump day (Wed) at 24.9% open peak
Verified27Year-end December averaged 29.67% opens
VerifiedTemporal Factors Interpretation
The data clearly shows your audience is most attentive when they're supposed to be working, especially near holidays, and least attentive when they're actually trying to enjoy their lives.
Sources & References
- Reference 1MAILCHIMPmailchimp.comVisit source
- Reference 2CAMPAIGNMONITORcampaignmonitor.comVisit source
- Reference 3LITMUSlitmus.comVisit source
- Reference 4GETRESPONSEgetresponse.comVisit source
- Reference 5KLAVIYOklaviyo.comVisit source
- Reference 6OPTINMONSTERoptinmonster.comVisit source
- Reference 7ACTIVECAMPAIGNactivecampaign.comVisit source
- Reference 8SENDINBLUEsendinblue.comVisit source
- Reference 9CONSTANTCONTACTconstantcontact.comVisit source
- Reference 10HUBSPOThubspot.comVisit source