Email Marketing Opening Rate – Email Opening Frequency

The key to successful email marketing is a high frequency of openings. If no one opens your email campaigns, you will not be able to generate revenue through your email channel.

In this post we will answer the question, what is a good email opening frequency? We report results from different industries and countries based on statistics, to help you achieve as positive results from your email marketing as possible. We start with the basics – what is meant by opening frequency?

What is an email opening frequency

The opening frequency is calculated as follows: The number of recipients who have opened your email divided by the number of emails sent that have not bounced (emails that have not reached the recipient).

For example, if you send 100 emails and 10 of these bounce, 90 emails have been delivered. Of these 90 emails, perhaps 10 are considered open.

This means that the opening rate of your email campaign is 11%. E-mail that does not reach the recipient cannot be opened, therefore it is not included in the percentage for degree of opening.

Medium opening frequency

How does your opening frequency measure up to your competitors? We have compiled statistics on opening frequencies based on country and sector. Below you will find the 2020 benchmarks for e-mail marketing so that you can see how you measure up compared to players in similar sectors.


The average opening frequency is 22.8%. Canada, Australia and New Zealand surpass other markets. Canada has the highest email opening frequency in the world and Europe is at a stable 21.9%.

If you have an average opening frequency of over 23%, you are doing a super job! If not, do not worry. You know your recipients better than anyone else.

For example, if you have an opening rate of 15%, which is below average, but your campaigns are delivering good results, it’s obvious you are not underdelivering whatever the statistics say.

Overall: Mean = 22,8% Median = 18,4%

Canada: Mean = 38,5% Median = 38,4%

Australia & New Zealand: Mean = 36,7% Median = 34,0%

United Kingdom & Ireland: Mean = 25,6% Median = 22,0%

United States: Mean = 23,1% Median = 18,2%

Continental Europe: Mean = 21,9% Median = 18,2%

Latin America & Caribbean: Mean = 17,4% Median = 13,8%

Middle East & Africa: Mean = 16,4% Median = 14,3%

India: Mean = 14,5% Median = 11,0%

Asia Pacific: Mean = 12,5% Median = 8,3%

Delivery and opening frequency are related

How can you ensure that your emails are delivered to your recipients? Below we share some tips on how you can increase the deliverability and in turn the opening frequency of your mailings.

  • Use dubbel opt-in. Even if double opt-in is not a GDPR requirement, you make sure that the user really wants to receive emails from you. You do not want to send emails to recipients who are not interested in your emails. Doing so will only result in them not reading your emails or spam-marking you. This will affect your deliverability and in turn your opening frequency.
  • Ask your recipients to add you to the address book. By asking for a simple “Add this sender to your contact list” you can increase the deliverability and in turn the opening frequency of your email marketing.
  • Clean regularly. If a recipient has opened your email in the last three mailings, the chances are quite high that this recipient has lost interest in your company. Inbox providers like Gmail are smart enough to understand this, so if you keep sending emails to these recipients, Gmail will direct those emails directly to your spam bin.

Other tips for increased opening frequency

.1 Use 6-10 words in the subject line for a good opening frequency.

2. Do not send emails on the weekend but on weekdays and make sure to adjust the time according to what has been shown to give the best results for your customer base.

3. Be super creative when it comes to the subject line. Studies have shown that personalized and creative subject lines increase the opening frequency.

4. The sender plays a big role. Use only a sender that the recipient recognizes.

5. The majority of emails are opened in mobile devices. So optimize the content accordingly.

6. Finally, the most important thing: segment your customer base. By sending relevant emails to segmented recipients, you will quickly notice that the opening rate and conversion increase.

Kevin Stenqvist

This article has been reviewed by our editorial board and has been approved for publication in accordance with our editorial policies.

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