Average Open Rate for Email Marketing 2023

Average Open Rate for Email Marketing 2023 – Email Open Rates Overall 

According to the Campaign Monitor Email Marketing Benchmarks Report, the average email open rate across all industries is 21.5%. The education, agriculture, and financial services industries have the highest email open rates, between 25% to 28%. Check out our other data studies on “Average Conversion Rate for Email Marketing“.


Table of Contents

Average Email Conversion Rate By Industry

Statistics On the Email Marketing Conversion Rate By Email Type:

Frequently Asked Questions

Here are the rates across all industries for email:

  • Stats on the rate show that the advertising & marketing industry has open rates of 20.5 percent on average.


  • Stats on the rate show that the agriculture, forestry, fishing, and hunting industry has open rates of 27.3% on average.


  • Stats on the rate show that the consumer packaged goods industry has open rates of 20% on average. 


  • Stats on the rate show that the education industry has open rates of 28.5% on average.


  • The financial services industry has open rates of 27.1% on average.


  • The restaurant, food, and beverage industry have open rates of 18.5% averages.


  • The government & politics industry has an open rate number of 19.4% averages.


  • The healthcare services industry has a content marketing open rate number of 23.7%.


  • The IT/Tech/Software industry email marketing has an email subject line open rate number of 22.7%.


  • The logistics & wholesale industry email marketing has an marketing email open rate number of 23.4%.


  • The media, entertainment, and publishing industry email marketing have an open rate number of 23.9%.


  • The nonprofit industry email marketing has an open rate number of 26.6%.


  • The professional services industry email marketing has an open rate number of 19.3%.


  • The real estate, design, and construction industry campaign email marketing has an open rate number of 21.7%.


  • The retail industry campaign email marketing has an open number of 17.1%.


  • The travel, hospitality, and leisure industry campaign email marketing have an open number of 20.2%.


  • The wellness & fitness industry email marketing has an open number of 19.2%.

Average Email Open Rate for B2B

B2B emails subscribers have a slightly lower average open than B2C at 15.1% for our email marketing statistics, but they have a 23% higher click-through rate!

Why is Email Open Rates Crucial for the Success of Your Email Marketing Campaign?

Email open rates are a pivotal metric for any email marketing campaign. They serve as a direct rate indicator of how well your email campaigns are resonating with your audience. Here’s why they are so crucial:


  1. 1. First Point of Engagement: The open is the first point of engagement rate in the email marketing funnel for your people. If subscribers aren’t opening your emails, they’re not seeing your content, offers, or calls to action. This means missed opportunities for conversions and sales from your people.
  2. 2. Indicator of Relevance: A high open indicates that your email content is relevant and appealing to your subscribers and the people in your audience. It shows that you’re meeting their expectations and delivering value right from their inbox.
  3. 3. Feedback on Subject Lines: Your email’s subject line is often the deciding rate factor for a recipient to open or ignore your email. A low open might suggest that your subject lines aren’t compelling enough.
  4. 4. Segmentation and Targeting: Monitoring open rates can help identify which segments of your audience are most engaged based on the rate. This can guide future targeting and segmentation strategies to ensure you’re reaching the right people with the right message.
  5. 5. Maintaining a Healthy Email List: Regularly monitoring open rates can help identify inactive or disengaged subscribers. It’s essential to clean your email list periodically to maintain high deliverability rates and ensure you’re only sending to people interested in your content.

How to Use Data and the Number of People to Improve Your Email Marketing and Rates of Being Opened?

Harnessing the power of data can significantly enhance your email marketing strategy. Here’s how you can use data and audience numbers to improve your open rates:

  1. 1. A/B Testing: Conduct A/B tests on different email elements, especially subject lines to find a good email open rate for your people. This will provide insights into what resonates best with your audience and the average open rates for your people. For instance, does a question in the subject line perform better than a statement for the email open rate?
  2. 2. Personalization: According to SuperOffice, personalized email campaigns receive 29% percentage higher email open rates and 41% higher click-through rates than non-personalized emails for the average open rate which is good. Use data your way to tailor your emails to individual preferences and user behaviour for your good email newsletters and good marketing emails.
  3. 3. Optimal Send Times: Analyze your way when your subscribers are most active. Sending html mailerlite emails your way at these times can increase the likelihood of them being opened by companies like yours pending persistent marketing automation.
  4. 4. Responsive Design: Ensure your emails are mobile-friendly. With a significant number of users accessing emails on mobile devices, a responsive design can greatly improve open rates for companies like yours and your marketing strategy.
  5. 5. Segmentation: Use data to segment your email list based on behavior, location, or other demographics. Tailored content for specific segments can lead to higher engagement using marketing automation and mailerlite pending forms shown.
  6. 6. Engaging Content: Use analytics to determine which type of content gets the most engagement. Focus on creating more of that content to keep your subscribers interested.
  7. 7. Feedback Loops: Encourage feedback from your subscribers. This can provide invaluable insights into what they like or dislike about your emails and marketing automation.
  8. 8. Monitor Bounce Rates: High bounce rates can affect your email deliverability. Regularly clean your email list to remove inactive or invalid email addresses.
  9. 9. Incorporate Social Proof: Highlighting user testimonials or the number of people who have benefited from your product/service can instill trust and encourage more opens.
  10. 10. Re-engage Inactive Subscribers: Identify subscribers who haven’t engaged with your emails in a while. Send them re-engagement campaigns or special offers to reignite their interest.
  1. In conclusion, email open rates are more than just a number. They provide valuable insights into the effectiveness of your email marketing strategy. By understanding the importance of open rates and leveraging data-driven tactics, marketers can craft compelling campaigns that not only get opened but also drive conversions and foster long-term customer relationships.

The Evolution of Email Marketing in 2023


  1. Email marketing has come a long way since its inception. With the rise of advanced technologies and the ever-changing digital landscape, email marketing in 2023 has evolved to become more personalized, data-driven, and customer-centric. Let’s delve deeper into the evolution and current trends shaping the world of email marketing.
  1. 1. Rise of Artificial Intelligence in Email Marketing

    Artificial Intelligence (AI) has revolutionized various sectors, and email marketing is no exception. AI-powered tools are now being used to analyze subscriber behavior, predict the best times to send emails, and even craft personalized content. These tools can analyze vast amounts of data in real-time, allowing marketers to send emails that are more likely to be opened and acted upon.

  1. 2. Interactive Emails

    The days of static emails are long gone. In 2023, interactive emails have become the norm. These emails contain elements that users can interact with, such as polls, surveys, and even mini-games. Such interactivity not only enhances user engagement but also provides marketers with valuable data on user preferences and behaviors.

  1. 3. Advanced Personalization

    While personalizing the email subject line or greeting is essential, 2023 sees a shift towards hyper-personalization. This involves crafting emails based on the user’s browsing behavior, purchase history, and even geolocation. Such emails resonate more with the recipients as they feel tailor-made for them.

  1. 4. Video in Emails

    With the increasing consumption of video content, integrating videos in emails has become a popular trend. Whether it’s a product demo, customer testimonial, or a behind-the-scenes look, videos can significantly boost engagement rates.

  1. 5. Emphasis on Mobile Optimization

    With a significant chunk of users accessing emails on mobile devices, ensuring that your emails are mobile-friendly is more crucial than ever. This involves not just a responsive design but also ensuring that the content is easily consumable on smaller screens.

  1. 6. Rise of Voice Assistants and Voice Search

    With the popularity of voice assistants like Alexa and Google Assistant, voice search has become a significant trend. Marketers are now optimizing their emails for voice search, ensuring that their content is easily discoverable and consumable via voice commands.

  1. 7. Enhanced Security and Privacy

    With increasing concerns about data privacy and security, marketers in 2023 are putting a greater emphasis on ensuring that their email campaigns are secure. This includes using advanced encryption methods and being transparent about how subscriber data is used.

  1. 8. Integration with Other Marketing Channels

    Email marketing doesn’t exist in a vacuum. In 2023, there’s a strong emphasis on integrating email marketing with other channels like social media, content marketing, and even offline channels. This ensures a consistent and cohesive brand message across all touchpoints.

  1. 9. Use of Augmented Reality (AR) in Emails

    While still in its nascent stages, some forward-thinking brands are experimenting with integrating AR in their emails. This could be in the form of virtual try-ons for e-commerce brands or interactive 3D models for tech products.

  1. 10. Focus on Lifecycle Marketing

    Instead of sending the same emails to all subscribers, brands are now focusing on lifecycle marketing. This involves sending tailored emails based on where the subscriber is in their customer journey, ensuring relevancy and higher engagement.

  1. The world of email marketing is ever-evolving, and staying updated with the latest trends is crucial for success. By understanding and implementing these trends, brands can ensure that their email marketing campaigns remain effective, engaging, and deliver a high ROI.

The Comprehensive Guide to Email Marketing Strategies in 2023

Understanding the Subscriber’s Journey

Before diving into advanced strategies, it’s essential to understand the subscriber’s journey. From the moment they sign up for your newsletter to the point they become loyal customers, each stage requires a different approach:


  1. Awareness: This is when a potential customer first discovers your brand or service. At this stage, welcome emails play a crucial role. They set the tone for future communications and give an introduction to what the subscriber can expect.

  2. Consideration: Here, the subscriber is evaluating whether to make a purchase or engage further. Educational content, product demos, and case studies can be beneficial.

  3. Conversion: This is the stage where the subscriber takes action, be it making a purchase, signing up for a webinar, or any other desired action. Abandoned cart emails, discount offers, and testimonials can nudge the subscriber towards conversion.

  4. Retention: Once a subscriber becomes a customer, the focus shifts to keeping them engaged and loyal to the brand. Regular updates, loyalty programs, and feedback requests can be useful.

  5. Advocacy: The final stage is when loyal customers become brand advocates. They not only continue purchasing but also refer others. Referral programs and user-generated content campaigns can amplify this effect.

Segmentation is Key

One size doesn’t fit all, especially in email marketing. Segmenting your email list ensures that the right message reaches the right person. Some common segmentation strategies include:


  1. Demographics: Age, gender, location, etc.
  2. Behavior: Website activity, purchase history, email engagement, etc.
  3. Lifecycle Stage: New subscriber, active customer, dormant subscriber, etc.

Email Design Trends

In 2023, email design has moved beyond just aesthetics. It’s about creating an experience. Some of the latest design trends include:


  1. Minimalism: Clean, clutter-free designs with a focus on the message.
  2. Dark Mode: With many apps and platforms offering a dark mode, emails too are being designed with this in mind.
  3. Animated Elements: GIFs and subtle animations can make emails stand out.
  4. Accessibility: Ensuring emails are accessible to everyone, including those with disabilities.

Metrics Matter

While open rates and click-through values are essential, delving deeper into analytics can offer more insights:


  1. Bounce Rate: How many emails were not delivered and why?
  2. Conversion Rate: How many recipients performed the desired action?
  3. List Growth Rate: How fast is your email list growing?
  4. Unsubscribe Rate: How many people are opting out of your emails?

Advanced Automation

Automation goes beyond just sending a birthday wish or a welcome email. It’s about creating a series of emails that guide the subscriber through their journey. For instance:


  1. Onboarding Series: For new subscribers, a series of emails introducing them to the brand.
  2. Re-engagement Series: For dormant subscribers, a series to reignite their interest.
  3. Post-purchase Series: Thanking the customer, asking for reviews, and introducing related products.

Incorporating User-Generated Content (UGC)

UGC, be it reviews, testimonials, or photos shared by customers, can add authenticity to your emails. It builds trust and showcases real-life use of products or services.

Interactive Content

From quizzes to polls, adding interactive elements can boost engagement values. It offers a break from the usual content and can provide valuable insights into subscriber preferences.

Storytelling in Emails

Narratives can make emails more engaging. Instead of just showcasing a product, brands are now telling a story around it, making it more relatable and memorable.

A/B Testing is Still Relevant

While this isn’t a new strategy, its importance can’t be stressed enough. Regularly testing different elements of the email, from subject lines to call-to-action buttons, can offer insights into what works best.

Email marketing is a blend of art and science. While creativity plays a role, data-driven decisions can make campaigns more effective. By staying updated with the latest trends, understanding the audience, and continuously optimizing, brands can ensure their email marketing remains a powerful tool in their digital marketing arsenal.

The Importance of Email Deliverability in 2023

In the digital age, ensuring that your emails reach the intended recipients is paramount. Email deliverability refers to the likelihood of your emails landing in the recipient’s inbox rather than their spam folder. Factors affecting deliverability include:


  • Sender Reputation: Just like a credit score, your sender reputation determines whether ISPs (Internet Service Providers) will deliver your emails to the inbox or the spam folder. Regularly sending emails that get marked as spam can harm your reputation.

  • Email Authentication: Tools like SPF, DKIM, and DMARC help verify the sender’s identity, reducing the chances of email spoofing and phishing attacks.

  • Content Quality: Emails filled with spammy words, excessive use of caps, or poor HTML can trigger spam filters.

  • Engagement Values: ISPs monitor how recipients interact with your emails. High open and click-through values can improve your deliverability, while high bounce and unsubscribe values can harm it.

The Role of Artificial Intelligence in Crafting Personalized Campaigns

As mentioned in the article, AI plays a significant role in email marketing. But how exactly does it achieve this?


  • Predictive Analysis: AI can predict which subscribers are most likely to engage with an email, allowing marketers to tailor their campaigns accordingly.

  • Optimizing Send Times: AI algorithms analyze user behavior to determine the optimal time to send emails to each subscriber.

  • Content Optimization: AI can craft personalized email content based on a subscriber’s past behavior, preferences, and interactions.

The Rise of Voice-Activated Email

With the increasing popularity of voice assistants like Siri, Alexa, and Google Assistant, voice-activated email is on the rise. Users can ask their voice assistants to read out their emails, making it crucial for email content to be concise, engaging, and easily understandable when read aloud.

The Significance of Interactive Content

Interactive content, such as polls, quizzes, and surveys, can significantly boost user engagement. But why stop there? We’re seeing:


  • Embedded Videos: Instead of redirecting subscribers to a website, videos are embedded directly within the email.

  • Integrated Shopping: E-commerce brands are integrating shopping experiences within emails, allowing users to browse products and even make purchases without leaving their inbox.

The Importance of Ethical Email Marketing

With increasing concerns about privacy, ethical email marketing is more crucial than ever. This involves:


  • Transparent Data Collection: Clearly informing subscribers about the information you collect and how you intend to use it.

  • Giving Control to Subscribers: Allowing subscribers to easily update their preferences, opt-out of specific types of emails, or unsubscribe altogether.

  • Respecting Boundaries: Avoiding practices like email bombardment, which can annoy subscribers and harm your brand’s reputation.

The Future of Email Marketing: What’s Next?

As we look beyond, several trends are emerging:


  • Augmented Reality (AR) Integration: Imagine receiving an email from a furniture store and using AR to visualize how a piece of furniture would look in your living room.

  • 3D Emails: With advancements in web technologies, 3D elements are being integrated into electronic mail, offering a more immersive experience.

  • Blockchain in Email Marketing: Blockchain technology could revolutionize email marketing by ensuring better security, reducing spam, and verifying the authenticity of senders.


In conclusion, email marketing continues to be a dynamic field, with innovations emerging at a rapid pace. For advertisers, the key to success lies in staying updated with the latest trends, understanding their audience, and continuously optimizing their strategies to deliver value.

Frequently Asked Questions

What is a Good Email Click Through Rate 2023?

In the realm of email marketing, the Click-Through Rate (CTR) is a pivotal metric that gauges the effectiveness of your email campaigns. It represents the percentage of email recipients who clicked on one or more links contained in a given email. The CTR offers insights into how well your call-to-action and overall email content resonates with your audience.

A good click-through rate for email can range from 1% to nearly 5%, depending on the industry. This range is based on various industry benchmarks and can fluctuate based on factors such as the quality of your email list, the relevance of your content, and the effectiveness of your call-to-action. It’s essential to note that while having a high CTR is desirable, it’s equally crucial to ensure that these clicks lead to meaningful actions, such as purchases or sign-ups.

What is the Average Open Rate for Email Marketing?

The average open rate for email marketing is a measure of how many recipients open the electronic post you send. This metric is crucial as it gives an indication of the initial engagement level of your email campaigns. According to the Campaign Monitor Email Marketing Benchmarks Report, the average email open rate across all industries is 21.5%. However, this rate can vary significantly across different sectors. For instance, industries like education, agriculture, and financial services boast higher open values, ranging between 25% to 28%.

What is the Average Open Rate for B2B Emails in 2023?

Business-to-Business (B2B) electronic post caters to a different audience compared to Business-to-Consumer (B2C) electronic post. Typically, B2B electronic post target professionals, decision-makers, and other businesses. As per the facts provided, B2B electronic post have an average open of 15.1%. This rate is slightly lower than the overall average for all industries. However, it’s worth noting that B2B electronic post tend to have a 23% higher click-through rate, indicating that while the opens might be lower, the engagement level in terms of actionable clicks is higher. 

What is the Best Time for Email Marketing 2023?

The optimal time for sending out email campaigns can vary based on your target audience, industry, and the nature of your email content. However, several studies and analyses have shown that certain days and times consistently yield higher open and click-through values.

For instance, weekdays, especially Tuesdays and Thursdays, have been observed to have higher engagement values compared to weekends. The rationale behind this is that professionals and consumers alike tend to check their electronic post more frequently during working days.

In terms of timing, sending electronic post during the mid-morning hours (around 10 am) or mid-afternoon (around 2 pm) can be effective. These times coincide with typical break periods when individuals might check their electronic post. However, it’s essential to consider the time zones of your recipients and adjust your sending times accordingly.

In conclusion, while these benchmarks and insights provide a general guideline, it’s crucial to continuously test and optimize your email campaigns. Monitoring your metrics, understanding your audience’s behavior, and adjusting your strategies based on real-time feedback can significantly enhance the effectiveness of your email marketing efforts.