Reporting

Email open rates – What is a good open rate?

Introduction

Open rate shows how many recipients open your email. It is a useful indicator of interest, but—due to privacy measures—is not always 100% accurate. Use it together with CTR and revenue.

What is open rate?

  • Formula: Open rate = opened emails ÷ delivered emails × 100.
  • Example: 1,250 opens on 5,000 delivered emails = 25%.

Benchmarks (Xendy customers)

  • E-commerce: 35–50%
  • Non e-commerce: 45–55%

What affects open rate?

  • Subject line: keep it short, clear, and relevant. Spark curiosity but avoid clickbait.
  • Sender name: use a recognisable and consistent name (company or person) to build trust.
  • Timing: midweek and business hours often work best, but always test what your audience prefers.
  • Personalisation: use the recipient’s name, interests, or previous purchases in both the subject line and preheader. This increases relevance.
  • List quality: always work with opt-in, cleaned lists, and engaged contacts. This improves both open rates and deliverability.
  • Mobile:ensure that the preheader and first lines of content are clearly readable on small screens.

How to improve your open rate

  • Write clearly: use 40–60 characters and focus on one clear benefit. Avoid vagueness or clickbait.
  • Preheader text: use the preheader to support the promise of your subject line. It’s extra space to spark curiosity.
  • Personalise & segment: send content that matches behaviour, purchases, or interests. Relevance = higher open and click rates.
  • Optimise timing: test different days and times. Maintain a consistent rhythm so readers know what to expect.
  • Healthy list: use double opt-in and remove inactive contacts. This improves deliverability and engagement.

Common mistakes (and solutions)

  • Clickbait subject lines: avoid disappointment. Always ensure subject and content align.
  • Mailing too frequently: overloading leads to unsubscribes. Offer a preference centre and find the optimal frequency per audience.
  • Neglected list: a dirty list harms your results. Clean it every 3–6 months and reactivate or remove inactive contacts.
  • No testing: keep improving. Test subject lines, preheaders, and send times to find what works best.

Frequently asked questions

Open rate shows how many recipients open your email. It is a useful indicator of interest, but—due to privacy measures—is not always 100% accurate. Use it together with CTR and revenue. For Xendy customers, these are the benchmarks:

  • E-commerce: 35–50%
  • Non e-commerce: 45–55%