topic What is considered a good email open rate? in Reporting & Analytics

What is considered a good email open rate?

KKaur7 — Sat, 02 Dec 2023 08:39:14 GMT

What is considered a good email open rate in percentage?

Re: What is considered a good email open rate?

karstenkoehler — Sat, 02 Dec 2023 09:08:09 GMT

Mailchimp has benchmarks and data by industry for comparison: https://mailchimp.com/resources/email-marketing-benchmarks/

Generally, an average open rate would be around 22.5%.

All HubSpot licenses also include the email health tool which will give you benchmarks and context: https://knowledge.hubspot.com/email/monitor-your-email-sending-reputation-with-the-email-health-tool

Best regards!

Re: What is considered a good email open rate?

KKaur7 — Mon, 04 Dec 2023 03:19:37 GMT

Thanks!

Re: What is considered a good email open rate?

KJudd — Tue, 11 Jun 2024 19:11:47 GMT

Hi Karsten -

When you say that 22.5% is an average open rate, are you referencing "open rate," the "excluding bots" rate, or the "adjusted open rate" in Hubspot?

Re: What is considered a good email open rate?

LVarvashevich — Wed, 19 Jun 2024 09:07:48 GMT

Hi All,

yes, with the adjusted open rate the industry benchmarks seem a bit confusing.

Re: What is considered a good email open rate?

CSherman8 — Fri, 06 Dec 2024 13:41:56 GMT

Did you ever get an answer to this? My team has noticed a big drop in open rates since using Hubspot even thought it's the same content and recipient list/profile and I want to figure out why. Thanks!

Re: What is considered a good email open rate?

GiantFocal — Sat, 28 Jun 2025 23:32:10 GMT

Open rate is more of a vanity metric these days. With many email clients now automatically scanning emails for spam or malware, open rates are often inflated and don’t reflect true human engagement. In my opinion, the real KPIs to focus on are click rate and reply rate; these show actual interaction and genuine interest in your content.