What is considered a good email open rate?

[KKaur7]

What is considered a good email open rate in percentage?

[GiantFocal]

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.

[LVarvashevich]

Hi All,

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

[KKaur7]

Thanks!

[karstenkoehler · Accepted solution]

Hi @KKaur7,

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!

[KJudd]

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?

[CSherman8]

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!