Enterprise Get Started
Printful glossary logo
Sell with Printful
Design creation
Creative services
Photography services
Online marketplace
Order history

Open rate

What is an open rate?

An open rate is a metric used in email marketing campaigns to measure the percentage of email recipients who open a marketing email. It indicates the effectiveness of subject lines and the overall success of an email marketing campaign. Open rates are influenced by various factors, including the quality of subject lines and personalization. Mobile devices play a crucial role in open rates as more people access emails on their mobile devices. 

Monitoring open rates is essential for tracking the performance of marketing emails and comparing them to industry benchmarks. Ultimately, a higher open rate indicates greater engagement and potential for click-through rates.

What is a good email open rate?

A good email open rate is subjective and can vary depending on several factors. However, in general, a healthy email open rate is typically considered to be around 20% or higher. It’s important to note that open rates can vary across industries and email marketing benchmarks. Factors like the quality of personalized subject lines and the relevance of the email subject line can impact the open rate. 

The ultimate goal is to achieve a higher open rate, as it indicates better engagement and increases the likelihood of a higher click-through rate. Monitoring email marketing metrics, including open rates and click-through rates, helps evaluate the success of email campaigns and make necessary adjustments to improve performance.

How can I increase email open rate?

To increase your email open rate, there are several key factors to consider. First, ensure that your email subject lines are compelling and intriguing, prompting recipients to open your emails. Personalizing subject lines can also help grab attention.

Next, make sure your emails are delivered successfully by avoiding spam filters. Keep your email content relevant, engaging, and valuable to your target audience. Segmenting your contact list and tailoring your messages to specific groups can improve relevance and engagement. Additionally, focus on building a strong sender reputation by minimizing hard bounces and maintaining a positive email performance. 

Regularly monitor your email open rates and compar them to industry averages to assess your performance and identify areas for improvement. Conduct your own research, analyze data, and experiment with different strategies to find what works best for your audience.

Finally, optimize your emails for mobile devices, as an increasing number of email users access their emails on smartphones and tablets. By implementing these tactics and refining your email strategy, you can increase your email open rate and reach potential customers more effectively.

How can I calculate the open rate of emails?

To calculate your email open rate, you need to divide the number of unique email opens by the number of delivered emails, excluding any hard bounces. First, determine the number of unique opens by tracking the email opens through email marketing software or analytics tools. Then, subtract any hard bounces, which are emails that were not successfully delivered.

To calculate the open rate, divide the number of unique opens by the number of delivered emails minus hard bounces, and multiply the result by 100 to get a percentage. The average open rate can vary depending on industry benchmarks and the size of your business. It’s important to compare your open rate to industry averages and consider the specific context of your email marketing efforts. Additionally, keep in mind the increasing use of mobile devices for email consumption, and ensure that your emails are optimized for mobile viewing to improve open rates.

Online marketplace
Order history

Are you ready to start your own clothing line?

Get started