What is the open rate? What is the average open rate in email marketing?

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On more than one occasion, companies launch email marketing campaigns with which they intend to convey their message or promotions to their potential clients. However, there are a number of fundamental elements that are necessary to develop this type of action. One of the most important is the measurement of the results obtained with each campaign.

What is the open rate?
The opening rate is a very common ratio when developing an email marketing campaign. It is an indicator of the degree of success that has been achieved with the development of the campaign. It is defined as the percentage of users who have opened the email that has been sent.

The way to calculate it is very simple. It involves looking at the proportion of emails opened out of the total number of emails sent. The higher the opening rate, the more interest we have managed to arouse in users. An average opening rate is usually around 20%, which is generally considered a success.

What is the normal open rate?
In Spain, the average opening rate is 37.18% according to the 2016 Email Marketing Benchmark study by Cheetah Digital.

In terms of sectors, the Banking/Insurance sector cayman islands telegram data the highest opening rate (62%), followed by Training/Education (45.50%) and B2B or Business To Business services (43.56%). On the other side of the table are the Pure Player sector (online commerce, with 29.75%), Media (30.26%) and Fashion (33.70%).

Average opening rate by sector

This situation demonstrates the interest that consumers have in communications from their financial institutions as opposed to the excess of promotional messages for online sales.

A good opening rate will always be an indicator that campaigns are well designed and will increase the chances of success. With a good database, appropriate to the sector and made up of interested users, the opening rate will be higher.

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