What Is a Good Open Rate for an Email Campaign?

What is a good open rate for an email campaign

So, how can I say if the open rate of my email campaign is good or not? Also, what numbers should I aim for?

I am often asked these questions, and rather than give a response like “It depends …“, Therefore, I prefer to give you some statistics from a study conducted by my eMailing solution “TrafficWave“.

As you will see in this study, there are many factors that come into play when it comes to figuring out what makes a good open rate in an email campaign.

Some figures will most likely surprise you, as it did for me, but I am quite sure that as a whole, we are pretty close to reality.

I have taken great care in comparing notes with statistics carried out by various companies, and I have also consulted email marketing experts before writing this report.

In this article, we are going to discuss the following …

Okay, but before we get on with it, you might like to invite your Twitter followers to join in. To do that, simply click on the box below and that’s it …

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What Is a Good Open Rate for an Email Campaign?

But first of all, what do we call the open rate in an email campaign? Here is how Wikipedia explains it …

The email open rate is a measure primarily used by marketers as an indication of how many people “view” or “open” the commercial electronic mail they send out. It is most commonly expressed as a percentage and calculated by dividing the number of email messages opened by the total number of email messages sent (excluding those that bounced).


Simple, isn’t it?

1 – What is the average opening rate in the US vs Europe for emails?

The infographic below shows that the average opening rate of an email campaign in North America is 19.49% and the click-through rate is 3.32%, while in Europe it is 26.91% and 4.61% click-through rate.

open rate email campaign North America vs Europe
The average open rate in an email campaign – North America vs Europe

However, this surprised me a bit as I would have imagined that the Europeans would be more careful about opening an email coming from an unknown sender.

So if you are above these numbers, well done!

2 – A good opening rate for an email depends on the sector of activity

For example, within the Internet Marketing industry, the average opening rate is 18.41% (and 2.94% click-through rate), which is one of the lowest

open rate email campaign per sector of activity
Open rate of email campaign per sector of activity

3 – What time is better for email campaign open rate?

There is no absolute truth, but there would seem to be more effective niches:

  • In the morning around 10am, once people arrived at the office, they read their emails accumulated in their email inbox, have a coffee, and they return to their desk to read their new emails that have arrived in the meantime.
  • Also, in the afternoon around 2pm, after lunch, with a 22.51% opening rate.
  • Between 6pm and 7pm, with a much lower reading rate, but a click rate that explodes (the senders intend to target either people who stay late in the office or people who come home).
Open rate email campaign depends on the time of the day
Open rate email campaign depends on the time of the day

However, I have read many reports and we find quite a wide variety of results which means that each one of us have to do their own testing.

One thing that most stats seem to agree upon is that the best days to do a mailing are Wednesday, Thursday and Friday, except if they happen to be on a holiday.

4 – Should you do marketing automation or newsletters?

Unsurprisingly, marketing automation (email scenarios) is much more powerful …

  • For emailing (newsletters): an average opening of 20.92% and 3.07% of clicks
  • For auto-responders: 33.05% open rate and 6.72% clicks
  • And for marketing automation (email scenarios): 46.53% opening rate and 10.98% clicks!
open rate email campaign
Marketing Automation (email scenarios) is much more powerful

Marketing Automation” simply means the automation of marketing. The concept brings together tools and techniques that automate repetitive tasks such as sending emails or sms.

One example might be the sending of a welcome message as a response to a newsletter subscription.

There are fastidious and time-consuming tasks that a marketer would do better, but yet, they remain essential. So, their automation helps to improve efficiency and productivity.

It can be used for:

  • Promotion of an event
  • Scoring and qualifying leads, ie identifying the most qualified leads, those most likely to buy a service or product
  • Optimization of lead generation, as a result of Content Marketing strategy

5 – Will Emojis help with your open rate email campaign?

The answer is not completely straightforward … it is certainly more powerful, but it is not either day and night: the opening rate of emails with Emojis is 24.94% against 22.73 % for an emailing with only text.

It is therefore necessary to add an emoticon only when it makes it possible to reinforce the object of the email. And as we say: “Everything in moderation!”.

Is it useful to put Emojis in an email?

6 – Should I put a preheader in the message body?

The Preheader is the first line of your email that will be seen, especially on mobiles.

The preheader is the winner
The preheader is the winner

It is no wonder that the impact of the preheader is strong because it helps to reinforce and complete the purpose of a message.

A preheader has a strong impact on the open rate of an email campaign
A preheader has a strong impact on the open rate of an email campaign

View these quarterly updated statistics! …

All the above statistics are updated quarterly and you can consult them by clicking on this link ~~> Updated Statistics

Average email marketing results per country.
Average email marketing results per country.

Want to go further and improve the opening rates of your emailings? It’s all in my FREE Internet Marketing course below …

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NOTHING is as powerful as a well written email!

Never a Youtube video, a Live Facebook, a notification via the browser, a message via Facebook Messenger, a blog post, a podcast … will have the scope of a good database of emails.

And this will be true again this year, and in the years to come, because to date nothing replaces email.

But, there is even better than collecting emails and doing some emailing: it’s a good marketing automation scenario.

With a good marketing automation scenario, you can get 10 times more results than with a classic newsletter or a badly written autoresponder sequence.

You don’t believe me ?

You have seen previously the comparison of methods of sending emails:

  • For emailing (newsletters): an average opening of 20.92% and 3.07% of clicks
  • For autoresponders: 33.05% open rate and 6.72% clicks
  • As for marketing automation (email scenarios): 46.53% opening rate and 10.98% clicks!

If you are still doing social marketing, paid or free ads, link exchange, etc., I have only one thing to say to you …

STOP, stop everything!

Indeed, by switching to marketing automation you can multiply your results by 2 or 3, without increasing your base of prospects or your promotional efforts.

Going into marketing automation is not complicated, but you just have to do it the right way, especially by anticipating the reaction of your prospects, by programming messages that will tickle the chord … the right chord!

I’m just explaining how to do an excellent marketing automation scenario in my training.

Everything is explained in my >> Free Internet Marketing Course! <<

You will see how it should really be done. How the experts are doing it, and how you too should be doing it.

I can already read in your mind, you probably say to yourself “Another one of these trainings at $300, with some extra coaching offer at $1,000!”

Well no !

The training costs you only $0 (limited time only), and you have access to the complete Internet Marketing course.

Now it’s up to you to decide:

  • Or you continue as usual, with your own outdated way of promoting your business.
  • Or you decide to learn how it is done now, and boost the power of Internet Marketing.

The ball is in your camp, because as usual this introductory price of $0 will not last long … it may soon be too late and you will pay the high price …

Thanks for reading this guide to the end …

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  • Richard


    What a great job you’ve done! That is a lot of useful information you’ve gathered. I would have never thought how powerful marketing through email can be. I’ve always had in my mind, that once I get the online bussiness rolling a bit I can pay for some ads and what not, but this seems like a better and less expensive way!

    Thank you!


    • John

      Thanks very much for your comment Richard. I am glad that you have learned something useful for your business in this tutorial. 

      That’s right, we have seen various forms of marketing coming and going, but email marketing has proven to be the most powerful since years. 

      Contrary to what some people suggest, it isn’t dead yet and it still has many years ahead of it, so as soon as you can Richard, I suggest that you organise yourself towards it.

      I wish you the very best for your online projects.



  • Dr. Baker

    Thank you so much. I am an online affiliate marketer and was just recently debating starting an email campaign. So… I ran across your article at the perfect time. I will definitely utilize a sub-header in my campaign. That seemed to make a lot of difference in your results. I can’t wait to see what other new information that you have to offer and will be following. Thanks again. Useful information.

    • John

      I am glad that my article came at the right time for you Dr. Baker and that you picked up one tip that will help your business to grow.

      Let me know if you have any questions and I wish you great success in your online projects.



  • Willy

    Thanks for taking your time to put me through this new system of advertising through Mail. I have always depends on other means of getting attention and clients buy giving proper publicity on these platforms and I never knew I was lacking a great strategy online which is the email campaign … This sounds soo interesting to partake in and I am glad to engaged in this research to pour out this guidelines.

    • John

      Thanks very much for taking the time to read and respond to my latest article Willy. I am glad that you found it useful for your online project and I wish you the very best.

      Do let me know if you have any questions, okay?


  • Jones

    Starting an Email campaign wouldn’t be a bad idea at all since I’ve been thinking a about it lately but my decision was delayed because I wasn’t able to get enough research materials and you know how it is, online dealings need enough check before being considered. So, stumbling on this lot is a blessing to me and I think it’ll also help me as an affiliate marketer and it’ll help my business grow. Promoting my products through email is a new ideas and I’ll follow this article as guide till I find my way through it. Thanks for sharing this post, its really helpful.

    • John

      Thanks very much for reading my latest blog post and for commenting Jones. As you must have read in my tutorial, email marketing has proved its efficiency in time. As you are an affiliate marketer it is something that you should consider including in your marketing strategies as soon as possible.

      Let me know if you have any questions or need any help setting up an autoresponder, okay?

      Best wishes,


  • Anna

    Hi John, 

    Awesome job, thank you for this detailed post! 

    I am beginning affiliate marketing and I know that soon, once I have enough content and visitors, I will need to begin with email campaigns. These are great, well-researched tips that are going in my bookmarks 🙂 I had already been wondering when the best time to email is and if emojis are helpful or not. Looking forward to applying this info to my own email campaigns. Thanks again!

    • John

      Thanks very much for commenting on my “What Is a Good Open Rate for an Email Campaign?” tutorial Anna. I am glad that you liked it and that you found it useful for your business.

      If you have any questions or need any help, please make sure to call on me, okay?

      Best wishes,



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