What is the email open rate formula?

Email Open Rate = (Number of Emails Opened ÷ Number of Emails Delivered) × 100. For example, if you sent 1,000 emails, 950 were delivered, and 190 were opened, your open rate is (190 ÷ 950) × 100 = 20%. Note: Use delivered emails, not sent emails, for accurate results.

What is a good email open rate in 2024?

The average email open rate across all industries is 21.5% in 2024. However, "good" varies by industry: SaaS/Software averages 22-25%, Ecommerce 15-18%, B2B Services 23-28%, and Nonprofits 25-30%. If you're above your industry average, you're performing well.

Why is my email open rate so low?

Common causes of low open rates include: 1) Weak subject lines that don't create curiosity or urgency, 2) Poor sender reputation causing emails to land in spam, 3) Sending at wrong times when subscribers aren't checking email, 4) Stale email list with inactive subscribers, 5) Lack of personalization or relevance.

What's the difference between open rate and unique open rate?

Open rate counts total opens (one person opening 3 times = 3 opens), while unique open rate counts individual people who opened (one person opening 3 times = 1 unique open). Unique open rate is more accurate for measuring reach. Most email platforms report unique open rate by default.

How do Apple's Mail Privacy Protection changes affect open rates?

Since iOS 15 (September 2021), Apple Mail pre-loads tracking pixels, artificially inflating open rates for Apple Mail users. This can make your open rates appear 10-30% higher than actual engagement. To get accurate data, segment your reports by email client or focus more on click-through rate (CTR).

How often should I calculate my email open rate?

Calculate open rate for every campaign, but analyze trends weekly or monthly. Single campaign rates fluctuate based on many factors. Looking at 4-week rolling averages gives you a clearer picture of true performance.

Email Open Rate Calculator

Calculate your email open rate instantly. Compare against 2024 industry benchmarks and get AI-powered tips to improve your campaigns.

Enter Your Values

Emails Opened*

opens

Total unique opens from your email campaign report

Emails Delivered*

delivered

Emails sent minus bounces. Don't use total sent—use delivered for accuracy

Formula

(Emails Opened / Emails Delivered) × 100

Your open rate is the percentage of delivered emails that recipients actually opened. This measures how effective your subject lines and sender reputation are at getting attention in crowded inboxes.

Email Open Rate22.5%

22.5% — Strong open rate, above industry average.

Emails Delivered2,000

Emails Opened450

Emails NOT Opened1,550

vs Industry Average (21.5%)+1.0%

Performance RatingGood

Potential at 28% (Top Tier)+110 more opens

Email Open Rate Benchmarks by Industry

Excellent28%+ — Top-tier, best-in-class performance

> 28%

Good22-28% — Above industry average

22% – 27.99%

Average18-22% — Industry standard

18% – 21.99%

Below Average12-18% — Room for improvement

12% – 17.99%

Needs WorkUnder 12% — Check deliverability and list quality

0% – 11.99%

Source: Mailchimp, Campaign Monitor, HubSpot 2024

How to Calculate Email Open Rate

Find the number of unique email opens from your campaign report
Find the number of emails delivered (sent minus bounces)
Enter both numbers into the calculator
View your open rate and benchmark comparison
Check your performance rating against industry standards
Get AI recommendations to improve your open rate

Email Open Rate Benchmarks by Industry

21.5%

All Industries Average

22-25%

SaaS / Software

15-18%

Ecommerce / Retail

23-28%

B2B Services

20-24%

Financial Services

19-23%

Healthcare

25-30%

Nonprofits

18-22%

Media / Publishing

Source: Mailchimp, Campaign Monitor, HubSpot 2024

Email Open Rate Calculator

Email Open Rate Benchmarks by Industry

How to Calculate Email Open Rate

Email Open Rate Benchmarks by Industry

Frequently Asked Questions

What is the email open rate formula?

What is a good email open rate in 2024?

Why is my email open rate so low?

What's the difference between open rate and unique open rate?

How do Apple's Mail Privacy Protection changes affect open rates?

How often should I calculate my email open rate?