So, it’s 2025 now, and you’re still doing email marketing, right? Because honestly, it’s still, like, one of the best ways to talk to your customers, no matter what other shiny new things pop up. People check their inboxes, they just do. But the big question that keeps coming up, the one that everyone wonders about, is always, “What’s a good open rate for my emails these days?”
It’s actually a pretty tricky thing to pin down, more than you might first think, or you could say it’s quite a bit more involved. The thing is, what was considered decent a few years back might not fly today, and what’s good for one type of business, well, it might be totally different for another. It just really is that way.
The digital world, you see, it just keeps moving, and what worked last year, it might be a bit outdated now. Everyone’s inboxes are just stuffed to the brim, it’s true. So, getting someone to actually click on your email and read it, that’s not just luck. There’s a bit of skill involved, and knowing what to aim for helps.
This whole business of knowing what number means you’re doing okay with your emails, that’s what we’re here to chat about. We’ll go over some general ideas and why your number might look different than someone else’s. It’s not always a straightforward answer, it really isn’t.
Figuring Out What an Open Rate Even Means
Alright, first things first, let’s just make sure we’re all on the same page about what this “open rate” thing actually means. Normally, you know, when we talk about it, we’re talking about the percentage of people who got your email and then actually clicked on it to open it up. It seems simple, right? But there’s a little bit more to it.
When you send out an email campaign, your email service provider, the platform you use, it tracks things. It tracks how many emails got delivered, and how many of those delivered ones were then opened. It’s what helps you measure if your subject line was catchy enough or not.
But here’s a bit of a wrinkle, because of privacy stuff like Apple’s Mail Privacy Protection, sometimes those open rates can look a bit higher than they actually are. It automatically opens emails for some users, which can mess with the numbers. So, you have to sort of keep that in mind when you’re looking at your reports.
It means that while it’s still an important sign, it shouldn’t be the only thing you look at. It’s more of an indicator, something that points you in a direction, instead of being the whole story by itself, truly. It tells you if people are paying attention to your mail.
Why Your Open Rate Still Matters, Generally Speaking
So, even with the small issues around tracking, people typically still check their open rates. It’s just a common practice, you see. It really tells you, in a broad way, if your audience is interested enough to even give your messages a look. If your open rates are really low, that’s a big sign.
It means people aren’t even getting to the main part of your email, the stuff you really want them to read. They’re just scrolling past it in their inbox, normally. Or maybe they’re sending it straight to the trash, which isn’t what anyone wants. It’s a first step, usually.
A good open rate also hints that your list of email addresses is healthy. If you’re sending to old, unused, or just plain wrong addresses, your open rate is going to drop like a stone. It makes sense, actually, because those people can’t open your emails if they aren’t there.
Plus, email providers, the ones like Gmail and Outlook, they look at these things too. If your emails are getting opened a lot, it suggests that people want to receive them. This helps make sure your emails keep landing in the main inbox, not the spam folder.
What’s a Good Open Rate in 2025, You Ask?
Okay, the big question. What’s the number everyone aims for in this current year of 2025? It’s really not a single number, though. It’s definitely not. Generally speaking, if you see open rates anywhere from around 18% to 25%, you’re probably doing pretty well. That’s a solid benchmark.
But here’s the thing, it depends so much on the business you’re in. For example, some industries, like education or non-profits, they often see higher open rates. People are sometimes more engaged with those kinds of messages, it’s just how it is with certain topics.
On the other hand, some really competitive sectors, like retail or daily deals, might see slightly lower numbers. Those inboxes are just flooded with messages from similar places. It’s a tough crowd out there, it really can be sometimes. So the average can really change.
Also, the size of your audience matters a bit too. Smaller, super focused lists, they often get higher open rates. These people are usually very interested in what you have to say. They signed up for something specific, and they usually want to hear more about it.
It’s actually commonly believed that personalizing your emails can push this number up a lot. Making people feel like you’re talking directly to them makes a difference. So, if you’re hitting those 18-25% numbers, it’s something to be quite happy about, for sure.
Ways to Help Your Open Rate Go Up
So you want more people to actually look at your emails, right? There are definitely some basic things you can do to make that happen. These aren’t secrets, but people forget them sometimes, or they just don’t think about it enough, which can happen.
First, your subject line. This is really, really important, it’s like the front door to your email. It needs to be catchy but also clear about what’s inside. If it’s too vague, people will just skip over it. No one wants to waste their time guessing, do they?
Next, who the email is from. Make sure it’s a recognizable name or brand. Sending from “noreply@company.com” is, like, a big mistake. People trust a name they know, or a friendly sounding one, you know? It just helps build a bit of a connection.
And don’t forget the preheader text. That’s the little bit of text that shows up right after your subject line in many inboxes. Use it to expand on your subject line, or add another reason to open. It’s free real estate, so make the most of it, truly.
Also, keep your email list clean. Get rid of old, inactive email addresses regularly. Sending emails to people who never open them just makes your overall rate look bad and tells email providers that your emails aren’t very interesting, which is not what you want at all.
Finally, think about when you send your emails. There are usually certain times of day or days of the week when your specific audience is more likely to open things. Test it out, see what works for your people. It really makes a difference.
Looking Past Just the Open Rate
While the open rate is a good initial sign, it’s not the only thing you should be watching. It’s only one part of the whole picture, you know? What happens after someone opens your email is often even more telling about whether your email marketing is actually working or not.
You also need to be looking at your click-through rate, for example. This tells you how many people not only opened your email but also clicked on a link inside it. That’s a much stronger sign of interest, usually, because they’re taking an action.
And beyond that, what about conversions? Did they buy something, sign up for a webinar, or download your guide? That’s the real goal for most businesses, after all. An open rate of 30% is great, but if no one clicks or buys, what’s the point, really?
It’s about understanding the whole customer journey. An open is just the start of that journey with your email. You want them to keep going, to do whatever it is you sent the email for. So, look at all the numbers together, not just one in isolation.
Email marketing is more than just getting an open. It’s about building a connection, moving people along, and eventually getting them to do something that helps your business. So don’t get too stuck on just that one number, typically.
In 2025, email marketing remains a solid way to connect with your audience, that’s for sure. The idea of what makes a “good” open rate is not simple, it really isn’t. It changes quite a bit depending on what kind of business you have and who you’re sending to, among other things. Typically, numbers between 18% and 25% are considered pretty solid indicators that you’re doing a fine job. But don’t forget, these are just averages, you know? What matters more is your own performance over time. Always look at your own trends and the bigger picture of how your emails actually move people to action. That’s the real win, generally.
FAQ: What is a Good Open Rate on Email Marketing?
Q1: So, what’s actually considered a good open rate for emails in 2025, like generally?
A1: Normally, in 2025, if your email open rates are anywhere between 18% and 25%, you’re doing pretty well. This range is commonly seen as a solid sign of engagement across many different types of businesses and industries. But it’s not a hard rule.
Q2: Does the type of business I have affect what’s considered a good open rate?
A2: Absolutely, it does. Industries like education, non-profits, or government services usually see higher open rates, maybe because people are very interested in those topics. Meanwhile, retail or e-commerce might have slightly lower averages just because there’s so much competition in people’s inboxes.
Q3: My open rate is lower than 18%. Is that a really bad sign for my email marketing?
A3: Not necessarily “bad,” but it might mean there’s room for improvement. A lower rate often means your subject lines aren’t quite catching attention, or maybe your email list could use a bit of a cleanup. It’s a good opportunity to test out some new ideas, generally speaking.
Q4: Can a really high open rate (like over 30%) sometimes be misleading?
A4: Yes, it definitely can sometimes. With new privacy stuff, like Apple’s Mail Privacy Protection, some emails might be automatically marked as “opened” even if the person didn’t actually look at them. So, a really high number might not always perfectly show actual human engagement, typically.
Q5: Beyond just the open rate, what else should I check to see if my email marketing is good?
A5: You should definitely look at your click-through rate (CTR), which tells you who actually clicked a link in your email. Also, check your conversion rate – did people do what you wanted them to do, like buy something or sign up? These give you a fuller picture of your email’s success, generally.
