In email marketing, a good average open rate sits around 20-25%. But that figure varies a lot with industry, list quality and content relevance.
How does your open rate compare? Across 113 million campaign emails sent with Mailpro in 2026, the average open rate was 23.1%. See the Mailpro email marketing benchmark 2026 for results by country, industry and list size.
Pro tip: compare your rate to your own history rather than to generic benchmarks — it tells a more useful story.
Benchmarks by industry
| Industry | Average |
|---|---|
| B2B / SaaS | 22% - 30% |
| Ecommerce | 18% - 22% |
| Media / News | 25% - 35% |
| Non-profits | 28% - 38% |
| Education | 25% - 32% |
7 levers to improve your rate
- Punchy subject: 30-50 chars, no spam words
- Optimised preheader: extends the subject
- Familiar sender name: first name + company
- Segmentation: right message to the right person
- Sending time: test on your audience
- List hygiene: drop inactives > 6 months
- Mobile-first: 60% of opens happen on mobile
Watch the Apple Mail bias
Since iOS 15, Apple Mail Privacy artificially inflates open rates. A 60% open rate is likely overstated.
More on the campaign statistics page.
Track your open rate in real time. Start free with Mailpro.
Related: what is click-through rate.