What is a good open and click rate?

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What we know as click-through rate.

We can say that the opening rate and the click rate are the most important metrics to measure the success of your email marketing campaigns.

But first, let's start at the beginning.

What is the open rate in email marketing?
The open rate is calculated by dividing the number of unique opens by the number of emails sent, minus the number of bounces, multiplied by 100 to get a percentage.

And what is the click rate in email marketing?
We calculate the email click-through rate by dividing the number of people who clicked on at least one link by the total number of emails sent, multiplied by 100 to get a percentage.

Given these two concepts, you're probably wondering, okay, but what is considered a good percentage of openings and clicks in my sector?


When looking at average open rates across all ghana phone number list industries, it's important not to compare apples and oranges.

Because talking about emails from an automated sequence is not the same as talking about emails from autoresponders or from a corporate newsletter.

The geographic location of the audience also needs to be taken into account, as customer preferences are different in different markets.

According to Smartinsights data, we see the average open rates depending on the type of email being sent.


Email marketing open rate - Smartinsights data
According to data from Getresponse, the average email opening rate in Spain is 35.93%.