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Average Open Rate

Definition

Average open rate is the percentage of email recipients that open an email message from a sender. Open rate is calculated by dividing the number of people who open the email by the number of people who received the email. The average open rate is the open rate averaged across all email campaigns.

Average open rate can usually be found in your email marketing platform. Average open rates can vary based on industry and the types of emails sent.

For a standard email marketing campaign, a good open rate benchmark is 20 percent. However, triggered emails and email autoresponders tend to have higher open rates because they are triggered by a user action.

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