Latest data on email open rates, benchmarks by industry, device type, and campaign type. Discover what constitutes a good open rate and how to improve yours.
Latest data on email open rates, benchmarks by industry, device type, and campaign type. Discover what constitutes a good open rate and how to improve yours.
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Email open rates vary significantly depending on data source, methodology, and how Apple's Mail Privacy Protection impacts reporting. These baseline metrics show the range of what constitutes typical performance across all industries. Understanding these figures helps you set realistic goals and identify whether your campaigns are underperforming.
MailerLite tracked this figure across 3.6 million campaigns, making it one of the most dataset-backed cross-industry benchmarks available. The number rose slightly to 43.46% in 2025, suggesting a modest but consistent upward trend in reported open rates.
Mailchimp's benchmark is notably lower than figures from other platforms, reflecting a dataset that spans a wider range of senders, including small businesses and high-volume marketers whose list hygiene and engagement levels vary significantly. This gap between platforms illustrates why the source of a benchmark matters as much as the number itself.
Omnisend's 2026 Ecommerce Marketing Report tracked open rates rising for the fifth consecutive year among ecommerce brands. The gap between ecommerce open rates and broader platform averages reflects the higher volume of promotional messages ecommerce senders deploy, which tends to produce inbox fatigue over time.
Email open rates vary significantly depending on data source, methodology, and how Apple's Mail Privacy Protection impacts reporting. These baseline metrics show the range of what constitutes typical performance across all industries. Understanding these figures helps you set realistic goals and identify whether your campaigns are underperforming.
MailerLite tracked this figure across 3.6 million campaigns, making it one of the most dataset-backed cross-industry benchmarks available. The number rose slightly to 43.46% in 2025, suggesting a modest but consistent upward trend in reported open rates.
Mailchimp's benchmark is notably lower than figures from other platforms, reflecting a dataset that spans a wider range of senders, including small businesses and high-volume marketers whose list hygiene and engagement levels vary significantly. This gap between platforms illustrates why the source of a benchmark matters as much as the number itself.
Omnisend's 2026 Ecommerce Marketing Report tracked open rates rising for the fifth consecutive year among ecommerce brands. The gap between ecommerce open rates and broader platform averages reflects the higher volume of promotional messages ecommerce senders deploy, which tends to produce inbox fatigue over time.
Constant Contact's January 2024 benchmark covers both B2B and B2C businesses across industries. The figure sits between Mailchimp's more conservative reading and MailerLite's higher dataset, reinforcing that average open rates vary by 10 or more percentage points depending on which platform's data you consult.
Litmus data confirms that MPP, which automatically preloads email content without the recipient ever opening the message, now affects the majority of recorded opens. This makes raw open rate figures unreliable for a large portion of most email lists, particularly those with a high share of iPhone users.
Omeda tracked total open rates across their publisher client base before and after MPP rolled out and found the increase was far larger than initially predicted. This data point shows concretely how MPP inflated open rates across the industry almost overnight, making pre-2021 and post-2021 benchmarks difficult to compare directly.
GetResponse's benchmark data shows a meaningful performance gap between scheduled newsletter sends and triggered automated emails. Automated messages reach subscribers at a moment of relevant intent, which consistently produces higher open rates than batch-and-blast campaigns sent to the full list.
This figure from Constant Contact represents a commonly cited cross-industry baseline and sits closer to Mailchimp's reading than to MailerLite's higher dataset. The range between sources (roughly 30% to 43%) underscores that no single open rate number represents the industry; methodology and sender mix drive the spread.
Constant Contact's January 2024 benchmark covers both B2B and B2C businesses across industries. The figure sits between Mailchimp's more conservative reading and MailerLite's higher dataset, reinforcing that average open rates vary by 10 or more percentage points depending on which platform's data you consult.
Litmus data confirms that MPP, which automatically preloads email content without the recipient ever opening the message, now affects the majority of recorded opens. This makes raw open rate figures unreliable for a large portion of most email lists, particularly those with a high share of iPhone users.
Omeda tracked total open rates across their publisher client base before and after MPP rolled out and found the increase was far larger than initially predicted. This data point shows concretely how MPP inflated open rates across the industry almost overnight, making pre-2021 and post-2021 benchmarks difficult to compare directly.
GetResponse's benchmark data shows a meaningful performance gap between scheduled newsletter sends and triggered automated emails. Automated messages reach subscribers at a moment of relevant intent, which consistently produces higher open rates than batch-and-blast campaigns sent to the full list.
This figure from Constant Contact represents a commonly cited cross-industry baseline and sits closer to Mailchimp's reading than to MailerLite's higher dataset. The range between sources (roughly 30% to 43%) underscores that no single open rate number represents the industry; methodology and sender mix drive the spread.
Different industries naturally attract different engagement levels. Email open rates vary from 30% in travel and transportation to over 55% in religion and nonprofit sectors. Your industry context matters significantly when evaluating campaign performance, so knowing where your sector ranks helps benchmark realistic targets.
Faith-based organizations consistently top industry open rate charts because subscribers opt in out of genuine personal interest. MailerLite's dataset of 3.6 million campaigns across 46 industries placed religion at the top for the second consecutive year, followed by hobbies at 53.25% and nonprofits at 52.38%.
Travel brands face tough inbox competition and highly transactional subscriber relationships, which push open rates to the bottom of the industry table. E-commerce (32.67%) and publishing (34.24%) follow as the next two weakest-performing sectors.
Institutional senders enjoy a built-in trust advantage: recipients expect government and healthcare emails to carry information that directly affects them. Animal care and veterinary ranks third at 45.84%, rounding out the top tier of high-trust sectors.
Gaming audiences receive high volumes of promotional email from multiple competing publishers, which depresses per-campaign open rates. Media and publishing (33.35%) and information technology (33.53%) also land near the bottom of the open rate table.
GetResponse's benchmark report, based on analysis of more than 4 billion emails, found communications leading all sectors by a significant margin. This reflects how subscribers treat communications-category senders as trusted sources of professional or operational updates.
Different industries naturally attract different engagement levels. Email open rates vary from 30% in travel and transportation to over 55% in religion and nonprofit sectors. Your industry context matters significantly when evaluating campaign performance, so knowing where your sector ranks helps benchmark realistic targets.
Faith-based organizations consistently top industry open rate charts because subscribers opt in out of genuine personal interest. MailerLite's dataset of 3.6 million campaigns across 46 industries placed religion at the top for the second consecutive year, followed by hobbies at 53.25% and nonprofits at 52.38%.
Travel brands face tough inbox competition and highly transactional subscriber relationships, which push open rates to the bottom of the industry table. E-commerce (32.67%) and publishing (34.24%) follow as the next two weakest-performing sectors.
Institutional senders enjoy a built-in trust advantage: recipients expect government and healthcare emails to carry information that directly affects them. Animal care and veterinary ranks third at 45.84%, rounding out the top tier of high-trust sectors.
Gaming audiences receive high volumes of promotional email from multiple competing publishers, which depresses per-campaign open rates. Media and publishing (33.35%) and information technology (33.53%) also land near the bottom of the open rate table.
GetResponse's benchmark report, based on analysis of more than 4 billion emails, found communications leading all sectors by a significant margin. This reflects how subscribers treat communications-category senders as trusted sources of professional or operational updates.
Not all emails perform equally. Welcome emails, automated messages, and triggered campaigns dramatically outperform standard newsletters. These distinctions reveal that email engagement depends heavily on relevance, timing, and whether the message was expected by the recipient.
GetResponse analyzed over 4.4 billion emails sent in 2023 and found welcome emails achieved an 83.63% average open rate, compared to just 40.08% for standard newsletters. The gap is explained by timing and expectation: the recipient just opted in and is primed to engage.
According to GetResponse data cited by Omnisend, automated emails outperformed newsletters by more than 11 percentage points in 2024. Automated emails are triggered by specific subscriber actions, making them far more relevant to the recipient at the moment of receipt.
Omnisend data shows shipping confirmations lead all ecommerce email types with a 62.99% open rate, followed by back-in-stock emails at 58.03%. Both outperform promotional campaigns significantly because recipients are actively expecting them.
Omnisend's 2026 ecommerce marketing statistics report found that automated emails earned $2.87 per email sent, compared to just $0.18 for standard campaign sends. That 16x revenue-per-send advantage makes automation the single highest-leverage email investment available.
Klaviyo benchmark data shows abandoned cart emails far outperform standard campaign open rates because they arrive in the context of a real, recent purchase intent signal. The top 10% of brands reach a 65.34% open rate, illustrating the ceiling for well-timed, personalized trigger emails.
Klaviyo's analysis of over 325 billion emails found that automated flows average $3.65 revenue per recipient for abandoned cart emails versus $0.11 for standard campaigns. Despite making up only 5.3% of send volume, flows generate nearly 41% of total email revenue.
Not all emails perform equally. Welcome emails, automated messages, and triggered campaigns dramatically outperform standard newsletters. These distinctions reveal that email engagement depends heavily on relevance, timing, and whether the message was expected by the recipient.
GetResponse analyzed over 4.4 billion emails sent in 2023 and found welcome emails achieved an 83.63% average open rate, compared to just 40.08% for standard newsletters. The gap is explained by timing and expectation: the recipient just opted in and is primed to engage.
According to GetResponse data cited by Omnisend, automated emails outperformed newsletters by more than 11 percentage points in 2024. Automated emails are triggered by specific subscriber actions, making them far more relevant to the recipient at the moment of receipt.
Omnisend data shows shipping confirmations lead all ecommerce email types with a 62.99% open rate, followed by back-in-stock emails at 58.03%. Both outperform promotional campaigns significantly because recipients are actively expecting them.
Omnisend's 2026 ecommerce marketing statistics report found that automated emails earned $2.87 per email sent, compared to just $0.18 for standard campaign sends. That 16x revenue-per-send advantage makes automation the single highest-leverage email investment available.
Klaviyo benchmark data shows abandoned cart emails far outperform standard campaign open rates because they arrive in the context of a real, recent purchase intent signal. The top 10% of brands reach a 65.34% open rate, illustrating the ceiling for well-timed, personalized trigger emails.
Klaviyo's analysis of over 325 billion emails found that automated flows average $3.65 revenue per recipient for abandoned cart emails versus $0.11 for standard campaigns. Despite making up only 5.3% of send volume, flows generate nearly 41% of total email revenue.
Mobile dominates email opens globally, and performance varies by geography. Different regions and devices show distinct engagement patterns, with important implications for when and how you send. Geographic and device data helps explain why your overall open rate might differ from cross-industry averages.
HubSpot data shows that nearly half of every email sent is opened on a mobile device, making mobile-first design a baseline requirement rather than an optional enhancement. Campaigns not optimized for small screens risk losing almost half their potential engagement immediately.
This three-way split shows that desktop is now firmly the minority reading environment. For email marketers still designing primarily for desktop clients, this data signals a significant mismatch between how emails are built and how subscribers actually consume them.
MailerLite's benchmark data across 3.6 million campaigns found a nearly 16 percentage point gap between the best and worst performing regions. High iPhone ownership in Australia inflates open rates via Apple's Mail Privacy Protection, while LATAM audiences are more likely to receive promotional content via messaging apps like WhatsApp rather than email.
Because Apple's Mail Privacy Protection pre-loads email content regardless of whether a user actually opens the message, any region or audience with high iPhone penetration will show artificially inflated open rates. This makes regional comparisons unreliable unless platforms strip out MPP-influenced opens.
CTOR measures how many people who opened an email also clicked a link, making it a more reliable engagement signal than open rate alone. The 3+ percentage point gap between Australia and Asia suggests meaningful differences in content relevance, audience intent, and how email is used across these markets.
Mobile dominates email opens globally, and performance varies by geography. Different regions and devices show distinct engagement patterns, with important implications for when and how you send. Geographic and device data helps explain why your overall open rate might differ from cross-industry averages.
HubSpot data shows that nearly half of every email sent is opened on a mobile device, making mobile-first design a baseline requirement rather than an optional enhancement. Campaigns not optimized for small screens risk losing almost half their potential engagement immediately.
This three-way split shows that desktop is now firmly the minority reading environment. For email marketers still designing primarily for desktop clients, this data signals a significant mismatch between how emails are built and how subscribers actually consume them.
MailerLite's benchmark data across 3.6 million campaigns found a nearly 16 percentage point gap between the best and worst performing regions. High iPhone ownership in Australia inflates open rates via Apple's Mail Privacy Protection, while LATAM audiences are more likely to receive promotional content via messaging apps like WhatsApp rather than email.
Because Apple's Mail Privacy Protection pre-loads email content regardless of whether a user actually opens the message, any region or audience with high iPhone penetration will show artificially inflated open rates. This makes regional comparisons unreliable unless platforms strip out MPP-influenced opens.
CTOR measures how many people who opened an email also clicked a link, making it a more reliable engagement signal than open rate alone. The 3+ percentage point gap between Australia and Asia suggests meaningful differences in content relevance, audience intent, and how email is used across these markets.
Personalized and segmented campaigns dramatically outperform generic broadcasts. Data shows that behavioral targeting, dynamic content, and audience segmentation can lift open rates by 20 to 40 percentage points. These tactics represent some of the highest-impact optimizations available to email marketers.
Emails with personalized subject lines are 26% more likely to be opened, according to Campaign Monitor. This single tactic, inserting a recipient's name, recent purchase, or a relevant detail into the subject line, directly impacts whether your message gets read or ignored.
Mailchimp data shows that segmented campaigns outperform non-segmented ones by 14.31% on open rates and 100.95% on click rates. Splitting your list by behavior, demographics, or engagement history consistently moves the needle on both reach and response.
In a HubSpot email marketing survey, nearly two-thirds of marketers confirmed that segmented emails outperform non-segmented ones on open rates. Segmentation works because it aligns message relevance with audience intent, reducing the friction between send and open.
According to DemandSage, segmentation ranks above personalization (72%) and email automation (71%) as the top tactic for email marketing effectiveness. Marketers who prioritize audience segmentation consistently see stronger open rates and downstream conversions.
Belkins analyzed over 5.5 million B2B cold emails sent in 2024 and found that personalized subject lines produced a 46% open rate compared to 35% without personalization, a 31% lift in visibility. Reply rates also more than doubled, jumping from 3% to 7%.
The Data and Marketing Association found that the vast majority of email revenue is generated not from broadcast sends but from segmented, targeted, and triggered campaigns. Marketers still relying on one-size-fits-all messaging are leaving most of their potential returns on the table.
Personalized and segmented campaigns dramatically outperform generic broadcasts. Data shows that behavioral targeting, dynamic content, and audience segmentation can lift open rates by 20 to 40 percentage points. These tactics represent some of the highest-impact optimizations available to email marketers.
Emails with personalized subject lines are 26% more likely to be opened, according to Campaign Monitor. This single tactic, inserting a recipient's name, recent purchase, or a relevant detail into the subject line, directly impacts whether your message gets read or ignored.
Mailchimp data shows that segmented campaigns outperform non-segmented ones by 14.31% on open rates and 100.95% on click rates. Splitting your list by behavior, demographics, or engagement history consistently moves the needle on both reach and response.
In a HubSpot email marketing survey, nearly two-thirds of marketers confirmed that segmented emails outperform non-segmented ones on open rates. Segmentation works because it aligns message relevance with audience intent, reducing the friction between send and open.
According to DemandSage, segmentation ranks above personalization (72%) and email automation (71%) as the top tactic for email marketing effectiveness. Marketers who prioritize audience segmentation consistently see stronger open rates and downstream conversions.
Belkins analyzed over 5.5 million B2B cold emails sent in 2024 and found that personalized subject lines produced a 46% open rate compared to 35% without personalization, a 31% lift in visibility. Reply rates also more than doubled, jumping from 3% to 7%.
The Data and Marketing Association found that the vast majority of email revenue is generated not from broadcast sends but from segmented, targeted, and triggered campaigns. Marketers still relying on one-size-fits-all messaging are leaving most of their potential returns on the table.
Apple's Mail Privacy Protection automatically preloads emails for 46% of Apple Mail users, artificially inflating reported open rates. This technical change means many published benchmarks overstate true engagement. Marketers now focus on click rates and conversions for more accurate performance assessment.
Litmus data calculated from over 1.1 billion opens shows Apple Mail is the single dominant email client. Because MPP pre-loads tracking pixels for opted-in users regardless of whether the email is read, nearly half of all reported opens in any given campaign are potentially unreliable as an engagement signal.
Validity's analysis of global email data found Apple's proxy server leading every other reading environment in pixel-fire volume. This means that nearly three in four reported 'opens' during that period were triggered automatically by Apple's infrastructure, not by a human reading the email.
A study of over 80,000 email marketing accounts documented this sharp inflation in reported open rates after MPP rolled out. Since Apple Mail accounts for 46% of email clients, the mechanical pre-loading of tracking pixels at that scale produced a statistically significant and misleading upward shift across published benchmarks.
Because Apple prompts users to enable Mail Privacy Protection on first launch after an iOS update, adoption is near-universal among iPhone users who open the Mail app. This means the overwhelming majority of Apple Mail recipients trigger automatic pixel fires, making their reported opens unreliable for measuring true engagement.
Validity's research identified that Apple changed when and how often pre-fetching occurs starting in April 2024, directly reducing pixel-firing volume. Many email marketers interpreted this as a genuine drop in audience engagement, when in reality it was a technical adjustment on Apple's side with no connection to actual subscriber behavior.
Apple's Mail Privacy Protection automatically preloads emails for 46% of Apple Mail users, artificially inflating reported open rates. This technical change means many published benchmarks overstate true engagement. Marketers now focus on click rates and conversions for more accurate performance assessment.
Litmus data calculated from over 1.1 billion opens shows Apple Mail is the single dominant email client. Because MPP pre-loads tracking pixels for opted-in users regardless of whether the email is read, nearly half of all reported opens in any given campaign are potentially unreliable as an engagement signal.
Validity's analysis of global email data found Apple's proxy server leading every other reading environment in pixel-fire volume. This means that nearly three in four reported 'opens' during that period were triggered automatically by Apple's infrastructure, not by a human reading the email.
A study of over 80,000 email marketing accounts documented this sharp inflation in reported open rates after MPP rolled out. Since Apple Mail accounts for 46% of email clients, the mechanical pre-loading of tracking pixels at that scale produced a statistically significant and misleading upward shift across published benchmarks.
Because Apple prompts users to enable Mail Privacy Protection on first launch after an iOS update, adoption is near-universal among iPhone users who open the Mail app. This means the overwhelming majority of Apple Mail recipients trigger automatic pixel fires, making their reported opens unreliable for measuring true engagement.
Validity's research identified that Apple changed when and how often pre-fetching occurs starting in April 2024, directly reducing pixel-firing volume. Many email marketers interpreted this as a genuine drop in audience engagement, when in reality it was a technical adjustment on Apple's side with no connection to actual subscriber behavior.
This depends on your industry and email type. A general benchmark across all industries sits around 30-42% (adjusted for Apple Mail inflation). For most B2B campaigns, 20-40% is solid. For newsletters, aim for 40%+. For automated emails, expect 45%+. The best approach is to track your own baseline and improve month-over-month rather than chase an arbitrary industry average.
Open rates depend on multiple factors: email type (newsletter vs. triggered), industry, audience quality, subject line effectiveness, sender reputation, send frequency, device mix, and how much your audience was inflated by Apple Mail Privacy Protection. Compare to your own historical data rather than industry averages alone, which often include data skewed by high-performing segments.
Significantly. Apple Mail accounts for 46% of email clients and automatically preloads messages, generating phantom opens. Studies show open rates jumped 18+ percentage points six months after MPP deployment. Many published benchmarks reflect this inflation. For true engagement signals, prioritize click-through rates, click-to-open rates, and conversion metrics over open rates alone.
Welcome emails lead with 51-84% open rates, followed by triggered/automated emails at 45-51%, and newsletters at 40-45%. Behavior-based personalized emails reach 37-42%, while generic broadcast emails typically fall to 15-27%. Email type matters more than almost any other variable in predicting open rate performance.
This depends on your industry and email type. A general benchmark across all industries sits around 30-42% (adjusted for Apple Mail inflation). For most B2B campaigns, 20-40% is solid. For newsletters, aim for 40%+. For automated emails, expect 45%+. The best approach is to track your own baseline and improve month-over-month rather than chase an arbitrary industry average.
Open rates depend on multiple factors: email type (newsletter vs. triggered), industry, audience quality, subject line effectiveness, sender reputation, send frequency, device mix, and how much your audience was inflated by Apple Mail Privacy Protection. Compare to your own historical data rather than industry averages alone, which often include data skewed by high-performing segments.
Significantly. Apple Mail accounts for 46% of email clients and automatically preloads messages, generating phantom opens. Studies show open rates jumped 18+ percentage points six months after MPP deployment. Many published benchmarks reflect this inflation. For true engagement signals, prioritize click-through rates, click-to-open rates, and conversion metrics over open rates alone.
Welcome emails lead with 51-84% open rates, followed by triggered/automated emails at 45-51%, and newsletters at 40-45%. Behavior-based personalized emails reach 37-42%, while generic broadcast emails typically fall to 15-27%. Email type matters more than almost any other variable in predicting open rate performance.
All statistics on this page are sourced from the following 35 references.
All statistics on this page are sourced from the following 35 references.
Build a dashboard that tracks opens, clicks, conversions, and ROI. Learn setup steps, metric selection, and tools that work best for growing teams.
Build a dashboard that tracks opens, clicks, conversions, and ROI. Learn setup steps, metric selection, and tools that work best for growing teams.
Selzy aggregated benchmark data across multiple platforms and found a 13-point spread between the best and worst-performing sectors. The result confirms that mission-driven organizations with highly engaged, voluntary subscriber bases consistently outperform commercial senders.
MoEngage's benchmark study of over 17 billion emails found that financial services performs at a mid-table average when using broadcast campaigns, but jumps dramatically when emails are triggered by real customer behavior. The gap highlights how much personalization strategy moves the needle in a regulated, trust-sensitive sector.
The 4-point gap between the two platforms reflects differences in user base composition and list quality. For healthcare marketers, both figures serve as directional benchmarks, though list-specific performance data is a more reliable baseline than platform averages.
MailOptin's cross-platform analysis found sports audiences are among the most reliably engaged email subscribers, driven by passion and time-sensitivity around events and results. E-commerce sits at the opposite end of the spectrum with an average open rate of just 28.88%.
GetResponse benchmarks show triggered emails consistently outperform newsletter sends by roughly 5 percentage points on open rate, and by a wider margin on click-through rate (5.02% vs. 3.84%). The performance gap reflects the core principle that relevance and timing drive engagement more than creative alone.
GetResponse's 2024 benchmark report, which analyzed over 4 billion emails, found India among the top performers globally for CTR and CTOR despite being a market where email is often underestimated. Roughly 1 in 3 people who opened an email in India also clicked, signaling high intent among the subscriber base that does engage.
Selzy aggregated benchmark data across multiple platforms and found a 13-point spread between the best and worst-performing sectors. The result confirms that mission-driven organizations with highly engaged, voluntary subscriber bases consistently outperform commercial senders.
MoEngage's benchmark study of over 17 billion emails found that financial services performs at a mid-table average when using broadcast campaigns, but jumps dramatically when emails are triggered by real customer behavior. The gap highlights how much personalization strategy moves the needle in a regulated, trust-sensitive sector.
The 4-point gap between the two platforms reflects differences in user base composition and list quality. For healthcare marketers, both figures serve as directional benchmarks, though list-specific performance data is a more reliable baseline than platform averages.
MailOptin's cross-platform analysis found sports audiences are among the most reliably engaged email subscribers, driven by passion and time-sensitivity around events and results. E-commerce sits at the opposite end of the spectrum with an average open rate of just 28.88%.
GetResponse benchmarks show triggered emails consistently outperform newsletter sends by roughly 5 percentage points on open rate, and by a wider margin on click-through rate (5.02% vs. 3.84%). The performance gap reflects the core principle that relevance and timing drive engagement more than creative alone.
GetResponse's 2024 benchmark report, which analyzed over 4 billion emails, found India among the top performers globally for CTR and CTOR despite being a market where email is often underestimated. Roughly 1 in 3 people who opened an email in India also clicked, signaling high intent among the subscriber base that does engage.
Brevo's 2025 Marketing Benchmark, based on analysis of over 44 billion emails, found that EMEA's strong performance is partly driven by GDPR-enforced consent requirements, which produce smaller but more engaged subscriber lists. In contrast, APAC and LATAM open rates lag, though click engagement in markets like India shows strong underlying intent.
Despite mobile accounting for the majority of email opens, nearly 1 in 5 email campaigns is still not optimized for mobile devices. The 73% who do prioritize mobile optimization are better positioned to capture engagement from the growing share of subscribers reading on smartphones and tablets across all regions.
MailerLite's analysis of over 3.6 million campaigns found that the highest-performing sends were 28% more likely to use subscriber filters such as groups or segments. Targeted content selection, not just subject line tweaks, is what separates top-quartile senders from average ones.
Omeda's longitudinal study tracked open rates before and after MPP went live and found totals close to doubling as more Apple users upgraded to iOS 15 and opted in. This data is a clear illustration of why industry benchmarks citing average open rates above 40% should be treated with significant skepticism rather than used as genuine engagement targets.
Brevo's 2025 Marketing Benchmark, based on analysis of over 44 billion emails, found that EMEA's strong performance is partly driven by GDPR-enforced consent requirements, which produce smaller but more engaged subscriber lists. In contrast, APAC and LATAM open rates lag, though click engagement in markets like India shows strong underlying intent.
Despite mobile accounting for the majority of email opens, nearly 1 in 5 email campaigns is still not optimized for mobile devices. The 73% who do prioritize mobile optimization are better positioned to capture engagement from the growing share of subscribers reading on smartphones and tablets across all regions.
MailerLite's analysis of over 3.6 million campaigns found that the highest-performing sends were 28% more likely to use subscriber filters such as groups or segments. Targeted content selection, not just subject line tweaks, is what separates top-quartile senders from average ones.
Omeda's longitudinal study tracked open rates before and after MPP went live and found totals close to doubling as more Apple users upgraded to iOS 15 and opted in. This data is a clear illustration of why industry benchmarks citing average open rates above 40% should be treated with significant skepticism rather than used as genuine engagement targets.
