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<\/a><\/p>\nTable of Contents<\/strong><\/p>\n <\/a> <\/p>\n As of 2025, the average email open rate across industries is 42.35%<\/a>. That\u2019s higher than it\u2019s been in years, but take it with a grain of salt. I\u2019ve worked with clients in SaaS and B2B where 25% was a win, and others in community spaces hitting 55% consistently.<\/p>\n So ask yourself this<\/strong>: Are your opens growing over time? Are the right people opening your emails? Because that\u2019s what actually moves the needle.<\/p>\n I use tools like HubSpot\u2019s email health tool<\/a> and A\/B testing<\/a> to get real clarity. When open rates dipped on a campaign last year, it wasn\u2019t because people didn\u2019t care \u2014 it was because our subject lines weren\u2019t specific enough. One small tweak (\u201cGet your seat before Frida\u201d) brought our open rate up by 11%.<\/p>\n <\/a> <\/p>\n Here\u2019s what I\u2019ve found in my work and what recent benchmarks confirm:<\/p>\n But numbers alone don\u2019t tell the full story.<\/p>\n I once ran an educational campaign with a 52% open rate \u2014 an incredible number on paper. We had a beautiful design, clear copy, and even some solid engagement in replies. But here\u2019s the thing: It didn\u2019t convert.<\/p>\n Not one sign-up; not one click-through. I remember feeling confused and honestly a little embarrassed. It took me a few days (and a couple honest conversations with teammates) to realize the problem.<\/p>\n The email gave people information but didn\u2019t ask them to do anything. No clear CTA, no next step. It was a classic case of marketing that educated\u2026 and ended there.<\/p>\n That lesson stuck with me.<\/p>\n Now, every email I write starts with the question: What do I want the reader to feel, think, or do next?<\/strong><\/p>\n <\/a> <\/p>\n According to HubSpot\u2019s 2025 Global Social Media Report<\/a> \u2014 and based on what I\u2019ve seen working across sectors \u2014 email isn\u2019t just keeping pace with social; it\u2019s becoming one of the most trusted bridges between brand and audience.<\/p>\n While I\u2019ve run ad campaigns that went viral for a day, the lasting connection always came through our email list. That\u2019s where we had room to talk like real people.<\/p>\n And HubSpot\u2019s data backs this up:<\/p>\n What works here is relevance and rhythm. I\u2019ve seen campaigns built around deal stages (using HubSpot Deal Pipelines) perform significantly better than blast-style outreach.<\/p>\n As Amy Mario, global head of brand marketing at HubSpot, puts it, \u201cThe brands that win the algorithm in 2025 aren\u2019t just getting likes \u2014 they\u2019re getting mental bookmarks.\u201d<\/p>\n So what does this mean for email \u2014 especially in B2B email marketing where <\/strong>the average open rate is 41.7%<\/a><\/strong>?<\/strong><\/p>\n It means speak like a human. Deliver value. Build a rhythm. Let people know there\u2019s someone on the other side of that inbox.<\/p>\n <\/a> <\/p>\n Your industry\u2019s average email open rate is only one of several email marketing benchmarks. I also track click-through, bounce, unsubscribe, and click-to-open rates (CTOR) for a complete picture of my campaign\u2019s performance.<\/p>\n Top email marketing platforms release email marketing benchmarks every year or two. So, I audit my email campaign<\/a> efforts based on these standards. This year, I looked at benchmarks from five industry leaders that used substantial email marketing data to prepare their reports:<\/p>\n Let\u2019s get right into the details.<\/p>\n <\/a> <\/p>\n Here\u2019s where things get practical. Below are 2025 averages by industry, along with a few lessons I\u2019ve learned firsthand and tools I trust.<\/p>\n Average open rate:<\/strong> 38.58% (Klaviyo<\/a>)<\/p>\n What\u2019s worked for me: <\/strong>Urgency + scarcity. One subject line that read \u201cOnly 3 left in stock\u201d gave us a 7% boost overnight. Timing matters too. Sunday evenings outperformed weekday mornings in most campaigns for me.<\/p>\n How to improve: <\/strong>Use recipient time zones<\/a> and behavior-based segmentation<\/a>.<\/p>\n Average open rate:<\/strong> 39.48% (Klaviyo<\/a>)<\/p>\n What\u2019s worked for me: <\/strong>Using titles directly in subject lines (\u201cFor HR leaders\u201d) made our messaging feel less generic. Also, emails sent by an actual person \u2014 rather than a company alias \u2014 felt more personal and consistently earned higher opens.<\/p>\n How to improve:<\/strong><\/p>\n Average open rate: <\/strong>46.49% (Brevo<\/a>)<\/p>\n What\u2019s worked for me: <\/strong>Storytelling. An email I wrote for a clean water org started with \u201cThis is Maria\u2019s story,\u201d and open rates went through the roof. People connect with people \u2014 not stats.<\/p>\n How to improve:<\/strong><\/p>\n Average open rate: <\/strong>38.14% (Active Campaign<\/a>)<\/p>\n What\u2019s worked for me: <\/strong>Using data and insights as lead-ins. Subject lines like \u201cHow much churn is too much?\u201d did far better than product updates.<\/p>\n How to improve:<\/strong><\/p>\n Average open rate: <\/strong>45.21% (MailerLite<\/a>)<\/p>\n What\u2019s worked for me: <\/strong>Localized recommendations. One hotel client swapped \u201cGet away this weekend\u201d for \u201cEscape to Tepoztl\u00e1n this Friday.\u201d 18% more opens, just like that.<\/p>\n How to improve: <\/strong>Use geo-segmentation and CRM data to personalize based on seasons, holidays, or location-specific trends.<\/p>\n <\/a> <\/p>\n I\u2019ve had subject lines with questions like \u201cDid you see this yet?\u201d outperform feature-heavy ones by double. People click when they\u2019re intrigued.<\/p>\n Personalization often feels gimmicky, but when it\u2019s natural, it adds trust. \u201cAlejandro, here\u2019s something for you\u201d almost always beats \u201cQuick Update.\u201d<\/p>\n Don\u2019t assume long is bad. In B2B campaigns, my longer subject lines (\u201cWhat 2,400 CMOs are doing differently in 2025\u201d) beat short ones every time.<\/p>\n Words like \u201cFree!!!\u201d or \u201cUrgent\u201d can send your email straight to promotions or junk folders. Test tone instead of hype.<\/p>\n Some tools have this as an automatic feature \u2014 if not, start tracking engagement manually and then batch-send at that time. You\u2019d be surprised how consistent your audience can be.<\/p>\n When your audience expects to hear from you weekly at 10 AM on Friday, you\u2019re training their attention. Consistency builds familiarity \u2014 and open rates rise.<\/p>\n <\/a> <\/p>\n Open rates tell you who\u2019s paying attention. Click-through rates (CTR) tell you who\u2019s engaging. And if you\u2019re in this game to convert, CTRs deserve just as much love.<\/p>\n Here\u2019s a look at average CTRs by industry based on 2025 data:<\/p>\n\n
What is the average open rate for email marketing?<\/strong><\/h2>\n
What is a good email open rate?<\/strong><\/h2>\n
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<\/p>\nWhy Email Marketing Still Matters + B2B Email Marketing Benchmarks<\/strong><\/h2>\n
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Email Marketing Benchmarks<\/strong><\/h2>\n
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Average Email Open Rates by Industry (2025 Benchmarks)<\/strong><\/h2>\n
Retail<\/h3>\n
B2B Services<\/h3>\n
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Nonprofit<\/h3>\n
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SaaS<\/h3>\n
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Hospitality & Travel<\/h3>\n
How to Improve Open Rates: 6 Methods That Work<\/strong><\/h2>\n
1. Write for curiosity.<\/h3>\n
2. Use the recipient\u2019s name in the subject line.<\/h3>\n
3. Test short vs. long.<\/h3>\n
4. Avoid spammy words.<\/h3>\n
5. Optimize send time manually.<\/h3>\n
6. Create consistency.<\/h3>\n
Average Email Click-Through Rates by Industry (2025 Benchmarks)<\/strong><\/h2>\n
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