An email is considered “opened” when:
This metric helps gauge the engagement and effectiveness of your email campaigns.
Email open rate is calculated as the ratio of the number of people who opened the email to the number of successfully delivered emails (excluding bounces).
For example, if you send 1,000 emails, 100 of which bounce and 100 of the remaining 900 are opened, the email open rate is 11%.
Emails that are not delivered (bounced) are excluded from this calculation.
What are the average email marketing results in different countries? Here’s what we’ve found.
| Country | Open rate | Click-through rate | Click-to-open rate | Unsubscribe rate | Spam rate |
|---|---|---|---|---|---|
 Australia |
27.27% | 1.96% | 7.19% | 0.15% | 0.01% |
 Vietnam |
22.00% | 0.77% | 3.51% | 0.07% | 0.00% |
 Belgium |
38.16% | 5.45% | 14.27% | 0.28% | 0.01% |
 Brazil |
20.39% | 2.58% | 12.63% | 0.12% | 0.01% |
 Canada |
21.22% | 5.92% | 27.88% | 0.10% | 0.01% |
 Colombia |
23.63% | 2.53% | 10.69% | 0.12% | 0.01% |
 France |
30.56% | 2.95% | 9.67% | 0.25% | 0.01% |
 Germany |
22.82% | 4.32% | 18.94% | 0.14% | 0.00% |
 Great Britain |
19.27% | 2.51% | 13.03% | 0.16% | 0.01% |
 India |
13.01% | 1.29% | 9.89% | 0.08% | 0.00% |
 Indonesia |
20.62% | 1.67% | 8.09% | 0.06% | 0.00% |
 Israel |
27.09% | 1.92% | 7.07% | 0.21% | 0.00% |
 Italy |
31.33% | 3.35% | 10.68% | 0.22% | 0.02% |
 Malaysia |
20.65% | 1.71% | 8.27% | 0.09% | 0.01% |
 Mexico |
22.99% | 1.17% | 5.11% | 0.10% | 0.01% |
 Netherlands |
30.35% | 3.91% | 12.89% | 0.19% | 0.01% |
 Peru |
20.06% | 1.49% | 7.42% | 0.09% | 0.01% |
 Philippines |
22.11% | 6.27% | 28.33% | 0.08% | 0.01% |
 Poland |
26.00% | 3.41% | 13.13% | 0.13% | 0.02% |
 Romania |
17.21% | 1.79% | 10.41% | 0.13% | 0.01% |
 Russia |
20.20% | 3.73% | 18.44% | 0.26% | 0.05% |
 Singapore |
12.97% | 1.90% | 14.68% | 0.07% | 0.01% |
 Spain |
28.26% | 2.92% | 10.34% | 0.17% | 0.01% |
 Ukraine |
20.49% | 3.16% | 15.40% | 0.20% | 0.02% |
 United States |
17.34% | 2.09% | 12.06% | 0.10% | 0.01% |
| All | 22.02% | 2.13% | 10.12% | 0.12% | 0.01% |
Understanding how people read emails is crucial for crafting effective email marketing campaigns. For instance, the type of device used can significantly impact your strategy.
As of 2020, 80% of emails are read on mobile devices. Despite this, only 20% of marketing emails are optimized for mobile systems, even though 9 out of 10 businesses have separate strategies to ensure mobile compatibility.
If your emails aren’t yet optimized for mobile devices, now is the time to make the change!
Global deliverability rates can vary significantly by region, with more than 20% of emails never making it to inboxes. Here are some effective strategies to improve your deliverability:
1. Use Double Opt-In: Implement double opt-in to confirm that users genuinely want to receive your emails. This helps ensure that your audience is engaged and interested.
2. Encourage Adding to Trusted Address Book: Ask your readers to add your email address to their trusted address book. This can help reduce spam rates and improve open rates.
3. Regularly Cleanse Your Email List: Periodically remove inactive subscribers and cleanse your email list to maintain a healthy, engaged audience.
By focusing on delivering emails to a responsive core audience, you increase your chances of expanding and reaching new subscribers.
MailCastle is a premier email marketing and automation platform designed to empower businesses with efficient, effective, and ethical communication tools. Our mission is to help you build meaningful connections with your audience through innovative email campaigns that drive results.
