Open Rate
The percentage of email recipients who open a specific email, used to measure subject line and sender effectiveness.
Open rate is an email marketing metric that measures the percentage of recipients who open a given email. It is calculated as: (Unique Opens / Emails Delivered) x 100. For example, if 1,000 emails are delivered and 250 are opened, the open rate is 25%. Open rate primarily reflects the effectiveness of the subject line, sender name, and preheader text — the elements visible in the inbox before opening.
Average open rates vary by industry and email type. Marketing emails typically see 15-25% open rates. Transactional emails achieve 40-80% because recipients expect them. Testimonial request emails average 20-35% when properly timed and personalized, with the best-performing ones reaching 45%+ by sending from a recognizable individual (like the CEO or account manager) shortly after a positive interaction.
It is important to understand open rate limitations. Apple's Mail Privacy Protection (introduced in 2021) pre-loads tracking pixels, inflating open rates for Apple Mail users. This has made open rate a less reliable metric than it once was. Many email marketers now treat it as a directional indicator rather than an exact measurement, placing more emphasis on click-through rates and conversion metrics.
For testimonial collection campaigns, optimizing open rates is critical because the entire chain depends on the email being seen. Best practices include: sending from a real person's name rather than a company name, using curiosity-driven or personalized subject lines, timing emails based on the recipient's engagement patterns, and A/B testing subject lines systematically to discover what resonates with your specific audience.
Frequently Asked Questions
What is a good email open rate?
Average open rates across industries range from 15-25% for marketing emails. SaaS companies typically see 20-28%. Testimonial request emails perform above average at 25-35% when well-timed and personalized. However, Apple Mail Privacy Protection has inflated reported open rates since 2021, so focus on trends rather than absolute numbers. A more useful benchmark is comparing your open rates across campaigns and segments to identify what resonates with your specific audience.
How do you improve email open rates for testimonial requests?
Send from a real person's name (the account manager or CEO) rather than a company name. Use personalized subject lines that reference the customer's specific experience or results. Time the email shortly after a positive interaction (high NPS score, support resolution, feature milestone). Keep preheader text compelling and action-oriented. A/B test subject lines systematically. Avoid spam trigger words and excessive punctuation. Send during business hours when recipients are checking email.
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