Email marketing is one of the most powerful tools in digital marketing. But let’s be honest—knowing whether your emails are really doing well can be confusing.
You send an email, and then you see some numbers show up: open rate, click rate, and more. What do they all mean? And more importantly, what numbers should you be aiming for in 2025?
Let’s break it down in a fun and simple way!
🌟 What Is an Email Open Rate?
Your open rate tells you how many people opened your email. If you send it to 100 people and 25 open it, that’s a 25% open rate.
Pretty straightforward, right?
Here’s the formula:
- Open Rate = (Emails Opened ÷ Emails Delivered) × 100
Email Delivered means the email actually landed in someone’s inbox. If it bounced back, it doesn’t count.
📬 What’s a Good Open Rate in 2025?
Open rates have changed over the years. Apple’s Mail Privacy Protection (MPP) in 2021 made things a bit messy, but marketers adapted.
In 2025, here’s what you should consider a healthy open rate:
- Average Open Rate (All Industries): 30% – 40%
- Great Open Rate: 45% or higher
- Needs Improvement: Below 25%
Pro Tip: Apple’s MPP may inflate your open numbers. So if you see a sudden boost, check where your opens are coming from!
🖱️ What Is a Click Rate?
Hope you’re still with me—because the click rate is just as important!
Click Rate (CTR) shows how many people clicked on a link inside your email. It’s a sign that someone not only opened your email but cared enough to take action.
Here’s the formula:
- Click Rate = (People Who Clicked ÷ Emails Delivered) × 100
Let’s say 100 people receive your email and 4 click on a link. That’s a 4% click rate.
🎯 What’s a Good Click Rate in 2025?
Click rates vary based on industry and your audience, but there are benchmarks that help you know if you’re in a good place.
Good Click Rates in 2025 Look Like This:
- Average Click Rate: 2% – 5%
- Excellent Click Rate: 6% or higher
- Low Click Rate: Below 1.5%
If your click rate is in the low range, don’t panic. We’ll look at ways to improve it soon!
📈 Click-to-Open Rate (CTOR): A Hidden Gem
This is one of the most important email metrics—yet so many people ignore it!
Click-to-Open Rate (CTOR) shows the percentage of people who opened your email and then clicked something inside.
- CTOR = (Clicks ÷ Opens) × 100
Why does it matter? Because it measures how engaging your content really is.
In 2025, a strong CTOR is around 10% to 20%.
If your CTOR is low, then maybe your content or call-to-action isn’t strong enough.
📊 Email Marketing Benchmarks by Industry
Some industries naturally get higher open or click rates than others. Here’s a quick overview for 2025:
| Industry | Avg. Open Rate | Avg. Click Rate |
|---|---|---|
| Healthcare | 39% | 4.3% |
| Retail | 34% | 3.1% |
| Education | 42% | 4.8% |
| Tech/SaaS | 31% | 3.9% |
| Non-Profit | 44% | 5.2% |
🔥 How to Boost Your Open Rates
If your open rates are low, don’t worry. Try these quick action tips:
- Write awesome subject lines – make them short and emotional
- Use the sender name wisely – real names often work better than company names
- Segment your audience – send the right message to the right group
- A/B test your emails – test different subject lines and send times
Pro Tip: Emojis in subject lines can boost opens—but don’t overdo it! 🎉
💡 Ways to Improve Click Rates
Got opens but no clicks? You’re not alone! Here’s what you can do:
- Use strong call-to-actions like “Get Started” or “Download Now”
- Add buttons – they are better than just links
- Keep it simple – more white space makes reading easier
- Make it mobile-friendly – most people read emails on their phones
📅 How Often Should You Send Emails?
More isn’t always better. And less could mean you’re forgotten!
Ideal frequency in 2025:
- 1-2 times a week for promotional newsletters
- Monthly emails for updates or news
- Trigger-based emails (like a welcome series) whenever necessary
Pro Tip: Let people choose how often they want to hear from you in your sign-up forms.
📌 Summary: Rock Your Email Metrics!
Email marketing in 2025 is smarter and more data-driven than ever. So don’t just guess—track these numbers and make decisions based on them:
- Open Rate: Aim for 30-40%
- Click Rate: Shoot for 2-5%
- CTOR: Try to get 10-20%
Use fun, engaging content and test everything—from subject lines to design. Your audience will thank you with more clicks, higher opens, and better results.
Now go and crush those email campaigns like the superstar you are! 🚀