FAQ Friday: What is the average email open and unsubscribe rate?

Open rates are an important metric to track as you look at the success of your email campaigns. Unsubscribe rates are also a helpful way to gauge the effectiveness and interest level of your email campaigns. We suggest you review your reports about 1 week after send. We also suggest you email yourself a copy of your results to compare to future sends. All that said, you want to know about the average open and unsubscribe rates, right?

ReportScreenshotThe average open rate varies across industries, but all tend to land between 20% and 30%. Keep in mind that all email service providers are only able to track opens when images are downloaded. If your open rate is lower than average, try adjusting your subject lines, email content and your email design.

Just like the open rate, the unsubscribe rate varies across industries, but the average is 0.27%. If you have a high unsubscribe rate, it may be time to do a detailed analysis of what you are sending. Is it truly relevant to your audience? Consider doing a survey to ask your audience what they want to receive from you.

These are just 2 of the metrics to look for when you analyze your email campaigns. Learn more about everything your reports track and how to make the most use of that data here and here.

What other questions do you have for us? Share them below and we will try to answer them in a future FAQ Friday post!

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.


  1. FAQ Friday: Top 10 Swiftpage FAQs | Swiftpage Marketing Blog - May 3, 2013

    […] What is the average email open and unsubscribe rate? Open rates vary so much across industries, but your average should fall between 20 and 30%. Read the post for more helpful info! […]

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