Here's what your open rate can tell you

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Let's take a closer look at the KPIs for email newsletters, such as open rate, CTR, and CVR.



① Open rate
The open rate indicates the percentage of users who open your email newsletter. This figure applies only to HTML emails and does not include plain text emails. Generally, the average open rate for email newsletters is said to be 15-20%, and it varies depending on the subject of the email, the sender name, the date and time of sending, and the day of the week.


Reader interest in the subject
Whether the content of your email newsletter graphic design email list meets your readers' expectations in the long term
Are the delivery times and frequency appropriate?
The quality of your distribution list
The average open rate of email newsletters in each industry is shown in the table below. Open rates vary by industry.



industry

Average open rate

NPO/Government Services

32.65%

medical care

28.14%

Tourism/Entertainment/Hospitality

27.59%

real estate

26.65%

Advertising/Marketing/PR/Media/Design

26.41%

Fitness

24.46%

Retail/Consumer Services

24.28%

Consultant/HR/Human Resources

20.33%

Technology/Telecommunications

20.33%

finance

17.94%

Manufacturing/Logistics/Engineering

17.03%

Architecture and Construction

16.86%

Source: BENCHMARK | Average Email Open Rate and Click Rate Report (2024 Edition) Latest Information by Industry and Region (Country)





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2) CTR (click-through rate)
CTR (Click-Through Rate) is the percentage of times the links in an email newsletter are clicked.
CTR is calculated using the formula: Number of clicks ÷ Number of successful deliveries × 100.
It is generally said to be about one-tenth of the open rate.

Click-through rates can help you determine:

Did you provide interesting content for your readers?
Was the email design easy to read?
Did the subject and content match?
The average click-through rates for email newsletters in each industry are as shown in the table below.

industry

Average click-through rate

NPO/Government Services
2.59%

medical care
1.80%
Tourism/Entertainment/Hospitality
1.30%
real estate
2.40%
Advertising/Marketing/PR/Media/Design
1.60%
Fitness
1.27%
Retail/Consumer Services
1.34%
Consultant/HR/Human Resources
0.94%
Technology/Telecommunications
1.19%
finance
0.75%
Manufacturing/Logistics/Engineering
1.06%
Architecture and Construction
0.81%
Source: BENCHMARK | Average Email Open Rate and Click Rate Report (2024 Edition) Latest information by industry and region (country)



3) CVR (conversion rate)
CVR (Conversion Rate) is the percentage of readers who take actions such as registering, purchasing, or making inquiries on a web page after receiving an email newsletter. Understanding CVR allows you to evaluate the content and quality of your site.

The average conversion rate is 0.1% to 0.2%. It is easy to understand if you think of it as about one-tenth of the click-through rate. If the CVR is low, the linked site may not be appealing to users. In other words, it could be that the product is not appealing or there is a problem with the design of the application form. If there are clicks but no response, the CVR rate may be improved by reviewing the product content or web design.




What is the conversion rate (CVR) of email newsletters? Explaining the average and how to increase it
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④ Undelivered (error email) rate
The bounce rate is the percentage of email newsletters that did not reach users for some reason. The main causes are changes in the reader's email address and inbox capacity being exceeded. Also, if you are using a company email address, emails may not be delivered due to reasons such as the employee leaving the company.

The table below shows the error email rate in 21 countries (regions), with the average in Japan being around 1.5% to 2.0%. Understanding the non-delivery rate and deleting unnecessary email addresses will make customer management smoother. For this reason, it is recommended that you regularly organize your email newsletter subscribers.