Email Open Rate Benchmarks 2026: Average Open Rate by Industry, Country and Vendor
The average email open rate was 43.46% across 3.6 million campaigns from December 2024 to November 2025, according to MailerLite. Brevo put it at 33.87% for 2025, or 20.73% once Apple Mail Privacy Protection (MPP) opens are removed. Ecommerce senders see lower rates: 30.22% in Omnisend data and 31% for Klaviyo campaigns. So a good open rate depends on how it is counted. Above about 35% is good on a dashboard that counts MPP opens. Above about 21% is good on one that strips them out.
Key statistics
- The median email open rate was 43.46% across 3.6 million campaigns from December 2024 to November 2025, according to MailerLite.
- The average email open rate was 20.73% in 2025 with Apple Mail Privacy Protection opens removed, according to Brevo.
- Counting Apple MPP opens inflated the average email open rate by 63.4% in 2025, calculated by StatisticsGlobal from Brevo data.
- The median headline email open rate across MailerLite, Brevo and Omnisend was 33.87% for 2025, calculated by StatisticsGlobal from vendor data.
- Apple email clients accounted for 76.56% of tracked email opens in September 2026, according to Litmus.
Average email open rate in 2026
Open rate is the share of delivered emails that were opened. Each email platform publishes its own benchmark from its own customers. The figures below are the latest each vendor reports.
The published averages run from 20.73% to 43.46% for the same year. That is a gap of 22.73 percentage points. MailerLite is 2.1 times Brevo's figure without Apple MPP opens. Neither is wrong. They measure different customers in different ways.
Three vendors report headline figures for 2025: MailerLite at 43.46%, Brevo at 33.87% with MPP opens and Omnisend at 30.22%. The median of the three is 33.87%. MailerLite reports medians, which can sit above averages because a few very weak lists do not pull them down. Omnisend and Klaviyo serve ecommerce shops, and shops score lower in every industry split on this page.
Open rates are drifting up, not down. MailerLite's median rose 1.11 percentage points, from 42.35% in 2024 to 43.46% in the year to November 2025. Older figures from Mailchimp (35.63%) and GetResponse (39.64%) cover 2023 and have not been updated since.
Sources: MailerLite (Dec 2024 to Nov 2025), GetResponse (2023), Mailchimp (data to Dec 2023), Brevo (2025), Klaviyo (2026 benchmarks), Omnisend (2025).
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The median email open rate was 43.46% across 3.6 million campaigns from December 2024 to November 2025, according to MailerLite.
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The average email open rate was 33.87% in 2025 when Apple Mail Privacy Protection opens were counted, according to Brevo.
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The average email open rate was 20.73% in 2025 with Apple Mail Privacy Protection opens removed, according to Brevo.
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The average ecommerce email campaign open rate was 30.22% in 2025, according to Omnisend's dataset of 27,000+ brands.
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A good email campaign open rate is 31% in Klaviyo's 2026 benchmarks, based on data from over 183,000 Klaviyo customers.
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The median headline email open rate across MailerLite, Brevo and Omnisend was 33.87% for 2025, calculated by StatisticsGlobal from vendor data.
How we calculated it: Median of MailerLite 43.46% (Dec 2024 to Nov 2025), Brevo 33.87% (2025, including Apple MPP opens) and Omnisend 30.22% (2025). MailerLite says its figure includes MPP opens; Omnisend does not say. Brevo without MPP opens is 20.73%.
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Published 2025 email open rate benchmarks differed by 22.73 percentage points between vendors, calculated by StatisticsGlobal from MailerLite and Brevo data.
How we calculated it: MailerLite median 43.46% - Brevo average excluding Apple MPP 20.73% = 22.73 percentage points. Ratio 2.10. Different customer bases and methods (median vs unweighted mean).
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The average email open rate was 42.35% in 2024, according to MailerLite's benchmark data.
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The median email open rate rose 1.11 percentage points to 43.46% in the year to November 2025, calculated by StatisticsGlobal from MailerLite data.
How we calculated it: 43.46% (December 2024 to November 2025) - 42.35% (2024) = +1.11 percentage points, or +2.6% (MailerLite).
| Source | Open rate | Period | Counts Apple MPP opens? | Sample |
|---|---|---|---|---|
| MailerLite (median) | 43.46% | Dec 2024 to Nov 2025 | Yes | 3.6M campaigns, 181,000 accounts |
| GetResponse | 39.64% | 2023 | Yes | 4.4B messages |
| Mailchimp | 35.63% | Data to Dec 2023 | Not stated | Campaigns to 1,000+ subscribers |
| Brevo | 33.87% | 2025 | Yes | 175,000+ customers |
| Klaviyo (campaigns) | 31% | 2026 benchmarks | Not stated | 183,000+ customers, ecommerce |
| Omnisend (campaigns) | 30.22% | 2025 | Not stated | 20B+ emails, 27,000+ brands, ecommerce |
| Brevo, MPP opens removed | 20.73% | 2025 | No | 175,000+ customers |
Average email open rate by industry
MailerLite and Brevo both split open rates by industry. Their category names differ, and their levels differ, but the order is broadly similar. Senders people choose to hear from do best.
In MailerLite's data, religious organisations lead at 55.71%, then hobbies (53.25%) and non-profits (52.38%). Travel and transportation is lowest at 30.1%, with e-commerce (32.67%) and publishing (34.24%) close by. The top industry gets 1.85 times the open rate of the bottom one. Most industries cluster together: 33 of 45 sit above 40%.
Brevo ranks government and public administration first at 34.19% without MPP opens, and non-profits second at 27.03%. Ecommerce is last at 15.50% and retail next at 16.67%. Both vendors agree that shops sit near the bottom.
Inside ecommerce the spread is still wide. Omnisend found wedding brands opened at 52.43% and smoking and vaping brands at 19.27% in 2025. Wedding lists are short-lived and highly engaged. A high open rate did not mean sales, though: wedding brands converted at 0.04%, according to Omnisend. For click rates by industry, see our click-through rate benchmarks page.
Source: MailerLite (3 December 2025). Medians across 3.6 million campaigns.
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Religious organisations had the highest median email open rate at 55.71% in the year to November 2025, according to MailerLite.
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Non-profit senders had a median email open rate of 52.38% in the year to November 2025, according to MailerLite.
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Travel and transportation senders had the lowest median email open rate at 30.1% in the year to November 2025, according to MailerLite.
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E-commerce senders had a median email open rate of 32.67% in the year to November 2025, according to MailerLite.
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The top industry email open rate was 1.85 times the lowest in the year to November 2025, calculated by StatisticsGlobal from MailerLite data.
How we calculated it: Religion 55.71% / travel and transportation 30.1% = 1.85 (MailerLite industry open rates, December 2024 to November 2025).
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33 of 45 industries had a median email open rate above 40% in the year to November 2025, calculated by StatisticsGlobal from MailerLite data.
How we calculated it: Count of industry rows above 40% in MailerLite open rate table (45 rows listed; the page says 46). Median of the 45 rows is 43.75%, simple mean 43.43%.
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Government and public administration senders had the highest email open rate at 34.19% in 2025, excluding Apple MPP opens, according to Brevo.
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Ecommerce senders had the lowest email open rate at 15.50% in 2025, excluding Apple MPP opens, according to Brevo.
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Wedding brands had the highest ecommerce email open rate at 52.43% in 2025, according to Omnisend.
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Smoking and vaping brands had the lowest ecommerce email open rate at 19.27% in 2025, according to Omnisend.
| Industry | Open rate | Click rate |
|---|---|---|
| Religion | 55.71% | 2.95% |
| Hobbies | 53.25% | 3.3% |
| Non-profit | 52.38% | 2.9% |
| Art gallery and museum | 50.43% | 2.66% |
| Photo and video | 49.98% | 1.59% |
| Artist | 49.23% | 2.52% |
| Government | 48.52% | 3.05% |
| Coaching | 48.07% | 1.42% |
| Health and fitness | 47.81% | 1.45% |
| Creative services/agency | 47.69% | 1.87% |
| Sports | 47.69% | 1.27% |
| Politics | 47.19% | 0.83% |
| Public relations | 47.18% | 2.02% |
| Entertainment and events | 46% | 1.28% |
| Consulting | 45.96% | 2.41% |
| Music and musicians | 45.93% | 1.7% |
| Agriculture and food services | 45.51% | 1.83% |
| Recruitment and staffing | 45.26% | 1.68% |
| Other | 44.9% | 2.15% |
| Insurance | 44.4% | 1.36% |
| Restaurants and cafes | 44.32% | 1.06% |
| Higher education | 43.98% | 2.15% |
| Medical, dental and healthcare | 43.75% | 2.25% |
| Business and finance | 43.34% | 2.37% |
| Author | 43.14% | 2.75% |
| Online courses | 43.1% | 1.39% |
| Blogger | 43.03% | 3% |
| Media | 42.97% | 4.1% |
| Legal | 42.58% | 4.9% |
| Games | 41.35% | 2.11% |
| Architecture and construction | 40.55% | 1.68% |
| Agency | 40.52% | 1.85% |
| Real estate | 40.37% | 1.72% |
| Construction | 39.95% | 3.53% |
| Software and web app | 39.31% | 1.15% |
| Home and garden | 39.18% | 1.75% |
| Beauty and personal care | 38.4% | 0.95% |
| Retail | 37.47% | 1.27% |
| Manufacturing | 37.36% | 4.22% |
| Marketing and advertising | 37.23% | 1.3% |
| Telecommunications | 37.21% | 1.49% |
| Computers and electronics | 35.29% | 1.37% |
| Publishing company | 34.24% | 2.82% |
| e-commerce | 32.67% | 1.07% |
| Travel and transportation | 30.1% | 1.68% |
What is a good email open rate?
A good open rate beats the average for your platform, your industry and your type of email. Two vendors publish what the top 10% of senders achieve.
Brevo's top 10% of senders reached 44.02% without MPP opens in 2025. That is 2.12 times the average. Klaviyo's top 10% hit 45.1% on campaigns, 14.1 points above the 31% average. On a platform that strips MPP opens, 21% is average and 44% is excellent. On one that counts them, 31% to 34% is average and 45% or more is top tier.
Automated emails beat campaigns. Brevo's automated and transactional emails opened at 30.63%, against 20.73% for campaigns. Klaviyo flows averaged 32.2%, slightly above 31% for campaigns. In Omnisend's data, shipping confirmations opened at 62.67%, or 2.07 times the campaign average. People open emails they are waiting for.
So check three things before you judge your rate. Does your tool count MPP opens? Are you comparing campaigns with campaigns? And is your benchmark from your own industry? A shop at 30% is close to the ecommerce average. A non-profit at 30% is well below its peers.
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The top 10% of email senders reached an open rate of 44.02% in 2025, excluding Apple Mail Privacy Protection opens, according to Brevo.
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Top-10% email senders had 2.12 times the average open rate in 2025, calculated by StatisticsGlobal from Brevo data.
How we calculated it: 44.02% top-10% open rate / 20.73% average open rate = 2.12 (both excluding Apple MPP opens, Brevo 2025 data).
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The top 10% of brands achieved a 45.1% email campaign open rate in Klaviyo's 2026 benchmarks, according to Klaviyo.
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Top-10% brands beat the average campaign open rate by 14.1 percentage points in Klaviyo's 2026 benchmarks, calculated by StatisticsGlobal from Klaviyo data.
How we calculated it: 45.1% top-10% campaign open rate - 31% average = 14.1 percentage points. For flows: 45.8% - 32.2% = 13.6 points (Klaviyo 2026 benchmarks).
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Automated email flows averaged a 32.2% open rate in Klaviyo's 2026 benchmarks, according to Klaviyo.
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Automated and transactional emails had an average open rate of 30.63% in 2025, excluding Apple MPP opens, according to Brevo.
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Shipping confirmation emails had the highest open rate of any email type at 62.67% in 2025, according to Omnisend.
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Shipping confirmation emails were opened at 2.07 times the average campaign rate in 2025, calculated by StatisticsGlobal from Omnisend data.
How we calculated it: 62.67% shipping confirmation open rate / 30.22% average campaign open rate = 2.07 (Omnisend 2025 dataset).
| Source and email type | Average | Top 10% | Counts Apple MPP opens? |
|---|---|---|---|
| Brevo, all emails, 2025 | 20.73% | 44.02% | No |
| Brevo, all emails, 2025 | 33.87% | 59.89% | Yes |
| Klaviyo campaigns, 2026 benchmarks | 31% | 45.1% | Not stated |
| Klaviyo flows, 2026 benchmarks | 32.2% | 45.8% | Not stated |
Email open rates after Apple Mail Privacy Protection
Since 2021, Apple Mail can preload images in the background, which fires the tracking pixel whether or not the reader opens the email. Apple clients account for most tracked opens, so the effect on benchmarks is large.
Apple clients accounted for 76.56% of the 1.5 billion opens Litmus tracked in September 2026, and Gmail 16.10%. Litmus counts MPP opens inside the Apple figure. It says they are not reliable opens.
Brevo is the only vendor here that publishes open rates with and without MPP opens. Counting them added 13.14 points to the 2025 average, from 20.73% to 33.87%. That is a 63.4% inflation. Any open rate from a tool that counts MPP opens should be read with that in mind.
The effect is uneven. Our calculation across Brevo's 20 industry rows shows retail inflated most, by 95.9%, followed by ecommerce (93.7%) and hospitality and food services (93.0%). Government inflated least, by 36.3%. By region, North America inflated by 87.6% against 61.6% for Europe. Brevo does not report device mix. MailerLite links high open rates in Australia, the US and Canada to high iPhone ownership.
Calculated by StatisticsGlobal from Brevo 2026 Marketing Orchestration Benchmark industry table, 2025 data.
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Apple email clients accounted for 76.56% of tracked email opens in September 2026, according to Litmus.
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Gmail accounted for 16.10% of tracked email opens in September 2026, according to Litmus.
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Apple Mail Privacy Protection added 13.14 percentage points to the average email open rate in 2025, calculated by StatisticsGlobal from Brevo data.
How we calculated it: 33.87% open rate including Apple MPP opens - 20.73% excluding them = 13.14 percentage points (Brevo 2026 benchmark, 2025 data).
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Counting Apple MPP opens inflated the average email open rate by 63.4% in 2025, calculated by StatisticsGlobal from Brevo data.
How we calculated it: (33.87% - 20.73%) / 20.73% = 63.4% (Brevo 2026 benchmark, 2025 data).
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Apple MPP opens nearly doubled the retail email open rate in 2025, a 95.9% inflation and the highest of 20 industries, calculated by StatisticsGlobal from Brevo data.
How we calculated it: Retail: (32.66% including MPP - 16.67% excluding) / 16.67% = 95.9%. Ecommerce 93.7% and hospitality and food services 93.0% follow. Ranked across all 20 Brevo industry rows, 2025 data.
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Apple MPP opens inflated the government email open rate by 36.3% in 2025, the lowest of 20 industries, calculated by StatisticsGlobal from Brevo data.
How we calculated it: Government and public administration: (46.60% - 34.19%) / 34.19% = 36.3%. Energy and utilities is next at 43.3%. Ranked across all 20 Brevo industry rows, 2025 data.
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Apple MPP opens inflated North American email open rates by 87.6% in 2025, against 61.6% in Europe, calculated by StatisticsGlobal from Brevo data.
How we calculated it: North America: (32.49% - 17.32%) / 17.32% = 87.6%. Europe: (36.90% - 22.83%) / 22.83% = 61.6%. APAC 52.0%, Middle East and Africa 54.2%, LATAM 58.2% (Brevo regional table, 2025 data).
| Industry | Open rate without MPP | Open rate with MPP | Gap (points) | Inflation |
|---|---|---|---|---|
| Retail | 16.67% | 32.66% | 15.99 | 95.9% |
| Ecommerce | 15.50% | 30.02% | 14.52 | 93.7% |
| Hospitality and food services | 19.01% | 36.69% | 17.68 | 93.0% |
| Entertainment | 21.26% | 37.45% | 16.19 | 76.2% |
| Healthcare and wellness | 19.47% | 34.28% | 14.81 | 76.1% |
| Real estate and property management | 20.32% | 35.53% | 15.21 | 74.9% |
| Other | 21.11% | 34.70% | 13.59 | 64.4% |
| Media | 21.29% | 34.34% | 13.05 | 61.3% |
| Travel, transportation and tourism | 19.96% | 32.14% | 12.18 | 61.0% |
| Marketing, advertising and communications | 19.69% | 31.44% | 11.75 | 59.7% |
| Manufacturing, automotive and construction | 20.15% | 31.68% | 11.53 | 57.2% |
| Telecommunications | 21.49% | 33.53% | 12.04 | 56.0% |
| Education | 22.25% | 34.19% | 11.94 | 53.7% |
| Banking and financial services | 21.30% | 32.38% | 11.08 | 52.0% |
| Professional services and consulting | 22.74% | 34.37% | 11.63 | 51.1% |
| Nonprofit and NGO | 27.03% | 40.52% | 13.49 | 49.9% |
| Information, technology and software | 20.68% | 30.98% | 10.30 | 49.8% |
| Insurance | 25.48% | 37.10% | 11.62 | 45.6% |
| Energy and utilities | 24.72% | 35.42% | 10.70 | 43.3% |
| Government and public administration | 34.19% | 46.60% | 12.41 | 36.3% |
| All industries | 20.73% | 33.87% | 13.14 | 63.4% |
Average email click-through rate
Because opens are unreliable, many senders now judge emails by clicks. Click-through rate here is clicks divided by emails delivered. Click-to-open rate divides clicks by opens.
Click rates sit in a narrow band compared with open rates. Brevo reports 2.27% for 2025 and MailerLite 2.09% for the year to November 2025. Ecommerce is lower: 1.69% for Klaviyo campaigns and 0.88% in Omnisend's 2025 data. Older 2023 figures from Mailchimp (2.62%) and GetResponse (3.25%) are higher.
Click-to-open rate is muddied by MPP too, because the denominator includes machine opens. MailerLite's median click-to-open rate was 6.81%, against 8.62% at GetResponse for 2023. Klaviyo flows show what triggered emails can do: a 5.58% click rate, against 1.69% for campaigns. For outbound sales email results, see our cold email statistics page.
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The average email click-through rate was 2.27% in 2025, according to Brevo.
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Email campaigns averaged a 1.69% click rate in Klaviyo's 2026 benchmarks, against 5.58% for automated flows, according to Klaviyo.
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The average ecommerce email campaign click-through rate was 0.88% in 2025, according to Omnisend.
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The average email click rate for all Mailchimp users was 2.62% in data to December 2023, according to Mailchimp.
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The average email click-through rate was 3.25% across messages sent in 2023, according to GetResponse.
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The average email click-to-open rate was 6.81% in the year to November 2025, according to MailerLite.
| Source | Click-through rate | Period |
|---|---|---|
| GetResponse | 3.25% | 2023 |
| Mailchimp | 2.62% | Data to Dec 2023 |
| Brevo | 2.27% | 2025 |
| MailerLite | 2.09% | Dec 2024 to Nov 2025 |
| Klaviyo campaigns | 1.69% | 2026 benchmarks |
| Omnisend campaigns | 0.88% | 2025 |
Email open rate by country
GetResponse publishes the only country table, for 2023. MailerLite and Brevo publish regional splits for 2025.
Australia leads in both data sets. GetResponse put it at 57.25% for 2023, the highest of 25 countries. MailerLite put Australia at 47.69% for 2025, the highest of its seven regions. The United States sat at 45.62% in GetResponse data and the US and Canada at 44.49% in MailerLite's.
The lowest rates were in Asia and Latin America. Indonesia and Singapore tied at 21.67% in GetResponse's 2023 table, 35.58 points below Australia. MailerLite's lowest region was Latin America at 31.97%. Brevo, which strips MPP opens, also ranks Latin America last at 14.72%, 8.11 points below Europe.
Brevo's regional ranking differs from the others. Without MPP opens, Europe leads at 22.83% and North America is at 17.32%. With MPP opens, North America climbs to 32.49%. MailerLite says high iPhone ownership in Australia, the US and Canada can push open rates up through MPP. So part of their lead may come from Apple devices, not from more reading.
Sources: MailerLite (December 2024 to November 2025, "US and Canada"); Brevo 2026 benchmark (2025 data, "North America (NORAM)").
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Emails sent from the United States had an average open rate of 45.62% in 2023, according to GetResponse.
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Emails sent from Great Britain had an average open rate of 39.98% in 2023, according to GetResponse.
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Australia had the highest email open rate of 25 countries at 57.25% in 2023, according to GetResponse.
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Indonesia and Singapore had the lowest email open rates of 25 countries, both at 21.67% in 2023, according to GetResponse.
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Email open rates in 2023 ranged 35.58 points between Australia and Singapore, calculated by StatisticsGlobal from GetResponse data.
How we calculated it: Australia 57.25% - Singapore (and Indonesia) 21.67% = 35.58 percentage points; ratio 2.64 (GetResponse 2023 data, 25 countries).
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The average email open rate was 39.64% across 4.4 billion messages sent in 2023, according to GetResponse.
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GetResponse reported an average open rate 4.01 points higher than Mailchimp for 2023, calculated by StatisticsGlobal from GetResponse and Mailchimp data.
How we calculated it: GetResponse 39.64% - Mailchimp 35.63% = 4.01 percentage points. Both cover 2023 data. GetResponse counts senders with 500+ contacts, Mailchimp campaigns to 1,000+ subscribers.
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Campaigns sent in Australia had the highest regional email open rate at 47.69% in the year to November 2025, according to MailerLite.
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Campaigns sent in the US and Canada had an email open rate of 44.49% in the year to November 2025, according to MailerLite.
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Campaigns sent in Latin America had the lowest regional email open rate at 31.97% in the year to November 2025, according to MailerLite.
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Emails sent in Europe had the highest regional open rate at 22.83% in 2025, excluding Apple MPP opens, according to Brevo.
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Europe had an email open rate 8.11 points above Latin America in 2025, excluding Apple MPP opens, calculated by StatisticsGlobal from Brevo data.
How we calculated it: Europe 22.83% - LATAM 14.72% = 8.11 percentage points (Brevo regional table, opens excluding Apple MPP, 2025 data).
| Country | Open rate | Click-through rate |
|---|---|---|
| Australia | 57.25% | 2.31% |
| Romania | 50.79% | 2.77% |
| Belgium | 48.41% | 6.23% |
| Netherlands | 47.84% | 4.05% |
| United States | 45.62% | 4.34% |
| Philippines | 45.00% | 4.78% |
| France | 44.62% | 2.20% |
| Italy | 44.38% | 2.87% |
| Canada | 42.12% | 8.68% |
| Israel | 42.08% | 1.00% |
| Ukraine | 42.04% | 3.05% |
| Spain | 41.19% | 2.92% |
| Germany | 40.35% | 2.37% |
| Great Britain | 39.98% | 2.74% |
| Poland | 38.07% | 5.38% |
| Colombia | 36.17% | 1.52% |
| Mexico | 35.88% | 2.62% |
| Malaysia | 34.82% | 1.36% |
| Vietnam | 33.05% | 1.46% |
| Brazil | 28.32% | 4.40% |
| Peru | 27.33% | 1.56% |
| India | 25.84% | 8.22% |
| Russia | 23.86% | 1.47% |
| Indonesia | 21.67% | 1.12% |
| Singapore | 21.67% | 1.78% |
How these sources measure email open rates
Every figure on this page comes from an email software vendor's own customers. None is a census of all email. The vendors also have an interest in showing email works.
MailerLite reports medians from 3.6 million campaigns by 181,000 approved accounts, December 2024 to November 2025. Its regional open rate table is labelled "click rate" on the page, but the values match its open rate text. Brevo reports unweighted averages from 175,000+ customers for 2025, with extreme outliers removed, and shows rates with and without MPP opens. Its page metadata quotes a different open rate (21%) from the body (20.73%); we use the body.
Klaviyo and Omnisend cover ecommerce brands. Klaviyo labels its figures 2026 benchmarks without stating the period, and its industry open rates sit in an interactive chart we could not read, so we do not use them. Omnisend counts 20 billion campaign emails from 27,000+ brands in 2025. We use the figures in its body text (30.22% open, 0.88% click).
Mailchimp counts unique opens on campaigns to 1,000+ subscribers and has not updated since December 2023. GetResponse covers 4.4 billion messages from senders with 500+ contacts in 2023. Its country table total (38.33%) differs from its headline (39.64%). Litmus measures which client opened an email, not open rates. MailerLite and GetResponse say MPP machine opens push their open rates up. Mailchimp and Omnisend warn about MPP but do not say how they treat it. Klaviyo does not mention it on its benchmark page.
Frequently asked questions
What is the average email open rate in 2026?
The latest data puts it between 20.73% and 43.46%, depending on the vendor and method. MailerLite reported a median of 43.46% for December 2024 to November 2025. Brevo reported 33.87% for 2025, or 20.73% without Apple MPP opens.
What is a good open rate for emails?
Beat your platform and industry average. On tools that count Apple MPP opens, 31% to 34% is average and about 45% puts you in the top 10%. On tools that remove them, about 21% is average and 44% is top 10%, according to Brevo's 2025 data.
Which industry has the highest email open rate?
Religious organisations, at 55.71% in MailerLite's data for the year to November 2025, followed by hobbies (53.25%) and non-profits (52.38%). In Brevo's 2025 data, government and public administration led at 34.19% without MPP opens.
Are email open rates going up or down?
Up slightly. MailerLite's median rose from 42.35% in 2024 to 43.46% in the year to November 2025. Part of the long-run rise since 2021 comes from Apple MPP machine opens, not more reading.
Which country has the highest email open rate?
Australia. GetResponse measured 57.25% for 2023, the highest of 25 countries, and MailerLite put Australia top of its regions at 47.69% for 2025. Indonesia and Singapore were lowest in GetResponse data at 21.67%.
How much does Apple Mail Privacy Protection inflate open rates?
By 63.4% on average in 2025, calculated from Brevo data: 33.87% with MPP opens against 20.73% without. Retail lists inflated most, by 95.9%, and government lists least, by 36.3%.
Sources
- MailerLite, Email marketing benchmarks by industry and region for 2026, 3 December 2025, accessed 2 November 2026. Link · Saved data copy
- Brevo, Email marketing benchmarks (Brevo 2026 Marketing Orchestration Benchmark), 27 May 2026, accessed 2 November 2026. Link · Saved data copy
- Litmus, September 2026 Email Client Market Share Report, October 2026, accessed 2 November 2026. Link · Saved data copy
- Omnisend, Email marketing benchmarks: What good looks like in 2026, 12 May 2026, accessed 2 November 2026. Link · Saved data copy
- Klaviyo, 2026 email marketing benchmarks by industry, 2026, accessed 2 November 2026. Link · Saved data copy
- Mailchimp, Email Marketing Benchmarks and Industry Statistics, data last updated December 2023, accessed 2 November 2026. Link · Saved data copy
- GetResponse, Email Marketing Benchmarks (2024 edition), 2024, accessed 2 November 2026. Link · Saved data copy
Changes to this page
- : First published.