The email open rate is akin to a display viewability score. But imagine if the viewability average was 20 percent? People would lose their minds. But that’s what we have in the email world. The average open rate is around 21%, generally speaking, and that includes all types of sends.

Also, just like viewability, the open rate isn’t exactly what you think it is. An open rate is calculated when images are loaded or when a click takes place. An audience member blocking images and not clicking could ingest the entirety of your content but not actually be calculated as an opener. So marketers give a bit of grace because we know the metric is a touch unstable.

Opening Up On Email Open Rates