Essential Statistics

• Open rates ranged from 25 to 31 percent between 2015 and 2024.
• Click rates averaged between 2.3 and 2.8 percent across the decade.
• Open rates fell early in the decade but rebounded between 2021 and 2023.
• Click rates remained highly stable despite major algorithm and privacy changes.
• Email remains one of the most predictable engagement channels.
• Year-over-year variation stayed within narrow ranges, showing channel resilience.

Key Takeaways

• Email continues to deliver consistent engagement despite external changes.
• Open-rate fluctuations reflect shifts in privacy tracking, not audience interest.
• Click rates remain stable because intent among subscribers stays strong.
• Email is still a high-‘ROI retention channel across industries.
• Performance trends show the importance of maintaining list health.
• Brands win with segmentation, relevance, and consistent sending cadence.

Actionable Insights

Improve Subject Line Testing

Run ongoing A/B tests to push open rates upward.

Segment Audiences by Behavior

Increase engagement by sending more relevant messages.

Clean Lists Regularly

Removing inactive subscribers improves both open and click rates.

Optimize Email Layout for Clicks

Use clearer CTAs and mobile-friendly structures.

Send Predictably

Regular cadence improves deliverability and audience expectations.

Analyze Inbox Placement

Track spam filtering to identify deliverability problems.