Marketing Metrics

Email Open Rate

2026-05-31 6 min read

Email open rate is the percentage of delivered emails that recipients open. Formula: (Unique Opens / Delivered) × 100. Apple Mail Privacy Protection (2021+) inflated reported open rates by 5–15 percentage points across all consumer email — making open rate a much less reliable engagement signal. Best-in-class DTC: 35–50% (post-MPP). B2B SaaS: 25–40%. Open rate is now most useful as a relative metric within a sender domain, not as an absolute benchmark.

TL;DR

<strong>Email open rate</strong> is the percentage of delivered emails that recipients open. Formula: (Unique Opens / Delivered) × 100. Apple Mail Privacy Protection (2021+) inflated reported open rates by 5–15 percentage points across all consumer email — making open rate a much less reliable engagement signal. Best-in-class DTC: 35–50% (post-MPP). B2B SaaS: 25–40%. Open rate is now most useful as a relative metric within a sender domain, not as an absolute benchmark.

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Category: Marketing Metrics
Related: 3 terms

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Sources

Definitions and benchmarks reference primary sources from the D2C Metrics pillar. Verified at publication.

1 DTC State of the Industry 2025 — Common Thread Collective, 2025. View source .

2 Shopify Plus DTC Benchmarks 2025 — Shopify, 2025. View source .

3 Klaviyo Ecommerce Benchmarks — Klaviyo, 2025. View source .

4 Northbeam DTC Marketing Report — Northbeam, 2025. View source .

Fairview cites primary sources only — government data, academic research, industry benchmarks from named publishers, and official vendor documentation. See our editorial standards.

Email Open Rate

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