we are a locally owned yarn & needlepoint shop. we put out a full newsletter with class calendars every other month and shorter announcement like emails every Friday to about 5500 customers in our data base. we average a 28% open rate, 60% on devices. Is that a good open rate?
It sounds like you're doing great!
Nobody is perfect, and neither are open rates. Receiving a 100% open rate from an email campaign is virtually unheard of. That would mean that every single person you sent an email to, clicked on it in their inbox. An open rate of 30% is, in practice, a top-tier score. Most people average 10-15% per campaign. You can check the average rate for your industry as we update them every month.
Truth is, there is no "one size fits all" high score when it comes to open rates. Every industry has it's own rules. Take the Public Relations industry, for example. On average, their open rates tend to hover around 10%. It would be unfair to compare them to Religious Organizations, who have one of the highest open rates at 25%. Each industry offers different services to different demographics, and even the highest open rate is nowhere near 100%.
A quick way to improve your open rate is to send to less people. But there are trade-offs. If you send to four people, and two of them open, then you have an open rate of 50%. Sure you got a better open rate, but you also reached less people. Sometimes it's just in your best interest to spread the word.
If there's anything else that we can help with, please let us know.