“Opened” rate is calculated by taking into account all the emails that are accepted and read by the recipient. Generally speaking, a good range of “Open” rate is between 15% and 25% for marketing emails, and between 30% to 40% for transactional emails.

Open rates are generally higher for “transactional emails” than “marketing emails”. People are expecting transactional emails, such as account confirmation, forgotten password, order receipts, etc.

However, please note that not all people open and read transactional emails. Sometimes seeing the subject of “Payment Confirmation” in their inbox is enough and they will not open the email.

Although we provided these references for you, it is important for you to learn the rates for your particular industry.