Shopify Ecosystem

Data Snacks Video – Email Open Rate


Email open rate is simply the percentage of emails that your brand’s subscribers open.

Here’s Jeremy for more:

How Do You Calculate Email Open Rate?

To calculate email open rate, divide the total number of emails you sent by the numbers of emails that were opened. You can also calculate this by dividing the total number of subscribers who have opened an email by the total number of subscribers that email was sent to.

What Is a Good Open Rate for Email?

Daasity has found that DTC eCommerce brands have about a 15% to 20% open rate. However, it is important to realize that open rate tends to decrease with time and/or as your subscriber list grows.

As your subscriber list grows, you will have to segment it in order to send more targeted messaging. While you may maintain a high email open rate with a few thousand subscribers, if you have 100k subscribers, you won’t be able to send one-size-fits-all messaging that everyone on that list will want to open.

Why Is Email Open Rate Important?

Tracking email open rate allows you to determine the health of your overall email account. In addition, it gives you a look at how successful your email subject line messaging is: how many people resonate with what you’re writing, and how many people are really engaged with your brand.

Maintaining a healthy email open rate is also important because if too many subscribers ignore your emails (i.e., they don’t open them), this may cause the email client (Google, Yahoo, etc.) to file your emails in the promotions folder–or even worse, the spam folder.

For content on related metrics, head over here to learn about Email Unsubscribe Rate, and over here to learn about Email Click-Through Rate.

Special thanks to our friends at Daasity for their insights on this topic.

About the author

Steve Hutt

Steve has entrepreneurship in his DNA, starting in the early days of online commerce when he achieved Power Seller status through his eBay store. This propelled him to become a co-founder of, a contact lens and eyewear retailer. With a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is a Senior Merchant Success Manager at Shopify Plus, where he helps identify, navigate, and accelerate growth in the complex world of commerce.

To maintain his competitive edge, Steve also hosts the eCommerce Fastlane Podcast and Shopify Founder Stories, a top-rated twice-weekly podcast where he interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands improve efficiencies, grow revenue, profit, and lifetime customer loyalty.

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