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3 articles in Metrics & Benchmarks.
You can't improve what you don't measure — but email metrics are easy to misread. Open rates shifted meaning after Apple's privacy changes, averages vary wildly by industry, and a single vanity number can hide a failing program. These guides explain what each metric actually tells you, the formulas behind them, realistic benchmark ranges, and how to connect email activity to revenue you can defend.
A good email open rate sits roughly in the 20-35% range for most industries. See approximate benchmarks by industry, why privacy changes inflate the metric, and how to improve a low open rate.
Email open rate = (unique opens / emails delivered) x 100. See the formula, a step-by-step worked example, why you divide by delivered (not sent), and related metric formulas.
Email click-through rate (CTR) = (unique clicks / delivered) x 100. See the formula, approximate benchmarks by industry, CTR vs. CTOR, and seven proven ways to improve your clicks.