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Updated:
2 mins read
Updated:
2 mins read
Emails are used for many purposes, from welcoming new subscribers to promoting products or re-engaging inactive customers. Each type of email performs differently, and knowing the benchmarks for open rates can make campaign planning easier.
In this guide, we’ll explore the average open rates for the most common email flows, such as welcome sequences, trial activation emails, and upsell campaigns for marketers, so you can better tailor your strategies and maximize campaign performance.
The statistics come from trusted industry research, blog analyses, and email marketing studies such as Salesso, Salesmate, Barilliance, Mailsoftly, and Upshot AI.
Each source measured actual campaign performance across multiple sectors to ensure accuracy and provide a realistic benchmark for email marketers.
A series of three welcome emails generates 90% more orders than a single welcome email. [Salesso]
Lead nurturing emails have 4–10 times higher response rates compared to email blasts. [Salesmate]
Abandoned cart emails achieve open rates exceeding 40%, sometimes reaching as high as 49%. [Barilliance]
Trial activation emails typically have open rates between 20% and 40%. [Mailsoftly]
Automated order follow-up emails see nearly 50% open rates. [Salesso]
Post-account creation welcome emails can reach around 80% open rates. [Salesso]
Feedback emails often have modest open rates, around 0% to 30%, though campaigns with loyal audiences can see rates near 70%. [Holistic Email Marketing]
Webinar registration emails generally achieve 20% to 45% open rates. [Entrepreneurshq]
Upsell and cross-sell emails have an average open rate of 61.7%. [FastSimon]
Re-engagement emails perform around 36% open rates. [Upshot AI]
Open rates vary significantly depending on the type of email and its purpose. Targeted campaigns such as welcome sequences, automated follow-ups, and upsell messages consistently outperform generic email blasts.
Marketers can use these benchmarks to analyse their existing performance, plan campaigns more effectively, and improve overall engagement.
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