No, a 25% Email Open Rate Isn’t Good

I heard a coach say this recently, and I nearly fell out of my chair. You too may have heard someone say a rate like this is “amazing” or “totally industry standard”, like it’s something to aim for. 

Here’s the thing: I’m not here to be mean. I’m here to be honest. And if you’re here reading this, I’m guessing you’d rather get a little uncomfortable in exchange for a better-performing business than keep spinning your wheels on outdated advice.

So let’s break down what actually counts as a good email open rate, why 25% shouldn’t be your ceiling, and what to do if your list is starting to feel like a digital ghost town.

What’s Considered a Good Email Open Rate?

Spoiler alert: it’s not 25%.

Sure, you’ll find stats from Mailchimp claiming that 21–31% is average depending on your industry (at least Kit is raising the bar to 44%).

But average isn’t the same as good. If you’re aiming for average, you’re already playing small. You didn’t build a business to blend in with every other online entrepreneur, did you?

Here’s what I consider a good open rate:

• 40%+ = healthy and high-performing

• 30–39% = decent, with room for improvement

• Below 30% = time to check what’s going wrong

• Below 20% = yikes — your emails might not even be getting delivered

If your open rates are stuck in the 20–25% range, you’re not doomed, but you are wasting opportunities. And chances are, you’re paying to keep people on your list who couldn’t care less what you have to say.

Why 25% Isn’t Actually Good (Even If Everyone Says It Is)

Let’s play with some basic math here.

Say you have 1,000 people on your email list. If your open rate is 25%, that means 750 people are ignoring you.

Not just occasionally skipping an email — flat-out ignoring you every time you hit send.

That’s not influence. That’s shouting into the void (and paying for the privilege to do so!). And if your business depends on connection, visibility, or conversion (you know, like pretty much all of them)? You don’t have a list problem. You have an engagement problem.

Here’s What Low Open Rates Actually Mean

If your open rates are stuck at 25% or below, it’s not just a vanity metric issue. It impacts:

1. Deliverability

Low engagement tells Gmail, Yahoo, and Outlook: “Hey, this sender isn’t important.” So your emails start going straight to spam or the promotions tab. Now even new subscribers who want to hear from you won’t see your stuff.

2. Wasted money

Most email platforms charge based on list size. That means you’re paying to keep people who never open your emails. If that’s not lighting your dollars on fire, I don’t know what is.

3. False confidence

A “big list” might make you feel successful. But unless you’re regularly cleaning it and watching your engagement metrics, that list is dead weight — not an asset. And a false sense of security instead of what we’re actually here to make: impact and income.

So... What Does Improve Open Rates?

You don’t need a massive rebrand. You need a smarter approach. Here's what works:

1. Clean Your List (Yes, Regularly)

I know it stings when people unsubscribe. But if they haven’t opened an email in 90 days, they’re not your people. They’re hurting your stats, costing you money, and blocking your message from the people who do care.

Pro tip: Inactive for 90+ days? Cut them. Let them go with love. They can always come back later.

2. Write Better Subject Lines

Your subject line is your first impression. If it reads like a flyer for an MLM or your mom’s chain email from 2009, people aren’t opening it.

Don’t clickbait, but do create curiosity. Use personality. Sound like a human, not a robot.

Bad: “FREE Guide – Open Now!”

Better: “The $1000 mistake I found in my last launch (and how to avoid it)”

3. Authenticate Your Domain

If you’re sending from a Gmail or Yahoo address, stop. Set up a branded domain email (like hello@yourbusiness.com) and authenticate it with DMARC/SPF/DKIM records. If that sounds like alphabet soup, ask your email provider for a tutorial or hire someone to do it right. This single tech fix could double your deliverability.

4. Stop Being Boring

I’m sorry, but it has to be said. If your emails are just “hey, buy my thing!” on repeat, regurgitated advice from three podcasts ago, or the biggest offender—a straight copy-paste from ChatGPT complete with flowery language and emojis for bullet points—people will tune out.

Your emails should:

• Entertain

• Educate

• Connect

And yes, you can (and should!) sell. But do it in a way that makes people want to read your next email, not hit unsubscribe.

5. Make It Personal (Even If You’re Scaling)

Automation is great. But nobody wants to feel like they’re talking to a bot. Use dynamic tags to personalize names or hide sections that aren’t relevant to them. Reference what they downloaded. Segment your audience based on interest. Speak like you’re writing to one person, not 10,000.

My Own Open Rates

My average open rate? 48%.

Even during a heavy sales season where I sent more emails than usual, my lowest dip was still 41%.

And no, I’m not some unicorn with a magical list.

I just actively manage it.

I clean it every month (and actively work to bring new, aligned leads to my list). I write like a real human. I test what works. I stop doing what doesn’t. And I definitely don’t blindly follow trends from people who made their millions in 2016.

If you’re willing to experiment and get strategic, you can hit 40–50% too. And when you do? Your list becomes a revenue-generating machine, not just a vanity metric.

But Isn’t a Big List Impressive?

I guess? I mean sure, if you're trying to pitch a book deal or impress a brand, they might ask for your list size. But a bloated, disengaged list is like bragging about having 100,000 Instagram followers when 10 people like your posts.

The reason people look for big audiences is to gauge your influence. And if at least ¾ of your audience is actively ignoring you, babe I’m sorry but that big number don’t impress me much.

Size isn’t everything 🤷‍♀️

What to Do Next If Your Open Rate Is Low

Here’s your 5-step plan:

1. Audit your open rate right now

Don’t guess. Go look. What’s your 30-day average? What was it last month?

2. Fix your tech

If you haven’t already, set up a professional email address with your domain. Authenticate it. Most platforms walk you through this in under 15 minutes.

3. Clean your list

Filter for anyone who hasn’t opened in 90 days and remove them. Yes, it hurts. Yes, it’s important. And yes you’ll have to do it again next month.

4. Start testing subject lines

Try humor. Try curiosity. Try something weird. Just don’t try safe and forgettable. If you need inspiration, take a look at your highest performing subject line—why do you think this worked so well? And what was the last email you got from someone else that made you want to read more?

5. Segment your list

If you have more than 300 people, try breaking them up: New subscribers, Buyers, Non-buyers, etc. That way, you can talk to each group like a real person. (And it goes without saying, but talking like a real person means using your own, not AI’s, words).

Final Word: Let’s Stop Settling for “Good Enough”

A good email open rate isn’t about vanity metrics or keeping up with the email Joneses. It’s about building real relationships that drive results.

If you're tired of fake encouragement and looking for a coach who gives it to you straight—we’re talking strategy, not sparkles—reach out.

In the meantime, stop aiming for “pretty good.” Aim for what’s possible.

Because it is.

And if your email list feels like a black hole right now, I can help. Whether it’s one-on-one strategy, done-for-you systems, or coaching that actually moves the needle, I’m here to help.