Open Rate Benchmark Checker
Is your open rate good? Compare against creator newsletter benchmarks for your niche and list size.
How this tool works
Enter your average open rate and list size. The tool compares your numbers against creator-industry benchmarks segmented by list size tier and niche.
Benchmarks are percentile bands: below 25th percentile (needs work), 25th–50th (average), 50th–75th (above average), above 75th (top tier). You'll see where you fall and what improvement levers matter most at your tier.
Small lists (under 1,000) naturally show higher open rates due to personal relationships — benchmarks adjust for this. Large lists (25,000+) have lower absolute rates but higher absolute reach.
Use the recommendations section to prioritize fixes: subject lines, send-time optimization, list hygiene, or re-engagement campaigns — based on which tier you're in.
Methodology & benchmarks
- Benchmark data from InfluencersKit aggregate analytics (anonymized, 2025): median creator newsletter open rate is 38.2% across all list sizes.
- Tier medians: <1,000 subs: 48%, 1,000–5,000: 42%, 5,000–25,000: 36%, 25,000+: 31%. Niche adjustments: B2B +4%, Lifestyle −3%, Finance +2%.
- Percentile bands calculated from interquartile ranges per tier. 'Top tier' = 75th percentile and above for your size bracket.
- Apple Mail Privacy Protection (MPP) inflates opens by 5–15% since 2021. If most of your audience is on Apple Mail, treat reported opens as an upper bound — click rate is a more reliable engagement signal.
Frequently asked questions
What is a good open rate for a newsletter?
For creator newsletters: 35–45% is healthy, 45%+ is excellent, below 25% signals deliverability or relevance problems. B2B newsletters trend 5–10 points higher; lifestyle newsletters trend slightly lower.
Why is my open rate dropping?
Common causes: list fatigue (sending too often), subject line quality decline, new subscribers not engaged (poor welcome sequence), spam folder placement, or Apple MPP changes. Check each in order.
Does list size affect open rate?
Yes. Smaller lists almost always show higher rates because subscribers have a personal connection. As you grow, expect gradual decline — focus on absolute opens (subscribers × rate) rather than the percentage alone.
How do I improve my newsletter open rate?
Top levers: (1) consistent sender name, (2) subject lines under 50 characters with specific hooks, (3) send at the same day/time weekly, (4) prune inactive subscribers every 90 days, (5) strong welcome sequence for new signups.
Is open rate still a reliable metric?
It's directionally useful but imperfect. Apple MPP pre-fetches images for privacy, counting false opens. Pair open rate with click rate, reply rate, and unsubscribe rate for a fuller picture.
What open rate do sponsors expect?
Most sponsors want 30%+ documented over 90 days. Premium B2B newsletters command higher rates at 40%+. Be honest in your media kit — sponsors verify with tracking links and UTM data.