Email Marketing Average Open Rate: Blog Content, Deliverability, Inbox Placement

Email marketing is a type of digital marketing that helps businesses grow by communicating with customers via email.

The open rate of a typical email is between 20% and 30%, but it depends on a variety of factors.

This article will tell you the average open rate for different types of content within email marketing campaigns and how you can use that number to optimize your email marketing efforts.

Blog Content

Blog content is read on blogs and websites, so it typically appears on the front page of a business’s website. In most cases, blogs are updated every couple of weeks, and they’re usually around 500 words. So, if you’re planning to include blog content in an email marketing campaign, make sure to write concise and interesting content that packs a punch.

Case Study

Case studies fall into the educational category and are usually around 500 words long. According to HubSpot Blogs, the average open rate for case studies is 40%. But you have to write a compelling case study to ensure that potential customers will actually want to read it.

The structure of a case study is usually comprised of three parts: the problem, the solution, and the analysis. You’ll usually find that most case studies include an analysis of the competition, customers, and the market. When writing a case study for an email marketing campaign, make sure to include all three parts so that your reader feels like they’ve benefited from your efforts.

Product Review

A product review is similar to a case study in that it’s usually around 500 words long. However, product reviews are usually published on review websites like Yelp or the Google Shopping Express, which helps boost an average open rate of 75%.

Like a case study, a product review usually begins with a problem, solution, and analysis. However, the solution and analysis can be a little more subjective than a case study. When writing a review for an email marketing campaign, include enough information for the reader to understand exactly what was bought, how it was used, and whether or not it was effective. Also, make sure to include any downsides or concerns that your readers may have.

How-To Article

An how-to article is usually a step-by-step guide for performing some task or action. Like a product review, an how-to article for email marketing has three parts: problem, solution, and analysis. But instead of reviewing a product, the reader will usually be given instructions on how to perform some task, such as writing an email campaign or sending out a press release.

This type of content is usually published on websites and blogs that offer free assistance or tutorials, like the ones found on Squarespace or When writing an how-to article, pick a task that you know will resonate with your audience.

White Paper

A white paper is a type of academic or research paper that is usually around 1500 words long. These types of papers are usually published by businesses for other businesses or by universities as an example of best practices or as a tool to analyze market data.

Businesses that publish white papers usually include statistical information and supporting research. When writing a white paper for an email marketing campaign, make sure that your data is correct and that you’ve used appropriate sources. Also, make sure to place a Call to Action at the end of the paper to ensure that your readers move to action. For example, you could ask them to subscribe to your newsletter, visit your website, or enter their email address in order to receive future communications.


An ebook is a type of digital publication that is mostly text-based. These files can be downloaded to a Kindle, Nook, or other reading devices. Due to the nature of ebooks, they usually have multiple pages and can be around 5000 words long. So, if you’re considering whether or not to include ebooks in your digital marketing strategy, make sure to think about what your target audience will enjoy most about this format.


An infographic is a type of graphic that is usually made up of both text and pictures. Due to their combination of text and images, infographics are usually easier for customers to understand and more effective at conveying information than a typical graphic or piece of text. Businesses primarily generate infographics for web audiences and social media users, but they can also be used as part of an email marketing campaign. When creating an infographic for a marketing campaign, make sure to use a mix of both still shots and text to give the reader the most effective information.

The bottom line is that none of these content types is inherently better or worse than the others. It depends on the needs of your target audience and the type of content you’re trying to promote.

As you can see, there are many different types of content that you can use in an email marketing campaign. But if you want to see your email open rate grow, make sure that your content is engaging and that you’re using the right words and platforms. With a little bit of research and a lot of effort, you can easily achieve a 30%+ open rate with your next email marketing campaign.

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