B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
20%
20% -- email open rate promotional for Email (promotional sends) (2026)
A healthy open rate benchmark for promotional emails is 20-30%.
- Represents the lower bound of a healthy benchmark range (20-30%)
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
FirstPier
Primary
Tier B
https://www.firstpier.com/glossary/engagement-rate ↗
Source Article
Engagement Rate: Benchmarks and How to Improve It
Engagement rate is the percentage of an audience that interacts with a piece of content - liking, commenting, sharing, saving, or clicking. It measures how well content resonates with the people who see it, rather than just how many people were exposed. The most common formula in social media is:
En…
Original Research
FirstPier
· Original study ↗
Methodology
20-30% is healthy for promotional sends.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Email (promotional sends): 20% email open rate promotional. Source: FirstPier (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-open-rate-promotional
HTML Embed
<blockquote cite="https://lighthousedata.io/data/email-open-rate-promotional" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- email open rate promotional for Email (promotional sends)<br><small>Source: FirstPier (2026) · <a href="https://lighthousedata.io/data/email-open-rate-promotional" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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