Average Open Rates for Gambling Email Campaigns

Hey guys
Recently started getting deeper into email marketing in the gambling niche and now testing a few different email data sources. The thing is -the open rates are VERY different depending on the source, so I’m trying to understand what’s actually considered normal here

Right now most of my emails land either in Inbox or Promotions, probably around 50/50

Wanted to ask people with more experience in this space:
- what open rate do you usually consider “good” in gambling?
- what numbers are realistic during early tests?
- and at what point do you understand that a source is worth scaling?
Would really appreciate hearing some real numbers/opinions from people working with email traffic

Although it wasn’t gambling, we had conducted experiments in a similar niche, and the open rates—which were considered good were 7% or higher

Elissa44 said:

Although it wasn’t gambling, we had conducted experiments in a similar niche, and the open rates—which were considered good were 7% or higher

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Interesting, thanks for sharing.
Honestly thought “good” open rates would be a bit higher, but maybe gambling is just much rougher in terms of deliverability

Were you working with cold external databases or more warmed-up/retargeting traffic?
Right now I’m testing a few different sources and the difference in opens is pretty crazy, so just trying to understand what numbers are actually realistic before scaling

Cold and warm air masses make a big difference in opening rates. Ours was considered a bit of a cold air mass; perhaps it could be higher in a warm auidence.

Elissa44 said:

Cold and warm air masses make a big difference in opening rates. Ours was considered a bit of a cold air mass; perhaps it could be higher in a warm auidence.

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Yeah, that actually makes sense
Are you running everything on your own infrastructure/domains or using external sending platforms?
And what vertical are you mainly working in?

ArtemBB said:

Yeah, that actually makes sense
Are you running everything on your own infrastructure/domains or using external sending platforms?
And what vertical are you mainly working in?

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I was using external platforms the more affordable ones. I was working in finance, specifically with forex and crypto.