The average open rate for an email marketing message in Australia is about 22 percent, according to a February 2013 report from Australian email marketing firm Vision6. The company gathered the data from emails that it sends on behalf of other companies. According to the report, the sales and marketing sector had the lowest unique open rate in the first half of 2012 at 11.1 percent. However, that number went up to 14.19 percent during the second half of the year. Advertising and media, on the other hand, had a higher open rate of 20.7 percent during the first half of the year, but that number dropped slightly to 19.78 percent during the second half of the year.