Email Open Rates By Industry (& Other Top Email Benchmarks)

 Have you ever wondered how your email results compare to those in your industry? Or perhaps, what kind of open rates should you expect? Is your click rate above or below the industry average?

Email deliverability is hard and there isn't always a good way to know how you are doing or how to improve. This benchmark data is really valuable because it gives you a reference for how well you're doing — and some indication of how to improve.

Download Now: Email Marketing Planning Template 

Email Marketing Benchmarks

Email marketing benchmarks provide you with useful information about the health of your email sends. Benchmarks allow you to see how your specific campaigns compare to the standards of your individual industry (Surprise! Each industry has different benchmarks). In turn, you can discover opportunities to improve your email strategy and work on achieving even better results.

 

Below, we’ll look at email benchmarks for various industries and provide resources for how you can improve each rate. We analyzed the email metrics of 19,033 customers to calculate the open, click-through, hard bounce, and unsubscribe rates of each industry from November 2018 - November 2019.

This data was pulled from individual accounts, and only those sending batch emails campaign. This data only includes campaigns with over 1000 sends. Lastly, the data was collected on a month-to-month basis, and then averaged on a per account basis. The industry and company size were self-reported during signup.

*Other: A catch-all used during sign-up if the customer didn’t fit into one of the listed categories.

What Is a Good Open Rate for Email?

A good email open rate meets the average, which is 20.94%. The results for your organization, however, will be dependent on the health of your list, the quality of your subject line, and the average benchmark for your industry. For example, the Education industry's average is 25% while the Electronics industry is only 19%.

Average Email Open Rates by Industry

What Open Rate Is: The percentage of email recipients who open a given emai