Industry Benchmarks

Email Marketing Benchmarks,
by Industry

Average open rate, click rate, bounce rate and unsubscribe rate for 50 industries — sourced from real industry reports, with full attribution on every number.

Agency

Avg. open rate: 40.5%

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Agriculture And Food Services

Avg. open rate: 45.5%

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Architecture And Construction

Avg. open rate: 40.5%

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Art Gallery And Museum

Avg. open rate: 50.4%

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Artist

Avg. open rate: 49.2%

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Author

Avg. open rate: 43.1%

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Automotive

Avg. open rate: 12.6%

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B2B

Avg. open rate: 15.1%

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Beauty And Personal Care

Avg. open rate: 38.4%

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Blogger

Avg. open rate: 43.0%

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Coaching

Avg. open rate: 48.1%

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Construction

Avg. open rate: 40.0%

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Consulting

Avg. open rate: 46.0%

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CPG

Avg. open rate: 19.8%

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Ecommerce

Avg. open rate: 31.2%

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Education

Avg. open rate: 35.6%

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Educational Institution

Avg. open rate: 7.0%

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Entertainment And Events

Avg. open rate: 46.0%

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Finance

Avg. open rate: 37.2%

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Food Beverage And Cafes

Avg. open rate: 44.3%

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Games

Avg. open rate: 41.4%

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Government

Avg. open rate: 48.5%

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Health Fitness

Avg. open rate: 47.8%

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Healthcare

Avg. open rate: 21.8%

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Higher Education

Avg. open rate: 44.0%

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Hobbies

Avg. open rate: 53.3%

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Home And Garden

Avg. open rate: 39.2%

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Insurance

Avg. open rate: 44.4%

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Legal

Avg. open rate: 42.6%

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Manufacturing

Avg. open rate: 37.4%

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Marketing And Advertising

Avg. open rate: 37.2%

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Media

Avg. open rate: 43.0%

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Music And Musicians

Avg. open rate: 45.9%

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Nonprofit

Avg. open rate: 52.4%

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Online Courses

Avg. open rate: 43.1%

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Photo And Video

Avg. open rate: 50.0%

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Politics

Avg. open rate: 47.2%

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Public Relations

Avg. open rate: 47.2%

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Publishing

Avg. open rate: 22.9%

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Real Estate

Avg. open rate: 19.8%

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Recruitment And Staffing

Avg. open rate: 45.3%

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Religion

Avg. open rate: 55.7%

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Restaurant

Avg. open rate: 20.7%

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Retail

Avg. open rate: 37.5%

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SAAS

Avg. open rate: 22.1%

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Software And Web App

Avg. open rate: 39.3%

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Sports

Avg. open rate: 47.7%

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Technology

Avg. open rate: 35.3%

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Telecommunications

Avg. open rate: 37.2%

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Travel

Avg. open rate: 30.1%

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Data is sourced from publicly published industry reports (Mailchimp, MailerLite, Moosend and others) and refreshed on a rolling basis. Most industries above are backed by a single source report — each page cites its source and capture date. These are reference benchmarks only; they do not represent the performance of any specific company tracked in CompetitorInbox.