Email Marketing Benchmarks by Industry

Open rate, click rate, and unsubscribe rate benchmarks by industry, derived from analysis of billions of tracked emails sent to campaigns of at least 1,000 subscribers. Non-profits and education see the highest open rates; ecommerce sees the lowest click rates among the industries covered. Apple's Mail Privacy Protection is noted as a caveat that may inflate measured open rates.

• Business + Finance: 31.35% open rate, 2.78% click rate, 0.15% unsubscribe rate
• Non-Profits: 40.04% open rate, 3.27% click rate — the highest open rate among covered industries
• Education + Training: 35.64% open rate, 3.02% click rate, 0.18% unsubscribe rate
• Ecommerce: 29.81% open rate, 1.74% click rate — the lowest click rate among covered industries
• All-industry average: 35.63% open rate, 2.62% click rate, 0.22% unsubscribe rate
• Open rate accuracy is affected by Apple Mail Privacy Protection — treat open rate as directional, not precise, for Apple Mail-heavy lists

• • Benchmarking a lifecycle/retention email program's open and click rates against its industry
• • Explaining to stakeholders why open rate alone is an unreliable success metric post-MPP