Email Open Rate and Click Rate Benchmarks

All the email stats you need to know

It’s important to know the numbers you can expect from your email marketing efforts. You know email marketing is effective, but how are your emails really stacking up? For this guide, I’ve compiled all the numbers you need to gauge how your emails are performing. All data presented is pulled from 2020 reports from Hubspot, Klaviyo, Mailchimp and Campaign Monitor respectively.

What's a good email open rate?

According to Campaign Monitor, your average email open rate should be between 15-25%.

Generally, that’s right on par with what you should expect from your emails. According to Klaviyo, a great open rate is above 25% with a proficient open rate being between 15% - 20%.

What's a good email click rate?

Again, Campaign Monitor suggests your average click rate should be about 2.5%, which gives an average click-to-open rate between 20-30%.

Are email benchmarks different per industry?

Absolutely. Every industry has a different audience which leads to different metrics for email performance. Taking a closer look at specific industries, Mailchimp presents it’s benchmarks per industry taken November 2019: 

Industry

Average Open Rate

Average Click Rate

Hard Bounce

Soft Bounce

Unsubscribe Rate

All non-labeled accounts

22.71%

2.91%

0.40%

0.61%

0.25%

Agriculture and Food Services

23.31%

2.94%

0.32%

0.50%

0.28%

Architecture and Construction

22.51%

2.51%

0.73%

1.18%

0.32%

Arts and Artists

26.27%

2.95%

0.30%

0.51%

0.28%

Beauty and Personal Care

16.65%

1.92%

0.26%

0.33%

0.30%

Business and Finance

21.56%

2.72%

0.43%

0.55%

0.20%

Computers and Electronics

19.29%

2.08%

0.47%

0.79%

0.27%

Construction

21.77%

2.26%

0.86%

1.28%

0.39%

Consulting

20.13%

2.49%

0.50%

0.79%

0.27%

Creative Services/Agency

21.39%

2.66%

0.58%

0.93%

0.35%

Daily Deals/E-Coupons

15.06%

2.23%

0.07%

0.13%

0.10%

E-Commerce

15.68%

2.01%

0.19%

0.26%

0.27%

Education and Training

23.42%

2.90%

0.32%

0.51%

0.21%

Entertainment and Events

20.51%

2.36%

0.28%

0.43%

0.26%

Gambling

21.62%

3.30%

0.42%

0.38%

0.15%

Games

21.10%

3.66%

0.37%

0.44%

0.25%

Government

28.77%

3.99%

0.33%

0.50%

0.13%

Health and Fitness

21.48%

2.69%

0.30%

0.40%

0.40%

Hobbies

27.74%

5.01%

0.18%

0.31%

0.23%

Home and Garden

21.60%

3.03%

0.32%

0.52%

0.35%

Insurance

21.36%

2.13%

0.67%

0.71%

0.25%

Legal

22.00%

2.81%

0.52%

0.66%

0.22%

Manufacturing

19.82%

2.18%

0.72%

1.18%

0.31%

Marketing and Advertising

17.38%

2.04%

0.44%

0.68%

0.27%

Media and Publishing

22.15%

4.62%

0.14%

0.27%

0.12%

Medical, Dental, and Healthcare

21.72%

2.49%

0.51%

0.63%

0.28%

Mobile

19.29%

2.27%

0.48%

0.58%

0.37%

Music and Musicians

21.88%

2.94%

0.28%

0.48%

0.26%

Non-Profit

25.17%

2.79%

0.33%

0.49%

0.20%

Pharmaceuticals

18.58%

2.25%

0.39%

0.53%

0.17%

Photo and Video

23.24%

3.23%

0.43%

0.65%

0.40%

Politics

22.94%

2.37%

0.28%

0.41%

0.21%

Professional Services

21.94%

2.55%

0.56%

0.83%

0.31%

Public Relations

21.02%

1.98%

0.45%

0.71%

0.17%

Real Estate

19.17%

1.77%

0.38%

0.56%

0.27%

Recruitment and Staffing

21.14%

2.53%

0.45%

0.53%

0.30%

Religion

27.62%

3.16%

0.17%

0.25%

0.15%

Restaurant

19.77%

1.34%

0.37%

0.50%

0.28%

Restaurant and Venue

20.39%

1.40%

0.32%

0.45%

0.39%

Retail

18.39%

2.25%

0.22%

0.32%

0.25%

Social Networks and Online Communities

21.06%

3.32%

0.20%

0.34%

0.22%

Software and Web App

21.29%

2.45%

0.65%

0.97%

0.37%

Sports

24.57%

3.09%

0.26%

0.39%

0.28%

Telecommunications

20.92%

2.27%

0.63%

0.87%

0.23%

Travel and Transportation

20.44%

2.25%

0.31%

0.51%

0.24%

Vitamin Supplements

15.03%

1.62%

0.23%

0.36%

0.27%

Average Totals

21.33%

2.62%

0.40%

0.58%

0.26%

 

Benchmarks by email type 

Email type can also affect your numbers. Consider this breakdown of email rates per email type from Get Response’s email marketing benchmark 2020 report.

email open rates by email type

It's no surprise that triggered and automated emails outperform single-off email blasts. Essentially, the triggered and automated emails are sent automatically when a subscriber takes an action, resulting in a highly targeted communication. That timelines and relevancy leads to higher open and click rates. 

Click here to learn how to leverage different email types here. 

Ways to improve your email stats

The first step to increasing your email open rate is to segment your list. This can be done by collecting relevant information during sign up, or by creating segments to your current list based on things like subscriber activity, location or even by sending out a survey to request for info. From there, make sure your emails are personalized to each group. 

The next biggest tip is to A/B test. I recommend testing the delivery time and subject line. Always remember to keep subject lines short, straight-forward and personalized when possible. In fact, emails with personalized subject lines are 26% more likely to be opened, according to Campaign Monitor.  

Just remember, your email stats can always improve. Start testing every email and keep track of your findings. To help you keep track, I created a Google doc template. Test 1 thing for every email over the next three months so you'll identify your winning formula to nail this email marketing game. And that means higher engagement and ultimately higher sales.

Click the link below to use the A/B Test Tracker.