Email Marketing Benchmarks By Industry: CTR, Bounce Rate, Open Rate

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Have you ever wondered how your industry compares to others in regards to email marketing benchmarks? Our clients who are embarking on email marketing campaigns often ask us what they can expect for an average email open rate, CTR, and bounce rate. Our typical response is that those email metrics vary by industry.

With the consistent client requests, we thought we would scour the web to find current data on average bounce rates, open rates, click through rates, etc., segmented by industry. We came across data from Mailchimp which was exactly what we were searching for – so we decided to break it down and create graphics we could quickly send to clients.

Email Marketing Benchmarks by Industry

Methodology

The data is based on the analysis of email campaigns with over 1000 subscribers. It included the analysis of hundreds of millions of emails.

  • Average Open Rate: If the user opened the email.
  • Average Click Through Rate: Did the user use a link in the email to click through to your website
  • Average Unsub Rate: The rate at which users unsubscribe from your email communication.
  • Average Bounce Rate: This is the average of soft and hard bounces reported in the data.

Agriculture and Food Services Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the agricultural and food service industry.

Open Rate: 25.06% CTR: 3.21% Unsubscribe Rate: .29% Bounce Rate: .55%

Agriculture-Food-Services-Email-Benchmarks

Architecture Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the architecture industry.

Open Rate: 24.92% CTR: 2.99% Unsubscribe Rate: .37% Bounce Rate: 1.38%Architecture-Construction-Email-Benchmarks

Beauty and Personal Care Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the beauty and personal care industry.

Open Rate: 18.82% CTR: 2.12% Unsubscribe Rate: .33% Bounce Rate: .43%

Beauty-Personal-Care-Email-Benchmarks

Business and Finance Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the business and finance industry.

Open Rate: 21.22% CTR: 2.76% Unsubscribe Rate: .24% Bounce Rate: .66%

Business-Financial-Email-Marketing-Benchmarks

Computers and Electronics Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the computer and electronics industry.

Open Rate: 21.19% CTR: 2.30% Unsubscribe Rate: .30% Bounce Rate: .93%

Computer-Electronics-Email-Benchmarks

Construction Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the construction industry.

Open Rate: 22.39% CTR: 1.94% Unsubscribe Rate: .45% Bounce Rate: 1.93%

Construction-Email-Benchmarks

Consulting Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the consulting industry.

Open Rate: 19.53% CTR: 2.34% Unsubscribe Rate: .29% Bounce Rate: .86%

Consulting-Email-Benchmarks

Creative Services Digital Agency Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the creative and digital agency space.

Open Rate: 22.50% CTR: 2.72% Unsubscribe Rate: .36% Bounce Rate: 1.03%

Creative-Agency-Email-Benchmarks

Daily Deals and E-Coupons Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for daily deals and e-coupon email marketing campaigns.

Open Rate: 14.16% CTR: 1.91% Unsubscribe Rate: .11% Bounce Rate: .11%

Deals-Coupons-Email-Benchmarks

E-commerce Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for eCommerce email marketing campaigns.

Open Rate: 16.77% CTR: 2,46% Unsubscribe Rate: .22% Bounce Rate: .29%

Ecommerce-Email-Benchmarks

Education and Training Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the education industry.

Open Rate: 21.79% CTR: 2.71% Unsubscribe Rate: .20% Bounce Rate: .54%

Education-Email-Benchmarks

Entertainment and Events Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the entertainment and event industry.

Open Rate: 21.43% CTR: 2.36% Unsubscribe Rate: .28% Bounce Rate: .49%

Entertainment-Events-Email-Benchmarks

Gambling Industry Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the gambling and casino industry.

Open Rate: 17.29% CTR: 3.19% Unsubscribe Rate: .16% Bounce Rate: .44%

Gambling-Email-Benchmarks

Gaming Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the gaming industry.

Open Rate: 21.33% CTR: 3.44% Unsubscribe Rate: .24% Bounce Rate: .50%

Games-Email-Benchmarks

Government Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for government email marketing campaigns.

Open Rate: 26.20% CTR: 3.65% Unsubscribe Rate: .13% Bounce Rate: .46%

Government-Email-Benchmarks

Health and Fitness Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the health and fitness industry.

Open Rate: 22.33% CTR: 2.77% Unsubscribe Rate: .38% Bounce Rate: .48%Health-Fitness-Email-Benchmarks

Home and Garden Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the home and garden industry.

Open Rate: 24.39% CTR: 3.72% Unsubscribe Rate: .38% Bounce Rate: .54%

Home-Garden-Email-Benchmarks

Insurance Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for insurance companies.

Open Rate: 20.75% CTR: 2.17% Unsubscribe Rate: .24% Bounce Rate: .81%

Insurance-Email-Benchmarks

Legal and Law Firm Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for lawyers and law firms.

Open Rate: 22.62% CTR: 3.0% Unsubscribe Rate: .23% Bounce Rate: .74%

Legal-Email-Benchmarks

Manufacturing Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the manufacturing industry.

Open Rate: 22.54% CTR: 2.46% Unsubscribe Rate: .26% Bounce Rate: 1.29%

Manufacturing-Email-Benchmarks

Marketing and Advertising Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the marketing and advertising industry.

Open Rate: 18.11% CTR: 2.02% Unsubscribe Rate: .28% Bounce Rate: .73%

Marketing-Advertising-Email-Benchmarks

Media and Publishing Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the media and publishing industry.

Open Rate: 22.15% CTR: 4.65% Unsubscribe Rate: .12% Bounce Rate: .25%

Media-Publishing-Email-Benchmarks

Medical, Dental, and Healthcare Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for dentists and the general medical and health industry.

Open Rate: 22.65% CTR: 2.49% Unsubscribe Rate: .30% Bounce Rate: .80%

Medical-Dental-Healthcare-Email-Benchmarks

Music and Musicians Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for the music industry and musicians.

Open Rate: 22.90% CTR: 2.91% Unsubscribe Rate: .29% Bounce Rate: .55%

Music-Musicians-Email-Marketing-Benchmarks

Non-Profit Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for non-profits.

Open Rate: 25.13% CTR: 2.84% Unsubscribe Rate: .19% Bounce Rate: .47%

Non-Profit-Email-Marketing-Benchmarks

Pharmaceutical Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the pharmaceutical industry.

Open Rate: 19.86% CTR: 2.59% Unsubscribe Rate: .22% Bounce Rate: .78%

Pharmaceutical-Email-Marketing-Benchmarks

Political Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for political and politician email marketing campaigns.

Open Rate: 22.68% CTR: 2.31% Unsubscribe Rate: .22% Bounce Rate: .46%

Politics-Email-Marketing-Benchmarks

Professional Service Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the professional services industry.

Open Rate: 20.77% CTR: 2.58% Unsubscribe Rate: .31% Bounce Rate: .84%

Professional-Services-Email-Marketing-Benchmarks

Public Relations Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the public relations industry.

Open Rate: 19.99% CTR: 1.65% Unsubscribe Rate: .22% Bounce Rate: .73%

Public-Relations-Email-Marketing-Benchmarks

Real Estate Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the real estate industry.

Open Rate: 21.32% CTR: 1.95% Unsubscribe Rate: .32% Bounce Rate: .63%

Real-Estate-Email-Marketing-Benchmarks

Recruitment and Staffing Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the recruiting and staffing industry.

Open Rate: 20.19% CTR: 2.28% Unsubscribe Rate: .31% Bounce Rate: .58%

Recruitment-Staffing-Email-Marketing-Benchmarks

Religion Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for churches and religion institutions.

Open Rate: 26.34% CTR: 3.28% Unsubscribe Rate: .12% Bounce Rate: .19%

Religion-Church-Email-Marketing-Benchmarks

Restaurant and Events Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns for restaurants and in the event industry.

Open Rate: 22.96% CTR: 1.38% Unsubscribe Rate: .41% Bounce Rate: .55%

Restaurant-Email-Marketing-Benchmarks

Retail Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the retail industry.

Open Rate: 21.33% CTR: 2.63% Unsubscribe Rate: .28% Bounce Rate: .36%

Retail-Email-Marketing-Benchmarks

Software and The Web App Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the software and web app industry.

Open Rate: 21.29% CTR: 2.36% Unsubscribe Rate: .39% Bounce Rate: 1.00%

Software-App-Email-Marketing-Benchmarks

Sports Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the sports industry.

Open Rate: 25.79% CTR: 3.39% Unsubscribe Rate: .28% Bounce Rate: .50%

Sports-Email-Marketing-Benchmarks

Telecommunications Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the telecommunications industry.

Open Rate: 21.47% CTR: 2.51% Unsubscribe Rate: .28% Bounce Rate: 1.10%

Telecommunications-Email-Marketing-Benchmarks

Travel and Transportation Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the travel and transportation industry.

Open Rate: 20.53% CTR: 2.27% Unsubscribe Rate: .24% Bounce Rate: .61%

Travel-Transportation-Email-Marketing-Benchmarks

Vitamin Supplements Email Marketing Metrics

Below you will find the average percentage for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing campaigns in the vitamin supplement industry.

Open Rate: 17.70% CTR: 1.91% Unsubscribe Rate: .27% Bounce Rate: .32%

Vitamin-Supplements-Email-Marketing-Benchmarks

As you can see the average open rate, CTR, bounce rate, and unsub rate in most cases varies by fractions of a percent. This slight difference in percentage may not seem like much, but when a brand is sending out thousands or hundreds-of-thousands of emails, this can result in huge differences.

 

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