AVERAGE INDUSTRY RATES FOR EMAIL AS OF MAY 2020
What the Numbers Mean
The open, click-through, bounce, and unsubscribe rates for your campaign give a well-rounded picture of how your emails are being received. They also give you a place to start when you’re looking to improve!
- Open Rate – Measures the percentage of emails opened compared to sent.
- Bounce Rate – Measures the number of emails sent compared to the number of emails delivered.
- Click-through rate – Compares the number of people who clicked on a link within an email against the unique number of opens.
Comparison by Industry Chart
“My open rate is too low,” is a common misconception. Take a look at the open rate for your industry. If your open rate is close, you’re doing great!
As of May 2020:
| Business Type | Open Rate (Total) |
Click-Through Rate |
Bounce Rate |
| All Industries – Overall Average | 16.22% | 7.17% | 7.75% |
| Accommodations (e.g., hotel, inn, B&B, camp grounds) | 15.80% | 4.71% | 6.64% |
| Accountant | 19.63% | 5.51% | 8.60% |
| Animal Services | 20.06% | 5.52% | 6.99% |
| Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts) | 17.22% | 4.75% | 6.85% |
| Automotive Services | 11.08% | 7.08% | 6.35% |
| Child Care Services | 24.45% | 7.12% | 5.64% |
| Civic/Social Membership (e.g., associations, chambers, clubs) | 21.65% | 7.42% | 8.18% |
| Consultant, Training (e.g., marketing, management) | 11.04% | 6.46% | 8.07% |
| Education – Primary/Secondary (e.g., elementary, middle, and high schools) | 27.13% | 7.45% | 6.24% |
| Education – Higher Education (e.g., colleges, universities, trade schools) | 19.56% | 6.93% | 7.16% |
| Financial Advisor | 14.66% | 6.64% | 8.33% |
| Fitness Center, Sports, Recreation (e.g., yoga studio, bowling alley, gym) | 16.98% | 4.80% | 8.21% |
| Fitness/Nutritional Services (e.g., personal trainer, wellness coach) | 13.03% | 5.63% | 4.10% |
| Government Agency or Services | 25.19% | 7.38% | 7.86% |
| Health & Social Services (e.g., hospital, elder care, adoption services) | 22.25% | 6.86% | 8.96% |
| Health Professional (e.g., physician, dentist, chiropractor) | 18.90% | 4.48% | 7.04% |
| Home & Building Services (e.g., construction, HVAC, landscaping, design) | 16.27% | 4.03% | 8.59% |
| Insurance | 16.70% | 7.49% | 8.05% |
| Legal Services | 16.95% | 7.68% | 12.27% |
| Manufacturing and Distribution | 12.53% | 6.45% | 9.03% |
| Marketing, Advertising, Public Relations | 11.97% | 9.21% | 8.71% |
| Other | 13.15% | 5.50% | 6.49% |
| Other – Nonprofit | 20.57% | 6.67% | 7.93% |
| Personal Services (e.g., dry cleaning, photography, housekeeping) | 16.77% | 4.40% | 8.41% |
| Professional Services | 14.87% | 6.26% | 8.54% |
| Publishing | 13.40% | 12.42% | 7.69% |
| Real Estate | 12.77% | 4.82% | 9.71% |
| Religious Organization | 28.43% | 8.88% | 7.27% |
| Restaurant, Bar, Cafe, Caterer | 15.84% | 4.15% | 8.00% |
| Retail (e.g., brick and mortar, online) | 12.12% | 7.31% | 8.96% |
| Salon, Spa, Barber (e.g., nails, tanning) | 14.04% | 2.27% | 10.41% |
| Technology (e.g. web developer) | 9.65% | 7.68% | 6.65% |
| Transportation | 15.59% | 11.99% | 8.04% |
| Travel and Tourism (e.g., limo driver, tour guide, reservations) | 12.86% | 4.06% | 7.12% |
| Unknown | 13.15% | 6.96% | 8.27% |
