email open rates by industry illustration

Email Open Rates by Industry

Email Open rate Comparison by Industry Chart

Have you wondered if enough people open your emails?
Are you frustrated with your low open rates?

Take a look at these charts to find out the average open rate in your industry:

 

As of April 2018:

Business Type Open Rate
(Total)
Mobile Open
Rate
Tablet Open
Rate
Desktop Open
Rate
Click-Through
Rate
Bounce
Rate
Unsubscribe
Rate
All Industries – Overall Average 18.16% 61.24% 12.95% 61.08% 7.77% 9.60% 0.02%
Accommodations (e.g., hotel, inn, B&B, camp grounds) 17.15% 68.47% 17.97% 47.18% 7.37% 8.09% 0.03%
Accountant 16.29% 51.93% 15.53% 70.76% 7.70% 11.32% 0.01%
Animal Services 18.12% 67.87% 16.46% 49.26% 8.71% 6.40% 0.03%
Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts) 17.18% 57.86% 17.19% 52.69% 7.39% 7.18% 0.02%
Automotive Services 14.49% 63.89% 12.95% 47.33% 8.83% 8.48% 0.03%
Child Care Services 22.54% 89.09% 6.68% 42.77% 6.60% 7.55% 0.02%
Civic/Social Membership (e.g., associations, chambers, clubs) 25.28% 62.28% 12.43% 80.17% 8.18% 10.01% 0.01%
Consultant, Training (e.g., marketing, management) 13.40% 52.43% 8.09% 73.56% 7.07% 10.08% 0.01%
Education – Primary/Secondary (e.g., elementary, middle, and high schools) 24.14% 73.50% 9.38% 56.52% 8.53% 7.27% 0.01%
Education – Higher Education (e.g., colleges, universities, trade schools) 21.51% 65.67% 8.97% 56.59% 8.12% 9.04% 0.01%
Financial Advisor 16.66% 55.25% 12.85% 66.19% 7.52% 9.66% 0.02%
Fitness Center, Sports, Recreation (e.g., yoga studio, bowling alley, gym) 17.70% 72.37% 13.18% 40.66% 7.04% 10.22% 0.01%
Fitness/Nutritional Services (e.g., personal trainer, wellness coach) 14.41% 73.81% 11.20% 39.04% 8.33% 6.84% 0.02%
Government Agency or Services 23.68% 65.10% 13.37% 83.60% 9.38% 10.40% 0.01%
Health & Social Services (e.g., hospital, elder care, adoption services) 22.03% 62.57% 14.10% 88.24% 8.27% 10.57% 0.02%
Health Professional (e.g., physician, dentist, chiropractor) 18.39% 66.04% 13.67% 59.20% 7.26% 9.91% 0.03%
Home & Building Services (e.g., construction, HVAC, landscaping, design) 19.68% 57.87% 15.07% 66.64% 7.20% 9.08% 0.05%
Insurance 15.29% 51.41% 7.74% 97.87% 8.21% 7.43% 0.03%
Legal Services 21.09% 59.06% 7.99% 79.46% 7.05% 11.95% 0.02%
Manufacturing and Distribution 16.48% 49.24% 10.61% 83.62% 8.76% 12.34% 0.02%
Marketing, Advertising,
Public Relations
11.22% 50.66% 9.27% 60.25% 6.47% 9.97% 0.01%
Other 23.13% 53.25% 16.49% 52.35% 6.02% 8.55% 0.01%
Other – Non-profit 21.76% 63.87% 14.41% 68.29% 8.03% 9.73% 0.02%
Personal Services (e.g., dry cleaning, photography, housekeeping) 19.00% 64.37% 13.58% 55.72% 7.71% 10.22% 0.02%
Professional Services 17.59% 58.86% 10.73% 69.08% 8.01% 10.98% 0.02%
Publishing 15.42% 54.15% 14.55% 56.65% 12.62% 9.18% 0.01%
Real Estate 16.86% 54.25% 8.69% 60.42% 5.76% 12.60% 0.02%
Religious Organization 28.02% 71.66% 19.71% 52.32% 7.41% 8.26% 0.01%
Restaurant, Bar, Cafe, Caterer 16.42% 61.90% 16.84% 44.46% 4.66% 10.71% 0.02%
Retail (e.g., brick and mortar, online) 11.98% 57.52% 19.64% 40.41% 7.75% 6.16% 0.01%
Salon, Spa, Barber (e.g., nails, tanning) 13.89% 69.61% 12.99% 32.03% 4.22% 11.55% 0.02%
Technology (e.g., web developer)   13.07% 42.28% 6.07% 78.94% 5.84% 12.82% 0.01%
Transportation 17.98% 62.40% 12.48% 64.77% 14.43% 10.75% 0.02%
Travel and Tourism (e.g., limo driver, tour guide, reservations) 15.53% 51.62% 19.58% 59.69% 7.73% 11.08% 0.02%

Source:   https://knowledgebase.constantcontact.com/guides/KnowledgeBase/5409-average-industry-rates?lang=en_US

marketing 6pack quiz

Mailchimp email open rates by industry

MailChimp scanned hundreds of millions of email campaigns to get the stats. Here’s what we learned.

They have slightly different data, but basically it’s similar to the one above.

Industry Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
All non-labeled accounts 21.09% 2.61% 0.61% 0.39% 0.012% 0.23%
Agriculture and Food Services 23.12% 2.69% 0.57% 0.36% 0.012% 0.29%
Architecture and Construction 23.13% 2.55% 1.39% 0.91% 0.014% 0.35%
Arts and Artists 26.03% 2.66% 0.57% 0.34% 0.012% 0.29%
Beauty and Personal Care 17.01% 1.76% 0.38% 0.28% 0.013% 0.31%
Business and Finance 20.47% 2.59% 0.63% 0.46% 0.010% 0.21%
Computers and Electronics 19.39% 1.98% 0.92% 0.54% 0.012% 0.29%
Construction 21.01% 2.03% 1.38% 0.98% 0.018% 0.40%
Consulting 18.96% 2.15% 0.88% 0.58% 0.011% 0.28%
Creative Services/Agency 21.59% 2.51% 1.02% 0.70% 0.012% 0.37%
Daily Deals/
E-Coupons
14.92% 2.30% 0.12% 0.07% 0.005% 0.10%
ecommerce 15.66% 2.07% 0.31% 0.19% 0.011% 0.24%
Education and Training 21.80% 2.48% 0.54% 0.37% 0.009% 0.20%
Entertainment
and Events
20.41% 2.19% 0.48% 0.32% 0.009% 0.28%
Gambling 18.47% 3.15% 0.42% 0.42% 0.013% 0.14%
Games 19.71% 3.19% 0.47% 0.39% 0.013% 0.24%
Government 26.52% 3.65% 0.49% 0.34% 0.006% 0.13%
Health and Fitness 20.06% 2.18% 0.41% 0.33% 0.013% 0.37%
Hobbies 27.35% 4.78% 0.33% 0.19% 0.013% 0.23%
Home and Garden 22.21% 3.02% 0.57% 0.35% 0.016% 0.36%
Insurance 20.99% 2.09% 0.75% 0.72% 0.016% 0.25%
Legal 21.14% 2.71% 0.75% 0.54% 0.010% 0.22%
Manufacturing 20.51% 2.18% 1.30% 0.83% 0.015% 0.35%
Marketing and Advertising 16.48% 1.74% 0.71% 0.47% 0.010% 0.26%
Media and Publishing 21.92% 4.55% 0.29% 0.15% 0.005% 0.12%
Medical, Dental,
and Healthcare
21.09% 2.25% 0.69% 0.59% 0.015% 0.29%
Mobile 18.41% 1.98% 0.61% 0.48% 0.011% 0.34%
Music and Musicians 21.80% 2.68% 0.55% 0.33% 0.011% 0.28%
Non-Profit 24.11% 2.57% 0.50% 0.35% 0.009% 0.20%
Pharmaceuticals 18.95% 2.39% 0.69% 0.55% 0.010% 0.20%
Photo and Video 22.99% 2.90% 0.72% 0.47% 0.014% 0.40%
Politics 22.30% 2.13% 0.43% 0.31% 0.013% 0.21%
Professional Services 20.77% 2.39% 0.90% 0.61% 0.012% 0.30%
Public Relations 20.21% 1.63% 0.72% 0.46% 0.007% 0.19%
Real Estate 19.67% 1.80% 0.57% 0.40% 0.015% 0.29%
Recruitment
and Staffing
19.33% 1.81% 0.51% 0.47% 0.008% 0.28%
Religion 25.33% 2.92% 0.24% 0.15% 0.007% 0.13%
Restaurant 20.26% 1.06% 0.37% 0.22% 0.011% 0.28%
Retail 19.36% 2.24% 0.35% 0.24% 0.011% 0.27%
Social Networks and Online Communities 21.13% 3.16% 0.38% 0.23% 0.008% 0.22%
Software and
Web Apps
19.81% 2.05% 1.02% 0.69% 0.011% 0.35%
Sports 23.77% 2.88% 0.44% 0.31% 0.010% 0.28%
Telecommunications 20.27% 2.20% 0.96% 0.69% 0.010% 0.24%
Travel and Transportation 20.03% 2.00% 0.63% 0.39% 0.012% 0.24%

 

Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/

And the third data shows some changes but not big changes:

Email Open Rates by Industry

  1. Arts and Entertainment: 47%
  2. Auto: 35%
  3. Beauty and Fitness: 40%
  4. Biotech: 37%
  5. Business and Industrial: 41%
  6. Software: 28%
  7. Computers and Electronics: 35%
  8. Construction: 45%
  9. Design and Development: 39%
  10. Event Services: 35%
  11. Finance: 40%
  12. Healthcare: 33%
  13. Hospitality: 40%
  14. HR: 44%
  15. IT: 38%
  16. Insurance: 38%
  17. Internet and Telecom: 40%
  18. Jobs and Education: 32%
  19. Legal and Government: 44%
  20. Management Consulting: 40%
  21. Marketing and Advertising: 25%
  22. Media: 32%
  23. Non-profit: 28%
  24. Professional Training and Coaching: 36%
  25. PR and Communications: 28%
  26. Real estate: 42%
  27. Shopping: 41%
  28. Travel: 28%

Source: https://blog.hubspot.com/sales/average-email-open-rate-benchmark

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