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.
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 trigger emails to build repeat customers.
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.
https://docs.google.com/spreadsheets/d/1i_FK4tCvAy6-aj-YYHSOXXdwIClvzVLXVwew1H9q8_k/edit?usp=sharing
