What is a good email open rate?

Across all industries, the average open rate is 17.92%. If your campaigns are consistently above this, your subject lines and sender reputation are likely in good shape. Below this figure is a signal to review your list quality, send frequency, or subject line approach.

What is the best day to send a marketing email?

It depends on what you are optimising for. Thursday produces the highest open rates, Tuesday drives the best click rates, and Saturday sees the highest click-to-open rates. Monday and Sunday/Monday are best for keeping unsubscribe and bounce rates low.

What is a normal email bounce rate?

The average bounce rate across industries is 1.06%. A rate consistently above this suggests list hygiene issues, such as old or invalid addresses that need to be removed.

What is a good click-to-open rate for email?

The industry average click-to-open rate is 14.10%. This metric tells you how many people who opened your email actually clicked something, so it reflects how relevant and compelling your email content is, separate from your subject line performance.

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Email Marketing Benchmarks by Industry: 2019 Stats

Real email marketing benchmarks from millions of campaigns, broken down by industry and day of week, so you can see exactly where your numbers stand.

11 July 2019uncategorized

Every industry is different, and audiences engage with email in their own ways. Knowing the benchmark for your specific industry tells you whether your campaigns are performing well or whether there is room to improve.

After analysing millions of campaigns across industries, here is what the data shows.

Average email benchmarks for all industries

Average open rate: 17.92%
Average click rate: 2.69%
Average click-to-open rate: 14.10%
Average unsubscribe rate: 0.17%
Average bounce rate: 1.06%

Industry averages

Best days for email marketing

Thursday, best day for high open rates
Tuesday, best day for high click rates
Sunday/Monday, best days for low unsubscribes
Saturday, best day for high click-to-open rates
Monday, best day for low bounce rates

Worst days for email marketing

Sunday, worst day for email opens
Sunday, worst day for click-throughs
Wednesday, worst day for unsubscribes
Monday, worst day for click-to-open rates
Friday, worst day for high bounces

Frequently asked questions

What is a good email open rate?: Across all industries, the average open rate is 17.92%. If your campaigns are consistently above this, your subject lines and sender reputation are likely in good shape. Below this figure is a signal to review your list quality, send frequency, or subject line approach.
What is the best day to send a marketing email?: It depends on what you are optimising for. Thursday produces the highest open rates, Tuesday drives the best click rates, and Saturday sees the highest click-to-open rates. Monday and Sunday/Monday are best for keeping unsubscribe and bounce rates low.
What is a normal email bounce rate?: The average bounce rate across industries is 1.06%. A rate consistently above this suggests list hygiene issues, such as old or invalid addresses that need to be removed.
What is a good click-to-open rate for email?: The industry average click-to-open rate is 14.10%. This metric tells you how many people who opened your email actually clicked something, so it reflects how relevant and compelling your email content is, separate from your subject line performance.

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