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October 8, 2020

2020 Email Marketing Benchmarks Segmented By Industry

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, unsubscribe rate, 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 which was exactly what we were searching for – so we decided to break it down into segments that we could quickly send to clients.

As you’ll 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.

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. This was broken out by hard bounces and soft bounces.

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.

agriculture-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.

architecture-email-benchmarks

Beauty 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.

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.

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.

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.

Consulting Firms 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.

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.

Daily Deals and 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.

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.

Education 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.

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.

Gambling and Casino 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.

Gaming 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 gaming industry.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Politics 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.

Professional 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 professional services industry.

PR 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.

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.

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.

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.

Restaurant 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.

Retail 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 retail industry.

Software and 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.

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.

Telecommunications 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 telecommunications industry.

Travel 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 travel and transportation industry.

Photography 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 photography industry.

This content was originally published here.

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