Newsletter Email Benchmarks
Newsletters are regularly scheduled emails sent to subscribers, typically weekly or monthly. They focus on delivering ongoing value rather than driving immediate sales, making them a foundational email type for relationship building.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 20-30% | 32%+ | 40%+ |
| Click-Through Rate | 2.5-4% | 5%+ | 7%+ |
| Click-to-Open Rate | 12-16% | 18%+ | 22%+ |
| Unsubscribe Rate | 0.1-0.3% | Below 0.1% | Below 0.05% |
| Share / Forward Rate | 0.5-1% | 2%+ | 4%+ |
Why Newsletter Benchmarks Matter
Newsletters are the backbone of most email marketing programmes. They maintain ongoing relationships with subscribers between purchases or conversions. Monitoring your newsletter benchmarks helps you identify content fatigue, list health issues, and engagement trends before they affect your broader email programme. A declining open rate over several issues is often the first sign that you need to refresh your content strategy or clean your list.
Benchmarks by Industry
| Industry | Open Rate | CTR | Unsubscribe Rate |
|---|---|---|---|
| Ecommerce | 18-25% | 2-4% | 0.15-0.3% |
| SaaS | 22-30% | 3-5% | 0.2-0.4% |
| Media / Publishing | 22-32% | 3-6% | 0.1-0.25% |
| Nonprofit | 25-35% | 3.5-6% | 0.08-0.2% |
| Education | 24-32% | 3.5-5.5% | 0.1-0.2% |
| Healthcare | 22-28% | 2.5-4.5% | 0.1-0.2% |
How to Improve Newsletter Performance
- Maintain consistent scheduling: Send on the same day and time each week or month. Predictability builds habit and expectation.
- Lead with value in every issue: Every newsletter should answer one question: what does the reader gain from opening this? If the answer is not clear, rewrite the issue.
- Use a clear, repeatable format: Consistency of format trains readers to scan and find what interests them. Use recurring sections (e.g. "Tip of the Week," "Interesting Read") to build familiarity.
- Keep it scannable: Most newsletter readers skim. Use short paragraphs, bullet points, bold headlines, and clear visual hierarchy.
- Include a single primary link: While newsletters can include multiple stories, designate one as the primary piece and give it the most prominent placement.
- Track engagement per subscriber: Identify subscribers who have not opened in 30-60 days and move them to a reduced frequency or re-engagement flow before they unsubscribe.
- Ask for feedback periodically: Include a "how are we doing?" link every few issues. Reader feedback helps you refine content and avoid blind spots.
Recommended Newsletter Cadence
| Frequency | Best For |
|---|---|
| Weekly | Media, content-driven brands, educational content |
| Bi-Weekly | SaaS, B2B, professional services |
| Monthly | Ecommerce, nonprofits, healthcare |
| Quarterly | Enterprise, high-consideration industries |
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Frequently Asked Questions
A good newsletter open rate is between 20% and 30% for most industries. Rates above 32% are above average and above 40% are excellent. Nonprofit and education newsletters typically perform at the higher end of this range.
Weekly is the most common frequency and works well for most content-driven brands. Bi-weekly is better for B2B audiences who have less time for email. Monthly is appropriate for ecommerce brands that do not want to overwhelm subscribers. The key is consistency — whatever frequency you choose, stick to it.
Tuesday, Wednesday, and Thursday consistently perform best for newsletters across most industries. Tuesday at 10am and Thursday at 11am are commonly cited as optimal send times. Test your specific audience to find what works best.
A declining newsletter open rate usually indicates list fatigue, content relevance issues, or deliverability problems. Review your sending frequency, content quality, and subject line strategy. Also check if your emails are landing in spam folders by monitoring your spam complaint rate.
Focus on a single primary call-to-action per issue, use clear and benefit-driven link text, place your main link above the fold, and ensure your content delivers on the promise made in the subject line. Personalised content recommendations can also significantly boost CTR.