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Newsletter Email Benchmarks

Newsletter email benchmarks including open rates, click-through rates, unsubscribe rates, and engagement metrics for regular subscriber communications.

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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%+

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

Related Tools

Frequently Asked Questions

What is a good newsletter open rate?

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.

How often should I send a newsletter?

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.

What is the best day to send a newsletter?

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.

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