Definition
Industry benchmarks are standardised metrics that represent average email marketing performance within a specific sector. They are compiled by analysing aggregated data from thousands of email senders within each industry category, providing a reference point for evaluating your own email programme's performance.
Benchmarks help marketers answer the question: "Are we doing well compared to our peers?" They provide context for performance evaluation, goal setting, and budget justification.
Average Benchmarks by Industry
| Industry | Open Rate | Click Rate | CTOR | Bounce Rate |
|---|---|---|---|---|
| Agriculture | 23.4% | 3.2% | 13.7% | 1.8% |
| Ecommerce | 18.7% | 2.8% | 15.0% | 1.5% |
| Education | 25.1% | 4.1% | 16.3% | 1.2% |
| Finance | 20.2% | 2.5% | 12.4% | 1.6% |
| Healthcare | 22.6% | 3.0% | 13.3% | 1.4% |
| Media & Publishing | 21.9% | 4.5% | 20.5% | 2.1% |
| Real Estate | 24.5% | 3.4% | 13.9% | 1.7% |
| SaaS & Technology | 19.8% | 2.9% | 14.6% | 2.0% |
| Travel & Hospitality | 17.5% | 2.1% | 12.0% | 2.3% |
| Nonprofit | 25.3% | 3.8% | 15.0% | 1.3% |
Cross-industry averages: Open Rate 18-22%, Click Rate 2.5-3.5%, CTOR 20-30%, Bounce Rate under 3%.
How to Use Benchmarks
- Set realistic goals: Use benchmarks as a starting point, not a ceiling. Top-quartile performers significantly outpace averages.
- Compare apples to apples: Segment benchmarks by industry, email type, and audience geography for meaningful comparisons.
- Track trends over time: Compare your metrics against benchmarks quarterly to identify improvement or decline.
- Consider context: A low open rate for a re-engagement email is normal — benchmarks should be specific to campaign type.
- Do not fixate on one metric: A holistic view across multiple metrics provides a more accurate performance picture.
Important Caveats
- Benchmarks are averages: Half of all senders perform below the average and half above — falling below average is not necessarily a sign of failure.
- Data collection methods vary: Different benchmark sources use different methodologies, so compare with a single trusted source over time.
- Apple Mail Privacy Protection skews open rates: Since 2021, MPP artificially inflates open rates, making this metric less reliable for benchmarking.
- Your audience is unique: The best benchmark for your programme is your own historical performance. Industry benchmarks provide context but should not override your own data.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
Benchmarks are compiled by email service providers, analytics companies, and industry organisations that aggregate anonymous performance data from their user bases. Major sources include Mailchimp, Constant Contact, Campaign Monitor, and GetResponse.
Review updated benchmarks annually or when you change industry categories. Significant shifts in market conditions — like Apple MPP's impact on open rates — may warrant more frequent checks.
No. Benchmark your programme against industry standards to understand relative performance, then optimise against your own historical data and business goals. Chasing industry averages can lead to misguided optimisation that does not serve your specific audience.