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2017 Email Marketing Stats: CTR, Open Rate, Bounce Rate By Industry

Have you ever wondered how your industry compares to others in regards to email marketing benchmarks? Or maybe you’re wondering which industry has the best CTR and Email Open rate? After using our email collection app at trade shows and conferences our clients often ask us what they can expect for an average email open rate, CTR, and bounce rate for their email marketing campaign.

We came across data from Mailchimp  – so we decided to break it down and create graphics for quick reference.

2017 Email Marketing Benchmarks by Industry

The 2017 data is based on the analysis of hundreds of millions of emails.

  • Open Rate: did the user open the email.
  • Click Through Rate: Did the user click through to your website.
  • Unsub Rate: The rate at which users unsubscribe from your email.
  • Bounce Rate: The average of soft and hard bounces.

What you’ll notice is that the averages vary by fractions of a percent. This slight difference in percentage may not seem like much, but when a business is sending out thousands of emails, this can result in a huge difference in ROI.

2017 Agriculture and Food Services Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the agricultural and food service industry.

Open Rate: 24.71%  CTR: 2.98%  Unsubscribe Rate: .29%  Bounce Rate: .51%

2017 Architecture Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the architecture industry.

Open Rate: 24.78%  CTR: 2.90%  Unsubscribe Rate: .36%  Bounce Rate: 1.29%

2017 Beauty and Personal Care Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the beauty and personal care industry.

Open Rate: 27.23%  CTR: 2.85%  Unsubscribe Rate: .29%  Bounce Rate: .53%

2017 Business and Finance Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the business and finance industry.

Open Rate: 20.97%  CTR: 2.73%  Unsubscribe Rate: .23% Bounce Rate: .60%

2017 Computers and Electronics Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the computer and electronics industry.

Open Rate: 20.87%  CTR: 2.16%  Unsubscribe Rate: .31%  Bounce Rate: .86%

2017 Construction Email Marketing Metrics

Below you will find the 20172017 average for open rate, click through rate, unsubscribe rate, and bounce rate for email marketing by the construction industry.

Open Rate: 22.10%  CTR:  1.95% Unsubscribe Rate: .43% Bounce Rate: 1.38%

2017 Consulting Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the consulting industry.

Open Rate: 19.54%  CTR: 2.26% Unsubscribe Rate: .29% Bounce Rate: .81%

2017 Creative Digital Agency Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by creative and digital agencies.

Open Rate: 22.41%  CTR: 2.61% Unsubscribe Rate: .38% Bounce Rate: .99%

2017 Daily Deals and E-Coupons Email Marketing Metrics

Below you will find the 2017 average for open rate, click through rate, unsubscribe rate, and bounce rate for daily deals and e-coupon email marketing.

Open Rate: 15.22%  CTR: 2.39% Unsubscribe Rate: .10% Bounce Rate:  .085%

2017 E-commerce Email Marketing Metrics

Below you will find the 2017 average for open rate, click through rate, unsubscribe rate, and bounce rate for eCommerce email marketing.

Open Rate: 16.75% CTR: 2.32% Unsubscribe Rate: .23% Bounce Rate: .27%

2017 Education and Training Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the education industry.

Open Rate: 22% CTR: 2.63% Unsubscribe Rate: .20% Bounce Rate: .5%

2017 Entertainment and Events Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the entertainment and event industry.

Open Rate: 21.21% CTR: 2.33% Unsubscribe Rate: .28% Bounce Rate: .5%

 

2017 Health and Fitness Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the health and fitness industry.

Open Rate: 21.93% CTR: 2.57% Unsubscribe Rate: .39% Bounce Rate: .44%

2017 Home and Garden Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the home and garden industry.

Open Rate: 23.82% CTR: 3.47% Unsubscribe Rate: .37% Bounce Rate: .48%

2017 Insurance Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for insurance companies.

Open Rate: 21.56% CTR: 2.11% Unsubscribe Rate: .26% Bounce Rate: .79%

2017 Legal and Law Firm Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for lawyers and law firms.

Open Rate: 22.49% CTR: 2.99% Unsubscribe Rate: .23% Bounce Rate: .71%

2017 Manufacturing Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the manufacturing industry.

Open Rate: 21.74% CTR: 2.33% Unsubscribe Rate: .36% Bounce Rate: 1.9%

2017 Marketing and Advertising Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the marketing and advertising industry.

Open Rate: 17.81% CTR: 1.92% Unsubscribe Rate: .28% Bounce Rate: .69%

2017 Medical, Dental, and Healthcare Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for dentists and the general medical and health industry.

Open Rate: 22.43% CTR: 2.42% Unsubscribe Rate: .30% Bounce Rate: .51%

 

2017 Non-Profit Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for non-profits.

Open Rate: 24.98% CTR: 2.76% Unsubscribe Rate: .19% Bounce Rate: .45%

2017 Pharmaceutical Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the pharmaceutical industry.

Open Rate: 20.02% CTR: 2.51% Unsubscribe Rate: .22% Bounce Rate: .76%

2017 Professional Service Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the professional services industry.

Open Rate: 20.89% CTR: 2.47% Unsubscribe Rate: .31% Bounce Rate: .82%

 

2017 Real Estate Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the real estate industry.

Open Rate: 20.84% CTR: 1.91% Unsubscribe Rate: .31% Bounce Rate: .56%

2017 Recruitment Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the recruiting and staffing industry.

Open Rate: 20.73% CTR: 2.18% Unsubscribe Rate: .32% Bounce Rate: .56%

2017 Church Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for churches and religious institutions.

Open Rate: 26.46% CTR: 3.11% Unsubscribe Rate: .13% Bounce Rate: .18%

2017 Restaurant Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns for restaurants and the event industry.

Open Rate: 21.17% CTR: 1.25% Unsubscribe Rate: .26% Bounce Rate: .23%

2017 Retail Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the retail industry.

Open Rate: 20.96% CTR: 2.50% Unsubscribe Rate: .28% Bounce Rate: .32%

2017 Software and App Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the software and web app industry.

Open Rate: 20.95% CTR: 2.29% Unsubscribe Rate: .39% Bounce Rate: .95%

2017 Sports Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the sports industry.

Open Rate: 25.41% CTR: 3.19% Unsubscribe Rate: .29% Bounce Rate: .44%

2017 Travel Email Marketing Metrics

Below are the 2017 averages for open rate, CTR, unsubscribe rate, and bounce rate for email marketing campaigns by the travel and transportation industry.

Open Rate: 20.69% CTR: 2.17% Unsubscribe Rate: .24% Bounce Rate: .56%

In Conclusion

So now that you have found your industry specific email marketing stats, you next question is, “how do I lower bounce rate and unsubscribe rate, and increase open rate and click through rate?”.

This is a much more complicated problem that requires a custom solution. But, in short, the way to get better email marketing stats is to make sure you are providing value with every email you send, and you’ve segmented your list to ensure your emails are contextually relevant to the users who are receiving them.

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