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2018 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.

2018 Email Marketing Benchmarks by Industry

The 2018 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.

2018 Agriculture and Food Services Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - agriculture and food services
email marketing benchmarks – agriculture and food services

2018 Architecture Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - agriculture and construction
email marketing benchmarks – agriculture and construction

2018 Beauty and Personal Care Email Marketing Metrics

lead capture banner blog post

Below are the 2018 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%

email marketing benchmarks - arts and artists
email marketing benchmarks – arts and artists

2018 Business and Finance Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - business and finance
email marketing benchmarks – business and finance

2018 Computers and Electronics Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - computers and electronics
email marketing benchmarks – computers and electronics

2018 Construction Email Marketing Metrics

Below you will find the 20172018 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%

email marketing benchmarks - construction
email marketing benchmarks – construction

2018 Consulting Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - consulting
email marketing benchmarks – consulting

2018 Creative Digital Agency Email Marketing Metrics

Below are the 2018 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%

email marketing benchmarks - digital agency
email marketing benchmarks – digital agency

2018 Daily Deals and E-Coupons Email Marketing Metrics

Below you will find the 2018 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%

email marketing benchmarks - daily deal websites and e-coupons
email marketing benchmarks – daily deal websites and e-coupons

2018 E-commerce Email Marketing Metrics

Below you will find the 2018 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%

 email marketing benchmarks - ecommerce websites
email marketing benchmarks – ecommerce websites

2018 Education and Training Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - education and training
email marketing benchmarks – education and training

2018 Entertainment and Events Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - entertainment and events
email marketing benchmarks – entertainment and events

 

2018 Health and Fitness Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - health and fitness
email marketing benchmarks – health and fitness

2018 Home and Garden Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - home and garden
email marketing benchmarks – home and garden

2018 Insurance Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - insurance
email marketing benchmarks – insurance

2018 Legal and Law Firm Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - legal and law firms
email marketing benchmarks – legal and law firms

2018 Manufacturing Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - manufacturing
email marketing benchmarks – manufacturing

2018 Marketing and Advertising Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - marketing and advertising
email marketing benchmarks – marketing and advertising

2018 Medical, Dental, and Healthcare Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - medicine, dental and healthcare
email marketing benchmarks – medicine, dental and healthcare

 

2018 Non-Profit Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - non-profit
email marketing benchmarks – non-profit

2018 Pharmaceutical Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - pharmaceuticals
email marketing benchmarks – pharmaceuticals

2018 Professional Service Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - professional services
email marketing benchmarks – professional services

 

2018 Real Estate Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - real estate
email marketing benchmarks – real estate

2018 Recruitment Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - recruitment
email marketing benchmarks – recruitment

2018 Church Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - church
email marketing benchmarks – church

2018 Restaurant Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - restaurants
email marketing benchmarks – restaurants

2018 Retail Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - retail
email marketing benchmarks – retail

2018 Software and App Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - software and web app
email marketing benchmarks – software and web app

2018 Sports Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - sports
email marketing benchmarks – sports

2018 Travel Email Marketing Metrics

Below are the 2018 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%

 email marketing benchmarks - travel and transportation
email marketing benchmarks – travel and transportation

In Conclusion

So now that you have found your industry-specific email marketing stats, your 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.