'What are average open and click rates?' is a common question, and the answer is: it really depends. The industry you operate in has a lot to do with the benchmarks you should be referencing when analyzing your own open and click data.
Discover the latest industry benchmarks for click rates, open rates and much more at MailChimp's Email Marketing Benchmarks. Please also see the chart below sourced from Campaign Monitor to view click and open rates by industry.
| Industry | Open Rates | Click- Rates |
| Advertising & Marketing | 20.5% | 1.8% |
| Agriculture, Forestry, Fishing, Hunting | 27.3% | 3.4% |
| Consumer Packaged Goods | 20% | 1.9% |
| Education | 28.5% | 4.4% |
| Financial Services | 27.1% | 2.4% |
| Restaurant, Food & Beverage | 18.5% | 2.0% |
| Government & Politics | 19.4% | 2.8% |
| Healthcare Services | 23.7% | 3.0% |
| IT/Tech/Software | 22.7% | 2.0% |
| Logistics & Wholesale | 23.4% | 2.0% |
| Media, Entertainment, Publishing | 23.9% | 2.9% |
| Nonprofit | 26.6% | 2.7% |
| Other | 19.9% | 2.6% |
| Professional Services | 19.3% | 2.1% |
| Real Estate, Design, Construction | 21.7% | 3.6% |
| Retail | 17.1% | 0.7% |
| Travel, Hospitality, Leisure | 20.2% | 1.4% |
| Wellness & Fitness | 19.2% | 1.2% |
| Average | 21.5% | 2.3 |
If your industry is not represented in the chart below, you can reference these ranges that are considered good averages across all industries:
- Your average email open rate should be between 17-28%.
- Your average click-through rate should be about 2-5%.
- Your average click-to-open rate should be between 6-17%.
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