What are average open and click rates by industry?

'What is 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.

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Industry Open Rates Click- Rates Average 21.5% 2.3

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%.