What are average open and click rates by industry?

'What are average open and click rates?' is a common question, and the answer is: it depends. The industry you operate in has a lot to do with the benchmarks you should reference when analyzing your own open and click data. 

This chart breaks out average open and click rates by industry. If your industry is not represented in the chart below, you can reference these ranges:

• Your average email open rate should be between 15-25%.
• Your average click-through rate should be about 1-5%.
• Your average click-to-open rate should be between 20-30%.
  • Source: Campaign Monitor

• Source: Smart Insights