---
title: Industry benchmarks
description: How do you know if your newsletter is doing well? Industry benchmarks give you a reference point.
---

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# Industry benchmarks

## How do you know if your newsletter is doing well? Industry benchmarks give you a reference point.

How do you know if your newsletter is doing well? Industry benchmarks give you a reference point.

### A note on benchmarks

Benchmarks are a starting point, not a verdict. Your specific audience, industry, and content strategy matter more than average numbers. A 25% open rate might be excellent in one industry and concerning in another.

That said, here are some broadly applicable ranges to help you orient.

### General email marketing benchmarks

These are rough averages across industries (based on commonly cited industry reports):

### By industry (rough ranges)

- **Associations / Member organizations** — typically higher open rates (30-45%), engaged audience
- **B2B media / Publishing** — 20-30% opens, 3-6% clicks
- **Nonprofits** — 25-35% opens, 2-4% clicks
- **Education** — 25-40% opens, 3-6% clicks
- **B2C retail / Consumer brands** — 15-25% opens, 1-3% clicks
- **Government / Public sector** — 25-40% opens, 2-5% clicks
- **Tech / SaaS** — 20-30% opens, 2-5% clicks

### Why rasa.io users often outperform benchmarks

Because rasa.io's newsletters are AI-personalized:

- Subscribers see content they're more likely to engage with
- Engagement compounds over time as the AI learns
- Click rates in particular tend to outperform industry averages

If you're consistently below benchmark for your industry, that's worth investigating. If you're above, great — but always look for opportunities to grow further.

### What to do if you're below benchmark

**If opens are low:**

- Review your subject line strategy (see Subject lines)
- Check deliverability — are you authenticated? Are bounces low?
- Consider list hygiene — inactive subscribers drag down rates
- Test send time and frequency

**If clicks are low (but opens are fine):**

- Subject line is working, content isn't landing
- Review your sources — are articles relevant to your audience?
- Look at featured articles — are they compelling?
- Review your layout — is it easy to read and click?

**If both are low:**

- Bigger strategic issue
- Reach out to [support@rasa.io](mailto:support@rasa.io) for a deeper review

### What to do if you're above benchmark

- Don't get complacent — engagement can drift
- Document what's working so you can replicate it
- Look for opportunities to grow your list — you have a strong product
- Consider testing higher frequency to see if engagement holds

### Important caveats

- **Open rates are less reliable since Apple Mail Privacy Protection** — they tend to inflate iOS opens, so trend lines are more useful than absolute numbers
- **B2B sees more bot/scanner traffic than B2C** — use Without Suspect Clicks for cleaner numbers
- **Highly engaged niches** (member organizations, paid subscribers) typically run higher than general benchmarks

### What's next

- Analytics overview — the full map of reports
- Email Health Report — a deeper look at your performance
- Suspect clicks — getting accurate click data

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