email marketing benchmarks

As an expert email sender you should know how many emails should have been opened or clicked, but this rate varies from industry to industry. So here we are presenting the open rates, click rates, bounce rates, and unsubscribe rates by industry.

Email campaign statistics

Industry Open Rate Click Rate Bounce Rate Unsubscribe Rate
Accounting 27% 4% 10% 0.5%
Advertising 24% 4% 7% 0.4%
Art 26% 5% 6% 0.3%
E-commerce 19% 5% 5% 0.3%
Education 25% 4% 4% 0.2%
Financial 20% 2% 4% 0.3%
Health 19% 3% 3% 0.5%
Hotel 27% 7% 5% 0.5%
Legal 25% 3% 4% 0.4%
Marketing 20% 2% 8% 0.4%
Real Estate 22% 4% 4% 0.3%
Restaurant 26% 3% 3% 0.4%
Technology 21% 3% 6% 0.4%