Are your email campaigns delivering results, or are you falling short? Comparing your performance to email marketing benchmarks reveals insights into your strengths and weaknesses, guiding you to craft more impactful campaigns.
The percentage of email recipients who open your emails reflects how effectively your subject lines and sender reputation engage your audience.
Open rates reveal whether your audience finds your emails compelling enough to click on. Strong open rates are the foundation of email marketing success.
Industry | Average Open Rate |
Nonprofit | 25%–30% |
Retail/E-commerce | 15%–20% |
SaaS | 20%–25% |
Travel/Hospitality | 18%–22% |
Healthcare | 25%–30% |
Education | 30%–35% |
Real Estate | 19%–22% |
Technology | 21%–23% |
CTR measures the percentage of recipients who clicked on links in your email, providing a direct indicator of how engaging your email content is.
A higher CTR indicates that your email resonates with recipients and successfully drives them toward desired actions like visiting a website or making a purchase.
Industry | Average CTR |
Nonprofit | 3%–5% |
Retail/E-commerce | 2%–3% |
SaaS | 3%–4% |
Financial Services | 2%–3% |
Technology | 3%–5% |
The bounce rate is the percentage of emails that fail to reach recipients due to invalid addresses or technical issues.
A high bounce rate can harm your sender reputation, leading to reduced deliverability rates and campaign performance.
Industry | Average Bounce Rate |
Retail/E-commerce | 0.5%–1% |
SaaS | 0.5%–1% |
Education | 0.5%–1% |
Technology | 0.7%–1.2% |
The conversion rate is the percentage of recipients who complete a desired action, such as purchasing or signing up, after interacting with your email.
It shows how effectively your email content and offers convert recipients into customers.
Industry | Average Conversion Rate |
Retail/E-commerce | 2%–3% |
SaaS | 5%–7% |
Nonprofit | 2%–4% |
Technology | 5%–6% |
The unsubscribe rate measures the percentage of recipients who opt out of your email list after receiving a campaign.
Monitoring unsubscribe rates helps identify content or frequency issues that may alienate your audience.
Industry | Average Unsubscribe Rate |
Nonprofit | 0.1%–0.3% |
Retail/E-commerce | 0.2%–0.5% |
SaaS | 0.2%–0.4% |
Email ROI calculates the revenue generated for every dollar spent on email marketing efforts.
It highlights the profitability of your email campaigns, ensuring your investments are paying off.
Industry | Average ROI (per $1 spent) |
Retail/E-commerce | $42 |
SaaS | $36 |
Nonprofit | $40 |
Financial Services | $38 |
Anastasia Belyh
Anastasia Belyh is a senior tech writer with over 15 years of experience in marketing, sales, and business software. Having worked in investment banking, management consulting, and founded multiple companies, her in-depth knowledge and hands-on expertise make her software reviews authoritative, trustworthy, and highly practical for business decision-makers.