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Introduction

Each year, Campaign Monitor pulls data from billions of emails sent from around the world. We compile these findings into benchmark reports, showing you how others in your industry have performed over the year.

In this guide, we compile all the historic benchmarks data so you can identify trends and changes in the email marketing world.

 

View the 2020 benchmarks report.

Looking for the latest data? Head to the 2020 report here.

Chapter 1

2019 Email benchmarks by industry and day

Here are the 2019 email marketing benchmarks. These stats are comprised from 2018 data, using billions of emails sent from Campaign Monitor customers throughout the world.

Average email benchmarks for all industries

  • Average open rate: 17.92%
  • Average click-through rate: 2.69%
  • Average unsubscribe rate: 0.17%
  • Average click-to-open rate: 14.10%
  • Average bounce rate: 1.06%

Email metrics benchmarks for the following industries: Advertising & Marketing Agencies, Agriculture, Forestry, Fishing & Hunting, Automotive & Aerospace, Construction, Contracting, & Manufacturing, Consumer Packaged Goods, Education Engineering, Architecture & Design, Financial Services, Food & Beverage, Government, Healthcare Services, IT / Tech / Software Services, Logistics & Wholesale, Media, Entertainment, & Publishing, Nonprofit, Other, Professional Services, Real Estate (Agents & Brokers), Real Estate (Design & Construction Activities), Retail, Travel, Hospitality, & Leisure Unknown

 

Email open rates by industry email benchmarks infographic. This infographic shows industry-specific data and statistics on email open rates.

 

click-through rate by industry, by day

 

Email unsubscribe rates by industry email benchmarks infographic. This infographic shows industry-specific data and statistics on email unsubscribe rates.

 

campaign monitor email benchmarks for click to open rates

 

Email bounce rates by industry email benchmarks infographic. This infographic shows industry-specific data and statistics on email bounce rates.

Best days for email marketing

  • Best day for highest email open rates: Thursday
  • Best day for highest click-through rates: Tuesday
  • Best day for lowest unsubscribe rates: Sunday or Monday
  • Best day for highest click-to-open rates: Saturday
  • Best day for lowest bounce rates: Monday

Worst days for email marketing

  • Worst day for lowest email open rates: Sunday
  • Worst day for lowest click-through rates: Sunday
  • Worst day for highest unsubscribe rates: Wednesday
  • Worst day for lowest click-to-open rates: Monday
  • Worst day for highest bounce rates: Friday

best day to send graphic that summarizes the two previous sections

 

Top industries by open rate

  1. Nonprofit (20.39%)
  2. Agriculture, Forestry, Fishing & Hunting (20.13%)
  3. Government (19.79%)
  4. Healthcare Services (19.12%)
  5. Other (18.94%)

What industries and professions have the best email open rates? Our email benchmarks 2019 statistics show us that these are the top industries for email open rates.

 

Top industries by click-to-open rate

  1. Agriculture, Forestry, Fishing & Hunting (18.03%)
  2. Media, Entertainment, & Publishing (17.15%)
  3. Real Estate, Design & Construction Activities (16.47%)
  4. Unknown (15.52%)
  5. Government (15.11%)

What industries and professions have the best email click rates? Our email benchmarks 2019 statistics show us that these are the top industries for email click rates.

View the latest benchmarks report. Get the latest metrics and stay up-to-date on your industry's measures. See the report
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