Every year, some very smart number crunchers at the email marketing company Constant Contact spend time analyzing raw data related to 200 million emails sent by the company’s customers. Their goal is to find the average rates by business type of email opens, click-throughs, and bounces. (Note: The research covers aggregate data, not data related to specific customers.)
Email Marketing Performance Compared by Industries
Source: Constant Contact. As of December 2017. Posted: February 12, 2018
Open Rate | Percentage of email recipients who open it.
Bounce Rate | Percentage of email sent that could not be delivered.
Click-through Rate | Percentage of those who open an email and click on at least one: link, button, linked image.
Unsubscribe Rate | Percentage of recipients who opt-out of the mailing list.
Business Type | Open Rate (Total) | Mobile Open Rate | Tablet Open Rate | Desktop Open Rate | Click-Through Rate | Bounce Rate | Unsubscribe Rate |
Accommodations (ex. hotel, inn, B&B, camp grounds) | 16.88% | 64.18% | 19.64% | 44.15% | 6.17% | 9.08% | 0.02% |
Accountant | 13.14% | 59.11% | 16.55% | 73.24% | 8.56% | 9.13% | 0.01% |
Animal Services | 15.95% | 64.24% | 16.90% | 42.90% | 7.41% | 6.03% | 0.02% |
Art, Culture, Entertainment (ex. galleries, museums, musicians, theatre, film, crafts) | 16.21% | 54.76% | 17.05% | 45.53% | 6.41% | 7.26% | 0.01% |
Automotive Services | 13.56% | 64.65% | 14.14% | 42.87% | 8.08% | 8.48% | 0.03% |
Child Care Services | 18.68% | 84.52% | 7.57% | 35.41% | 5.79% | 7.96% | 0.01% |
Civic/Social Membership (ex. associations, chambers, clubs) | 23.23% | 60.48% | 14.17% | 71.97% | 7.91% | 9.48% | 0.01% |
Consultant, Training (ex. marketing, management) | 13.93% | 53.18% | 9.47% | 69.89% | 7.19% | 11.58% | 0.01% |
Education – Primary/Secondary (ex. elementary, middle, and high schools) | 23.05% | 69.21% | 10.64% | 49.95% | 7.83% | 8.48% | 0.01% |
Education – Higher Education (ex. colleges, universities, trade schools) | 18.35% | 63.57% | 10.85% | 48.74% | 7.72% | 8.56% | 0.01% |
Financial Advisor | 17.08% | 57.86% | 14.01% | 59.48% | 7.11% | 11.41% | 0.02% |
Fitness Center, Sports, Recreation (ex. yoga studio, bowling alley, gym) | 15.72% | 67.84% | 13.79% | 35.25% | 5.60% | 10.03% | 0.01% |
Fitness/Nutritional Services (ex. personal trainer, wellness coach) | 14.20% | 71.66% | 11.96% | 33.94% | 6.86% | 6.93% | 0.02% |
Government Agency or Services | 22.51% | 65.58% | 14.22% | 73.59% | 9.14% | 10.05% | 0.01% |
Health & Social Services (ex. hospital, elder care, adoption services) | 19.18% | 59.02% | 14.53% | 71.26% | 6.69% | 10.20% | 0.02% |
Health Professional (ex. physician, dentist, chiropractor) | 16.94% | 63.14% | 14.47% | 51.29% | 6.23% | 10.18% | 0.03% |
Home & Building Services (ex. construction, HVAC, landscaping, design) | 19.66% | 56.00% | 15.36% | 59.84% | 5.72% | 10.87% | 0.04% |
Insurance | 15.10% | 52.55% | 9.15% | 84.43% | 6.86% | 7.63% | 0.02% |
Legal Services | 20.61% | 57.42% | 9.19% | 71.66% | 6.80% | 12.42% | 0.02% |
Manufacturing and Distribution | 14.87% | 47.65% | 11.57% | 71.21% | 7.85% | 11.90% | 0.01% |
Marketing, Advertising, Public Relations | 10.36% | 51.25% | 10.38% | 51.34% | 5.98% | 9.17% | 0.01% |
Other | 22.50% | 53.79% | 15.42% | 45.24% | 4.69% | 8.61% | 0.01% |
Other – Non-profit | 19.71% | 59.52% | 15.76% | 57.46% | 6.86% | 9.68% | 0.02% |
Personal Services (ex. dry cleaning, photography, housekeeping) | 17.62% | 59.78% | 13.85% | 48.66% | 6.30% | 9.59% | 0.02% |
Professional Services | 17.40% | 57.61% | 12.02% | 63.66% | 7.39% | 10.72% | 0.02% |
Publishing | 14.87% | 54.17% | 15.80% | 52.80% | 12.84% | 8.99% | 0.01% |
Real Estate | 15.99% | 54.14% | 9.80% | 55.80% | 6.32% | 11.89% | 0.02% |
Religious Organization | 25.62% | 71.11% | 20.36% | 47.80% | 6.69% | 7.98% | 0.01% |
Restaurant, Bar, Cafe, Caterer | 15.66% | 59.11% | 17.30% | 39.16% | 4.22% | 10.22% | 0.02% |
Retail (ex. brick and mortar and online) | 11.51% | 56.23% | 19.62% | 34.36% | 6.70% | 6.76% | 0.01% |
Salon, Spa, Barber (ex. nails, tanning) | 13.42% | 66.08% | 13.81% | 28.13% | 3.69% | 13.50% | 0.01% |
Technology (ex. web developer) | 13.03% | 43.83% | 6.82% | 75.20% | 5.85% | 11.56% | 0.01% |
Transportation | 17.80% | 64.67% | 13.46% | 63.32% | 14.56% | 10.47% | 0.02% |
Travel and Tourism (ex. limo driver, tour guide, reservations) | 14.67% | 50.50% | 19.87% | 53.36% | 6.69% | 11.22% | 0.02% |
Unknown | 12.66% | 60.79% | 14.68% | 49.64% | 7.96% | 9.82% | 0.01% |
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