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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