92% of online adults use email, and over 60% rely on it to make purchasing decisions. That’s massive potential, and it is no wonder why email is a pillar of digital marketing. With so much reach and influence, leveraging email statistics and understanding email marketing metrics is essential for modern markets to craft strategies that can generate engagement and drive conversion.
By analyzing email marketing stats such as open rates, click-through rates, and bounce rates, businesses can gain actionable insights into audience behaviour. In this blog post, we’ll break down key email metrics to help you unlock the full potential of your email campaigns and drive meaningful results.
Email Marketing Benchmarks
Averages Calculated Based on Data from: Constant Contact, Mailerlite, Omnisend, Mailchimp, and GetResponse.*
Average Email Open Rates by Industry
Tracking email open rates is crucial for understanding how well your campaigns capture attention. While industries like Education often lead with high open rates, others like Retail are steadily improving year-over-year. Benchmarking these metrics helps identify opportunities to optimize content and improve audience engagement. Here is a quick look at the average email open rates for various industries (HubSpot).
- Agencies and Creative Services: 34.21%
- Architecture and Construction: 36.99%
- Artists, Writers, and Performers: 42.40%
- Arts and Entertainment: 32.91%
- Automotive: 29.76%
- Beauty and Personal Care: 34.16%
- Business and Finance: 34.30%
- Charities and Nonprofits: 42.08%
- Computers and Electronics: 33.88%
- Consulting: 33.67%
- Ecommerce: 34.20%
- Educational Institutions: 37.35%
- Entertainment and Events: 37.70%
- Faith and Religion: 43.65%
- Finance: 26.48%
- Games: 30.86%
- Government: 43.75%
- Health and Fitness: 34.64%
- Hobbies: 36.17%
- Home and Garden: 33.91%
- Insurance: 39.10%
- Legal: 35.81%
- Manufacturing: 32.03%
- Marketing and Advertising: 31.67%
- Media: 35.46%
- Medical, Dental, and Healthcare: 37.39%
- Music and Musicians: 38.81%
- Other or Unknown: 38.16%
- Photography and Video: 40.59%
- Politics: 39.25%
- Public Relations: 38.89%
- Real Estate: 37.18%
- Recruitment and Staffing: 38.45%
- Restaurants and Food Services: 36.96%
- Retail: 35.90%
- Software and Web App: 35.92%
- Sports: 36.42%
- Technology and High Tech: 29.10%
- Telecommunications: 39.96%
- Travel: 34.61%
Average Click-Through Rates by Industry
Click-through rates (CTR) reveal how effectively your emails drive action. Industries such as Technology Services set a high standard for engagement, while others face challenges converting opens into clicks. Monitoring CTRs enables businesses to refine strategies, strengthen calls-to-action, and deliver content that resonates. Additionally, the click-to-open rate (CTOR) is a crucial metric for measuring email engagement, as it indicates the engagement level of the content for those who opened the email.
- Agencies and Creative Services: 2.87%
- Architecture and Construction: 3.51%
- Artists, Writers, and Performers: 2.26%
- Arts and Entertainment: 2.10%
- Automotive: 1.97%
- Beauty and Personal Care: 1.69%
- Business and Finance: 2.03%
- Charities and Nonprofits: 3.41%
- Computers and Electronics: 1.81%
- Consulting: 2.38%
- Ecommerce: 1.91%
- Educational Institutions: 2.55%
- Entertainment and Events: 2.11%
- Faith and Religion: 3.06%
- Finance: 2.70%
- Games: 2.85%
- Government: 4.23%
- Health and Fitness: 1.75%
- Hobbies: 3.16%
- Home and Garden: 2.63%
- Insurance: 2.77%
- Legal: 2.92%
- Manufacturing: 3.19%
- Marketing and Advertising: 2.16%
- Media: 4.29%
- Medical, Dental, and Healthcare: 2.40%
- Music and Musicians: 2.10%
- Other or Unknown: 2.69%
- Photography and Video: 2.99%
- Politics: 3.61%
- Public Relations: 2.57%
- Real Estate: 2.15%
- Recruitment and Staffing: 2.09%
- Restaurants and Food Services: 1.60%
- Retail: 2.15%
- Software and Web App: 1.70%
- Sports: 2.84%
- Technology and High Tech: 3.65%
- Telecommunications: 4.61%
- Travel: 1.89%
Average Bounce Rates by Industry
Bounce rates highlight email deliverability issues, which can impact sender reputation. While some industries face higher bounce rates due to list quality or technical challenges, maintaining healthy rates is critical for ensuring your emails reach their targets. Regular list hygiene and monitoring against benchmarks are key to long-term email success. Additionally, analyzing unsubscribe and spam rates is essential for understanding overall email performance metrics, as they provide insights into recipient engagement and the effectiveness of your email campaigns.
- Agencies and Creative Services: 1.31%
- Architecture and Construction: 1.35%
- Artists, Writers, and Performers: 2.56%
- Arts and Entertainment: 1.91%
- Automotive: 1.24%
- Beauty and Personal Care: 1.51%
- Business and Finance: 2.80%
- Charities and Nonprofits: 2.15%
- Computers and Electronics: 0.54%
- Consulting: 2.87%
- Ecommerce: 2.29%
- Educational Institutions/Education and Training: 2.52%
- Entertainment and Events: 2.28%
- Faith and Religion: 2.22%
- Finance: 0.33%
- Games: 0.33%
- Government: 0.44%
- Health and Fitness: 2.94%
- Hobbies: 0.67%
- Home and Garden: 0.40%
- Insurance: 0.91%
- Legal: 4.15%
- Manufacturing: 4.72%
- Marketing and Advertising: 0.51%
- Media: 1.02%
- Medical, Dental, and Healthcare: 1.11%
- Music and Musicians: 0.45%
- Other or Unknown: 2.28%
- Photography and Video: 0.57%
- Politics: 0.49%
- Public Relations: 0.49%
- Real Estate: 3.44%
- Recruitment and Staffing: 2.09%
- Restaurants and Food Services: 2.55%
- Retail: 2.62%
- Software and Web App: 0.79%
- Sports: 1.84%
- Technology and High Tech: 6.10%
- Telecommunications: 1.18%
- Travel and Transportation: 3.35%
Email Marketing Statistics Highlights
Email Usage Statistics
Email remains a cornerstone of digital communication, with billions of users relying on it daily. Email marketers play a crucial role in leveraging these email usage statistics to optimize their campaigns and improve engagement metrics.
- 92% of online adults use email, with 61% using it on an average day. (Pew Research Center)
- The number of email users worldwide is approximately 4.5 billion in 2024. (Oberlo)
- 60% of consumers prefer to be contacted by brands through email. (Cyber Impact)
- 81% of Gen Z members check their email at least once a day. (Campaign Monitor)
Mobile Email Marketing Statistics
Mobile devices dominate email consumption, making optimization critical for success. Understanding the click-through rate (CTR) is essential in this context, as it measures subscriber engagement and can be influenced by how well emails are optimized for mobile devices.
- 26-78% of emails are opened on mobile devices, showing the impact of mobile email marketing. (OptinMonster)
- 67% of Gen Z say they primarily use email on their smartphone. (Bluecore)
- 81% of mobile email users prefer to open emails on their smartphones. (Upland Software)
- 50% of recipients will delete emails not optimized for mobile devices. (Cyber Impact)
Email Open Rates by Time and Day
Timing plays a critical role in email engagement, with weekdays consistently outperforming weekends. By optimizing send times based on these patterns, businesses can maximize engagement and achieve better results.
- Weekdays tend to perform better than weekends for email marketing. (Mailer Lite)
- The best time to send emails is around breakfast time, lunchtime, and early evening. (Mailer Lite)
5 Email Marketing Best Practices
1. Optimizing Email Subject Lines for Higher Engagement
Crafting effective subject lines is key to driving open rates and clicks. The average click-through rate (CTR) is a crucial metric in this context, as it indicates the effectiveness of your subject lines in driving engagement and can vary significantly across different platforms and campaign types.
- Phrases like “invitation,” “now,” and months tend to boost open rates. (GetResponse)
- Words like “affordable” and “newsletter” encourage clicks and engagement. (OptinMonster)
- Regularly test and refine subject lines to optimize results.
2. Using Video Content in Email Campaigns
Including video content in emails can significantly boost engagement and click-through rates. While technical challenges exist, workarounds ensure videos enhance campaigns without affecting deliverability. Well-placed video content can be a game-changer for overall email performance. It is also crucial to track email marketing metrics to measure the effectiveness of video content in these campaigns.
3. Building and Maintaining a Healthy Email List
A well-maintained email list is essential for deliverability and engagement. While single opt-in lists are simpler and often result in higher sign-up rates, maintaining list quality through hygiene and segmentation ensures long-term success. Aligning list management practices with business goals is key to performance. Monitoring unsubscribe and spam rates is crucial to understanding and maintaining the health of your email list.
4. Optimizing Landing Pages for Conversion
Landing pages are critical for converting email engagement into measurable results. Webinars, for example, often drive strong conversions, while visuals like images tend to outperform videos or social media links. Ensuring landing pages align with campaign goals maximizes ROI. Email marketers play a crucial role in optimizing these landing pages to improve conversion rates by leveraging performance benchmarks and engagement metrics.
5. Creating Effective Email Marketing Campaigns
Email remains one of the most cost-effective marketing channels, delivering an impressive ROI of 3600% for every $1 spent. With 92% of adults using email and projections showing 4.8 billion users by 2027, email continues to dominate as an essential tool for driving engagement and achieving business goals. Achieving email marketing success involves various factors, including personalization and deliverability, which significantly contribute to the effectiveness of email campaigns.
Unlock Your Email Marketing Potential with Kurt’sCopy
Take your email campaigns to the next level! Whether you’re aiming to boost open rates, increase click-throughs, or build a more engaged audience, Kurt’sCopy can help you craft targeted strategies that deliver measurable results.
Ready to see the power of data-driven email marketing? Contact us today for expert copywriting services tailored to your business goals. Let’s turn insights into impactful campaigns that convert!
Kurt Norris is the founder of Kurt’sCopy, where he helps B2B, e-commerce, SaaS, and local businesses craft compelling content and SEO strategies that deliver measurable results. With over six years of experience, Kurt specializes in creating data-driven campaigns that drive traffic, increase conversions, and establish brand authority.
