Average industry rates for email
Average open, click, and bounce rates of INBOX customers by industry
Each month, we gather and examine the data from over 200 million emails sent from INBOX customers who have indicated their business type. This table of averages should give you a sense of how your results compare with others in your industry, so that you can meet and exceed your business goals.
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1.What the numbers mean 2.Comparison by industry chart
Did you know? If you've filled out the industry in your account, you'll see the industry average compared to your email performance when viewing your individual email reports.
What the numbers mean
The open, click, and bounce rates for your campaign give a well-rounded picture of how your emails are being received. They also give you a place to start when you're looking to improve!
- Open rate - Measures the number of emails opened compared to the number of emails sent. Segmenting your contact list so that you can send more targeted content can help you improve your open rate.
- Click rate - Compares the number of people who clicked a link within the email against the number of emails that were successfully delivered. Having a single call-to-action can help improve your click rate.
- Bounce rate - Measures the number of emails sent compared to the number of emails delivered. Managing your bounced emails can help you improve your performance.
Design tip: Sending short emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down.
Comparison by industry chart
Take a look at the averages for your industry in the chart below. If your rate is close, you're doing great! Note: The average unsubscribe rate is below 1% for most industries.
| Business Type |
Open Rate (Total) |
Click Rate (Clicks/Delivered) | Bounce Rate |
| All Industries – Overall Average | 37.72% | 2.00% | 10.29% |
| Administrative & Business Support Services (billing, phone answering, hiring, etc.) | 32.07% | 2.22% | 9.98% |
| Child Care Services | 51.19% | 2.73% | 10.12% |
| Consulting Services (management, marketing, advertising, blogging) | 32.31% | 1.87% | 9.55% |
| Dining and Food Services | 35.05% | 0.88% | 8.18% |
| Education | 41.56% | 2.42% | 8.89% |
| Faith-Based Organizations | 42.74% | 2.64% | 8.38% |
| Family and Social Services (government, adoption, pet care, elderly care, etc.) | 43.70% | 2.58% | 11.08% |
| Financial Services (accounting services, bookkeeping, advisor, insurance and brokerage, etc) | 26.46% | 0.98% | 7.55% |
| Health and Wellness (physicians, home care, dentists, mental care, nutrition, etc.) | 41.20% | 1.58% | 7.22% |
| Hospitality (hotels, camping, hospitality and tourist services, lodging, resorts) | 32.90% | 0.65% | 9.77% |
| Information Technology and Services (computers, apps, processing, platforms, etc.) | 26.88% | 2.25% | 11.16% |
| Legal (attorneys, services) | 35.90% | 1.36% | 10.16% |
| Manufacturing (machinery, building materials, printing, packaging, etc.) | 30.72% | 1.08% | 7.43% |
| Marketing and Advertising (events, printing, graphic, promotions, signs, media) | 26.30% | 1.62% | 7.60% |
| Media and Publishing (newspapers, magazines, online news, digital media) | 21.84% | 1.94% | 5.46% |
| Non-Profit (associations, civic clubs, charitable organizations, foundations) | 39.11% | 2.70% | 10.19% |
| Other | 30.91% | 2.15% | 9.55% |
| Performing Arts and Entertainment (theater, comedy, dance, music) | 34.62% | 2.58% | 8.80% |
| Real Estate Agents (engineering, HVAC, architecture, realtor, agents) | 30.58% | 1.30% | 9.10% |
| Construcation Compaines (civil engineering, structural, project management, contractor, construction manager) | 30.58% | 1.30% | 9.10% |
| Religious (churches, temples, synagogues, ministries) | 30.22% | 1.70% | 8.80% |
| Repair & Maintenance (general maintenance, automotive, appliance repair) | 27.14% | 1.63% | 8.94% |
| Residential and Consumer Services (automotive, air conditioning, plumbing, home security) | 38.73% | 1.91% | 11.59% |
| Retail (general stores, clothing, sporting goods, hobbies, books, office supplies) | 31.18% | 0.93% | 8.38% |
| Self-Storage (self-storage, storage services, moving and storage) | 33.55% | 2.28% | 8.36% |
| Services (general services not included in any other industry) | 35.46% | 1.62% | 9.54% |
| Sports and Recreation (sports teams, recreation, gym, pool, health clubs, yoga studios) | 30.14% | 1.76% | 9.69% |
| Staffing and Recruiting (employment and career, recruiting and staffing agencies) | 35.96% | 1.81% | 9.00% |
| Veterinary Services (veterinarians, clinics, hospitals, pet grooming and care) | 42.97% | 1.99% | 10.35% |
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