Industry Email Statistics

How your rates compare with others in your industry. (Constant Contact Jan 2011)

QUESTION: What are the average open, click-through, and bounce rates of other Constant Contact customers?

ANSWER: To give you a sense of how your results compare with others in your industry, we’ve created the list below. To get this data, which we update yearly, we examined over 200 million emails from Constant Contact Email Marketing customers who provided their business type.

BUSINESS TYPE OPEN RATE BOUNCE RATE CLICK-THRU
RATE
Accountant 14.0% 5.5% 14.5%
Art Gallery 21.9% 6.0% 10.6%
Association 18.5% 6.2% 11.0%
Communications 8.5% 2.0% 8.9%
Consultant 13.6% 8.0% 12.0%
Crafts 27.0% 3.4% 22.1%
Education and Services 18.6% 5.9% 15.1%
Entertainment 17.0% 5.3% 10.8%
Event Planning 16.6% 5.9% 12.2%
Franchise 19.3% 5.9% 12.5%
Government Agency 23.0% 6.5% 14.7%
Hotel, Inn, B&B 19.8% 5.4% 13.9%
Legal Services 18.2% 7.8% 13.0%
Manufacturing & Distribution 18.0% 7.0% 13.1%
Marketing/PR 11.0% 6.4% 13.5%
Medical Services 16.7% 5.3% 13.3%
Non-profit 20.0% 5.9% 12.3%
Office Supplies 16.5% 1.9% 9.4%
Personal Services 18.0% 7.6% 12.6%
Products & Services 16.0% 6.4% 12.2%
Professional Services 15.4% 6.6% 13.0%
Publishing 18.1% 4.5% 27.6%
Real Estate 14.8% 7.6% 10.4%
Religious Organization 22.4% 4.6% 9.8%
Restaurant/Bar/Catering 18.4% 6.0% 6.6%
Retail 17.7% 4.3% 15.7%
Salon/Spa 15.0% 6.9% 7.0%
Sports & Recreation 17.5% 5.9% 12.3%
Technology 15.0% 7.3% 10.9%
Transportation 18.9% 5.1% 13.8%
Travel & Tourism 15.5% 5.9% 11.6%
Web Developer 17.4% 5.8% 16.4%
Other* 17.7% 5.4% 17.8%


Small Business: Average open, click, bounce and abuse complaint rates by industry (MailChimp Jan 2011)

Our customers often ask us, “What kind of open rates should companies like mine be expecting?” and “How many bounces are too many?” or, “What’s an acceptable abuse complaint rate?”

So we scanned over 273 million emails delivered by our system (where campaign tracking was activated, and where users actually reported their industry) and calculated average open rates, average click rates, average soft bounces, average hard bounces, and average abuse complaint rate by industry.

Best of all, these stats aren’t pulled from a survey of big giant corporations with million-dollar marketing budgets and dedicated email marketing teams. 70% of our customers are 1-10 employees, and they’re design-it-yourselfers. If you run a small organization, and you do your own email marketing, now you have an “apples to apples” comparison with others in your industry.

Type of Company Open Rate Click Rate Soft Bounces Hard Bounces Abuse Complaints Unsubscribes
Accounting 27.36% 4.13% 3.91% 10.67% 0.04% 0.35%
Advertising 23.79% 4.20% 2.77% 6.67% 0.08% 0.36%
Architecture 32.05% 1.52% 6.16% 8.04% 0.00% 0.25%
Art 26.12% 6.86% 2.04% 4.49% 0.09% 0.41%
Arts_Music 16.22% 2.09% 0.97% 1.86% 0.08% 0.26%
Beauty/Health 29.88% 6.94% 2.63% 8.54% 0.15% 0.85%
Church 32.95% 4.48% 1.18% 2.89% 0.05% 0.26%
Construction 23.86% 4.44% 2.95% 5.33% 0.19% 0.85%
Consulting 22.34% 3.30% 4.29% 6.57% 0.03% 0.29%
Creative Agency 20.97% 3.12% 2.69% 5.16% 0.06% 0.38%
Creative Other 29.94% 0.86% 1.11% 0.60% 0.03% 0.10%
E-commerce 19.80% 4.78% 1.48% 3.21% 0.10% 0.37%
Education 25.86% 4.72% 2.11% 4.39% 0.05% 0.26%
Entertainment 15.42% 3.27% 1.10% 5.59% 0.12% 0.25%
Entertainment/Events 21.96% 0.42% 3.27% 7.58% 0.09% 0.14%
Financial Services 20.87% 2.47% 2.76% 3.98% 0.06% 0.33%
Food 36.62% 7.90% 0.84% 2.02% 0.09% 0.63%
Freelancer 32.95% 6.33% 3.16% 7.15% 0.07% 0.50%
Government 26.64% 4.30% 1.33% 1.95% 0.03% 0.22%
Graphic Design 25.35% 4.34% 2.49% 11.71% 0.12% 0.41%
Hardware 28.05% 3.57% 1.29% 2.01% 0.02% 0.18%
Healthcare 19.91% 3.99% 1.47% 3.81% 0.12% 0.50%
Healthcare/Medical 24.66% 6.96% 10.47% 9.00% 0.23% 0.41%
Hotel 27.50% 7.17% 2.90% 5.31% 0.08% 0.49%
Insurance 24.43% 2.92% 2.85% 5.71% 0.04% 0.37%
Internet/Web Svc. 20.34% 5.65% 1.46% 3.18% 0.06% 0.27%
Janitorial 27.82% 0.10% 10.18% 16.26% 0.05% 0.00%
Legal Services 25.48% 3.97% 4.14% 4.60% 0.04% 0.35%
Manufacturing 26.70% 4.92% 3.15% 5.61% 0.09% 0.46%
Marketing 20.52% 2.97% 3.32% 8.29% 0.16% 0.40%
Multimedia 19.46% 3.54% 1.24% 1.60% 0.06% 0.25%
Music 27.94% 5.17% 2.05% 7.73% 0.12% 0.39%
Non-profit 27.66% 4.06% 2.24% 4.31% 0.06% 0.24%
Other 15.29% 2.36% 1.74% 3.19% 0.07% 0.29%
Other Groups 27.66% 6.83% 1.72% 13.16% 0.08% 0.34%
Other Marketing 18.49% 3.66% 2.39% 3.15% 0.04% 0.21%
Photography 34.17% 6.82% 1.73% 3.59% 0.07% 0.36%
Public Relations 20.99% 3.13% 4.00% 8.21% 0.11% 0.30%
Publishing 21.05% 1.60% 1.11% 3.22% 0.03% 0.18%
Real Estate 22.84% 4.24% 2.02% 4.31% 0.08% 0.30%
Recruitment/Staffing 27.59% 4.61% 2.82% 6.49% 0.07% 0.74%
Restaurant 26.17% 3.40% 1.33% 3.44% 0.08% 0.41%
Retail 27.61% 5.76% 1.48% 2.80% 0.08% 0.42%
Self-Explanatory 34.80% 6.02% 6.14% 17.33% 0.04% 0.20%
Software 18.22% 3.26% 3.00% 6.01% 0.08% 0.43%
Technology 21.05% 2.75% 4.01% 6.60% 0.07% 0.40%
Telecommunications 29.77% 5.46% 2.98% 9.35% 0.10% 0.53%
Travel 24.97% 4.96% 2.17% 3.74% 0.10% 0.39%
Video Production 33.09% 6.81% 2.48% 2.63% 0.09% 0.43%
Web Design 27.42% 6.90% 2.45% 5.05% 0.09% 0.37%