Further, the average click-to-open rate across industries was 3%.
Posted: Wed Dec 18, 2024 6:02 am
The dating industry had the highest click-to-open rate, at 11%, while the retail industry had the lowest, at 0.5%.
2023 data by Brevo revealed that:
Emails from science-related organizations get the highest click rate and some of the lowest unsubscribe rates.
Emails from news and politics organizations have some of the highest bounce and unsubscribe rates.
The religion and spirituality industry has a buy email database very high open rate and click rate.
The sports and hobbies industry has some of the lowest bounce rates.
Industry Open Rate Click-Through Rate Click-to-Open Rate Unsubscribe Rate
Advertising and marketing 20.5% 1.8% 9.0% 0.2%
Agriculture, forestry, fishing, hunting 27.3% 3.4% 12.5% 0.3%
Consumer packaged goods 20% 1.9% 11.1% 0.1%
Education 28.5% 4.4% 15.7% 0.2%
Financial services 27.1% 2.4% 10.1% 0.2%
Restaurant, food, and beverage 18.5% 2.0% 10.5% 0.1%
Government and politics 19.4% 2.8% 14.3% 0.1%
Healthcare services 23.7% 3.0% 13.4% 0.3%
IT/tech/software 22.7% 2.0% 9.8% 0.2%
Logistics and wholesale 23.4% 2.0% 11.7% 0.3%
According to a 2022 Campaign Monitor report, the industries with the highest open rates in 2021 averaged between 25-28% and included:
Advertising and marketing – 20.5%
Agriculture, forestry, fishing, hunting – 27.3%
Consumer packaged goods – 20%
Education – 28.5%
Financial services – 27.1%
The same report also found that the industries with the highest click-through rates in 2021 averaged between 3-5% and included:
Advertising and marketing – 1.8%
Agriculture, forestry, fishing, hunting – 3.4%
Consumer packaged goods – 1.9%
Education – 4.4%
Financial services – 2.4%
The report further found that the top 5 industries with the highest click-to-open rates in 2021 averaged between 14-17% and included:
Advertising and marketing – 9%
Agriculture, forestry, fishing, hunting – 12.5%
Consumer packaged goods – 11.1%
Education – 15.7%
Financial services – 10.1%
B2B Email Marketing Data
Gartner surveyed over 400 CMOs and marketing leaders in 2023 and found that 41% planned to increase their email marketing investment.
Meanwhile, 19% planned to decrease their investment.
83% of B2B marketers used email engagement to track content performance in 2022.
However, according to Insider Intelligence, many marketers focus on the wrong metrics to gauge the success of their email campaigns.
2023 data by Brevo revealed that:
Emails from science-related organizations get the highest click rate and some of the lowest unsubscribe rates.
Emails from news and politics organizations have some of the highest bounce and unsubscribe rates.
The religion and spirituality industry has a buy email database very high open rate and click rate.
The sports and hobbies industry has some of the lowest bounce rates.
Industry Open Rate Click-Through Rate Click-to-Open Rate Unsubscribe Rate
Advertising and marketing 20.5% 1.8% 9.0% 0.2%
Agriculture, forestry, fishing, hunting 27.3% 3.4% 12.5% 0.3%
Consumer packaged goods 20% 1.9% 11.1% 0.1%
Education 28.5% 4.4% 15.7% 0.2%
Financial services 27.1% 2.4% 10.1% 0.2%
Restaurant, food, and beverage 18.5% 2.0% 10.5% 0.1%
Government and politics 19.4% 2.8% 14.3% 0.1%
Healthcare services 23.7% 3.0% 13.4% 0.3%
IT/tech/software 22.7% 2.0% 9.8% 0.2%
Logistics and wholesale 23.4% 2.0% 11.7% 0.3%
According to a 2022 Campaign Monitor report, the industries with the highest open rates in 2021 averaged between 25-28% and included:
Advertising and marketing – 20.5%
Agriculture, forestry, fishing, hunting – 27.3%
Consumer packaged goods – 20%
Education – 28.5%
Financial services – 27.1%
The same report also found that the industries with the highest click-through rates in 2021 averaged between 3-5% and included:
Advertising and marketing – 1.8%
Agriculture, forestry, fishing, hunting – 3.4%
Consumer packaged goods – 1.9%
Education – 4.4%
Financial services – 2.4%
The report further found that the top 5 industries with the highest click-to-open rates in 2021 averaged between 14-17% and included:
Advertising and marketing – 9%
Agriculture, forestry, fishing, hunting – 12.5%
Consumer packaged goods – 11.1%
Education – 15.7%
Financial services – 10.1%
B2B Email Marketing Data
Gartner surveyed over 400 CMOs and marketing leaders in 2023 and found that 41% planned to increase their email marketing investment.
Meanwhile, 19% planned to decrease their investment.
83% of B2B marketers used email engagement to track content performance in 2022.
However, according to Insider Intelligence, many marketers focus on the wrong metrics to gauge the success of their email campaigns.