Mastering Email Marketing Benchmarks: Industry Secrets to Boost Your Conversions & ROI

The Modern Day Fisherman
Aug 9
2 min read

If you’re using email marketing and want to know how your results stack up against your competitors, this guide is your ultimate benchmark playbook. We’re diving deep into industry-specific email performance stats so you can see where you stand, and how to crush your targets.

Fact Check: Email marketing delivers an incredible ROI, with businesses earning an average of $38 for every $1 spent. Even more impressive? Email is 40x more effective than social media at acquiring customers.

But here’s the truth: most brands aren’t hitting their full email potential. Your tools may be top-notch, but if your strategy is off, your numbers will lag behind. That’s where benchmarks come in.

What Are Email Marketing Benchmarks & Why They Matter

Think of email benchmarks as your marketing GPS, they tell you if you’re on the right track or heading into “dead email zone.” These metrics measure how your campaigns perform, from open rates to click-through rates, bounce rates, and unsubscribes.

Key Benefits of Tracking Benchmarks:

Identify performance gaps vs. your industry peers

Adjust strategies to match (or exceed) market leaders

Measure the ROI of your campaigns with zero guesswork

Unlike subjective feedback, benchmarks are pure data, (no bias, no fluff, just cold, hard numbers).

Essential Email Benchmarks You Should Track

No matter your niche, keep these four golden metrics on your radar:

Open Rate – % of recipients who open your email
Click-Through Rate (CTR) – % of recipients who click a link in your email
Bounce Rate – % of emails that failed to deliver
Unsubscribe Rate – % of recipients who opt out of your list

Average Email Benchmarks Across All Industries

(Source: Updated market research)

Open Rate: 21.33%

Click-Through Rate: 2.62%

Hard Bounce Rate: 0.4%

Soft Bounce Rate: 0.58%

Unsubscribe Rate: 0.26%

Industry-Specific Email Benchmarks

Here’s where the top industries stand:

Electronics

Open Rate: 19.29%

CTR: 2.08%

Business & Finance

Open Rate: 21.56%

CTR: 2.72%

Software

Open Rate: 21.29%

CTR: 2.45%

Media & Publishing

Open Rate: 22.15%

CTR: 4.62%

Telecoms

Open Rate: 20.92%

CTR: 2.27%

Health & Fitness

Open Rate: 21.48%

CTR: 2.69%

Retail

Open Rate: 18.39%

CTR: 2.25%

Education & Training

Open Rate: 23.42%

CTR: 2.9%

How to Improve Your Email Marketing Benchmarks

1️ Optimize Send Times

Best Day: Friday (20.58% open rate average)

Worst Day: Sunday (18.18%) — avoid if possible

2️ Craft Scroll-Stopping Subject Lines

Keep them short, clear, and relevant

Add personalization (first names = instant engagement)

3️ Segment Your Audience Like a Pro

Send targeted content based on subscriber interests & buying stage

Reduce unsubscribes by giving people exactly what they signed up for

4️ Supercharge Your Call-to-Action (CTA)

Use action-driven words (“Get Your Discount,” “Claim Your Spot”)

Place CTAs strategically — not just at the bottom

5️ Keep Your Email List Clean

Remove inactive or invalid email addresses regularly

This instantly boosts deliverability and lowers bounce rates

Pro Tip for Affiliate Marketers

If you’re running an affiliate program, share pre-made email templates with your affiliates. This ensures branding consistency and makes it easier for them to promote your offers effectively, boosting both your conversions and theirs.