Seeing and understanding your Email Marketing Results should not have to be difficult. As an example: “My open rate is too low” is a common misconception. Take a look at the open rate for your industry below. If your open rate is close, you’re doing great!
Did You Know?
The email marketing results “total open rate” is calculated based on unique opens by contact. The “mobile and tablet open rate” and the “desktop open rate” present a breakdown of the total open rate, showing the percentage of opens that were on a mobile or tablet device versus on a desktop.
What the Numbers Mean
The open, click-through, bounce, and unsubscribe 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! Learn more about Constant Contact reports
- Open Rate – Measures the percentage of emails opened compared to sent.
Bounce Rate – Measures the number of emails sent compared to the number of emails delivered. - Click-Through Rate – Compares the number of people who clicked on a link within an email against the unique number of opens.
- Unsubscribe Rate – Measures the number of people who elected to no longer receive future emails compared to the number of people who received your campaign.
PRO TIP: Sending short emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down.
As of September 2019:
The numbers below are gathered and compiled by Constant Contact, the world’s #1 Email Marketing Service. The data is from over 200 million emails sent by Constant Contact customers who have recorded their business type. The result results below 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.
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| All Industries – Overall Average | 14.79% | 42.83% | 57.17% | 6.99% | 9.00% | 0.01% |
| Accommodations (e.g., hotel, inn, B&B, campgrounds) | 12.80% | 51.94% | 48.06% | 7.57% | 6.09% | 0.01% |
| Accountant | 10.64% | 38.22% | 38.22% | 5.33% | 6.25% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Animal Services | 17.00% | 63.98% | 36.02% | 7.76% | 7.43% | 0.02% |
| Art, Culture, Entertainment (e.g., galleries, museums, musicians, theatre, film, crafts) | 16.41% | 48.21% | 51.79% | 6.45% | 8.49% | 0.01% |
| Automotive Services | 11.59% | 48.66% | 51.34% | 9.58% | 7.61% | 0.02% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Child Care Services | 18.98% | 44.10% | 55.90% | 6.09% | 6.56% | 0.01% |
| Civic/Social Membership (e.g., associations, chambers, clubs) | 20.90% | 37.27% | 62.73% | 6.69% | 9.45% | 0.01% |
| Consultant, Training (e.g., marketing, management) | 11.56% | 34.67% | 65.33% | 5.40% | 8.85% | 0.00% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Education – Primary/Secondary (e.g., elementary, middle, and high schools) | 24.72% | 40.03% | 59.97% | 9.32% | 7.48% | 0.01% |
| Education – Higher Education (e.g., colleges, universities, trade schools) | 16.99% | 38.92% | 61.08% | 7.66% | 8.86% | 0.01% |
| Financial Advisor | 12.73% | 38.68% | 61.32% | 6.45% | 9.05% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Fitness Center, Sports, Recreation (e.g., yoga studio, bowling alley, gym) | 14.83% | 50.46% | 49.54% | 6.25% | 9.59% | 0.01% |
| Fitness/Nutritional Services (e.g., personal trainer, wellness coach) | 11.88% | 44.01% | 55.99% | 6.58% | 4.27% | 0.01% |
| Government Agency or Services | 21.64% | 37.02% | 62.98% | 8.37% | 9.75% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Health & Social Services (e.g., hospital, elder care, adoption services) | 18.19% | 31.17% | 68.83% | 6.61% | 9.96% | 0.01% |
| Health Professional (e.g., physician, dentist, chiropractor) | 14.33% | 34.39% | 65.61% | 5.84% | 8.50% | 0.01% |
| Home & Building Services (e.g., construction, HVAC, landscaping, design) | 16.46% | 41.63% | 58.37% | 5.32% | 8.74% | 0.02% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Insurance | 13.11% | 30.76% | 69.24% | 7.17% | 8.11% | 0.01% |
| Legal Services | 17.55% | 35.34% | 64.66% | 6.33% | 11.79% | 0.01% |
| Manufacturing and Distribution | 13.76% | 34.39% | 65.61% | 7.55% | 10.61% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Marketing, Advertising, Public Relations | 12.11% | 40.80% | 59.20% | 9.64% | 11.48% | 0.01% |
| Other | 12.49% | 47.25% | 52.75% | 3.97% | 8.77% | 0.01% |
| Other – Non-profit | 19.18% | 38.55% | 61.45% | 7.38% | 9.06% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Personal Services (e.g., dry cleaning, photography, housekeeping) | 17.00% | 44.47% | 55.53% | 6.76% | 9.44% | 0.01% |
| Professional Services (Doctor, Lawyers, etc.) | 14.00% | 41.61% | 59.50% | 7.02% | 11.19% | 0.01% |
| Publishing | 14.70% | 40.50% | 58.40% | 12.79% | 8.64% | 0.00% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Real Estate | 14.42% | 40.57% | 59.43% | 5.25% | 11.83% | 0.01% |
| Religious Organization | 26.51% | 45.32% | 54.68% | 7.52% | 8.77% | 0.01% |
| Restaurant, Bar, Cafe, Caterer | 14.10% | 51.31% | 48.69% | 4.11% | 9.25% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Retail (e.g., brick and mortar, online) | 11.63% | 52.22% | 47.78% | 7.57% | 9.14% | 0.01% |
| Salon, Spa, Barber (e.g., nails, tanning) | 10.85% | 55.91% | 44.09% | 3.56% | 11.39% | 0.01% |
| Technology (e.g. web developer) | 9.31% | 32.43% | 67.57% | 6.50% | 7.17% | 0.01% |
| Business Type | Open Rate (Total) |
Mobile and Tablet Open Rate |
Desktop Open Rate |
Click-Through Rate |
Bounce Rate | Unsubscribe Rate |
| Transportation | 16.67% | 48.98% | 51.02% | 16.61% | 9.62% | 0.01% |
| Travel and Tourism (e.g., limo driver, tour guide, reservations) | 12.90% | 45.32% | 54.68% | 5.92% | 8.65% | 0.01% |
| Unknown | 11.44% | 43.73% | 56.27% | 7.95% | 9.13% | 0.01% |
If you would like to know more about email marketing results or to get a free trial of Constant Contact, simply contact me here or call 1-888-502-3523.
z
Everything we do in business is surrounded by the messages that we put out, however, most of us — if not all of us — did not get into business to write about it. I’m William Dickinson, owner of Cortex Marketing and I specialize in creating compelling content and engaging marketing when business owners find it difficult to create it themselves.
Compelling and Engaging Content, Copywriting and Marketing Development | Get Seen. Get Heard. Get Noticed.
Contact me or call me direct: 1-888-502-3523