2022 Email Marketing Statistics and Benchmarks by Industry
A report by Mailchimp
When it comes to email marketing, you might be wondering how your stats compare to your competitors or other businesses that operate in the same industry. We hereby present Mailchimp’s report on 2022 Email Marketing Statistics and Benchmarks by Industry.
The report refers to tracked campaigns with recipients of at least 1,000 subscribers, from small to medium size businesses, and enterprises.
| Industry | Average Open Rate | Average Click Rate | Hard Bounce | Soft Bounce | Unsubscribe Rate |
|---|---|---|---|---|---|
| All non-labeled accounts | 22.71% | 2.91% | 0.40% | 0.61% | 0.25% |
| Agriculture and Food Services | 23.31% | 2.94% | 0.32% | 0.50% | 0.28% |
| Architecture and Construction | 22.51% | 2.51% | 0.73% | 1.18% | 0.32% |
| Arts and Artists | 26.27% | 2.95% | 0.30% | 0.51% | 0.28% |
| Beauty and Personal Care | 16.65% | 1.92% | 0.26% | 0.33% | 0.30% |
| Business and Finance | 21.56% | 2.72% | 0.43% | 0.55% | 0.20% |
| Computers and Electronics | 19.29% | 2.08% | 0.47% | 0.79% | 0.27% |
| Construction | 21.77% | 2.26% | 0.86% | 1.28% | 0.39% |
| Consulting | 20.13% | 2.49% | 0.50% | 0.79% | 0.27% |
| Creative Services/Agency | 21.39% | 2.66% | 0.58% | 0.93% | 0.35% |
| Daily Deals/E-Coupons | 15.06% | 2.23% | 0.07% | 0.13% | 0.10% |
| E-Commerce | 15.68% | 2.01% | 0.19% | 0.26% | 0.27% |
| Education and Training | 23.42% | 2.90% | 0.32% | 0.51% | 0.21% |
| Entertainment and Events | 20.51% | 2.36% | 0.28% | 0.43% | 0.26% |
| Gambling | 21.62% | 3.30% | 0.42% | 0.38% | 0.15% |
| Games | 21.10% | 3.66% | 0.37% | 0.44% | 0.25% |
| Government | 28.77% | 3.99% | 0.33% | 0.50% | 0.13% |
| Health and Fitness | 21.48% | 2.69% | 0.30% | 0.40% | 0.40% |
| Hobbies | 27.74% | 5.01% | 0.18% | 0.31% | 0.23% |
| Home and Garden | 21.60% | 3.03% | 0.32% | 0.52% | 0.35% |
| Insurance | 21.36% | 2.13% | 0.67% | 0.71% | 0.25% |
| Legal | 22.00% | 2.81% | 0.52% | 0.66% | 0.22% |
| Manufacturing | 19.82% | 2.18% | 0.72% | 1.18% | 0.31% |
| Marketing and Advertising | 17.38% | 2.04% | 0.44% | 0.68% | 0.27% |
| Media and Publishing | 22.15% | 4.62% | 0.14% | 0.27% | 0.12% |
| Medical, Dental, and Healthcare | 21.72% | 2.49% | 0.51% | 0.63% | 0.28% |
| Mobile | 19.29% | 2.27% | 0.48% | 0.58% | 0.37% |
| Music and Musicians | 21.88% | 2.94% | 0.28% | 0.48% | 0.26% |
| Non-Profit | 25.17% | 2.79% | 0.33% | 0.49% | 0.20% |
| Pharmaceuticals | 18.58% | 2.25% | 0.39% | 0.53% | 0.17% |
| Photo and Video | 23.24% | 3.23% | 0.43% | 0.65% | 0.40% |
| Politics | 22.94% | 2.37% | 0.28% | 0.41% | 0.21% |
| Professional Services | 21.94% | 2.55% | 0.56% | 0.83% | 0.31% |
| Public Relations | 21.02% | 1.98% | 0.45% | 0.71% | 0.17% |
| Real Estate | 19.17% | 1.77% | 0.38% | 0.56% | 0.27% |
| Recruitment and Staffing | 21.14% | 2.53% | 0.45% | 0.53% | 0.30% |
| Religion | 27.62% | 3.16% | 0.17% | 0.25% | 0.15% |
| Restaurant | 19.77% | 1.34% | 0.37% | 0.50% | 0.28% |
| Restaurant and Venue | 20.39% | 1.40% | 0.32% | 0.45% | 0.39% |
| Retail | 18.39% | 2.25% | 0.22% | 0.32% | 0.25% |
| Social Networks and Online Communities | 21.06% | 3.32% | 0.20% | 0.34% | 0.22% |
| Software and Web App | 21.29% | 2.45% | 0.65% | 0.97% | 0.37% |
| Sports | 24.57% | 3.09% | 0.26% | 0.39% | 0.28% |
| Telecommunications | 20.92% | 2.27% | 0.63% | 0.87% | 0.23% |
| Travel and Transportation | 20.44% | 2.25% | 0.31% | 0.51% | 0.24% |
| Vitamin Supplements | 15.03% | 1.62% | 0.23% | 0.36% | 0.27% |
| Average Totals | 21.33% | 2.62% | 0.40% | 0.58% | 0.26% |
Highlights
- The highest open rates are found in government-related emails, with an open rate of 28.77%.
- The average email open rate for all industries is 21.33%.
- Emails sent by hobbies entities come in second, with a 27.74% open rate.
- With a 27.62% open rate, emails about religion came in third.
- The average open rate for all industries is 21.33%.
- Hobbies have the highest click rate, which is 5.01%.
- Media and publishing emails see the second highest click rate, at 4.62%.
- Government comes in third, with a 3.99% click rate.
- The average click rate for all industries is 2.62%.
