Email engagement benchmarks by industry, 2026 data.
Benchmarks
- →Ecommerce: Open 25-35%, Click 1.5-3.5%
- →SaaS: Open 30-42%, Click 2.5-5%
- →B2B Services: Open 28-40%, Click 2-4%
- →Non-profit: Open 35-45%, Click 3-5%
- →Restaurants/Local: Open 35-48%, Click 2.5-4%
- →Travel: Open 22-32%, Click 1-3%
- →Finance/Insurance: Open 25-38%, Click 1.5-3%
What drives open rates
- →Subject line (30-50% of variance)
- →Sender reputation
- →List quality/recency
- →Time of send
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