Table of Contents
- Introduction
- Why Email Marketing Benchmarks Matter in 2025
- Key Email Marketing Statistics to Know
- Email Marketing Benchmarks by Industry (2020–2025)
- Retail & Ecommerce
- Finance & Banking
- Healthcare & Pharma
- Education
- Travel & Hospitality
- Nonprofit
- Technology / SaaS (B2B)
- B2B vs B2C Email Marketing Benchmarks 2025
- Global & Regional Benchmarks (US, UK, Australia)
- Historical Benchmarks (2014–2024 Trends)
- Email Marketing Benchmarks from Mailchimp, HubSpot & Others
- Mailchimp Email Marketing Benchmarks
- HubSpot Email Marketing Benchmarks
- Campaign Monitor Benchmarks
- GetResponse, Constant Contact & Others
- Email Marketing Industry Trends 2025: What’s on the Horizon?
- Expert Tips to Improve Your Email Performance
- Email Marketing Benchmarks Table 2025 (Quick Reference)
- Conclusion
- FAQs
Email Marketing Benchmarks In 2025, email marketing is still one of the digital marketing channels with the best return on investment. But what does it mean for a campaign to be “good”? Are your open rates, click-through rates, and conversions up to par with what other businesses are doing, or are they falling behind?
This guide goes into detail about email marketing by industry, year, region, and platform (Mailchimp, HubSpot, Campaign Monitor, GetResponse) so you know exactly where you stand.
Why Email Marketing Benchmarks Matter in 2025
Benchmarks aren’t just numbers to show off; they’re the guide for your campaigns.
- If your open rate is lower than the average for your industry, your subject lines need to be improved.
- If your CTR is low, you need to update your content and CTAs.
- If your bounce rate is high, it means that the quality of your list is hurting your deliverability.
Knowing benchmarks helps B2B marketers, ecommerce brands, nonprofits, and startups improve their plans and get a better return on investment.
Key Email Marketing Statistics to Know
- Average Open Rate in 2025: 20–25% for all industries
- Click-Through Rate (CTR): 2–3% (5%+ for the best)
- 0.5% to 1% bounce rate
- Rate of Unsubscribing: <0.3%
- 55–60% of mobile opens
These numbers are different, so let’s look at them by industry.
Email Marketing Benchmarks by Industry (2020–2025)
Retail & Ecommerce
- 2025 Open Rate: 20% | CTR: 2.1%
- Ecommerce benchmarks show best performance from abandoned cart emails and seasonal promotions.
Finance & Banking
- 2025 Open Rate: 25% | CTR: 3.5%
- Financial services email benchmarks show personalized offers perform best.
Healthcare & Pharma
- 2025 Open Rate: 24% | CTR: 3.1%
- Healthcare benchmarks highlight patient reminders and health awareness campaigns.
Education
- 2025 Open Rate: 31% | CTR: 4.2%
- Alumni and student newsletters achieve the highest open rates across industries.
Travel & Hospitality
- 2025 Open Rate: 19% | CTR: 2.5%
- Travel industry benchmarks show dynamic content & personalization driving engagement.
Nonprofit
- 2025 Open Rate: 28% | CTR: 3.8%
- Nonprofit benchmarks reveal strong donor engagement and advocacy campaigns.
Technology / SaaS (B2B)
- 2025 Open Rate: 23% | CTR: 2.9%
- SaaS & B2B benchmarks highlight success with product updates and case studies.
B2B vs B2C Email Marketing Benchmarks 2025
- B2B Email Benchmarks:
- Open Rate: 22–25%
- CTR: 3%
- B2C Email Benchmarks:
- Open Rate: 18–21%
- CTR: 2%
B2B typically outperforms B2C thanks to segmentation and targeted content.
6. Global & Regional Benchmarks (US, UK, Australia)
- US Email Marketing Benchmarks 2025: Open Rate 21%, CTR 2.7%
- UK Email Marketing Benchmarks 2025: Open Rate 23%, CTR 3.0%
- Australian Email Marketing Benchmarks 2025: Open Rate 22%, CTR 2.8%
These regional insights matter for brands targeting local markets.
7. Historical Benchmarks (2014–2024 Trends)
Looking back at historical data helps marketers understand shifts in consumer behavior:
- 2014–2016: Open Rates 18–19%
- 2017–2019: Improved to 20–21%
- 2020–2021: Dropped due to pandemic email overload (18–19%)
- 2022–2024: Recovery with personalization, reaching 21–23%
- 2025: 23–25% (best performance yet)
This section captures searches like email marketing benchmarks 2014, 2015, 2017, 2019, 2021, 2022, 2023, 2024.
8. Email Marketing Benchmarks from Mailchimp, HubSpot & Others
Mailchimp Email Marketing Benchmarks
- Avg Open Rate: 21.3%
- CTR: 2.6%
- Popular for small business & ecommerce benchmarks.
HubSpot Email Marketing Benchmarks
- Avg Open Rate: 23%
- CTR: 3.1%
- HubSpot benchmarks are widely used for B2B campaigns.
Campaign Monitor Benchmarks
- Industry-specific (Nonprofit, Retail, Finance)
- Known for global reports & regional insights.
GetResponse, Constant Contact & Others
- Similar ranges: Open Rates 20–22%, CTR 2–3%
- Useful for SMBs and regional markets.
9. Email Marketing Industry Trends 2025: What’s on the Horizon?
- Personalization at Scale → AI-driven subject lines & CTAs
- Interactive Emails → polls, quizzes, gamification
- Behavioral Automation → trigger-based campaigns
- Mobile-First → optimizing for 60% mobile opens
- Privacy & Compliance → GDPR/CCPA updates impacting tracking
10. Expert Tips to Improve Your Email Performance
- Clean your list every 90 days (remove inactive users)
- A/B test subject lines for better open rates
- Use behavior-based segmentation (cart abandoners, repeat buyers)
- Keep email copy short and CTA-driven
- Design for mobile-first
11. Email Marketing Benchmarks Table 2025 (Quick Reference)
| Metric | Average Benchmark | Top Performers |
|---|---|---|
| Open Rate | 20–25% | 30%+ |
| CTR (Click-Through Rate) | 2–3% | 5%+ |
| Bounce Rate | <1% | <0.5% |
| Unsubscribe Rate | <0.3% | <0.1% |
Conclusion
Email marketing benchmarks are your scoreboard for success. By comparing your performance to industry, B2B vs B2C, regional, and tool-specific benchmarks, you’ll know exactly where you stand.
Use this 2025 Email Marketing Benchmarks Guide to measure, improve, and grow your campaigns. And remember don’t just chase averages. Aim to beat them. AdyCircle
Need help improving your email performance? Let’s Discuss Your Growth Strategy
FAQs
Anything above 20% is good. Nonprofits and education often exceed 30%.
Test CTAs, add interactive content (polls, quizzes), and personalize messages.
Mailchimp reports ~21% open rates and 2.6% CTR across industries.
Yes,UK and Australia often see slightly higher engagement than the US.
Over half your readers are on phones. If your email’s a mess on small screens, you’re toast—simple as that.
