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Average industry rates for email as of December 2022
January 6, 2023
Average open, click, and bounce rates of Constant Contact customers by industry
Each month, we gather and examine the data from over 200 million emails sent from Constant Contact customers who have indicated their business type. This table of averages 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.
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Did you know? If you've filled out the Business Profile in your account, you'll see the industry average compared to your email performance when viewing your individual email reports. |
What the numbers mean
The open, click, and bounce 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!
- Open rate - Measures the number of emails opened compared to the number of emails sent. Segmenting your contact list so that you can send more targeted content can help you improve your open rate.
- Click rate - Compares the number of people who clicked a link within the email against the number of emails that were successfully delivered. Having a single call-to-action can help improve your click rate.
- Bounce rate - Measures the number of emails sent compared to the number of emails delivered. Managing your bounced emails can help you improve your performance.
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Design tip: Sending short emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down. |
Comparison by industry chart
Take a look at the averages for your industry in the chart below. If your rate is close, you're doing great!
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Important: The industry averages shown in your account are updated weekly, so they may differ from the rates below. |
As of December 2022:
Business Type |
Open Rate (Total) |
Click Rate (Clicks/Delivered) | Bounce Rate |
|---|---|---|---|
All Industries – Overall Average |
34.51% | 1.33% | 10.28% |
Administrative & Business Support Services (billing, phone answering, hiring, etc.) |
27.17% | 1.66% | 10.25% |
Child Care Services |
42.60% | 1.61% | 9.20% |
Consulting Services (management, marketing, advertising, blogging) |
26.94% | 1.08% | 11.19% |
Dining and Food Services |
38.03% | 0.68% | 9.16% |
Education |
36.89% | 1.36% | 10.35% |
Faith-Based Organizations |
43.36% | 2.28% | 8.77% |
Family and Social Services (government, adoption, pet care, elderly care, etc.) |
36.91% | 1.38% | 9.17% |
Financial Services (accounting services, bookkeeping, advisor, insurance and brokerage, etc) |
28.12% | 1.03% | 8.98% |
Health and Wellness (physicians, home care, dentists, mental care, nutrition, etc.) |
35.32% | 0.77% | 10.16% |
Home & Building Services (cleaning, landscaping, contractors, construction, etc.) |
37.88% | 1.08% | 12.65% |
Independent Artists, Writers, and Performers |
36.96% | 1.79% | 5.13% |
Legal Services |
32.14% | 1.29% | 16.76% |
Manufacturing and Distribution |
27.17% | 1.13% | 13.86% |
Nonprofit Membership Organizations |
39.40% | 1.70% | 11.56% |
Nonprofit Services |
38.00% | 1.31% | 10.40% |
Personal Care Services (nail, hair, skin, nutrition, fitness, etc) |
34.88% | 0.70% | 11.72% |
Real Estate |
33.25% | 0.85% | 12.63% |
Recreation, Sports & Entertainment (Yoga studio, bowling alley, etc) |
39.39% | 0.96% | 9.61% |
Repair and Maintenance |
28.62% | 0.77% | 5.83% |
Retail (Brick and Mortar & Online, wholesale and direct selling) |
33.11% | 0.88% | 8.00% |
Technology Services |
19.01% | 2.30% | 12.46% |
Transportation Services (trucking, warehousing, logistics) |
35.53% | 0.65% | 12.78% |
Travel & Tourism (passenger transport, accommodations, travel agencies, etc.) |
39.99% | 0.88% | 7.21% |
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