claim: A "good" CTR for email marketing typically falls in the range of 2% to 5%

source_title: Email marketing benchmarks & business metrics - Salesforce

source_quality: usable

methodology: Apple's privacy rules, particularly Mail Privacy Protection


claim: Promotional emails often have a slightly lower average CTR, ranging from 1% to 3%


claim: Transactional emails...tend to have higher CTRs, often surpassing 5%


metric_category: ctor

claim: The average CTOR for general marketing emails typically ranges from 10% to 25%


metric_category: benchmark

claim: Promotional emails typically range from 5% to 15%


claim: Content-rich or educational emails often achieve higher CTORs, averaging between 20% and 30%


claim: Transactional emails...may have higher average CTORs, often exceeding 30%


claim: The average email campaign open rate across all industries is 31%, with the top 10% of performers hitting a 45.1% open rate.

source_title: Email Marketing Benchmarks 2026 - Klaviyo UK

source_quality: strong

methodology: Klaviyo analysed data from over 183,000 brands


claim: The average email campaign click rate across all industries is 1.69%, with the top 10% of performers hitting a 3.38% click rate.


claim: The average automated email flow click rate across all industries is 5.58%, with the top 10% of performers reaching 10.48%.


metric_category: conversion

claim: The average email campaign placed order rate across all industries is 0.16%, with the top 10% of performers hitting a 0.36% placed order rate.


claim: The average automated email flow placed order rate across all industries is 2.11%, with the top 10% of performers reaching 4.3%.


claim: Flow-based emails deliver 3x higher click rates (5.58% vs. 1.69%) and 13x higher placed order rates than campaigns.


metric_category: revenue

claim: Email flows generated nearly 41% of email revenue from just 5.3% of sends in 2026.


claim: The average open rate for ActiveCampaign customers is 39.26%.

source_title: 2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry

methodology: ActiveCampaign customers' email performance data from 2025.; The benchmarks below are real results from businesses using our platform.; Reflects all customer campaigns between 1/1/2025-12/10/2025.


claim: A solid baseline falls between 30-40%


claim: Media / Publishing: 43.16%


claim: Non-profit: 42.68%


claim: Blogger / Author: 41.99%


claim: Healthcare: 41.48%


claim: Travel / Hospitality: 40.87%


claim: Fitness / Nutrition: 40.60%


claim: Real Estate: 39.87%


claim: Consulting / Agency: 39.08%


claim: Online Training / Education: 39.06%


claim: Entertainment / Events: 38.17%


claim: Accounting / Financial: 37.74%


claim: Software: 36.20%


claim: E-Commerce / Retail: 35.66%


claim: Unknown: 27.61%


claim: Overall: 39.26%


claim: ActiveCampaign customers' average open rates: Reflects all customer campaigns between 1/1/2025-12/10/2025.


claim: ActiveCampaign customers had an average click rate of 6.21%.


claim: Media / Publishing: 7.32%


claim: Non-profit: 5.51%


claim: Blogger / Author: 7.73%


claim: Healthcare: 5.64%


claim: Travel / Hospitality: 5.28%


claim: Fitness / Nutrition: 5.49%


claim: Real Estate: 5.42%


claim: Consulting / Agency: 7.05%


claim: Online Training / Education: 6.38%


claim: Entertainment / Events: 5.32%


claim: Accounting / Financial: 4.40%


claim: Software: 6.67%


claim: E-Commerce / Retail: 5.07%


claim: Unknown: 9.78%


claim: Overall: 6.21%


claim: ActiveCampaign customers' average click rates: Reflects all customer campaigns between 1/1/2025-12/10/2025.


claim: 31.35% open rate for Business + Finance

source_title: Email Marketing Benchmarks & Industry Statistics - Mailchimp

methodology: Mailchimp sends billions of emails a month for millions of users.; Scanned billions of emails delivered by our system (where campaign tracking was activated, and where users reported their industry) and calculated the average unique open rates, click rates, soft bounce rate, and hard bounce rate by industry.; Only tracked campaigns that went to at least 1,000 subscribers.; Customers range from 1-person startups, small businesses to Fortune 500 companies.; Data provided on this page was last updated in December 2023.; These figures are based on available data as of December 2023.


claim: 2.78% click rate for Business + Finance


metric_category: unsubscribe

claim: 0.15% unsubscription rate for Business + Finance


claim: 40.04% open rate for Non-Profits


claim: 3.27% click rate for Non-Profits


claim: 0.18% unsubscription rate for Non-Profits


claim: 35.64% open rate for Education + Training


claim: 3.02% click rate for Education + Training


claim: 0.18% unsubscription rate for Education + Training


claim: 29.81% open rate for Ecommerce


claim: 1.74% click rate for Ecommerce


claim: 0.19% unsubscription rate for Ecommerce


claim: 35.63% open rate for All Users


claim: 2.62% click rate for All Users


claim: 0.22% unsubscription rate for All Users


claim: 34.23% average open rate (general target)


claim: 40.55% highest average open rate (government)


claim: 27.34% lowest average open rate (vitamin supplements)


claim: 2.66% optimal CTR for an email marketing campaign


claim: 1.19% lowest CTR (vitamin supplements)


claim: 4.58% highest average CTR (government)


claim: Klaviyo reports that email campaigns drive 94.7% of send volume while flows generate nearly 41% of total email revenue from 5.3% of sends.

source_title: 2026 Email Marketing Benchmarks by Industry - Klaviyo

methodology: Data based on over 183,000 Klaviyo customers; manually reviewed from the source page on 2026-05-10.


claim: Klaviyo reports that flow average revenue per recipient is nearly 18x higher than campaigns.


claim: Klaviyo reports that email flows deliver over 3x higher click rates and 13x higher placed order rates than campaigns.


claim: Klaviyo reports that nearly 48% of flow-driven email revenue comes from new buyers, compared with 16% from campaigns.


claim: Klaviyo reports that top 10% email flows achieve revenue per recipient as high as $7.79 and click rates over 10%.


claim: Klaviyo reports that AI product recommendations lift email click rates to 3.75% on average and 8.79% for top performers.