Email Marketing Industry Benchmarks
Median values from MailerLite’s own customer campaign data, December 2024 – November 2025. MailerLite’s methodology explicitly identifies these as median benchmark values — some prose on the source page separately uses the word “average” for the same kind of figure, but Tecuy follows the source’s stated methodology and reports medians here.
- Year
- 2026
- Industries
- 46
- Metrics
- 4
- Sample
- Over 3.6 million campaigns from 181,000 approved accounts
Benchmarks by industry
Covers 46 industries as published by MailerLite. Bounce rate and conversion rate are not reported by this source at any level and are not shown. Click an industry to see its full benchmark page.
| Industry | Open Rate | Click Rate | CTOR | Unsubscribe Rate | Details |
|---|---|---|---|---|---|
| Agency | 40.52% | 1.85% | 6.74% | 0.21% | View → |
| Agriculture and food services | 45.51% | 1.83% | 6.21% | 0.23% | View → |
| Architecture and construction | 40.55% | 1.68% | 6.1% | 0.23% | View → |
| Art gallery and museum | 50.43% | 2.66% | 6.28% | 0.33% | View → |
| Artist | 49.23% | 2.52% | 7.45% | 0.27% | View → |
| Author | 43.14% | 2.75% | 7.81% | 0.31% | View → |
| Beauty and personal care | 38.4% | 0.95% | 3.91% | 0.23% | View → |
| Blogger | 43.03% | 3% | 8.56% | 0.16% | View → |
| Business and finance | 43.34% | 2.37% | 7.96% | 0.16% | View → |
| Coaching | 48.07% | 1.42% | 4.9% | 0.3% | View → |
| Computers and electronics | 35.29% | 1.37% | 4.83% | 0.17% | View → |
| Construction | 39.95% | 3.53% | 12.38% | 0.27% | View → |
| Consulting | 45.96% | 2.41% | 7.67% | 0.23% | View → |
| Creative services/agency | 47.69% | 1.87% | 5.53% | 0.29% | View → |
| E-commerce | 32.67% | 1.07% | 4.01% | 0.18% | View → |
| Educational institution | N/A | 1.93% | 7.03% | 0.17% | View → |
| Entertainment and events | 46% | 1.28% | 3.7% | 0.24% | View → |
| Games | 41.35% | 2.11% | 9.71% | 0.25% | View → |
| Government | 48.52% | 3.05% | 8.44% | 0.22% | View → |
| Health and fitness | 47.81% | 1.45% | 4.45% | 0.3% | View → |
| Higher education | 43.98% | 2.15% | 9.15% | 0.1% | View → |
| Hobbies | 53.25% | 3.3% | 8.45% | 0.23% | View → |
| Home and garden | 39.18% | 1.75% | 7.05% | 0.23% | View → |
| Insurance | 44.4% | 1.36% | 3.19% | 0.27% | View → |
| Legal | 42.58% | 4.9% | 14.72% | 0.09% | View → |
| Manufacturing | 37.36% | 4.22% | 14.82% | 0.3% | View → |
| Marketing and advertising | 37.23% | 1.3% | 6.09% | 0.15% | View → |
| Media | 42.97% | 4.1% | 12.92% | 0.1% | View → |
| Medical, dental, and healthcare | 43.75% | 2.25% | 7.31% | 0.2% | View → |
| Music and musicians | 45.93% | 1.7% | 5.42% | 0.23% | View → |
| Non-profit | 52.38% | 2.9% | 8.24% | 0.19% | View → |
| Online courses | 43.1% | 1.39% | 5.23% | 0.23% | View → |
| Other | 44.9% | 2.15% | 6.86% | 0.22% | View → |
| Photo and video | 49.98% | 1.59% | 4.84% | 0.4% | View → |
| Politics | 47.19% | 0.83% | 2.96% | 0.14% | View → |
| Public relations | 47.18% | 2.02% | 6.18% | 0.14% | View → |
| Publishing company | 34.24% | 2.82% | 9.12% | 0.2% | View → |
| Real estate | 40.37% | 1.72% | 6.72% | 0.16% | View → |
| Recruitment and staffing | 45.26% | 1.68% | 5.29% | 0.24% | View → |
| Religion | 55.71% | 2.95% | 7.58% | 0.13% | View → |
| Restaurants and cafes | 44.32% | 1.06% | 3.28% | 0.39% | View → |
| Retail | 37.47% | 1.27% | 4.51% | 0.22% | View → |
| Software and web app | 39.31% | 1.15% | 5.4% | 0.2% | View → |
| Sports | 47.69% | 1.27% | 3.35% | 0.16% | View → |
| Telecommunications | 37.21% | 1.49% | 4.54% | 0.34% | View → |
| Travel and transportation | 30.1% | 1.68% | 6.34% | 0.13% | View → |
N/A means the source did not report that figure for that industry — it is not zero and is not estimated.
Regional benchmarks — blended across industries
Industry and regional benchmark tables are separate datasets and cannot be combined into industry-by-region benchmarks — MailerLite does not publish that intersection.
| Region | Open Rate | Click Rate | CTOR | Unsubscribe Rate |
|---|---|---|---|---|
| Africa | 36.53% | 2.29% | 7.82% | 0.19% |
| Asia | 32.54% | 1.23% | 5.21% | 0.12% |
| Australia | 47.69% | 2.82% | 8.3% | 0.37% |
| Europe | 45.08% | 2.04% | 6.46% | 0.23% |
| LATAM | 31.97% | 1.4% | 6.56% | 0.1% |
| Poland | 36.05% | 1.46% | 6.63% | 0.17% |
| US and Canada | 44.49% | 2.14% | 6.73% | 0.2% |
Full industry pages
Source & methodology
- Source
- MailerLite — Email marketing benchmarks by industry and region for 2026
- Platform measured
- MailerLite platform email campaigns (single-vendor customer data, blended across all regions)
- Campaign type
- Region
- Global (blended across all regions; see regional benchmarks for region-level figures)
- Year
- 2026
- Statistic type
- Median
- Sample
- Over 3.6 million campaigns from 181,000 approved accounts
- Measurement period
- December 2024 – November 2025
- Source published
- 2026-04-07
- Last verified by Tecuy
- 2026-09-20
Aggregated from over 3.6 million campaigns sent from 181,000 approved MailerLite accounts, December 2024 – November 2025. The source's methodology statement says these are median values ("Shows the median value for all benchmarks"), though separate prose elsewhere on the same page inconsistently calls the same kind of figure an "average" — Tecuy records these as medians per the source's explicit methodology, not the inconsistent prose. No per-industry or per-region sample size is disclosed. Bounce Rate and Conversion Rate are not reported by this source at any level. Figures reflect MailerLite's own customer base only (not a cross-platform blend) and are blended across all regions — see the separate regional dataset for region-level figures, which cannot be combined with these industry figures (no industry×region data exists in the source).
Note
- Click-to-Open Rate: clicks as a share of opens, not of total sends.
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