<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1657797781133784&amp;ev=PageView&amp;noscript=1">

Read. Learn. Sell.

January 24, 2017 // 6:30 AM

How Your Email Open Rates Compare to Industry Averages [New Data]

Written by | @

email-open-rate-benchmark-header.png

As a sales professional you send dozens of emails a day. Chances are you have an idea of what your open rate is, but do you know how you rank against the rest of your industry?

What if you’re below average and have room to improve?

Imagine you go from a 20% to 30% open rate. Let’s do some quick math.

Let’s say that for every 100 emails, you get 10 booked meetings. Of those meetings, you typically close three deals. If you could book 15 meetings instead, you could close four or five additional deals.

What would continuing to improve that number mean for your quota?

No matter what industry you’re in, chances are you can get better. We analyzed data from over 25,000,000 emails across 29 industries and found the average email open rate for all of them.

Find out how your email open rate compares to your industry.

Here are some interesting findings from our data that looks at the following buckets of industries:

1) Out of the 29 industries we looked at, Marketing and Advertising companies have the lowest email open rate.

2) The top five email open rates belong to the following industries in order:

  1. Arts & Entertainment
  2. Construction
  3. Human Resources
  4. Legal & Government
  5. Real Estate

3) The overall average open rate across all industries is 32%.

As a bonus, after you find out your benchmark we provide the tips and tools for you to improve your open rate by up to 11%.

New Call-to-action

Frequently Asked Questions

How do I improve my email open rates?
Email open rates can be improved by personalizing your subject line to be engaging and relevant to your customer or prospect. Without personalization, the recipient will be able to quickly catch on that you're simply emailing multiple people with the same message. Do some research to find tidbits of information to show the prospect you know something about them and it'd be worthwhile to engage with you.

What are best practices for email subject lines?
Best practices for email subject lines include:

  • Keep it short and sweet: Fewer words makes it easier to understand.
  • Tailor it to the specific person you're emailing: Research, research, research. Include a phrase or piece of information to show that your email is relevant to them.
  • Tell them what to expect if they open your email: If they know what to expect - and it's what they want - they'll be more likely to open the email.
  • Send your email at the right time: Think about the timezone the person is in, when they work, when they're likely to check email and send your email at that time.
  • Don't use all caps or overuse exclamation points: These are often exaggerations and a subject line that says "IMPORTANT!!!" probably isn't going to work. If it does get them to open, make sure it's actually important. 

What are the best email subject line examples?
Some examples of the best subject lines people have used to generate curiosity are "thought you should know" and "thought you'd be interested."

How do I personalize subject lines?
You can personalize your subject lines by using the recipient's name, mentioning their company, mentioning someone they know, or referring to a piece of information relevant to them.

What is the average email open rate for arts and entertainment companies?
From a sample of over 174,000 emails, the average open rate for the arts and entertainment category is 47%. This category encompasses companies that self-identified their industry as: entertainment, fine art, gambling and casinos, media production, motion pictures and film, museums and institutions, newspapers, performing arts, photography, or sports. This open rate is much higher than the overall average of 37%, making it one of the easier industries for salespeople.

What is the average email open rate for autos and vehicles companies?
From a sample of over 119,000 emails, the average open rate for the autos and vehicle category is 35%. This category encompasses companies that self-identified their industry as: automotive, aviation and aerospace, or shipbuilding. This lines right up with the overall average open rate of 37%, however, that still means over 60% of emails are never opened.

What is the average email open rate for beauty and fitness companies?
From a sample of over 180,000 emails, the average open rate for the beauty and fitness category is 40%. This category encompasses companies that self-identified their industry as: cosmetics or health, wellness, and fitness. This high open rate may be due to the growing popularity of beauty and fitness influencers on social media, making it easier for salespeople in these industries.

What is the average email open rate for biotechnology companies?
From a sample of over 90,000 emails, the average open rate for the biotechnology category is 37%. This category encompasses all companies that self-identified their industry as biotechnology. Biotechnology companies line right up with the overall average open rate of 37% with roughly 1 of every 3 emails sent gets opened.

What is the average email open rate for business and industrial companies?
From a sample of over 2.6 million emails, the average open rate for the business and industrial category is 41%. This category encompasses companies that self-identified their industry as: architecture and planning, building materials, business supplies and equipment, chemicals, civil engineering, consulting, defense and space, environmental services, executive office, facilities services, furniture, glass, ceramics concrete, import and export, industrial automation, logistics and supply chain, machinery, maritime, market research, mechanical and industrial engineering, mining and metals, oil and energy, outsourcing and offshoring, package and freight delivery, packaging and containers, paper and forest products, pharmaceuticals, printing, railroad manufacture, recreational facilities and services, renewables and environment, research, textiles, translation and localization, transportation, trucking, railroad, utilities, warehousing, wholesale, or writing and editing. One of the larger buckets, business and industrial maintains a higher average than the overall average of 37%. 

What is the average email open rate for computer software companies?
From a sample of over 7.6 million emails, the average open rate for the computer software category is 28%. This category encompasses companies that self-identified their industry as computer software. Computer software has one of the lowest email open rates compared to the average of 37%. Salespeople in software have it tough.

What is the average email open rate for computers and electronics companies?
From a sample of over 348,000 emails, the average open rate for the computers and electronics category is 35%. This category encompasses companies that self-identified their industry as: computer games, computer hardware, consumer electronics, electrical or electronic manufacturing, nanotechnology, semiconductors, or technology. Computer electronics have a higher open rate than software, however it is still below the overall average of 37%. 

What is the average email open rate for construction companies?
From a sample of over 195,000 emails, the average open rate for the construction category is 45%. This category encompasses companies that self-identified their industry as construction. Construction has the second highest open rate and is well above the overall average making it one of the easier industries for sales people. Nearly 1 in 2 emails are opened.

What is the average email open rate for design and development companies?
From a sample of over 259,000 emails, the average open rate for the design and development category is 39%. This category encompasses companies that self-identified their industry as: animation, design, or graphic design. Design and development has the 13th highest email open rate, slightly above the overall average. 

What is the average email open rate for event services companies?
From a sample of over 75,000 emails, the average open rate for the event services category is 35%. This category encompasses companies that self-identified their industry as event services. While event services falls into the bottom 50% of email open rates, over 1 of every 3 emails is opened.

What is the average email open rate for finance companies companies?
From a sample of over 877,000 emails, the average open rate for the finance category is 40%. This category encompasses companies that self-identified their industry as: accounting, banking, capital markets, financial serices, investment banking, investment management, venture capital, or private equity. Finance has the 9th highest email open rate. This high open rate may be due to the importance and urgency when it comes to money. People are more willing to engage when their finances are at stake.

What is the average email open rate for healthcare companies?
From a sample of over 485,000 emails, the average open rate for the healthcare category is 33%. This category encompasses companies that self-identified their industry as: alternative medicine, hospital and health care, individual and family services, medical devices, medical practice, mental health care, or veterinary. Compared to finance, healthcare has a much lower open rate, despite being arguably as important.

What is the average email open rate for hospitality companies?
From a sample of over 92,000 emails, the average open rate for the hospitality category is 40%. This category encompasses companies that self-identified their industry as: hospitality or restaurants. 

What is the average email open rate for human resources companies?
From a sample of over 135,000 emails, the average open rate for the human resources category is 44%. This category encompasses companies that self-identified their industry as human resources. Human resources has the third highest email open rate out of 29 industries. 

What is the average email open rate for information technology and services companies?
From a sample of over 2.3 million emails, the average open rate for the information technology and services category is 38%. This category encompasses companies that self-identified their industry as: information services or informational technology and services. One of the larger buckets, information technology and services a slightly above the overall average of 37%.

What is the average email open rate for insurance companies?
From a sample of over 213,000 emails, the average open rate for the insurance category is 38%. This category encompasses companies that self-identified their industry as insurance.

What is the average email open rate for internet and telecom companies?
From a sample of over 533,000 emails, the average open rate for the internet and telecom category is 40%. This category encompasses companies that self-identified their industry as: broadcast media, computer and network security, computer networking, internet, telecommunications, or wireless. Even though software has a low open rate, internet and telecom ranks 11th for email open rate showing that while software is a tough sell, that doesn't mean technology overall is as difficult to sell.

What is the average email open rate for jobs and education companies?
From a sample of over 965,000 emails, the average open rate for the jobs and education category is 32%. This category encompasses companies that self-identified their industry as: civic and social organization, e-learning, education management, higher education, libraries, primary or secondary education, program development, or staffing and recruiting.

What is the average email open rate for legal and government companies?
From a sample of over 210,000 emails, the average open rate for the legal and government category is 44%. This category encompasses companies that self-identified their industry as: alternative dispute resolution, government administration, government relations, international affairs, international trade and development, judiciary law enforcement, law practice, legal services, legislative office, military, political organization, public policy, public safety, security and investigations, or think tanks. Legal and government has the fourth highest email open rate, reflecting the importance and sense of urgency that naturally comes with this industry.

What is the average email open rate for management consulting companies?
From a sample of over 708,000 emails, the average open rate for the management consulting category is 40%. This category encompasses companies that self-identified their industry as management consulting.

What is the average email open rate for marketing and advertising companies?
From a sample of over 5.7 million emails, the average open rate for the marketing and advertising category is 25%. This category encompasses companies that self-identified their industry as marketing and advertising. Marketing and advertising companies have the lowest sales email open rate. Only 1 out of every 4 emails is opened, making it the toughest industry for salespeople.

What is the average email open rate for media companies?
From a sample of over 320,000 emails, the average open rate for the media category is 32%. This category encompasses companies that self-identified their industry as: music, online media, or publishing.

What is the average email open rate for non-profit companies?
From a sample of over 180,000 emails, the average open rate for the non-profit category is 28%. This category encompasses companies that self-identified their industry as: fund-raising, non-profit organization management, philanthropy, or religious institutions. 

What is the average email open rate for professional training and coaching companies?
From a sample of over 188,000 emails, the average open rate for the professional training and coaching category is 36%. This category encompasses companies that self-identified their industry as professional training and coaching.

What is the average email open rate for public relations and communications?
From a sample of over 144,000 emails, the average open rate for the public relations and communications category is 28%. This category encompasses companies that self-identified their industry as public relations and communications.

What is the average email open rate for real estate companies?
From a sample of over 427,000 emails, the average open rate for the real estate category is 42%. This category encompasses companies that self-identified their industry as real estate.

What is the average email open rate for shopping companies?
From a sample of over 312,000 emails, the average open rate for the shopping category is 41%. This category encompasses companies that self-identified their industry as: apparel and fashion, arts and crafts, consumer goods, consumer services, food and beverages, luxury goods and jewelry, retail, sporting goods, supermarkets, or wine and spirits.

What is the average email open rate for travel companies?
From a sample of over 266,000 emails, the average open rate for the travel category is 28%. This category encompasses companies that self-identified their industry as: airlines and aviation or leisure, travel and tourism. Travel has the second to lowest email open rate, well below the average of 37%. This may be because travel is not seen as an urgent matter - emails are often ignored.

What is the overall average email open rate?
From a sample of over 25 million emails, the average open rate across all industries is 37%.

Subscribe to HubSpot's Sales Blog

Join 82,000+ fellow sales professionals! Get HubSpot's latest sales articles straight to your inbox. Enter your email address below:

Comments

Sorry we missed you! We close comments for older posts, but we still want to hear from you. Tweet us @HubSpot to continue the discussion.

Comments
subscribe to hubspot's marketing blog