Email Marketing: Average open rate was 17.92% in 2019

What was a good open rate for email 2019? Campaign Monitor last month shared email marketing benchmarks by industry for the year 2019. The average open rate in 2019 was 17.92%. The average click-through rate was 2.69, the average unsubscribe rate was 0.17%, the average click-to-open rate was 14.10%, and the average bounce rate was 1.06%.

The industries with higher open rates were Nonprofit, Agriculture, Forestry, Fishing & Hunting, Government, and Healthcare Services.

The best day for highest email open rates was Thursday, the best day for highest click-through rates was Tuesday, however the best day the lowest unsubscribe rates was Sunday and Monday.

Email marketing metrics explained

Open Rate

The percentage of the total number of subscribers who opened the email.

Click-Through Rate

The click-through rate is the number of subscribers who click on a link or image out of all the total emails sent.

Unsubscribe Rate

The percentage of people who unsubscribe out of all the total emails sent.

Click-to-Open Rate

The percentage of subscribers who click on a link or image out of all the email openings.

Spam Rate

The percentage of subscribers who junk/spam the email out of all the total emails sent.

Bounce Rate

The percentage of emails that couldn’t be delivered out of all the emails sent.