Average industry rates

The average open, click-through, and bounce rates of other Constant Contact customers by industry

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Average industry rates

Every year we gather and examine over 200 million emails from Constant Contact customers, who provided their business type as part of their account information, to give you a sense of how your results compare with others in your industry.

Comparison by Industry Chart

If you've selected your industry in your My Account settings, you can view this data as a comparison to your stats in your reporting. Keep in mind that you may need to have more than one sent campaign to see the trends.

As of October 2016:

Business TypeOpen RateBounces RateClicks (Click-Through Rate)Unsubscribe Rate
Accommodations (ex. hotel, inn, B&B, campgrounds)14.21%6.67%6.46%0.23%
Animal Services15.29%5.03%8.08%0.23%
Art, Culture, Entertainment (ex. galleries, museums, musicians, theatre, film, crafts)17.92%7.20%7.67%0.14%
Automotive Services12.64%4.40%8.55%0.24%
Child Care Services23.31%7.54%5.88%0.38%
Civic/Social Membership (ex. associations, chambers, clubs)23.44%9.33%8.05%0.11%
Consultant, Training (ex. marketing, management)13.24%10.36%7.79%0.13%
Education - Primary/Secondary (ex. elementary, middle, and high schools)25.13%7.53%9.28%0.13%
Education - Higher Education (ex. colleges, universities, trade schools)15.95%6.60%9.42%0.12%
Financial Advisor16.42%13.41%7.79%0.18%
Fitness Center, Sports, Recreation (ex. yoga studio, bowling alley, gym)16.28%7.78%6.54%0.17%
Fitness/Nutritional Services (ex. personal trainer, wellness coach)5.77%2.68%4.81%0.09%
Government Agency or Services23.34%9.17%9.16%0.11%
Health & Social Services (ex. hospital, elder care, adoption services)21.46%9.81%9.01%0.19%
Health Professional (ex. physician, dentist, chiropractor)17.53%10.13%7.14%0.25%
Home & Building Services (ex. construction, HVAC, landscaping, design)17.21%4.89%4.70%0.22%
Legal Services20.40%11.67%7.83%0.22%
Manufacturing and Distribution16.15%11.16%9.06%0.20%
Marketing, Advertising, Public Relations10.76%8.20%6.58%0.08%
Other - Non-profit20.86%9.35%8.26%0.13%
Personal Services (ex. dry cleaning, photography, housekeeping)18.17%8.15%7.71%0.28%
Professional Services14.81%8.83%7.71%0.21%
Real Estate17.71%12.36%6.04%0.16%
Religious Organization27.53%8.11%7.57%0.08%
Restaurant, Bar, Cafe, Caterer15.07%7.19%4.11%0.17%
Retail (ex. brick and mortar and online)11.77%5.75%7.75%0.11%
Salon, Spa, Barber (ex. nails, tanning)14.43%11.95%4.87%0.26%
Technology (ex. web developer)12.12%11.59%6.91%0.17%
Travel and Tourism (ex. limo driver, tour guide, reservations) 12.89%8.92%6.73%0.12%

Don't see your industry listed? Please let us know.


What the Numbers Mean & How to Improve Them

  • Unsubscribe Rate - Percentage of recipients who choose to opt-out of your mailing list. Generally if you receive an unsubscribe rate of less than 2%, you're within industry norms. Sending to a new list is an exception since new lists tend to generate higher unsubscribe rates than lists that have been previously emailed to. 

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