Email marketing kpis: Email Performance Benchmarks
The median published figure in the Email Performance Benchmarks is 27.81 percent across 26 figures from 6 sources' own pages (range 18.50 to 57.25 percent), read 12 October 2026.
Funnelvo sells its own paid plan in this category (our pricing). It is not counted here: every figure in this index is another provider's own published price, read from its own page.
- 919 to 25
- 825 to 31
- 231 to 38
- 538 to 44
- 144 to 51
- 151 to 57
Bands
| Bucket | Value |
|---|---|
| 19 to 25 | 9 sources |
| 25 to 31 | 8 sources |
| 31 to 38 | 2 sources |
| 38 to 44 | 5 sources |
| 44 to 51 | 1 source |
| 51 to 57 | 1 source |
6 of the 11 named sources read in full publish a figure; 5 publish none, read 12 October 2026.
The median is unchanged since 26 September 2026 (was 27.81 percent across 26).
By industry and market
| Breakdown | Median | Range | Sources |
|---|---|---|---|
| industrybusiness-finance | 31.35% | 31.35 to 31.35% | 1 |
| industrynonprofit | 33.32% | 26.6 to 40.04% | 2 |
| industryeducation | 32.07% | 28.5 to 35.64% | 2 |
| industryecommerce | 29.81% | 29.81 to 29.81% | 1 |
| industryall | 31.12% | 20.73 to 43.46% | 4 |
| industryadvertising-marketing | 20.5% | 20.5 to 20.5% | 1 |
| industryagriculture | 27.3% | 27.3 to 27.3% | 1 |
| industryconsumer-packaged-goods | 20% | 20 to 20% | 1 |
| industryfinancial-services | 27.1% | 27.1 to 27.1% | 1 |
| industryrestaurant-food-beverage | 18.5% | 18.5 to 18.5% | 1 |
| industrygovernment | 19.4% | 19.4 to 19.4% | 1 |
| industryhealthcare | 23.7% | 23.7 to 23.7% | 1 |
| industryit-software | 22.7% | 22.7 to 22.7% | 1 |
| industrylogistics-wholesale | 23.4% | 23.4 to 23.4% | 1 |
| industrymedia-publishing | 23.9% | 23.9 to 23.9% | 1 |
| industryauthors | 43.14% | 43.14 to 43.14% | 1 |
| marketsouth-america | 39.64% | 39.64 to 39.64% | 1 |
| marketAU | 57.25% | 57.25 to 57.25% | 1 |
| marketBE | 48.41% | 48.41 to 48.41% | 1 |
| marketBR | 28.32% | 28.32 to 28.32% | 1 |
| marketCA | 42.12% | 42.12 to 42.12% | 1 |
Every figure, with its source
One row per source: the figure the source's own page publishes, the page, and the day it was read. A figure that is not on a page we read is not on this one.
The sentence each figure was read from (26)
- GetResponse email marketing benchmarks, read 2026-10-12:
Australia 57.25% 2.31% 4.04% 0.25% 0.01% 1.77%
- GetResponse email marketing benchmarks, read 2026-10-12:
Belgium 48.41% 6.23% 12.87% 0.32% 0.02% 1.75%
- MailerLite email marketing benchmarks, read 2026-10-12:
The average email open rate in 2025 was 43.46%.
- MailerLite email marketing benchmarks, read 2026-10-12:
The benchmark open rate for authors is 43.14% and the click rate is 2.75%
- GetResponse email marketing benchmarks, read 2026-10-12:
Canada 42.12% 8.68% 20.61% 0.15% 0.01% 2.26%
- Mailchimp email marketing benchmarks by industry, read 2026-10-12:
Gemeinnützige Organisationen 40.04% 3.27% 0.18%
- GetResponse email marketing benchmarks, read 2026-10-12:
All 39.64% 3.25% 8.62% 0.15% 0.01% 2.33%
- Mailchimp email marketing benchmarks by industry, read 2026-10-12:
Aus- und Weiterbildung 35.64% 3.02% 0.18%
- Mailchimp email marketing benchmarks by industry, read 2026-10-12:
Alle Benutzer 35.63% 2.62% 0.22%
- Mailchimp email marketing benchmarks by industry, read 2026-10-12:
Wirtschaft + Finanzen 31.35% 2.78% 0.15%
- Mailchimp email marketing benchmarks by industry, read 2026-10-12:
E-Commerce 29.81% 1.74% 0.19%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Education 28.5% 4.4% 15.7% 0.2%
- GetResponse email marketing benchmarks, read 2026-10-12:
Brazil 28.32% 4.40% 15.55% 0.09% 0.01% 3.45%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Agriculture, Forestry, Fishing, Hunting 27.3% 3.4% 12.5% 0.3%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Financial Services 27.1% 2.4% 10.1% 0.2%
- Omnisend email marketing statistics, read 2026-10-12:
Open rates jumped 6% YoY, reaching 26.6% in 2024, indicating consumers are more responsive to email content that catches their attention.
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Nonprofit 26.6% 2.7% 10.2% 0.2%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Media, Entertainment, Publishing 23.9% 2.9% 12.4% 0.1%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Healthcare Services 23.7% 3.0% 13.4% 0.3%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Logistics & Wholesale 23.4% 2.0% 11.7% 0.3%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
IT/Tech/Software 22.7% 2.0% 9.8% 0.2%
- Brevo email marketing benchmarks, read 2026-10-12:
Open rate 20.73% 44.02%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Advertising & Marketing 20.5% 1.8% 9.0% 0.2%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Consumer Packaged Goods 20% 1.9% 11.1% 0.1%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Government & Politics 19.4% 2.8% 14.3% 0.1%
- Campaign Monitor email marketing benchmarks, read 2026-10-12:
Restaurant, Food & Beverage 18.5% 2.0% 10.5% 0.1%
Read in full, publishes no figure
5 named sources were read in full on the dates shown and print no usable figure. They are counted, never filled in.
- Klaviyo email marketing benchmarks, read 2026-10-12: read in full and no accepted figure on the page
- Litmus State of Email 2026, read 2026-10-12: read in full and no accepted figure on the page
- HubSpot marketing statistics, read 2026-10-12: read in full and no accepted figure on the page
- DMA (UK) Marketer Email Tracker 2026, read 2026-10-12: read in full and no accepted figure on the page
- Validity resource centre (State of Email), read 2026-10-12: read in full and no accepted figure on the page
Methodology
Every row is a verbatim sentence read from the named source's own page through our fetch service on the date shown, hash-pinned to the stored read (the sha of the page's visible text; the raw page is mirrored to R2).
6 of the 11 named sources that could be read published a usable figure; 5 published none and are recorded as not published, never filled in; 0 could not be read (blocked, dead or unreachable) and count nowhere.
The headline figures (median, minimum, maximum, quartiles) are over ONE figure per source for each breakdown it prices, in % (a source's median where its page yielded several accepted sentences for one breakdown), so a page that gives figures for several breakdowns gives one for each and N counts 26 figures, never sentences; 31 candidate sentence(s) were refused by a reviewer with the reason recorded.
The fuller derivation this dataset is chartered to grow into (not yet what the figures above are; they are each source's own published figure as read): one row per publisher per industry per metric per period, each attributed to the publisher that measured it with its sample size and window, and the derivation across them: the spread between publishers for the same industry and metric (they disagree by more than the industry differences they report), the direction of travel across releases, and what share of the published tables survive the Apple Mail Privacy Protection caveat their own methodology notes - a cross-publisher comparison no single publisher will ever draw
31 candidate sentences on these pages were refused by a reviewer; each refusal and its reason is recorded in the review ledger.
Sources (11)
- Klaviyo email marketing benchmarks(the publisher's own terms; quoted for reporting and comment)
- Mailchimp email marketing benchmarks by industry(the publisher's own terms; quoted for reporting and comment)
- Omnisend email marketing statistics(the publisher's own terms; quoted for reporting and comment)
- GetResponse email marketing benchmarks(the publisher's own terms; quoted for reporting and comment)
- Campaign Monitor email marketing benchmarks(the publisher's own terms; quoted for reporting and comment)
- Brevo email marketing benchmarks(the publisher's own terms; quoted for reporting and comment)
- MailerLite email marketing benchmarks(the publisher's own terms; quoted for reporting and comment)
- Litmus State of Email 2026(the publisher's own terms; quoted for reporting and comment)
- HubSpot marketing statistics(the publisher's own terms; quoted for reporting and comment)
- DMA (UK) Marketer Email Tracker 2026(the publisher's own terms; quoted for reporting and comment)
- Validity resource centre (State of Email)(the publisher's own terms; quoted for reporting and comment)
Cite or embed this figure
Cite or embed this figure
The median published figure in the Email Performance Benchmarks is 27.81 percent across 26 figures from 6 sources' own pages (range 18.50 to 57.25 percent), read 12 October 2026.
6 of the 11 named sources read in full publish a figure; 5 publish none, read 12 October 2026.
Email Performance Benchmarks, industry business-finance: median 31.35 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry nonprofit: median 33.32 percent across 2 sources, read 12 October 2026.
Email Performance Benchmarks, industry education: median 32.07 percent across 2 sources, read 12 October 2026.
Email Performance Benchmarks, industry ecommerce: median 29.81 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry all: median 31.12 percent across 4 sources, read 12 October 2026.
Email Performance Benchmarks, industry advertising-marketing: median 20.50 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry agriculture: median 27.30 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry consumer-packaged-goods: median 20 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry financial-services: median 27.10 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry restaurant-food-beverage: median 18.50 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry government: median 19.40 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry healthcare: median 23.70 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry it-software: median 22.70 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry logistics-wholesale: median 23.40 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry media-publishing: median 23.90 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, industry authors: median 43.14 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, market south-america: median 39.64 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, market AU: median 57.25 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, market BE: median 48.41 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, market BR: median 28.32 percent across 1 source, read 12 October 2026.
Email Performance Benchmarks, market CA: median 42.12 percent across 1 source, read 12 October 2026.
The median is unchanged since 26 September 2026 (was 27.81 percent across 26).
Cite as: "Funnelvo Email Performance Benchmarks", updated 2026-10-19, https://funnelvo.com/datasets/email-performance-benchmarks/.
Download the CSV (26 rows, computed 2026-10-19)