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There is no single email marketing benchmark that fits every sender. A useful comparison matches your industry, campaign type, measurement method and reporting period. MailerLite’s 2025 campaign data offers a recent reference point: across its dataset, the reported benchmarks were 43.46% for opens, 2.09% for clicks, 6.81% for click-to-open rate and 0.22% for unsubscribes. Treat those figures as context—not universal targets or proof that beating an average will improve business results.
What the benchmarks measure—and why sources differ
Benchmark figures describe a particular dataset, not every email program. Before comparing your results, check who was included, when the messages were sent, which industries and regions were represented, and whether the source reports a mean or median. Also confirm whether it covers campaigns, automated messages or transactional email. The reviewed sources do not provide one harmonized dataset that controls for all of these factors.
Metric definitions matter, too. HubSpot defines click-through rate (CTR) as the share of total recipients who clicked, and click-to-open rate (CTOR) as the share of openers who clicked. Providers may count unique clicks, total clicks or recipients differently, so use the definition attached to the benchmark you are consulting.
- Open rate: The share of recipients recorded as opening a message. Apple Mail Privacy Protection can register opens without a person actually opening the email, so opens are an imperfect engagement signal.
- Click rate (CTR): The share of recipients who clicked, as defined by the reporting source.
- Click-to-open rate (CTOR): The share of recorded openers who clicked. Because its denominator includes opens, privacy-related inflation can affect this measure too.
- Unsubscribe rate: The share of recipients who unsubscribed, using the source’s stated calculation.
- Delivery rate: Sinch Mailgun defines this as the share of emails accepted by receiving mail servers. Acceptance does not establish that a message reached the inbox.
For each measure, use the benchmark source’s own definition and compare like with like. In particular, keep delivery and bounce statistics separate from campaign engagement rates.
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Recent all-industry figures: MailerLite’s 2025 campaign data
MailerLite’s benchmark page, dated December 3, 2025, describes more than 3.6 million campaigns sent by 181,000 approved accounts from December 2024 through November 2025. Its methodology describes the figures as medians, although some narrative text calls them averages. The table uses “reported benchmark” to preserve that qualification.
| Metric | MailerLite reported benchmark |
|---|---|
| Open rate | 43.46% |
| Click rate | 2.09% |
| Click-to-open rate | 6.81% |
| Unsubscribe rate | 0.22% |
These are a useful recent reference, not a guaranteed target for a particular sender. MailerLite recommends reading its figures alongside internal key performance indicators (KPIs); your own trend, audience and campaign objective help determine whether a result is healthy.
How much do benchmarks vary by industry?
Industry category can change the comparison substantially. In MailerLite’s 2025 campaign data, e-commerce and nonprofit results illustrate why a broad all-industry figure may not be the fairest yardstick.
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Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →| MailerLite industry category | Open rate | Click rate |
|---|---|---|
| E-commerce | 32.67% | 1.07% |
| Non-profit | 52.38% | 2.90% |
Compare your account with the closest available industry category rather than choosing the most flattering or most familiar figure. MailerLite’s dataset covers 46 industries and seven regions, but a category-level benchmark still may not match your audience, campaign mix or region exactly.
How to read other published benchmarks
Other published figures can add context, but differences in collection period and methodology make direct ranking unreliable.
- Mailchimp: Its public benchmark page lists an all-user open rate of 35.63%, click rate of 2.62% and unsubscription rate of 0.22%, based on data available through December 2023. The page says it includes tracked campaigns from users who reported their industry and campaigns sent to at least 1,000 subscribers; it calculates unique opens, clicks, soft bounces and hard bounces. Mailchimp notes its page may differ from data in its application. This is historical data and should not be treated as a same-period comparison with MailerLite’s 2025 dataset.
- Sinch Mailgun: Its 2025 report analyzes more than 400 billion emails and covers the top ten industries by send volume. That is a large sending dataset, but its scope is not all email marketing campaigns. Its delivery-rate and bounce data answer different questions from campaign engagement benchmarks.
- Campaign Monitor by Marigold: HubSpot’s 2025 deliverability guide attributes a 2.3% average click-through rate across regions to Campaign Monitor. This is a figure cited within a vendor guide, not a harmonized, universal current benchmark.
Do not average these figures together or infer that one provider’s results are better than another’s. Their populations, time windows and measurement choices differ.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What to check when your results are below a benchmark
Use a gap to decide what to investigate, not to assume one tactic will fix it. Start with the metric tied most closely to the campaign’s purpose, and compare it with your own past campaigns measured the same way.
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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsIf opens are low
Check whether opens are a meaningful measure for your audience, given privacy-related measurement effects. Then review whether the benchmark’s industry and audience are comparable to yours. Use clicks and downstream outcomes to judge engagement rather than treating opens alone as a verdict.
If clicks are low
Inspect whether the offer is relevant to the intended recipients, whether the message makes its purpose clear, and whether the link path works as expected. Benchmark evidence does not establish one universally effective tactic; assess changes against your own comparable campaigns.
If bounces or delivery concerns are high
Separate list quality and receiving-server acceptance from inbox placement. A message accepted by a receiving mail server is not necessarily in the recipient’s inbox. Look at bounce measures and delivery information on their own terms rather than interpreting them as engagement.
If unsubscribes rise
Compare the rate using a consistent definition and audience base, then consider whether the campaign matched recipients’ expectations. A benchmark can provide context, but it cannot tell you why a particular group unsubscribed.
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Quick Recap
A practical comparison checklist
- Choose the business outcome first. Decide whether the campaign is meant to drive clicks, conversions, retention or another result, and identify the metric that best reflects it.
- Match the comparison. Use the closest industry and region available, and distinguish campaign email from automated or transactional messages.
- Match the measurement. Check whether the figure is a mean or median and how the source counts opens, clicks, unsubscribes and bounces.
- Match the period. Prefer a benchmark collected in a period close to your reporting window; label older figures as historical.
- Use your own baseline. Track the same metric definition across comparable campaigns and judge movement alongside relevant internal KPIs.
- Investigate the metric, not just the rank. A benchmark is a question generator. Identify what may explain a gap, test a suitable change, and assess the result against your campaign goal.
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