Industry Benchmarks & Data Sources
Data compiled from Mailchimp, Campaign Monitor, HubSpot, Amazon, GetResponse, and the DMA (2024-2025 reports). Covers 19 major ESPs and 13 industry categories.
Email Marketing Benchmarks by Industry
The following table shows average email marketing performance metrics across major industries. These benchmarks are built into our ROI calculator when you select your industry.
| Industry | Open Rate | CTR | Conversion Rate | Bounce Rate |
|---|---|---|---|---|
| E-commerce / Retail | 18.2% | 2.3% | 1.8% | 1.2% |
| SaaS / Technology | 24.5% | 2.8% | 2.1% | 0.8% |
| Media / Publishing | 21.7% | 2.1% | 0.9% | 1.5% |
| Financial Services | 26.3% | 2.2% | 1.7% | 0.6% |
| Healthcare | 22.8% | 2.6% | 1.2% | 1.1% |
| Real Estate | 20.1% | 2.4% | 1.0% | 1.8% |
| Education | 25.2% | 2.9% | 1.6% | 0.9% |
| Non-Profit | 24.0% | 2.7% | 1.4% | 0.7% |
| Travel / Hospitality | 19.5% | 1.9% | 1.1% | 1.4% |
| Government & Politics | 23.3% | 2.1% | 1.0% | 0.7% |
| Restaurants / Food & Beverage | 17.5% | 1.5% | 1.2% | 1.6% |
| Manufacturing / Industrial | 21.8% | 2.3% | 1.3% | 1.0% |
| Legal Services | 22.9% | 2.4% | 1.5% | 0.9% |
Source: Mailchimp Email Marketing Benchmarks 2024, Campaign Monitor 2024 Report, GetResponse Benchmarks 2024.
Deliverability Benchmarks
| ESP | Avg. Deliverability | Spam Rate | Bounce Rate |
|---|---|---|---|
| Klaviyo | 97% | 0.8% | 0.6% |
| Brevo | 96% | 1.1% | 0.9% |
| ActiveCampaign | 96% | 1.0% | 0.8% |
| Mailchimp | 95% | 1.3% | 1.2% |
| SendGrid | 97% | 0.6% | 0.5% |
| ConvertKit | 95% | 1.4% | 1.0% |
| MailerLite | 94% | 1.5% | 1.3% |
| Campaign Monitor | 96% | 1.0% | 0.8% |
| Amazon SES | 97% | 0.4% | 0.3% |
| Postmark | 98% | 0.3% | 0.2% |
| Mailgun | 96% | 0.7% | 0.6% |
| Constant Contact | 94% | 1.4% | 1.1% |
| HubSpot | 95% | 1.2% | 0.9% |
| GetResponse | 95% | 1.1% | 0.8% |
| AWeber | 94% | 1.5% | 1.2% |
Note: Deliverability varies significantly by sender reputation, list hygiene, and authentication setup. These are provider-wide averages.
Email Marketing ROI Benchmarks
| Metric | Average | Top Quartile | Source |
|---|---|---|---|
| ROI per $1 spent | $36 | $50+ | DMA Response Rate Report |
| Revenue per email | $0.08 - $0.15 | $0.30+ | Campaign Monitor |
| Revenue per subscriber/year | $42 | $100+ | Mailchimp |
| List decay rate/year | 22.5% | — | HubSpot |
| Average order value (email) | $55 | $85+ | Campaign Monitor |
| Click-to-Open Rate (CTOR) | 10.5% | 20%+ | Campaign Monitor |
| Mobile Open Rate | 46% | 60%+ | Litmus |
| List Growth Rate (annual) | 26% | 50%+ | Mailchimp |
ESP Pricing & Feature Comparison
Monthly pricing for 50k subscribers across major email service providers. Includes free plan availability, automation capabilities, and average deliverability rates.
| Platform | Starting Price | Free Plan | Automation | Deliverability | Rating |
|---|---|---|---|---|---|
| Mailchimp | $59/mo | Yes | Basic | 95% | 4.2 |
| Klaviyo | $45/mo | Yes | Advanced | 97% | 4.6 |
| Brevo | $25/mo | Yes | Advanced | 96% | 4.3 |
| ActiveCampaign | $49/mo | -- | Advanced + CRM | 96% | 4.5 |
| ConvertKit | $29/mo | Yes | Visual | 95% | 4.4 |
| Campaign Monitor | $79/mo | Yes | Visual | 96% | 4.1 |
| Amazon SES | $10/mo | Yes | Basic | 97% | 4.0 |
| Postmark | $15/mo | Yes | Transactional | 98% | 4.5 |
| Mailgun | $35/mo | Yes | API-based | 96% | 4.1 |
| Constant Contact | $45/mo | Yes | Basic | 94% | 4.0 |
| SendGrid | $19.95/mo | Yes | API-based | 97% | 4.3 |
| MailerLite | $21/mo | Yes | Basic | 94% | 4.2 |
| GetResponse | $49/mo | Yes | Advanced | 95% | 4.1 |
| HubSpot | $90/mo | -- | Advanced + CRM | 95% | 4.3 |
| AWeber | $29.99/mo | Yes | Basic | 94% | 3.9 |
| Moosend | $16/mo | Yes | Basic | 93% | 3.8 |
| Drip | $39/mo | -- | Advanced | 95% | 4.2 |
| Benchmark Email | $23/mo | Yes | Basic | 94% | 3.9 |
| Omnisend | $59/mo | Yes | Advanced | 95% | 4.3 |
Monthly pricing based on approximately 50k subscribers. Prices may vary based on features, contract terms, and regional pricing. Ratings from G2 and Capterra.
How We Use These Benchmarks
When you select your industry in the ROI calculator, we automatically populate the open rate, CTR, and conversion rate fields with the appropriate benchmarks. You can then adjust these values to match your actual performance for a personalized calculation.
We update our benchmarks annually as new reports are published. Last updated: May 2026 — 19 ESPs, 13 industries, 8 ROI metrics.
Data Sources
All benchmarks are sourced from publicly available industry reports:
- Mailchimp Email Marketing Benchmarks: Aggregated data from millions of Mailchimp campaigns across industries. Updated annually.
- Campaign Monitor Email Marketing Statistics Report: Industry averages for email performance metrics. 2024 edition.
- HubSpot Marketing Industry Benchmarks: Data from HubSpot's platform users, segmented by industry. 2024 report.
- DMA Response Rate Report: Annual report on direct and digital marketing response rates and ROI benchmarks.
- Litmus Email Analytics: Email client market share, mobile open rates, and rendering statistics.
- GetResponse Email Marketing Benchmarks: Industry data from GetResponse's global user base. 2024 report.
- Constant Contact Email Marketing Data: Small business email marketing performance benchmarks.
- AWeber Email Marketing Statistics: Benchmarks and deliverability data from the AWeber platform.