Email benchmarks
📖 3 min readUpdated 2026-04-19
Benchmarks vary by industry. Compare to your vertical, not generic averages.
Open rate
- E-commerce broadcast: 20-30%
- B2B SaaS: 25-35%
- Newsletters (engaged niche): 40-60%
- Transactional: 50-80%
Click rate
- Broadcast: 1-3%
- Targeted automations: 5-15%
- Highly-segmented behavioral: 10-20%+
Unsubscribe rate
Should be under 0.5% per send. Above that signals list or content problems.