Each month, we gather and examine the data from over 200 million emails sent from Constant Contact customers who have indicated their business type. This table of averages should give you a sense of how your results compare with others in your industry, so that you can meet and exceed your business goals.
 | Did you know? If you've filled out the industry in your account, you'll see the industry average compared to your email performance when viewing your individual email reports. |
The open, click, and bounce rates for your campaign give a well-rounded picture of how your emails are being received. They also give you a place to start when you're looking to improve!
| Design tip: Sending short emails with a clear call-to-action to a segmented list helps increase your rates while keeping unsubscribes down. |
Take a look at the averages for your industry in the chart below. If your rate is close, you're doing great!
Note: The average unsubscribe rate is below 1% for most industries.
 | Important: The industry averages shown in your account are updated weekly, so they may differ from the rates below. |
As of December 2024:
Business Type | Open Rate (Total) | Click Rate (Clicks/Delivered) | Bounce Rate |
All Industries – Overall Average | 37.27% | 1.36% | 10.68% |
Administrative & Business Support Services (billing, phone answering, hiring, etc.) | 32.38% | 2.10% | 11.10% |
Child Care Services | 47.77% | 1.34% | 10.86% |
Consulting Services (management, marketing, advertising, blogging) | 33.27% | 1.89% | 10.42% |
Dining and Food Services (bakeries, restaurants, bars, breweries/wineries, food delivery services, food banks, grocery stores, farmer markets, etc.) | 34.65% | 0.70% | 9.02% |
Education | 39.97% | 1.66% | 9.93% |
Faith-Based Organizations | 41.76% | 1.75% | 9.60% |
Family and Social Services (government, adoption, animal shelter, pet care, elderly care, etc.) | 42.10% | 1.65% | 11.59% |
Financial Services (accounting services, bookkeeping, advisor, insurance and brokerage, etc) | 35.90% | 1.91% | 9.37% |
Health and Wellness (physicians, home care, dentists, mental care, nutrition, etc.) | 37.77% | 0.88% | 11.00% |
Home & Building Services (cleaning, landscaping, contractors, construction, etc.) | 39.14% | 1.61% | 10.49% |
Independent Artists, Writers, and Performers | 41.92% | 1.10% | 7.40% |
Legal Services | 37.57% | 1.93% | 14.96% |
Manufacturing and Distribution | 31.60% | 1.80% | 13.72% |
Nonprofit Membership Organizations | 43.04% | 1.95% | 12.19% |
Nonprofit Services | 39.84% | 1.32% | 10.66% |
Personal Care Services (nail, hair, skin, nutrition, fitness, etc) | 38.79% | 0.48% | 12.52% |
Real Estate | 36.22% | 1.22% | 13.75% |
Recreation, Sports & Entertainment (Yoga studio, bowling alley, etc) | 39.89% | 0.75% | 9.8% |
Repair and Maintenance | 32.49% | 0.66% | 5.42% |
Retail (Brick and Mortar & Online, wholesale and direct selling) | 34.47% | 0.83% | 8.70% |
Technology Services | 29.47% | 1.85% | 12.96% |
Transportation Services (trucking, warehousing, logistics) | 33.28% | 1.03% | 11.52% |
Travel & Tourism (passenger transport, accommodations, travel agencies, etc.) | 33.97% | 0.85% | 8.61% |
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