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Newsletter open rate statistics for 18 industries – what is a good open rate for your industry and how to improve it?

Emilia Korczynska · December 11, 2019

Day with the highest open rate (best day to send newsletters): If you’re using email marketing for your business, you are probably looking for ways to measure your results. The main KPIs (Key Performance Indicators) for email marketing are open rates and click-through rates. Of course – you want your subscribers to open and read your newsletters first and foremost, and then to click on your links (or other CTA you included in your email). You can see the sats in your email marketing tool – but while you’re looking at them you may be thinking – what is a good open rate of my newsletter?

Well, that depends on your industry, day and time when you send your newsletters, and even country (e.g. Germany has the highest open rates at 40.67%, while Singapore – lowest, at 11.89% on average (source)).

We’ve compiled a few different stats for open rates in 18 industries – from agriculture to travel – and also – where the data was available – the day of the week with the highest open rate. We also discussed a few ways how you can improve your newsletter open rates.

See our statistics below for different industries to see how you measure up.

newsletter open rate

Source: HubSpot

Newsletter open rates by industry – jump to the relevant section!

  1. Agriculture
  2. Arts & Entertainment
  3. Automobile
  4. Beauty & Finance
  5. Biotechnology
  6. Business
  7. Computer Software
  8. Computers & electronics
  9. Construction
  10. Finance
  11. Healthcare
  12. Hospitality
  13. Human Resources
  14. Insurance
  15. Legal & Government
  16. Marketing & Advertising
  17. Real Estate
  18. Travel

Agriculture – up to 48 %

Agriculture newsletter open rate statistics

Day with the highest open rate (best day to send newsletters): Saturday

Arts & Entertainment – 47%

Day with the highest open rate (best day to send newsletters): Thursday

Automobile – 35%

automobile newsletter open rate statistics

Day with the highest open rate (best day to send newsletters): Thursday

Beauty & Fitness –  40%

beauty and fitness newsletter open rate statistics

 

Biotechnology –  37%

 

biotechnology newsletter open rate statistics

Business – 41%

business newsletter open rate statistics

Computer Software – 28%

computer software newsletter open rate statistics

Computers & Electronics – 35%

electronics newsletter open rate statistics

Construction –  45%

construction newsletter open rate statistics

Finance – 40%

finance newsletter open rate statistics

Healthcare – 33%

healthcare legal newsletter open rate statistics

Day with the highest open rate (best day to send newsletters):  Monday

Hospitality – 40%

hospitality newsletter open rate statistics

Human Resources – 44%

human resources newsletter open rate statistics

Insurance –  38%

insurance newsletter open rate statistics

Legal & Government – 44%

legal newsletter open rate statistics

Marketing & Advertising – 25%

marketing newsletter open rate statistics

Day with the highest open rate (best day to send newsletters):  Monday

Real Estate – 42%

Day with the highest open rate (best day to send newsletters):  Thursday

Travel – 28%

travel newsletter open rate statistics

Day with the highest open rate (best day to send newsletters):  Thursday

How to boost your open rates?

In order to boost your open rates, you need to first and foremost work on your subject lines. Here are some tips for optimising your newsletter subject lines for open rates:

  • Don’t use words like: “free”, “help”, “percent off”, and “reminder” in your newsletter subject lines – they decrease the open rates (source: Unbounce/Backlinko)
  •  Leave the subject line blank or – if you can’t – make a typo in it. (Source: Technology of Marketing Conference/ Postfity)
  • Use emojis in your subject lines – they can improve open rates over 2x (Source: Technology of Marketing Conference/ Postfity)
  • Use the recipient’s name in your subject line – it boosts the open rates by over 18% (Source: Super Office)

email marketing, newsletter stats, open rates newsletter open rates by industry

About Emilia Korczynska

Emilia Korczynska is a marketing manager and content marketer with 5+ years of experience in startups and 10+ experience in copywriting, keen on reading, helping businesses grow through great content & everything SaaS-y. When she’s not writing, you can find her exploring the (concrete) jungles of South East Asia or running in Hyde Park.

See all my posts

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  1. Newsletter click-through rates statistics – what is a good click-through rate and how to improve it? says:
    December 16, 2019 at 7:08 pm

    […] sum, even if you do a good job with your newsletter open rates – e.g. by nailing your subject lines – it seems pretty challenging to get your […]

    Reply
  2. Email marketing vs social media marketing says:
    December 19, 2019 at 8:57 pm

    […] (e.g. using autoresponders) that will be seen by the majority of your subscribers (check out the average open rates and click-through rates by industry here), this is not that easy with social […]

    Reply
  3. Email marketing cost and ROI says:
    December 25, 2019 at 11:57 pm

    […] it’s as if the subscribers knew you themselves. Thus, small lists tend to have much higher open rates and click-through rates than industry […]

    Reply

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