Average open rate, click rate and click-to-open rate by industry, from two independent platform datasets.
| Industry | Open rate | Click rate | CTOR |
|---|---|---|---|
| Religion | 55.71% | 2.95% | 7.58% |
| Non-profit | 52.38% | 2.90% | 8.24% |
| Hobbies | 53.25% | 3.30% | 8.45% |
| Legal | 42.58% | 4.90% | 14.72% |
| E-commerce | 32.67% | 1.07% | 4.01% |
| Travel & Transportation | 30.10% | 1.68% | 6.34% |
| Industry | Open rate | Click rate | Unsubscribe |
|---|---|---|---|
| Business & Finance | 31.35% | 2.78% | 0.15% |
| Non-Profits | 40.04% | 3.27% | 0.18% |
| Education & Training | 35.64% | 3.02% | 0.18% |
| E-commerce | 29.81% | 1.74% | 0.19% |
| All users | 35.63% | 2.62% | 0.22% |
Open-rate measurement changed after Apple Mail Privacy Protection (2021): Apple devices auto-load tracking pixels, inflating opens. MailerLite's 2025 dataset reflects post-MPP measurement; Mailchimp's 2023 figures note the same caveat. Treat click rate and CTOR as the more reliable cross-platform comparison metrics.
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