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Use an industry benchmark to put campaign results in context—not as a universal target. MailerLite’s 2025 campaign data puts the all-industry median open rate at 43.46% and click rate at 2.09%, but the right comparison depends on the dataset, period, industry, and metric definition. Opens also need special care because privacy features can register opens without a person reading the message.
What is a useful email marketing benchmark?
A benchmark is a reference point drawn from a defined set of email campaigns. It can help you spot where your results differ from other senders, but it does not show that beating an average will improve revenue, registrations, donations, or another business outcome. MailerLite recommends considering its dataset alongside your own key performance indicators.
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Before comparing figures, check who was measured, when the data was collected, how the source defines the metric, and whether the emails resemble yours. Campaigns, automated messages, and transactional emails can have different purposes and audiences; the reviewed sources do not provide a single harmonized dataset that makes those categories directly comparable.
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MailerLite’s report, published December 3, 2025, describes medians from more than 3.6 million campaigns sent by 181,000 approved accounts between December 2024 and November 2025. It covers 46 industries and seven regions. Although some of the report’s narrative calls the results averages, its methodology describes them as medians, so treat these as MailerLite dataset benchmarks rather than universal averages.
#1 Best Overall
| Metric | MailerLite benchmark | What it measures |
|---|---|---|
| Open rate | 43.46% | Share recorded as opened |
| Click rate | 2.09% | Share recorded as clicking |
| Click-to-open rate | 6.81% | Clicks in relation to recorded opens |
| Unsubscribe rate | 0.22% median | Share unsubscribing |
These figures are a recent comparison point for MailerLite’s dataset, not a guaranteed target. Use the provider’s own definitions when interpreting rates: unique and total clicks, for example, need not be counted identically by every platform. For definitions and industry details, see MailerLite’s email marketing benchmarks.
How much do results vary by industry?
MailerLite’s 2025 campaign data illustrates why a nearby industry category is more useful than an all-industry figure alone. E-commerce campaigns recorded a 32.67% open rate and a 1.07% click rate; non-profit campaigns recorded a 52.38% open rate and a 2.90% click rate. These are results within MailerLite’s dataset and should not be treated as targets for every organization in either category.
Mailchimp’s public page offers another reference, but its figures cover a different period and selection method. It lists an all-user open rate of 35.63%, click rate of 2.62%, and unsubscription rate of 0.22%, based on data available through December 2023. Its methodology says it included campaigns with tracking activated, users who reported an industry, and campaigns sent to at least 1,000 subscribers; it calculated unique opens and clicks as well as soft and hard bounces. Mailchimp notes that the public figures may differ from data in its application. Do not reconcile these historical figures with MailerLite’s 2025 data as if both measured the same campaigns in the same way. See Mailchimp’s email marketing benchmarks.
What does each email metric tell you?
Open rate
Open rate measures messages recorded as opened, but it is not a dependable count of people who actually read an email. Apple Mail Privacy Protection can mark messages as opened without a person opening them, which may inflate reported rates. Use opens as a qualified signal and consider clicks and meaningful downstream outcomes alongside them.
Click rate and click-to-open rate
Click rate relates clicks to total recipients; click-to-open rate relates clicks to recorded opens. HubSpot’s benchmark article uses these definitions, but counting conventions can differ between providers, so confirm the reporting platform’s definition before comparing. Because privacy-related opens can distort the denominator, interpret click-to-open rates cautiously too.
HubSpot’s 2025 deliverability guide attributes a 2.3% average click-through rate across regions to Campaign Monitor by Marigold. This is a figure cited within a vendor guide, not a harmonized or universal current benchmark. The guide is at HubSpot’s Essential Guide to Email Deliverability.
Rank #4
Unsubscribe rate
Unsubscribe rate shows the share of recipients who opt out. MailerLite’s 0.22% figure is a median for its 2025 dataset; Mailchimp lists 0.22% for its differently defined historical dataset available through December 2023. The same percentage from two sources does not establish that audiences or measurement methods match.
Delivery rate and bounce rate
Delivery rate is not the same as inbox placement. Sinch Mailgun defines delivery rate as the percentage of emails accepted by receiving mail servers and explicitly says acceptance does not show whether messages reached the inbox. Its 2025 report analyzes more than 400 billion emails across the top ten industries by send volume, so it describes sending data in those categories rather than all email marketing campaigns. Keep these delivery and bounce measures separate from engagement metrics. See Sinch Mailgun’s 2025 email marketing benchmark report.
Best Value
How should you act on a gap?
Treat a benchmark gap as a prompt to investigate, not proof that a particular tactic will fix performance. Start with the metric closest to the campaign’s purpose and verify that your comparison is reasonably aligned by source, period, audience category, campaign type, and counting method.
- If opens are low or unusually high: Consider whether privacy-related measurement and audience fit make the number meaningful before changing subject lines or judging engagement.
- If clicks are low: Inspect whether the offer is relevant, the message makes its next step clear, and the link path works as intended. The benchmark sources do not establish one tactic that will work for every sender.
- If unsubscribes rise: Review whether the messages match what recipients signed up to receive and whether the campaign is relevant to its audience; compare rates only with a dataset measured on a comparable basis.
- If bounces or delivery concerns appear: Separate list-quality issues and receiving-server acceptance from inbox placement. An accepted message is not necessarily in the inbox.
- For ongoing tracking: Keep metric definitions consistent over time and prioritize a measure connected to the campaign’s business goal.
Which benchmark should you use?
Choose the closest available industry category from a source whose timeframe and methodology you understand. Use that source for context, then compare it with your own campaigns measured consistently. If no source matches your region, email type, or audience well, state that limitation rather than treating another category’s figure as a fair target.
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