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Business, social and emailEmail marketing open and click rates by industry, 2025
Across 3.6 million MailerLite campaigns sent between December 2024 and November 2025, the median open rate was 43.46% and the median click rate 2.09%. Ecommerce and travel emails are opened least often, while legal, manufacturing and media emails get the most clicks.
Key findings
- The median email open rate across all industries was 43.46%, with a median click rate of 2.09%.
- Ecommerce emails had a 32.67% open rate and a 1.07% click rate, both well below the all-industry median.
- Legal emails had the highest click rate of the industries shown at 4.9%, despite an open rate (42.58%) slightly below average.
The data
| Industry | Open rate (%) | Click rate (%) |
|---|---|---|
| All industries | 43.46 | 2.09 |
| Religion | 55.71 | 2.95 |
| Hobbies | 53.25 | 3.3 |
| Non-profit | 52.38 | 2.9 |
| Government | 48.52 | 3.05 |
| Health and fitness | 47.81 | 1.45 |
| Sports | 47.69 | 1.27 |
| Entertainment and events | 46 | 1.28 |
| Consulting | 45.96 | 2.41 |
| Recruitment and staffing | 45.26 | 1.68 |
| Restaurants and cafes | 44.32 | 1.06 |
| Higher education | 43.98 | 2.15 |
| Medical, dental and healthcare | 43.75 | 2.25 |
| Business and finance | 43.34 | 2.37 |
| Media | 42.97 | 4.1 |
| Legal | 42.58 | 4.9 |
| Agency | 40.52 | 1.85 |
| Real estate | 40.37 | 1.72 |
| Construction | 39.95 | 3.53 |
| Software and web app | 39.31 | 1.15 |
| Beauty and personal care | 38.4 | 0.95 |
| Retail | 37.47 | 1.27 |
| Manufacturing | 37.36 | 4.22 |
| Marketing and advertising | 37.23 | 1.3 |
| Ecommerce | 32.67 | 1.07 |
| Travel and transportation | 30.1 | 1.68 |
Use this data
Free to use in articles, reports and presentations, with credit and a link to this page. Please also credit the original source.
Sources and method
- MailerLite, Email marketing benchmarks 2025 (Industry tables for open rate and click rate; median values from 3.6 million campaigns sent by 181,000 approved accounts, December 2024 to November 2025)
Open and click rates were copied from MailerLite's industry benchmark tables for 25 of its 46 industries, chosen for relevance to UK businesses, plus the overall medians stated in the article. Values are medians, not means.
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