Click-to-open and unsubscribe-to-open rates by industry
These figures look at the proportion of those actually opening an email who clicked or unsubscribed - rather than just those receiving (but not necessarily opening) an email campaign.
Averages are a good place to start when benchmarking your performance, but there are many factors which will influence your own results.
When judging the success of your email campaigns it's important to ensure you select relevant criteria and look for incremental improvements by benchmarking against your own average results. If you'd like to find out more about this, check out our guide to email analytics.
The definitions used in this report are the same as for our previous editions.