In 2023, email open rates ranged from 15.68% for e-commerce to 26.89% for hospitality in Q4, and click to open rates rarely topped 14.2% even in software newsletters. Yet the return has remained hard to ignore, with email delivering about $36 ROI for every $1 spent and, on average, $42 revenue per $1 across industries. Let’s break down the CTOR and open rate benchmarks side by side, along with the list growth and churn patterns that shape what you can realistically expect from your next Email Marketing Campaign.
Key Takeaways
- Average click-to-open rate (CTOR) for emails in 2023 was 10.5% across industries
- Retail sector CTOR averaged 12.34% in 2023 email campaigns, Campaign Monitor stats
- B2C emails showed 8.7% CTOR in 2023, HubSpot data from 1 million campaigns
- The average email open rate across all industries in Q4 2023 was 21.33%, based on analysis of over 25 billion emails sent
- For the Retail industry, the average open rate for email campaigns in 2023 was 17.42%, derived from 1.2 billion emails
- E-commerce brands saw an average open rate of 15.68% in email marketing during 2023, from Campaign Monitor's data on 10 million campaigns
- Retail industry open rate benchmark: 16.74% in 2023
- Healthcare emails averaged 23.12% open rates in 2023, Litmus data
- Software & IT sector CTR: 3.45% average 2023, HubSpot
- Email marketing delivers an average ROI of $36 for every $1 spent in 2023, DMA study on 4,000 marketers
- For every $1 invested, email generates $42 in revenue on average across industries in 2023, Litmus report
- E-commerce ROI from email was 3800% in 2023, Klaviyo benchmarks
- Average email list growth rate was 2.5% monthly for engaged brands in 2023
- Subscriber churn rate averages 0.5% per month in healthy lists, 2023 benchmarks
- Welcome series emails increase retention by 84% for new subscribers in first 30 days
In 2023, emails delivered strong engagement and ROI with top CTORs near 14% and ROI up to $42 per dollar.
Related reading
01 · Category
Click Through Metrics16 stats
01
Average click-to-open rate (CTOR) for emails in 2023 was 10.5% across industries
02
Retail sector CTOR averaged 12.34% in 2023 email campaigns, Campaign Monitor stats
03
B2C emails showed 8.7% CTOR in 2023, HubSpot data from 1 million campaigns
04
Software industry CTOR was 14.2% for 2023 newsletters, per ActiveCampaign report
05
Average click-through rate (CTR) for all emails in 2023 was 2.3%, Litmus State of Email
06
E-commerce CTR benchmark was 2.8% in Q4 2023, Klaviyo analysis
07
B2B CTR averaged 3.12% in 2023, HubSpot benchmarks
08
Non-profits had 2.9% CTR on average in 2022-2023, Mailchimp data
09
Mobile-optimized emails saw 15% higher CTR in 2023, per Sendinblue study
10
Personalized subject lines boosted CTR by 14% on average in 2023 campaigns
11
Automated emails had 320% higher CTR than manual in 2023
12
Images vs text: image-heavy emails CTR 2.4x higher 2023
13
Button CTAs increased clicks by 28% in 2023 campaigns
14
Segmented lists CTR 14.31% higher than non-segmented 2023
15
Product recommendation emails CTR 4.2% avg 2023
16
Newsletter CTR benchmark 3.1% in B2B 2023, HubSpot
Interpretation
Click Through Metrics Interpretation
Click-through performance in 2023 suggests that even when engagement is strong at the CTOR level, overall clicks remain comparatively modest with an average email CTR of 2.3% and sector leaders ranging from 12.34% CTOR in retail to 14.2% in software.
02 · Category
Engagement Metrics16 stats
01
The average email open rate across all industries in Q4 2023 was 21.33%, based on analysis of over 25 billion emails sent
02
For the Retail industry, the average open rate for email campaigns in 2023 was 17.42%, derived from 1.2 billion emails
03
E-commerce brands saw an average open rate of 15.68% in email marketing during 2023, from Campaign Monitor's data on 10 million campaigns
04
B2B emails had an average open rate of 25.14% in 2023, according to HubSpot's study of 4 million emails
05
Non-profit organizations achieved 28.41% average open rates in 2022 emails, per Mailchimp benchmarks
06
The global average open rate for newsletters in 2023 was 29.5%, from GetResponse's report on 10 billion emails
07
Travel industry emails opened at 24.56% on average in 2023, Litmus data from 500k campaigns
08
Average open rate for US senders in 2023 was 34.14% for promotional emails, per Return Path
09
Educational emails had 28.5% open rates in 2023, Constant Contact analysis of 2 million lists
10
Q1 2023 open rate benchmark for all industries was 22.41%, Mailchimp Q1 report
11
Q2 2023 all-industry CTR: 2.45%
12
Mobile open rates reached 56% of total opens in 2023, Litmus
13
Subject lines under 60 chars had 24% higher opens in 2023
14
Emojis in subjects boosted opens by 45% avg 2023, Campaign Monitor
15
Time-sent optimization improved opens by 20% in tests 2023
16
A/B tested subjects lifted opens 12.5% on average, Klaviyo 2023
Interpretation
Engagement Metrics Interpretation
Across engagement metrics, average email open rates span from 15.68% for e-commerce in 2023 to 28.41% for non-profits in 2022, showing that engagement can differ dramatically by industry rather than staying consistent.
03 · Category
Industry Benchmarks16 stats
01
Retail industry open rate benchmark: 16.74% in 2023
02
Healthcare emails averaged 23.12% open rates in 2023, Litmus data
03
Software & IT sector CTR: 3.45% average 2023, HubSpot
04
Hospitality open rates: 26.89% in Q4 2023, Campaign Monitor
05
Finance industry ROI from email: $42per $1 in 2023, DMA
06
Education sector list growth: 4.2% monthly avg 2023, GetResponse
07
Automotive emails CTR: 2.1% benchmark 2023, Klaviyo
08
Non-profit CTOR: 15.6% in 2023, Mailchimp
09
Real estate open rate: 21.5% avg 2023, Constant Contact
10
Manufacturing industry open rate: 19.8% 2023
11
Legal services CTR: 2.9% avg 2023, HubSpot
12
Publishing open rates: 30.2% benchmark 2023, Litmus
13
Government emails ROI: $29per $1 2023
14
Average unsubscribe rate: 0.25% per campaign 2023
15
Sports & recreation CTR: 2.6% 2023, Klaviyo
16
Religion open rate: 35.1% highest industry 2023
Interpretation
Industry Benchmarks Interpretation
Across industry benchmarks, open and engagement rates vary widely, with healthcare emails leading at 23.12% open rates in 2023 while retail averages 16.74%, showing why benchmarks are essential for setting realistic email marketing expectations by industry.
More related reading
04 · Category
Roi Metrics18 stats
01
Email marketing delivers an average ROI of $36for every $1 spent in 2023, DMA study on 4,000 marketers
02
For every $1invested, email generates $42 in revenue on average across industries in 2023, Litmus report
03
E-commerce ROI from email was 3800% in 2023, Klaviyo benchmarks
04
B2B email campaigns yielded $38ROI per dollar in 2023, HubSpot data
05
Average revenue per email sent was $0.41in retail 2023, Campaign Monitor
06
Email contributes 23% of total revenue for online retailers in 2023, per Forrester
07
Abandoned cart emails recover 10-30% of lost sales, averaging $3.45 revenue per recovery in 2023
08
Win-back campaigns generated 12% of total email revenue in 2023 for brands, Klaviyo stats
09
Email automation ROI was 760% in 2023 studies, ActiveCampaign report
10
Cross-sell emails had 20% higher ROI than general campaigns in 2023
11
Email revenue share: 21% of Black Friday sales 2023
12
Cart abandonment emails ROI $10per $1 spent 2023
13
Post-purchase emails upsell ROI 25% higher 2023
14
Loyalty program emails generated 18% revenue lift 2023
15
Seasonal campaigns ROI 4500% in retail 2023, Klaviyo
16
A/B testing ROI improved by 30% for optimized campaigns 2023
17
Lifetime value increase from emails: 25% avg 2023
18
Review request emails boosted repeat purchase ROI 15%
Interpretation
Roi Metrics Interpretation
Across Roi Metrics, the evidence shows email marketing consistently returns strong value, delivering $36 to $42 in ROI or revenue per every $1 spent in 2023 while e-commerce email hit an exceptional 3800% ROI, with email driving 23% of online retailers’ total revenue.
05 · Category
Subscriber Metrics18 stats
01
Average email list growth rate was 2.5% monthly for engaged brands in 2023
02
Subscriber churn rate averages 0.5% per month in healthy lists, 2023 benchmarks
03
Welcome series emails increase retention by 84% for new subscribers in first 30 days
04
Re-engagement campaigns recover 10-15% of inactive subscribers annually, 2023 data
05
Average list size for small businesses grew 15% YoY in 2023 via sign-up forms
06
Double opt-in lists have 20% higher retention rates over 12 months, per AWeber
07
Personalized onboarding emails boost subscriber lifetime value by 25%, 2023 stats
08
Average acquisition cost per subscriber via email referrals was $1.20in 2023
09
Lists segmented by behavior retain 45% more subscribers after 6 months
10
Pop-up forms convert 9.3% of visitors to subscribers on average in 2023
11
Annual subscriber acquisition: 25% via organic sign-ups 2023
12
Exit-intent pop-ups acquire 10.5% conversion 2023
13
Social proof on forms lifts sign-ups 12% 2023
14
Lead magnet downloads grow lists 22% faster 2023
15
Referral programs add 16% to list growth monthly
16
Clean lists reduce churn by 35% over year 2023
17
Frequency: weekly emails retain 18% more subs 2023
18
Preference centers cut unsubs 42% in 2023 tests
Interpretation
Subscriber Metrics Interpretation
Subscriber metrics in 2023 show healthier list momentum, with engaged brands growing their email lists by 2.5% per month and maintaining low churn of 0.5% monthly, while tactics like welcome series boosting 30 day retention by 84% and double opt in improving 12 month retention by 20% strengthen subscriber quality over time.
report visual · Comparison
Email marketing effectiveness: CTOR vs CTR (2023)
Click-to-open rates are consistently higher than click-through rates across email campaigns, highlighting that engagement after opening is where performance gains often show up.
Retail sector CTOR averaged 12.34% in 2023 email campaigns, Campaign Monitor stats12.34%
Average click-to-open rate (CTOR) for emails in 2023 was 10.5% across industries
10.5%
Average click-through rate (CTR) for all emails in 2023 was 2.3%, Litmus State of Email
2.3%
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Helena Kowalczyk. (2026, February 13). Email Marketing Campaign Statistics. Gitnux. https://gitnux.org/email-marketing-campaign-statistics
MLA
Helena Kowalczyk. "Email Marketing Campaign Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/email-marketing-campaign-statistics.
Chicago
Helena Kowalczyk. 2026. "Email Marketing Campaign Statistics." Gitnux. https://gitnux.org/email-marketing-campaign-statistics.
Sources & references
15 datasets cited across this report · attribution is report-level