Your industry in comparison
Open and read rates across 15 industries reveal just how significant the differences really are.
Do you know how well your newsletters are really performing?
Compare your email campaigns with current benchmarks across 15 industries – including B2B/B2C comparisons and new metrics for WhatsApp newsletters.
Benchmarks you can really put into perspective
The cross-industry average is just the starting point. What really matters is how your results compare in the right context.
Understanding B2B and B2C correctly
Compare key engagement metrics and identify different usage patterns.
Email plus WhatsApp
New benchmarks help you better understand the role of both channels in your communication.
B2B subscribers open and click more often. B2C subscribers engage more deeply with newsletters they open.
The figures are based on campaigns from 2025 and show that a single average is not enough to accurately assess performance.
Ø Overall open rate 33,00%
Ø Overall read rate 28,97%
Ø Overall click rate 4,17%
Your industry’s open rate ranges from 20% to nearly 50%.
Automotive & Transportation achieves an open rate of 49.65% in the report, while Media & Telecommunications comes in at 20.00%. That’s exactly why comparing your results with the right industry benchmark matters.
Two channels, different strengths.
For the first time in 2026, the report also analyzes key metrics for WhatsApp newsletters.
More space for editorial communication, in-depth content, and clearly structured campaigns.
Particularly useful for reminders, service information, and time-sensitive updates.
Your benchmarks. Your industry. Your next step toward optimization.
In the full Email Marketing Benchmark Report 2026, you’ll find detailed figures, comparisons, and insights for your campaigns.
✓ Detailed figures for 15 industries
✓ B2B and B2C comparisons
✓ Open, read, click, and bounce rates
✓ Desktop and mobile usage
✓ WhatsApp newsletter key figures
✓ Tips for campaign optimization
Benchmarks show where you stand. What matters is what you do with them.
With mailworx, you can analyze subscriber and campaign data, segment subscriber groups, and automate your newsletter communication.
eworx combines the tool, expertise, and personal support – turning key figures into concrete next steps.
Frequently asked questions
The cross-industry open rate in the eworx Benchmark Report 2026 is 33.00%. The campaigns analyzed were sent in 2025. Results vary significantly depending on the industry.
The cross-industry benchmark is 4.17%. In the B2B segment, the click rate is 4.69%, compared with 3.80% in the B2C segment. Whether a click rate is good depends on the target audience, campaign objective, and content.
In the report, B2B newsletters achieve higher open, read, and click rates. B2C newsletters, on the other hand, have a higher read-to-open rate and a lower bounce rate.
Automotive & Transportation has the highest average open rate among the industries analyzed, at 49.65%. This is followed by Finance, Banking & Insurance at 47.95% and Health & Medicine at 46.87%.
The Benchmark Report shows an average open rate of 84.45% for WhatsApp newsletters. In addition, the delivery rate is 96.60% and the response rate is 21.58%.