According to Campaign Monitor's recent research, the average open rate across all industries increased 3.5% year-over-year in 2021, while the click-to-open rate was down 3.6%. This is believed to be due to Apple's release of Mail Privacy Protection (MPP) with iOS 15, as open rates began to climb in June 2021 with the beta release and jumped in September on the public release.
The research also found that cross-industry email marketing benchmarks for 2021 did not vary significantly by day of the week. However, email benchmarks varied widely among industries/verticals, with the average clickthrough rate in 2021 for educational campaigns being more than six times higher compared with the average clickthrough rate for retail campaigns.
The benchmarks report was based on an analysis of data from more than 100 billion emails sent by marketers through Campaign Monitor's platforms in 2021.
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Email Marketing Benchmarks: Trends From 2021
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