Benchmark data can be a bit of a mixed bag. It can be handy to use as a starting point to know if you’re doing anywhere near okay from a deliverability perspective, but broad industry-level stats can end up masking differences in data quality, strategy and execution. The accuracy of the core stats themselves can be a bit tricky, too. Open rates are fuzzy and inexact nowadays. Between Apple’s Mail Privacy Protection and proxied image handling, some mailbox providers are quick to point out that open tracking is mostly just bots talking to bots. (Which is a valid point, but I find it a bit reductive. I still find opens directionally useful and a stat that I’ll continue to monitor.)
Anyway. I digress. The point is: Benchmark data is still (IMHO) quite useful. Just be aware of potential limitations.
And this is good stuff. Zeta shares open/click/delivery/CTO and unsub rates across Financial Services/Insurance, Retail, Travel/Hospitality/Entertainment and Media industries. And they don’t even gate it!
Looking for benchmark email marketing stats? Zeta Global’s got the data, and they’re not afraid to share.
Benchmark data can be a bit of a mixed bag. It can be handy to use as a starting point to know if you’re doing anywhere near okay from a deliverability perspective, but broad industry-level stats can end up masking differences in data quality, strategy and execution. The accuracy of the core stats themselves can be a bit tricky, too. Open rates are fuzzy and inexact nowadays. Between Apple’s Mail Privacy Protection and proxied image handling, some mailbox providers are quick to point out that open tracking is mostly just bots talking to bots. (Which is a valid point, but I find it a bit reductive. I still find opens directionally useful and a stat that I’ll continue to monitor.)
Anyway. I digress. The point is: Benchmark data is still (IMHO) quite useful. Just be aware of potential limitations.
And this is good stuff. Zeta shares open/click/delivery/CTO and unsub rates across Financial Services/Insurance, Retail, Travel/Hospitality/Entertainment and Media industries. And they don’t even gate it!
Head on over here to view and download: Email Marketing Benchmark Report Q3 2025
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