Data
Email Benchmarks by Industry for Small Business
By The AMM Team · Updated August 2026
Email benchmarks are average open and click rates that show a small business how its email marketing compares with others in the same line of work. This page publishes those averages by trade, computed from real send data across AllMedia Marketer customer accounts, so you can compare against a real sample instead of guessing.
The headline numbers
This benchmark is currently based on 0 sends, which is below the 10,000-send minimum we require before publishing rates. We are publishing the sample size now and will add full open and click rates once the published sample crosses that threshold.
Raw totals so far: 0 sends, 0 opens, 0 clicks.
How we computed these benchmarks
These numbers come from AllMedia Marketer automation send data, not from a survey. Sends are counted from the automation send log, opens from email open events, and clicks from email link clicks, each restricted to automation email so the numerator and denominator describe the same population.
Each row is a trade. A customer's free-text industry is mapped onto a standard trade label; industries that don't map to a standard label are not published, so no row carries a customer's own wording. AMM's own account and internal test accounts are excluded from the sample.
To protect anonymity, a trade is listed only when it aggregates at least 5 businesses and 1,000 sends; smaller samples are not shown. Opens and clicks are counted as events rather than unique recipients (one recipient can open the same email more than once), and rates are capped at 100% for display.
We publish aggregates only. No individual business, contact, or campaign is shown, and we never report a figure without stating the number of sends behind it. The sample minimum for a published benchmark is 10,000 sends.
How to use email benchmarks for a small business
A benchmark is a starting point, not a target. If your open rate is below the average for your trade, the usual fix is a cleaner list, a clearer subject line, and fewer but better-timed sends. If your click rate trails, the problem is usually the offer or the call to action, not the send. Email marketing and CRM software that keeps your list, sends, and reporting in one place makes both easier to act on.
Cite this page
AllMedia Marketer. (2026). Email benchmarks by industry for small business. Retrieved from https://allmediamarketer.com/email-benchmarks
See how your email compares.
AllMedia Marketer reports your open and click rates next to these benchmarks in one dashboard, alongside your CRM, automation, and invoicing.
See the planBenchmarks refreshed quarterly from aggregated AllMedia Marketer send data. Aggregates only; no individual business data is published. The AMM Team.