Email Marketing Benchmark Report Q2 2025
About the Email Benchmark Report
Evaluate your email marketing performance with industry benchmarks drawn from Zeta’s in-depth analysis. This report breaks down detailed metrics on open rates, click-through rates, delivery rates, and conversions across Retail, Travel, Financial Services, and Media—so you can see how you stack up and optimize your strategy.
Discover the key trends and performance patterns that shaped different sectors in Q2 2025, such as:
Open rates varied by industry, from Financial Services & Insurance (44.7%) to Retail (44.1%) and Media (36.3%)
Click-to-open rates declined across most verticals, underscoring the need to refine post-open engagement and CTAs
Retail maintained strong open rates and $0.21 revenue per email, though conversion-to-click rates slipped from 15.6% to 14.6%
Travel, Hospitality & Entertainment saw higher engagement (39.4% opens) but revenue per email decreased to $0.48, the lowest among industries
Triggered messages continued to outperform promotions, achieving a 44.6% unique open rate compared to 40.4%
Unsubscribe rates held steady across message types, remaining low at or below 0.12%, signaling stable audience retention
See Zeta's ESP in action
The Zeta Marketing Platform features industry-leading ESP, CDP, data + identity to enable omnichannel activation at scale. With the ESP, you can create enhanced email and mobile customer experiences with AI-powered personalization.
