How COVID-19 Affected Email Benchmarks in 19 Industries in Spring 2020

Research from Campaign Monitor found that engagement with email campaigns was up for most industries during the height of the COVID-19 pandemic this spring. The report compared the open rate, clickthrough rate, click-to-open rate, and unsubscribe rate for March and April 2020 with the corresponding period and rate in 2019. Across all industries, the average open rate increased 4.1% in March and 3.6% in April.

However, the changes in engagement varied significantly by industry. The Education vertical's average open rate was up 13.2% in March, while the Automotive and Aerospace industry had a 4.6% decrease. The total send volume across industries stayed consistent with 2019 levels.

The report was based on Campaign Monitor customers globally in 19 industries and more in-depth analysis can be found on their website.