Email Engagement Report – Q2 2025 – Content

Curious about how your team’s email marketing efforts compare to other publishers, media, and associations? Each quarter, we update anonymized data from our clients, so you can understand how your emails are performing.

So far in 2025, Omeda has delivered over 3.9 billion emails on behalf of clients from our platform. Here are the latest email benchmarks gathered from 2.03 billion emails sent in Q2 2025:

Average delivery rate
99.15% (+0.22% relative, +0.22% absolute from Q1 2025)

Average unique open rate
32.56% (+6.75% relative, +1.98% absolute from Q1 2025)

Average unique click rate
1.57% (-3.15% relative, -0.04% absolute from Q1 2025)

Average unique CTR
4.81% (-9.66% relative, -0.42% absolute from Q1 2025)

Average unsubscribe rate
0.093% (-6.67% relative, -0.01% absolute from Q1 2025)

Want to easily calculate your benchmark against our latest data?
Use the Email Benchmark Calculator

Here’s an overview of key metrics by email type for the last 5 quarters. We included everything back to Q2 2024 so you can see YoY numbers:

Email type breakdown

Events
Includes events, live conferences, virtual conferences and webinars.

Surveys & Research
Includes reader service, research and surveys.

Newsletters
Includes newsletters.

Promo/Marketing
Includes advertiser promotion, audience promotion, marketing, third-party and white papers.

Key Takeaways

Looking at the numbers compared to last quarter, there’s nothing dramatic happening. However, we have noticed a reduction in click-through rates while open rates have increased. It’s possible that this may be due to Google AI summaries being recorded as opens:

The delivery rate remains strong.
The average unique open rate is up slightly.
The average unique click rate and CTR are down slightly.
The average unsubscribe rate is down slightly.

Year-over-year Q2 numbers follow the same pattern. Full engagement data is available at the end of the report.

Email Click Bot Activity & Advanced Suppression

Omeda has continued to keep a close eye on click bot activity. We implemented advanced click bot suppression in our May 2 release this quarter to help improve the accuracy of click reporting and reduce inflated click metrics from bots. When enabled, advanced click bot suppression filters clicks originating from known data center IP ranges (in addition to Omeda’s existing behavior-based click bot detection). While clicks from these IPs remain visible in the Click Bot Detail Report, enabling this feature excludes them from standard click metrics, helping to more accurately reflect true human interaction.

Here’s the data from Q2 comparing the % of clicks negated with and without advanced click bot suppression enabled. Note that even though this feature went live on May 2, once enabled, it retroactively categorizes the clicks from the data center IP ranges as click bots in this report for clients who have turned this feature on.

When enabled, advanced click bot suppression catches 9-19% more clicks.
Turning on advanced click bot suppression makes click reporting more predictable, with 6% variability vs. 12%.

Now we can report on the numbers demonstrating the difference we see by enabling advanced click bot suppression for each deployment type. Since we just started gathering this data, we’ll show our favorite deployment type: Newsletters. In our Q1 2025 Email Engagement Report, Newsletters had the lowest identified click bot activity with standard suppression (~65%). In Q2 2025, Newsletters continue to have the lowest click bot activity with standard suppression. However, with advanced click bot suppression turned on, it jumps to 81%. In future reports, we plan to share data across all deployment types.

With advanced suppression turned on, there’s a 15% difference in clicks for newsletter deployments. This is huge. By enabling suppression, you’ll have much more reliable audience engagement information!

Not sold yet?

If you’re feeling wary of turning on advanced suppression, there’s good news. Omeda provides full visibility into the data, so you can make an informed decision without losing access to underlying click activity. Check out the Click Bot Detail Report to analyze the impact of removing these clicks before enabling suppression.

Want to boost email engagement? Start with how you send. And then focus on re-engaging cold subscribers. The following resources will help you segment smarter and reconnect with readers you may have written off too soon. 👇

Content you can use to improve your email engagement

Segment your audience by engagement level

Why you should segment your audience by engagement level – and ideas to get started. Read the blog.

Your best new audience might be the one you already had.

It’s easy to chase growth. Harder — and way more valuable — is re-engaging the subscribers who stopped opening your emails. These are people who already raised their hands. Now it’s time to win them back.

That’s where The Ultimate Email Newsletter Re-Engagement Journey Framework comes in. Get a practical, step-by-step plan to bring lapsed readers back — including how to identify inactive subscribers, how to segment them, and yes, actual email copy you can use.