Email
What is a good email open rate for UK financial services?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is a good email open rate for UK financial services?
Benchmarks: 28-42% open on owned lists, 12-20% on cold-B2B, 8-15% on third-party lists. Financial services tend to outperform B2C norms thanks to high intent.
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Benchmarks
- Owned nurture list: 28-42% open, 3-7% click
- B2B cold (Ltd co): 12-20% open, 1-3% reply
- Third-party list: 8-15% open
Fixes
- Send from a named human, not "marketing"
- 6-8 word subject lines
- Segment aggressively
- Prune unengaged every 90 days
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