Data
Internal newsletter benchmarks
How does your internal newsletter compare? Key metrics from across industries.
79%
Average open rate
Internal vs 21% for external
14%
Average click rate
When content is relevant
Weekly
Ideal frequency
Most common for engaged orgs
Why internal newsletter benchmarks matter
Internal newsletters typically achieve significantly higher engagement than external marketing emails. With a captive audience of employees, your open rates should be well above external averages.
Key findings
- Companies sending weekly newsletters see 23% higher engagement than monthly senders
- Newsletters with personalised subject lines see 12% higher open rates
- Including team spotlights increases click-through rates by 34%
- Mobile-optimised newsletters get 2.3x more engagement from field workers
What to aim for
- Open rate 70-80% — you're doing well. Above 80% is excellent.
- Click rate 10-15% — shows your content is engaging. Above 15% is exceptional.
- Below 60% open rate — review your subject lines, send time, and content relevance.
For a deeper dive into measuring performance, read our guide on measuring internal newsletter engagement.