B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

27.4%

27.4% -- email open rate existing customers for Financial Services Emails (2022)

Name: Email Open Rate Existing Customers Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-19

2022 · MoEngage

Financial services emails have an average open rate of 27.4% when targeting existing customers.

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Attribution: MoEngage View source

Lighthouse Research Team

Last verified: 2026-08-19 · How we verify data →

Source verified Evidence graded

Value

27.4%

Unit

Percentage

Data Vintage

2022

Entity

Financial Services Emails

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

64/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

MoEngage Primary Tier B

https://www.moengage.com/blog/average-email-open-rate/ ↗

Confidence: 51/100 Vintage: 2022 Channel: Deep Crawl

Source Article

Finance companies: Boost word-of-mouth marketing with acquisition email

Finance companies: Boost word-of-mouth marketing with acquisition email Think about the first time you opened a checking account. How did you decide which bank to go through? Did you automatically pick your parent’s bank? Or maybe a trusted friend or guardian’s recommendation? 43% of people say that…

Also cited by

forbes.com https://www.forbes.com/

2026-08-19

Original Research

MoEngage · Original study ↗

Segmentation

IndustryFinance RoleAll marketers Channelemail

Cite this stat

Plain Text

Financial Services Emails: 27.4% email open rate existing customers. Source: MoEngage (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/finance-email-open-rate-existing-customers

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<blockquote cite="https://lighthousedata.io/data/finance-email-open-rate-existing-customers" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>27.4%</strong> -- email open rate existing customers for Financial Services Emails<br><small>Source: MoEngage (2022) · <a href="https://lighthousedata.io/data/finance-email-open-rate-existing-customers" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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