Email Marketing Benchmarks by Industry
Average Unique Open, Click, Bounce, and Abuse Complaint Rates By Industry
Last Updated: December 15, 2010
What kind of open rates should companies like yours expect? How many bounces are too many? What’s an acceptable abuse complaint rate? Our customers often ask questions like these.
MailChimp sends more than 90 million emails a day for more than a million users. We track a lot of data. So we scanned hundreds of millions of emails delivered by our system (where campaign tracking was activated, and where users actually reported their industry) and calculated average unique open rates, average unique click rates, average unique soft bounces, average unique hard bounces, and average unique abuse complaint rate by industry.
These stats aren’t pulled from a survey of giant corporations with million-dollar marketing budgets and dedicated email-marketing teams. More than 70 percent of our customers have between one and 10 employees, and they’re design-it-yourselfers. If you run a small organization and do your own email marketing, here’s your apples-to-apples comparison with others in your industry.