Reports
Comprehensive deep-dives into the aspects of email marketing most important to you
MailChimp's researchers are constantly analyzing data to help you make the most of your marketing campaigns. Check back often—we're always learning something new.
Comprehensive deep-dives into the aspects of email marketing most important to you
Average open rate for emails sent by users in the hobbies industry, the highest we’ve found
SourceThe latest findings from our data scientists
Making the Most of Inbox Preview
September 15, 2016
Inactive Subscribers are Still Valuable Customers
February 9, 2016
MailChimp’s Most Popular Subject Line Emojis
May 4, 2015
There’s plenty more where that came from in the research archives, including our studies on subject lines, send times and A/B testing.
Average open rate for emails sent by companies with 1 to 10 employees
SourceBe careful to balance your links with good content. One sentence (that’s around 7 to 10 words) per link seems to be the sweet spot for maximum engagement.
Learn MoreNumber of emails sent through MailChimp we analyzed to answer the question, “How should I write my subject lines so that more recipients will open my emails?”
SourceThe more a list correlates with lists available for purchase online, the higher its spam complaint rate. In other words, a purchased list is a dead list.
Learn MoreIncrease in click rate that a list's segmented campaigns see over its non-segmented campaigns
Source| Hotmail | AOL | Yahoo | Gmail | |
|---|---|---|---|---|
| AOL | 0.70% | |||
| Yahoo | 6.40% | 6.20% | ||
| Gmail | 3.70% | 4.90% | 1.80% | |
| Comcast | 7.30% | 7.50% | -0.40% | 0.40% |
Hotmail addresses spend 0.70% more than AOL addresses, while AOL addresses spend 6.20% more than Yahoo.
Learn MoreNumber of split tests sent in 2013 using MailChimp’s A/B testing feature
SourceFollowing the pattern of an average workday, emails are opened between 9am and 12pm, with 1pm to 5pm coming in just behind. After 9pm, open rates make a steep decline.
Learn more about send-time optimizationDistinct words in the 24 billion delivered emails we analyzed in our study of subject line efficacy, including “freebie,” “canceled,” and “fundraiser”
SourceA higher percentage of emails get opened on Tuesdays and Thursdays, while Saturdays and Sundays see the lowest open rate.
Learn more about send-time optimizationIncrease in unsubscribes on Cyber Monday 2012, compared to the previous Monday
SourceYour newest subscribers are your best subscribers. They’re most engaged immediately after signup, but usually trail off over time.
