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Average Email Campaign Stats of MailChimp Customers by Industry

There are a lot of numbers in MailChimp’s free reports on email and marketing automation, but you might be wondering how your stats compare to others in the same industry. What kind of open rates should companies like yours expect? How many bounces are too many? What’s an acceptable abuse complaint rate? The more context, the better.

MailChimp sends billions of emails a month for millions of users. Needless to say, 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 reported their industry) and calculated the average unique open rates, click rates, soft bounces, hard bounces, and abuse complaint rate by industry.

We only tracked campaigns that went to at least 1,000 subscribers, but these stats aren’t pulled from a survey of giant corporations with million-dollar marketing budgets and dedicated email-marketing teams. Our customers range from 1-person startups to Fortune-500 companies, so the whole spectrum is represented in this data. Here’s your apples-to-apples comparison with others in your industry.

Updated March 2018

Industry Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
All non-labeled accounts 21.09% 2.61% 0.61% 0.39% 0.012% 0.23%
Agriculture and Food Services 23.12% 2.69% 0.57% 0.36% 0.012% 0.29%
Architecture and Construction 23.13% 2.55% 1.39% 0.91% 0.014% 0.35%
Arts and Artists 26.03% 2.66% 0.57% 0.34% 0.012% 0.29%
Beauty and Personal Care 17.01% 1.76% 0.38% 0.28% 0.013% 0.31%
Business and Finance 20.47% 2.59% 0.63% 0.46% 0.010% 0.21%
Computers and Electronics 19.39% 1.98% 0.92% 0.54% 0.012% 0.29%
Construction 21.01% 2.03% 1.38% 0.98% 0.018% 0.40%
Consulting 18.96% 2.15% 0.88% 0.58% 0.011% 0.28%
Creative Services/Agency 21.59% 2.51% 1.02% 0.70% 0.012% 0.37%
Daily Deals/E-Coupons 14.92% 2.30% 0.12% 0.07% 0.005% 0.10%
ecommerce 15.66% 2.07% 0.31% 0.19% 0.011% 0.24%
Education and Training 21.80% 2.48% 0.54% 0.37% 0.009% 0.20%
Entertainment and Events 20.41% 2.19% 0.48% 0.32% 0.009% 0.28%
Gambling 18.47% 3.15% 0.42% 0.42% 0.013% 0.14%
Games 19.71% 3.19% 0.47% 0.39% 0.013% 0.24%
Government 26.52% 3.65% 0.49% 0.34% 0.006% 0.13%
Health and Fitness 20.06% 2.18% 0.41% 0.33% 0.013% 0.37%
Hobbies 27.35% 4.78% 0.33% 0.19% 0.013% 0.23%
Home and Garden 22.21% 3.02% 0.57% 0.35% 0.016% 0.36%
Insurance 20.99% 2.09% 0.75% 0.72% 0.016% 0.25%
Legal 21.14% 2.71% 0.75% 0.54% 0.010% 0.22%
Manufacturing 20.51% 2.18% 1.30% 0.83% 0.015% 0.35%
Marketing and Advertising 16.48% 1.74% 0.71% 0.47% 0.010% 0.26%
Media and Publishing 21.92% 4.55% 0.29% 0.15% 0.005% 0.12%
Medical, Dental, and Healthcare 21.09% 2.25% 0.69% 0.59% 0.015% 0.29%
Mobile 18.41% 1.98% 0.61% 0.48% 0.011% 0.34%
Music and Musicians 21.80% 2.68% 0.55% 0.33% 0.011% 0.28%
Non-Profit 24.11% 2.57% 0.50% 0.35% 0.009% 0.20%
Pharmaceuticals 18.95% 2.39% 0.69% 0.55% 0.010% 0.20%
Photo and Video 22.99% 2.90% 0.72% 0.47% 0.014% 0.40%
Politics 22.30% 2.13% 0.43% 0.31% 0.013% 0.21%
Professional Services 20.77% 2.39% 0.90% 0.61% 0.012% 0.30%
Public Relations 20.21% 1.63% 0.72% 0.46% 0.007% 0.19%
Real Estate 19.67% 1.80% 0.57% 0.40% 0.015% 0.29%
Recruitment and Staffing 19.33% 1.81% 0.51% 0.47% 0.008% 0.28%
Religion 25.33% 2.92% 0.24% 0.15% 0.007% 0.13%
Restaurant 20.26% 1.06% 0.37% 0.22% 0.011% 0.28%
Retail 19.36% 2.24% 0.35% 0.24% 0.011% 0.27%
Social Networks and Online Communities 21.13% 3.16% 0.38% 0.23% 0.008% 0.22%
Software and Web App 19.81% 2.05% 1.02% 0.69% 0.011% 0.35%
Sports 23.77% 2.88% 0.44% 0.31% 0.010% 0.28%
Telecommunications 20.27% 2.20% 0.96% 0.69% 0.010% 0.24%
Travel and Transportation 20.03% 2.00% 0.63% 0.39% 0.012% 0.24%

 

Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it usually means your subject lines resonate with your audience.

Here are a few examples of successful open rates:

  • The most opened emails are related to hobbies, with an open rate of 27.35%.
  • Emails sent by government entities come in second, with a 26.52% open rate.
  • With a 26.03% open rate, emails about the arts and artists came in third.
  • The average open rate for all industries we analyzed is 20.81%.

Another good way to check how well your emails are working is to take a look at the click rates. The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through for more.

Here’s what standard click rates look like:

  • Hobbies also have the highest click rate, which is 4.78%.
  • Media and publishing emails see the second highest click rate, at 4.55%.
  • Government comes in third, with a 3.65% click rate.
  • The average click rate for all industries we looked at is 2.43%.

Average Email Campaign Stats of MailChimp Customers by Company Size

What’s the average unique open rate for email-marketing campaigns? What kind of click rates are other people in your industry getting? How many bounces are normal? How many spam complaints are too many? These are the kinds of questions you should be asking as an email marketer.

MailChimp scanned hundreds of millions of email campaigns to get the stats. Here’s what we learned.

Company Size Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
1-10 20.30% 2.60% 0.50% 0.30% 0.011% 0.27%
11-25 19.74% 2.25% 0.54% 0.35% 0.010% 0.23%
26-50 20.68% 2.56% 0.42% 0.28% 0.007% 0.17%
50+ 22.10% 2.66% 0.50% 0.38% 0.008% 0.18%

 

But good things do come with growth. In this case, the abuse and unsubscribe rates are lower on emails sent by companies with 26 or more employees.As you can see, the size of your company doesn’t typically make a difference on open rate or click rate. This should be especially encouraging to small teams — you can send emails that are just as successful as those sent by bigger operations.

Tips for Improving Your Stats

  1. When it comes to subject lines, being straightforward works best. So tell, don’t sell what’s inside. Read our tips on writing effective subject lines.
  2. If you want people to open your emails, you have to get past their spam filters first. And the best way to avoid spam filters is to learn how they work.
  3. Too many hard bounces is a sign of an old, stale list. Make sure you email your subscribers regularly (at least once a quarter), so that your list stays up to date.
  4. Soft bounces usually mean the recipient is “temporarily unavailable.” Maybe they’re on vacation, or their mailbox is full. You can keep those emails and try them again later, but MailChimp auto-cleans soft bounces after 5 failed campaigns.
  5. Hard bounces mean an email address failed. Maybe it no longer exists, or maybe someone made a typo when they subscribed to a list. But hard bounces might also be spam filter—if you see an abnormally high number of bounces after a campaign, read your bounceback records for any messages or clues from spam filters. Here’s how to do that in MailChimp.

Abuse complaints happen when recipients click the “This is spam” button in their email programs. That usually means they don’t remember you. Make sure your “From” and “Subject” lines contain your company name, so your subscribers will instantly recognize you. Here are a few more tips for preventing spam complaints.

Start sending emails people actually want to receive.