Email Marketing Benchmarking by MailChimp

How does your email marketing stats measure up?

MailChimp Email Marketing SoftwareMailChimp is an industry leading email marketing platform supplier and sends out billions of email for clients every month.

Email is delivered for more than two million users and lots of data is tracked. This study monitored hundreds of millions of emails delivered where campaign tracking had been activated and users included their industry sector.

MailChimp Email Reports

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This research covered 669,419,234 email sent from 65,536 campaigns and the average unique open rates, average unique click rates, average unique soft bounces, average unique hard bounces, and average unique abuse complaint rate on an industry basis was calculated.

A benchmark for every size of company/industry

The campaigns covered the spectrum of users from the smallest account to Fortune 500 companies with the only criterion being the campaign was sent to at least 1000 subscribers.

As such it gives a good basis for comparison for businesses of all sizes.

Average Email Campaign Stats of MailChimp Customers by Industry

Industry Open Click Soft Bounce Hard Bounce Abuse Unsub
Agriculture and Food Services 45.4% 4.5% 0.9% 0.8% 0.058% 0.268%
Architecture and Construction 43.8% 5.2% 1.4% 1.1% 0.038% 0.222%
Arts and Artists 43.1% 3.4% 0.8% 0.8% 0.047% 0.237%
Beauty and Personal Care 32.7% 3.6% 0.6% 0.7% 0.068% 0.295%
Business and Finance 32.6% 3.1% 1.0% 0.9% 0.041% 0.198%
Computers and Electronics 32.4% 2.7% 0.9% 0.8% 0.041% 0.202%
Construction 36.5% 2.7% 2.2% 2.0% 0.083% 0.395%
Consulting 37.1% 3.4% 1.6% 1.3% 0.038% 0.271%
Creative Services/Agency 41.9% 3.5% 1.1% 1.1% 0.045% 0.253%
Daily Deals/E-Coupons 19.3% 1.9% 0.2% 0.1% 0.019% 0.086%
eCommerce 22.2% 2.9% 0.3% 0.2% 0.026% 0.118%
Education and Training 36.1% 3.4% 0.9% 0.7% 0.036% 0.171%
Entertainment and Events 25.4% 2.1% 0.5% 0.5% 0.040% 0.175%
Gambling 25.1% 1.3% 0.6% 1.0% 0.072% 0.128%
Games 21.6% 2.5% 0.6% 1.0% 0.066% 0.175%
Government 45.8% 3.6% 0.9% 0.7% 0.033% 0.139%
Health and Fitness 32.2% 3.3% 0.5% 0.6% 0.060% 0.263%
Hobbies 37.5% 5.0% 0.4% 0.3% 0.045% 0.186%
Home and Garden 38.7% 4.8% 0.5% 0.5% 0.051% 0.234%
Insurance 43.7% 2.8% 1.4% 1.3% 0.058% 0.198%
Legal 38.3% 3.6% 1.0% 0.8% 0.032% 0.152%
Manufacturing 48.1% 4.1% 2.2% 1.9% 0.078% 0.415%
Marketing and Advertising 21.7% 2.1% 0.6% 0.5% 0.034% 0.153%
Media and Publishing 30.9% 4.4% 0.3% 0.2% 0.018% 0.090%
Medical, Dental, Healthcare 30.9% 3.1% 0.9% 0.8% 0.056% 0.174%
Mobile 36.8% 2.9% 0.9% 1.3% 0.073% 0.388%
Music and Musicians 30.0% 2.6% 0.5% 0.5% 0.035% 0.181%
Non-Profit 46.7% 3.6% 0.7% 0.7% 0.040% 0.175%
Other 33.2% 3.4% 1.0% 0.8% 0.040% 0.202%
Pharmaceuticals 36.7% 3.7% 1.6% 1.7% 0.070% 0.286%
Photo and Video 48.1% 5.5% 0.6% 0.7% 0.046% 0.269%
Politics 36.7% 3.9% 0.6% 0.6% 0.058% 0.180%
Professional Services 39.0% 3.2% 1.4% 1.2% 0.047% 0.283%
Public Relations 35.5% 1.9% 1.2% 0.9% 0.025% 0.173%
Real Estate 37.2% 3.1% 1.1% 1.0% 0.070% 0.275%
Recruitment/Staffing 23.1% 4.5% 0.5% 0.6% 0.039% 0.179%
Religion 48.6% 3.2% 0.3% 0.3% 0.028% 0.107%
Restaurant 33.0% 1.4% 0.4% 0.4% 0.046% 0.251%
Restaurant and Venue 37.8% 2.2% 1.0% 1.0% 0.059% 0.353%
Retail 31.0% 3.4% 0.5% 0.4% 0.044% 0.214%
Social Networks/Communities 25.0% 3.5% 0.4% 0.4% 0.032% 0.160%
Software and Web App 32.6% 2.7% 1.3% 1.2% 0.058% 0.342%
Sports 35.8% 3.4% 0.6% 0.6% 0.035% 0.190%
Telecommunications 32.5% 2.8% 1.3% 1.2% 0.051% 0.204%
Travel/Transportation 27.7% 2.8% 0.7% 0.6% 0.046% 0.202%
Vitamin supplements 26.5% 2.5% 0.5% 0.5% 0.078% 0.268%

Although the above statistics are for MailChimp customers, given the size of the sample, they are very likely to be representative for the whole of the email mailing industry.

You can see original report here and there is also an archive link to the 2010 report here for comparison!

So, how do you compare? Better of worse?

If worse, then WebMedia can very likely help you improve and even exceed your industry averages. Give us a call on 01506 517037 or simply complete the simple form above.

About Rob Willox

Inbound Marketing and SEO professional working and living in Scotland. Owner of Search Marketing company, WebMedia Inbound Marketing dedicated to helping small businesses get more from the internet and improve their profitability.
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