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E-mail marketing industrywise benchmarks
Average Email Campaign Stats of MailChimp Customers by Industry
Type of Company | Open Rate | Click Rate | Soft Bounces | Hard Bounces | Abuse Complaints | Unsubscribes |
Accounting | 27.36% | 4.13% | 3.91% | 10.67% | 0.04% | 0.35% |
Advertising | 23.79% | 4.20% | 2.77% | 6.67% | 0.08% | 0.36% |
Architecture | 32.05% | 1.52% | 6.16% | 8.04% | 0.00% | 0.25% |
Art | 26.12% | 6.86% | 2.04% | 4.49% | 0.09% | 0.41% |
Arts_Music | 16.22% | 2.09% | 0.97% | 1.86% | 0.08% | 0.26% |
Beauty/Health | 29.88% | 6.94% | 2.63% | 8.54% | 0.15% | 0.85% |
Church | 32.95% | 4.48% | 1.18% | 2.89% | 0.05% | 0.26% |
Construction | 23.86% | 4.44% | 2.95% | 5.33% | 0.19% | 0.85% |
Consulting | 22.34% | 3.30% | 4.29% | 6.57% | 0.03% | 0.29% |
Creative Agency | 20.97% | 3.12% | 2.69% | 5.16% | 0.06% | 0.38% |
Creative Other | 29.94% | 0.86% | 1.11% | 0.60% | 0.03% | 0.10% |
E-commerce | 19.80% | 4.78% | 1.48% | 3.21% | 0.10% | 0.37% |
Education | 25.86% | 4.72% | 2.11% | 4.39% | 0.05% | 0.26% |
Entertainment | 15.42% | 3.27% | 1.10% | 5.59% | 0.12% | 0.25% |
Entertainment/Events | 21.96% | 0.42% | 3.27% | 7.58% | 0.09% | 0.14% |
Financial Services | 20.87% | 2.47% | 2.76% | 3.98% | 0.06% | 0.33% |
Food | 36.62% | 7.90% | 0.84% | 2.02% | 0.09% | 0.63% |
Freelancer | 32.95% | 6.33% | 3.16% | 7.15% | 0.07% | 0.50% |
Government | 26.64% | 4.30% | 1.33% | 1.95% | 0.03% | 0.22% |
Graphic Design | 25.35% | 4.34% | 2.49% | 11.71% | 0.12% | 0.41% |
Hardware | 28.05% | 3.57% | 1.29% | 2.01% | 0.02% | 0.18% |
Healthcare | 19.91% | 3.99% | 1.47% | 3.81% | 0.12% | 0.50% |
Healthcare/Medical | 24.66% | 6.96% | 10.47% | 9.00% | 0.23% | 0.41% |
Hotel | 27.50% | 7.17% | 2.90% | 5.31% | 0.08% | 0.49% |
Insurance | 24.43% | 2.92% | 2.85% | 5.71% | 0.04% | 0.37% |
Internet/Web Svc. | 20.34% | 5.65% | 1.46% | 3.18% | 0.06% | 0.27% |
Janitorial | 27.82% | 0.10% | 10.18% | 16.26% | 0.05% | 0.00% |
Legal Services | 25.48% | 3.97% | 4.14% | 4.60% | 0.04% | 0.35% |
Manufacturing | 26.70% | 4.92% | 3.15% | 5.61% | 0.09% | 0.46% |
Marketing | 20.52% | 2.97% | 3.32% | 8.29% | 0.16% | 0.40% |
Multimedia | 19.46% | 3.54% | 1.24% | 1.60% | 0.06% | 0.25% |
Music | 27.94% | 5.17% | 2.05% | 7.73% | 0.12% | 0.39% |
Non-profit | 27.66% | 4.06% | 2.24% | 4.31% | 0.06% | 0.24% |
Other | 15.29% | 2.36% | 1.74% | 3.19% | 0.07% | 0.29% |
Other Groups | 27.66% | 6.83% | 1.72% | 13.16% | 0.08% | 0.34% |
Other Marketing | 18.49% | 3.66% | 2.39% | 3.15% | 0.04% | 0.21% |
Photography | 34.17% | 6.82% | 1.73% | 3.59% | 0.07% | 0.36% |
Public Relations | 20.99% | 3.13% | 4.00% | 8.21% | 0.11% | 0.30% |
Publishing | 21.05% | 1.60% | 1.11% | 3.22% | 0.03% | 0.18% |
Real Estate | 22.84% | 4.24% | 2.02% | 4.31% | 0.08% | 0.30% |
Recruitment/Staffing | 27.59% | 4.61% | 2.82% | 6.49% | 0.07% | 0.74% |
Restaurant | 26.17% | 3.40% | 1.33% | 3.44% | 0.08% | 0.41% |
Retail | 27.61% | 5.76% | 1.48% | 2.80% | 0.08% | 0.42% |
Self-Explanatory | 34.80% | 6.02% | 6.14% | 17.33% | 0.04% | 0.20% |
Software | 18.22% | 3.26% | 3.00% | 6.01% | 0.08% | 0.43% |
Technology | 21.05% | 2.75% | 4.01% | 6.60% | 0.07% | 0.40% |
Telecommunications | 29.77% | 5.46% | 2.98% | 9.35% | 0.10% | 0.53% |
Travel | 24.97% | 4.96% | 2.17% | 3.74% | 0.10% | 0.39% |
Video Production | 33.09% | 6.81% | 2.48% | 2.63% | 0.09% | 0.43% |
Web Design | 27.42% | 6.90% | 2.45% | 5.05% | 0.09% | 0.37% |

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