{
  "schema_version": "1.1",
  "id": "mailchimp-ecommerce-open-29-81-click-1-74-unsub-0-22",
  "slug": "mailchimp-ecommerce-open-29-81-click-1-74-unsub-0-22",
  "url": "https://groundedkit.com/claims/mailchimp-ecommerce-open-29-81-click-1-74-unsub-0-22/",
  "api_url": "https://groundedkit.com/api/claims/mailchimp-ecommerce-open-29-81-click-1-74-unsub-0-22.json",
  "claim": "Mailchimp's benchmarks: e-commerce emails average a 29.81% open rate and 1.74% click rate; the all-user unsubscribe rate is 0.22%",
  "commonly_cited_as": "\"average ecommerce email click rate\" / \"average unsubscribe rate\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "medium",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Mailchimp (Intuit)",
    "title": "Email Marketing Benchmarks and Statistics by Industry",
    "year": "2023"
  },
  "quote": "Ecommerce 29.81% 1.74% 0.19% All Users 35.63% 2.62% 0.22% ... We only tracked campaigns that went to at least 1,000 subscribers.",
  "method": "Billions of Mailchimp campaigns where tracking was on and the user reported an industry; campaigns of 1,000+ subscribers only.",
  "drift": [
    "Open rates are inflated by Apple Mail Privacy Protection; click rates are the safer comparison"
  ],
  "interest": "Mailchimp sells email marketing software.",
  "safe_rephrasing": "Mailchimp's benchmarks show e-commerce emails averaging a 29.81% open rate and 1.74% click rate (0.19% unsubscribe); across all users the unsubscribe rate is 0.22%.",
  "sources": [
    {
      "title": "Mailchimp — Email marketing benchmarks",
      "url": "https://mailchimp.com/resources/email-marketing-benchmarks/",
      "primary": true
    }
  ],
  "kind": "reference_fact",
  "as_of": "Mailchimp benchmark data (page data as of late 2023)",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}