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%
Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "average ecommerce email click rate" / "average unsubscribe rate"
- True origin
- Mailchimp (Intuit) — Email Marketing Benchmarks and Statistics by Industry
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2023
- Data as of
- Mailchimp benchmark data (page data as of late 2023)
- Last checked
- What the source says
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 & sample
- Billions of Mailchimp campaigns where tracking was on and the user reported an industry; campaigns of 1,000+ subscribers only.
- Drift between quote and source
- 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 we opened
- Mailchimp — Email marketing benchmarks (primary)
Machine-readable: /api/claims/mailchimp-ecommerce-open-29-81-click-1-74-unsub-0-22.json · Last checked 2026-10-16