The average email open rate is 35.63% (Mailchimp)
Outdated Confidence: high
Source found and quoted correctly, but old enough that the market has changed.
- Commonly cited as
- "The average email open rate is about 21% / 35%"
- True origin
- Mailchimp — Email Marketing Benchmarks and Statistics by Industry
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2023 (data as of December 2023)
- Data as of
- Data last updated December 2023
- Last checked
- What the source says
All Users 35.63% 2.62% 0.22% ... The data provided on this page was last updated in December 2023 ... The accuracy of email open rates may be impacted by Apple's privacy changes and their Mail Privacy Protection (MPP) feature
- Method & sample
- Mailchimp campaigns sent to at least 1,000 subscribers, across its customer base.
- Drift between quote and source
- Date: December 2023 data
- Metric: opens inflated by Apple Mail Privacy Protection; older lower figures predate MPP and aren't comparable
- Interest
- Mailchimp sells email marketing software.
Safe rephrasing
Mailchimp's benchmarks (December 2023 data) show a 35.63% average open rate and 2.62% click rate across users; open rates are inflated by Apple Mail Privacy Protection, so compare clicks.
Sources we opened
- Mailchimp — Email marketing benchmarks (primary)
Machine-readable: /api/claims/mailchimp-average-email-open-rate-35-63.json · Last checked 2026-10-16