It’s easy to get caught up comparing your results to industry benchmarks, but those numbers rarely tell the full story. Every brand is different, and your audience, content, and goals make your performance unique.
Sure, tools like Mailcharts can help you spy on what others are doing, but the smarter move is to focus on your own data. Mailchimp’s 2025 analytics and reporting tools make it easier than ever to track, compare, and improve your performance over time, all from one dashboard.
Focus on Your Own Metrics
Instead of chasing someone else’s average open rate, identify the metrics that truly matter to your business and measure your progress against your own historical data.
With Mailchimp’s current capabilities, here are some valuable benchmarks to track segmented by audience, campaign, and engagement level:
Campaign Performance (by Segment)
- Average open rates
- Average click rates
- Click to open rate
- Revenue per campaign
- Conversion rate (available in Mailchimp’s e-commerce reports)
Subscriber Performance (by Segment)
- Subscriber engagement (based on Mailchimp’s Contact Rating)
- Subscriber acquisition rate
- Subscriber retention rate
- Average revenue per subscriber
- List growth and churn trends
Choose Your “One Metric That Matters”
Mailchimp now gives you access to more data than ever, from AI-powered predictive analytics to purchase likelihood and customer lifetime value. But that doesn’t mean you should track everything.
Pick your North Star metric or 1MTM (One Metric That Matters), the single measurement that defines success for your email marketing program. For some, that might be conversions. For others, it’s engagement or repeat purchases.
Whatever your metric is, let Mailchimp’s reporting and segmentation tools help you improve it incrementally over time. Small, steady gains always outperform quick, unsustainable wins.
At Chimp Essentials, we help businesses of all sizes understand what matters most in Mailchimp. Whether you need help identifying your key performance metrics, improving deliverability, or building better automations, we’ll help you get measurable results.
👉 Book a Mailchimp Training Session today and start building your own benchmarks for success.
