Email Unsubscribe Rates, by Industry, Worldwide

TimeframeJan 2016Jan 2017Mar 2018Sep 2019
Agriculture & food servicesMaximum of two rows can be charted.
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Architecture & constructionMaximum of two rows can be charted.
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Arts & artistsMaximum of two rows can be charted.
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Beauty & personal careMaximum of two rows can be charted.
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Business & financeMaximum of two rows can be charted.
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Computers & electronicsMaximum of two rows can be charted.
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ConstructionMaximum of two rows can be charted.
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ConsultingMaximum of two rows can be charted.
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Creative services/agencyMaximum of two rows can be charted.
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Daily deals/e-couponsMaximum of two rows can be charted.
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EcommerceMaximum of two rows can be charted.
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Education & trainingMaximum of two rows can be charted.
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Entertainment & eventsMaximum of two rows can be charted.
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GamblingMaximum of two rows can be charted.
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GamesMaximum of two rows can be charted.
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GovernmentMaximum of two rows can be charted.
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Health & fitnessMaximum of two rows can be charted.
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HobbiesMaximum of two rows can be charted.
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Home & gardenMaximum of two rows can be charted.
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InsuranceMaximum of two rows can be charted.
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LegalMaximum of two rows can be charted.
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ManufacturingMaximum of two rows can be charted.
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Marketing & advertisingMaximum of two rows can be charted.
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Media & publishingMaximum of two rows can be charted.
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Medical, dental, & healthcareMaximum of two rows can be charted.
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MobileMaximum of two rows can be charted.
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Music & musiciansMaximum of two rows can be charted.
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Non-profitMaximum of two rows can be charted.
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OtherMaximum of two rows can be charted.
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PharmaceuticalsMaximum of two rows can be charted.
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Photo & videoMaximum of two rows can be charted.
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PoliticsMaximum of two rows can be charted.
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Professional servicesMaximum of two rows can be charted.
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Public relationsMaximum of two rows can be charted.
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Real estateMaximum of two rows can be charted.
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Recruitment & staffingMaximum of two rows can be charted.
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ReligionMaximum of two rows can be charted.
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RestaurantMaximum of two rows can be charted.
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Restaurant & venueMaximum of two rows can be charted.
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RetailMaximum of two rows can be charted.
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Social networks & online communitiesMaximum of two rows can be charted.
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Software & web appMaximum of two rows can be charted.
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SportsMaximum of two rows can be charted.
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TelecommunicationsMaximum of two rows can be charted.
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Travel & transportationMaximum of two rows can be charted.
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Vitamin supplementsMaximum of two rows can be charted.
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Source: MailChimp

Note: represents activity among MailChimp clients, broader industry metrics may vary

Additional Note: unsubscribe rate: percentage of subscribers lost as a result of users unsubscribing from the mailing (unique unsubscribers / emails delivered)

Methodology: Data is from monthly MailChimp studies as cited in company blog. Data is based on analysis of hundreds of millions of emails where campaign tracking was activated, and where users reported their industry. Clients of MailChimp range from small businesses to Fortune 500 companies. All campaigns tracked were sent to at least 1,000 subscribers. MailChimp is an email marketing platform.

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