All About List Stats

This feature requires Manager user level or higher.

Each time you send a campaign to a list, MailChimp stores performance statistics in the Lists section of your account. This page contains a general summary of your list's health, activity, and performance, so you can see how a list performs over time, and not just per-campaign.

Access List Statistics

To access statistics for any of your lists, navigate to the Lists page and click the Stats button next to the list you want to work with. On the Stats Overview page you'll find basic statistics about your list, including average opens and clicks, total subscribers and unsubscribes, and location information. 

Additional information is available on the Social Profiles and Tweet Trends pages, if you have those integrations set up. Click Stats in the navigation bar, and choose Social Profiles or Tweet Trends from the drop-down menu.
Access list overview


The Overview page displays these statistics. Please note that if your list is less than three months old, we may not have enough data to populate some of the statistics on the Overview yet.

List Performance

The list performance section offers an overview of the list's subscriber activity, presented in a table. Click the linked number for any of the available stats to see which email addresses fall into each category.

Average Open Rate shows an average of all the open rates from every campaign you have sent to the list.

Average Click Rate shows an average of the click rates from every campaign you have sent to the list.

Average Subscribe Rate displays the number of people who have joined your list each month on average.

Average Unsubscribe Rate displays the number of people who have unsubscribed from the list each month on average.

Total Unsubscribers is the total number of unsubscribes for the list since it was created.

Total Cleaned is the total number of subscriber addresses that hard bounced in the list since it was created.


List Growth

This chart shows you trends in subscriber growth. Click and drag around any area of the chart to zoom in. Above the chart, check or uncheck the boxes to filter new subscribers, newly imported subscribers, and existing subscribers.

List growth screen
Since Last Campaign

This section shows the number of subscribed, unsubscribed, and cleaned addresses since your last campaign. Click the linked number for any of these stats to see which email addresses fall into each category.
Numbers since last campaign

Campaign Performance

The campaign performance graph shows the open and click percentages for the last 30 campaigns that have been sent, as well as the industry average open rate. We only include campaigns with 20 or more subscribers to prevent test campaigns from skewing performance results.
Click any graph point to open a detailed report for that specific campaign.

Top Email Clients

As your subscribers open and click campaigns, we'll track which email client they use. Since we can only collect this information for subscribers who interact with your campaigns, the chart shows data for your most active subscribers and ranks the clients by popularity.

Top email clients

It's helpful to know which email programs your subscribers use, because it can help you tailor content and layout. For example, if the majority of your subscribers use Outlook or mobile devices, you'll want to spend extra time tweaking your campaign design and to display nicely in those inboxes.

When you use our Inbox Preview feature, you can click the Top client usage from your list link to view which email clients your subscribers prefer. Choose these email clients to preview how your campaign will display in the different email clients.

Top Locations

Top locations shows you where your subscribers open your campaigns. Click any country name to create a segment based on the locations detected for your subscribers.

Locations are determined by geolocation tracking. MailChimp tracks data from wireless router access points and other service providers to estimate where an IP address is located. Subscribers who do not use static IP addresses can be harder to pinpoint, but we'll attempt to tie multiple locations to a single point, and will provide this location in your statistics. More information about geolocation tracking is available in this thorough 2004 article from Linux Journal.

Top locations

Social Profiles

If you have Social Profiles enabled on your account, you can review your data from the Stats overview page. Click  Stats on the navigation, and choose Social Profiles from the drop-down menu.

This section tells you how many list subscribers are on social networks, and lets you create a segment from this data. Click Send to Segment for any network to create a campaign for the subscribers included in that group.

Select SocialPro under Stats


SocialPro stats

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