Email and messaging reports · Industry report or survey; observational
Mailchimp: Peak Season 2025 messaging report
The publisher describes aggregate analysis of more than 44 billion emails and 83 million SMS messages sent during peak season 2025.
When this is useful
You need examples of cohort and time-window distinctions in an email benchmark
What is measured
Message engagement, commerce order rate and attributed revenue; metric populations differ
Message metrics and commerce metrics have different eligible populations; check attribution and denominator definitions in the full report
Cohort and collection window
Active Mailchimp free and paid users; commerce metrics apply to users with a connected ecommerce store
Oct 31–Dec 31, 2025; BFCM Nov 28–Dec 1
A fair comparison
Write your own metric definition and cohort beside the report's definition. If they differ, use the report to frame a question rather than assigning your company a percentile or target.
Put it to work
- Match the metric, period and eligible population.
- Read the original method and subgroup notes; record exclusions and unknowns.
- Compare with your own cohort and choose an investigation rather than importing a universal target.
Limits and tradeoffs
Commerce-heavy seasonal data is not direct B2B SaaS evidence. Attribution is not incrementality, and AI-versus-non-AI campaign comparisons do not isolate a causal AI effect.