Platform: Enolytics DTC

Summary:

What it is: Mailchimp Average Open Rate shows the historical average email open rate for each contact from your Mailchimp campaigns. This field is only populated for wineries using Mailchimp as their email marketing platform.

How to use it:
• Segment your most engaged email subscribers to create VIP experiences or exclusive offers for customers who consistently open your emails
• Compare email engagement patterns with purchase behavior to identify high-value prospects who engage with your content but haven't converted recently

Tip: Since this field is NULL for non-Mailchimp platforms, filter out empty values when analyzing email engagement to avoid skewing your segments.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

Historical average email click rate from the marketing platform. Only available from Mailchimp; NULL for other platforms.

Type: float

Format: ##0%