A good email click rate is usually 2% to 5%, but the “good” number depends on how the platform defines the metric. Mailchimp is simpler for quick campaign checks, while HubSpot gives deeper attribution and contact-level insight. If you only compare headline numbers, you may think one tool performs better when it is really just measuring clicks differently.
TLDR: Mailchimp is best if you want a fast read on campaign clicks, link performance, and basic audience response. HubSpot is better if you need to connect email clicks to contacts, leads, deals, forms, and revenue. For example, a newsletter sent to 10,000 delivered contacts with 300 unique clickers has a 3% click rate; if 2,000 people opened it, the click-to-open rate is 15%. Those two numbers tell very different stories.
What Counts as a Good Email Click Rate?
A “good” email click rate is not one fixed number. Still, most marketers can use these rough ranges:
- Below 1%: Weak engagement, poor targeting, or an unclear offer.
- 1% to 2%: Acceptable for broad newsletters or cold audiences.
- 2% to 5%: Solid performance for most email campaigns.
- 5% to 10%: Strong result, often from segmented lists or intent-based emails.
- Above 10%: Excellent, usually from small, warm, highly targeted groups.
The tricky part is this: click rate and click-through rate do not always mean the same thing across platforms. That drives people mad during reporting meetings. One dashboard says the campaign crushed it. Another makes it look average.
Mailchimp Click Rate: Simple and Campaign Focused
Mailchimp is built for fast email campaign reporting. Its click rate is typically based on the percentage of successfully delivered emails that received at least one click. In plain English, if 5,000 emails were delivered and 150 people clicked, your click rate is 3%.
That makes Mailchimp easy to use. You can open a campaign report and quickly see opens, clicks, unsubscribes, bounces, and top links. For newsletters, promotions, product updates, and event invites, that may be enough.
Mailchimp is especially useful for:
- Small teams tracking regular newsletters.
- Ecommerce brands checking which products get clicks.
- Creators comparing subject lines and calls to action.
- Marketers who want clean campaign reports without extra setup.
The annoyance? Some deeper questions take more digging than they should. For example, seeing who clicked is easy, but tying that click to a full sales path is not as smooth unless your integrations are set up well. Expect to waste time jumping between campaign reports, audience data, and ecommerce reports if your tracking needs are more advanced.
HubSpot Click-Through Rate: More Context, More Setup
HubSpot reports email clicks inside a much larger system. It does not just show that someone clicked. It can show who clicked, what they did next, whether they filled out a form, became a lead, booked a meeting, or moved closer to a deal.
This is where HubSpot has a real edge. Its email reporting can connect marketing activity to CRM data. For B2B companies, SaaS teams, agencies, and sales-led businesses, that context matters more than a pretty click chart.
HubSpot commonly separates metrics such as click rate, click-through rate, opens, delivered emails, and engagement by contact. Depending on the report, you may see clicks measured against delivered emails or against opens. That distinction matters. A click rate of 3% against delivered emails may look modest. A click-to-open rate of 18% may show the email content worked well once people opened it.
HubSpot works best when you care about:
- Which contacts clicked specific links.
- How clicks affect lead scoring.
- Which emails influenced deals or pipeline.
- How email engagement fits with forms, pages, ads, and sales activity.
Honestly, it feels like HubSpot makes you pay in setup time before it rewards you with better insight. Lists, properties, workflows, attribution settings, and tracking codes all need care. Once set up, though, the reporting can be far more useful than a single campaign score.
Mailchimp vs HubSpot: The Key Measurement Difference
The biggest difference is not the visual dashboard. It is the level of context.
Mailchimp answers: “Did this email get clicks?”
HubSpot answers: “Who clicked, what did they do next, and did it help sales?”
That difference changes how you judge success. A Mailchimp campaign with a 4% click rate may be a winner for a newsletter. A HubSpot email with a 2.5% click rate may be stronger if those clicks came from high-value accounts and created three sales opportunities.
Here is a simple example:
- Campaign A: 20,000 delivered emails, 600 clickers, 3% click rate, no tracked sales activity.
- Campaign B: 3,000 delivered emails, 120 clickers, 4% click rate, 18 demo requests, 4 deals created.
Campaign B is probably more valuable, even with a smaller audience. HubSpot is better at proving that. Mailchimp can show campaign engagement well, but it may need ecommerce or CRM connections to tell the full story.
What Is a Good Click Rate in Mailchimp?
For Mailchimp users, a good click rate often sits between 2% and 5%. If your list is highly engaged, you may see more. If your emails go to a broad audience, 1% to 2% may still be normal.
Mailchimp is handy for comparing campaigns over time. Your own past performance is often a better benchmark than an industry average. If your last five newsletters averaged 1.8% and your new segmented campaign hits 3.4%, that is real progress.
To improve Mailchimp click rates, focus on:
- One main call to action instead of five competing links.
- Better segmentation by purchase history, interest, or engagement.
- Cleaner email design with buttons that stand out.
- Stronger preview text that supports the subject line.
- Link tracking to see which content earns attention.
What Is a Good Click-Through Rate in HubSpot?
In HubSpot, a good rate also depends on the report you are viewing. For delivered-based click rate, 2% to 5% is a healthy target. For click-to-open rate, 10% to 20% can be a useful range for many marketing emails.
HubSpot users should avoid obsessing over one campaign metric. The better question is: Did the click move the contact forward? A pricing page click from a target account may be worth more than 100 blog clicks from poor-fit leads.
To improve HubSpot email performance, use:
- Smart lists based on lifecycle stage or intent.
- Personalization tokens where they feel natural.
- Behavior-based workflows after clicks.
- Lead scoring tied to high-intent links.
- CRM reporting to connect clicks with revenue.
Which Platform Measures Clicks Better?
Mailchimp is better for simple email performance reporting. It is fast, clear, and friendly for teams that do not need heavy CRM analysis. If your main question is whether subscribers clicked your newsletter or offer, Mailchimp does the job well.
HubSpot is better for revenue-focused click tracking. It is stronger when clicks need to connect to lead quality, sales activity, and customer journeys. It takes more setup, but the extra context can change how you judge campaign success.
For many small businesses, Mailchimp is enough. For teams with sales reps, long buying cycles, or multiple touchpoints, HubSpot usually gives better answers.
How to Compare Click Rates Fairly
Do not compare Mailchimp and HubSpot numbers without checking the formula. Use the same denominator whenever possible. Delivered-based click rate should be compared with delivered-based click rate. Open-based click-through rate should be compared with open-based click-through rate.
A simple reporting format helps:
- Delivered: 10,000
- Unique clicks: 300
- Click rate: 3%
- Unique opens: 2,000
- Click-to-open rate: 15%
- Conversions after click: 45 signups or 6 sales calls
This gives the full picture. The click rate shows broad engagement. The click-to-open rate shows content strength. The conversion count shows business value.
Final Takeaway
A good email click rate is usually 2% to 5%, but the platform matters. Mailchimp gives clean campaign-level click reporting. HubSpot gives richer insight into contacts, sales, and follow-up actions. If you want quick email benchmarks, choose Mailchimp. If you want to prove which clicks create leads and revenue, HubSpot is the stronger choice.