Email Marketing Benchmarks

Average open, click and conversion rates for transactional and lifecycle emails

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Introduction

The way we see it, Ecommerce businesses have two challenges (amongst others of course):

  1. Have visibility and access to your most important performance metrics; and
  2. Knowing how those metrics compare to other similar businesses and whether you should focus on improving any of these metrics.

This is also true for all of the customers that use Conversio (previously Receiptful)… Whilst a well-used Conversio dashboard offers loads of data and insights into how various tools are performing for an individual store, it is not obvious whether that means that you are doing well or whether you need to improve your usage of the tools.

We were thus inspired by Mailchimp’s Email Marketing Benchmarks and decided to release our own data into the wild as a way for Ecommerce store owners to identify where they could possibly tweak and / or improve their transactional or lifecycle email marketing.

Email Receipts

As the pioneers of supercharged email receipts, we are excited to publish the average open, click and conversion rates of our email receipts. This data spans all Conversio users, across multiple industries and geographies, and of varying business sizes with a wide spectrum of sending volumes.

For the purpose of comparison, you could consider e-mail receipts as part of a greater classification of transactional emails.

(Date last updated: 22 March 2016)

Industry Open Click Conversion
Animal & Pet Care 61.49% 8.94% 0.83%
Arts & Crafts 68.18% 8.79% 1.82%
Automotive 70.99% 13.64% 1.31%
Books, Music & Video 67.90% 7.31% 0.85%
Business & Education 69.98% 18.50% 1.53%
Computer & Electronics 67.10% 11.10% 1.06%
Digital Goods & Software 73.92% 54.74% 0.87%
Fashion & Apparel 71.55% 9.65% 1.40%
Food & Beverage 68.61% 7.80% 2.99%
Furniture 82.81% 13.13% 0.32%
Garden & Home Improvement 75.95% 10.87% 0.47%
Health & Beauty 71.51% 10.28% 1.95%
Hobbies & Travel 68.85% 10.17% 1.18%
Jewelry & Accessories 73.52% 8.08% 0.48%
Other/Unknown 68.50% 9.65% 1.14%
Sports & Recreation 74.15% 12.05% 1.52%
Toys & Games 68.43% 10.79% 1.28%
Travel & Experiences 75.52% 8.47% 0.75%
Wedding & Bridal 79.85% 14.93% 1.00%
Other 73.57% 11.94% 1.29%
Total Average 71.62% 13.04% 1.20%

Follow-Up Emails

Our Follow-Up Emails form part of the greater spectrum of lifecycle email marketing and could include many different types of emails sent for various purposes (i.e. these emails don’t have a singular purpose like email receipts). Here’s an example of the various different types of Follow-Up Emails that Conversio users are sending.

The data table below shows the average open, click and conversion rate across all followup emails.

(Date last updated: 22 March 2016)

 Industry Open Click Conversion
Animal & Pet Care 34.06% 7.21% 1.85%
Arts & Crafts 42.74% 8.76% 2.28%
Automotive 59.26% 10.16% 0.38%
Books, Music & Video 44.29% 8.33% 1.17%
Business & Education 34.35% 6.23% 0.54%
Computer & Electronics 58.64% 9.09% 1.23%
Digital Goods & Software 29.87% 4.76% 0.24%
Fashion & Apparel 46.81% 6.13% 0.72%
Food & Beverage 50.91% 9.06% 1.77%
Furniture 58.79% 4.86% 0.17%
Garden & Home Improvement 44.15% 6.97% 0.46%
Health & Beauty 46.45% 5.62% 1.28%
Hobbies & Travel 58.75% 10.09% 0.94%
Jewelry & Accessories 48.96% 6.26% 0.26%
Other/Unknown 47.21% 6.30% 0.79%
Sports & Recreation 51.94% 10.78% 1.43%
Toys & Games 59.75% 6.61% 1.96%
Travel & Experiences 61.74% 8.87% 0.37%
Wedding & Bridal 57.14% 4.76% 4.76%
Other 38.47% 5.63% 1.52%
Total Average 48.71% 7.33% 1.21%