Email Marketing: Ecommerce Email Marketing Industry Performance Benchmarks

Hey guys, happy Black Friday and Cyber Monday week. I know you're going to crush it. Best of luck to you and happy early Thanksgiving. So in this video today, it's going to be a really quick video. I'm going to run you guys through kind of some benchmarks from Playview around different campaigns and flows based off of 13 different industries. So let's dive into the first one and I will link you to this article on my website so you guys can kind of look at it later yourselves. So the first screenshot we have looks at campaign performance across 13 industries. So if we look at, say, beauty and cosmetics, they're saying the average open rate across a bunch of their merchants for a campaign is 10.8% and they're saying the average click-through for that campaign is 1%. The average conversion is 0.10% and the average revenue per recipient, that stands for RPR, is $0.06 and the average AOV, which stands for average order value, is $65. Again, I personally think the benchmark that you guys should aim for on the open rate is 20% or higher. So all of these to me look pretty low. I'd say media and entertainment is probably the best one from an open rate that seems more acceptable. I think the average across all industries is way too low. But again, this is taking all the stores, not just the best stores. So I think the people on this list and certainly our clients are above average. So just keep this in mind as a benchmark, try to increase this and bare minimum be here. So for example, look at that. So for fashion and apparel, 11.4% open rate, 1.3% click-through, 0.08% conversion, $0.08 is the average revenue per recipient. So for every person that receives the email, they're worth about $0.08 to your brand. And the AOV here is just shy of about $100, so it's $97. So that's kind of campaigns. Now let's talk about welcome series. So again, we're going to look at the same 13 industries in this screenshot as well as all the others. Now we're going to look at the welcome series. So again, automated email, open rates are a lot higher than they were in campaigns. Again, I still believe this is too low, a 26% average open rate for a welcome series. My personal opinion feels low, but I think this should be 35, 45, 50%. It should be a lot higher. And in some of the examples, they are higher, but still I still believe they're too low. So again, if we look at beauty and cosmetics, so it's a 32.8% open rate. So it's like three times what it was on the campaign side. And then click-through rate obviously is a lot higher as well. Conversion is a lot higher, revenue per recipient is higher. And then the AOV, I believe is a little bit lower here. Yeah, it's a little bit lower, but still not a bad thing. So the welcome series for non-buyers really kind of delivers on the value proposition that you promised someone, whether it's a dollar off, a percentage off, content giveaway, whatever it might be, great way to nurture and build trust with your users. Fashion and apparel, 26% open, 4.9% click-through, 3.47% conversion, $3.27 is the revenue per recipient, which is really high. That's really strong. And then $94 is AOV, solid. So again, welcome series for non-buyers, great flow to have, benchmarks. Again, you guys should be here at that bare minimum, hopefully a lot higher. So this one, I'm a little bit unclear if this is the abandoned car or the abandoned checkout, Klaviyo has kind of some weird naming convention, so I'm not entirely sure. But let's look at the data that they have here. So beauty and cosmetics, 25.8%, 5.2% click-through, 3.3% conversion, revenue per recipient is $2.17, the AOV is $65. Again, we'll let you guys kind of go through the data here. Again, in my personal opinion, the open rates here are too low. I do believe they should be, again, 30, 40, 50, 60%, right? So definitely room to improve it. This is a benchmark for being at minimum. This is the average, but again, you are better off because you're on this list and because you're taking this seriously. Benchmarks for Winbacks, right? Beauty and cosmetics, 15%, open rate, 1.6% click-through, 0.63% conversion, revenue per recipient is $0.36, the AOV is $57. So again, you guys can see here, right, a lot lower in terms of kind of the engagement and it's more similar to like the campaign according to Klaviyo. I don't think necessarily this should be a 50, 60% open rate like the other ones, but I do believe this should be 20, 30% give or take on terms of the opens. So that's the Winback. And I believe this is the last one that we have is the browse abandonment flows. And these ones look a lot stronger, a lot better. So I do believe, right, if the browse abandonment is looking this good, your other abandoned flows as well should be good, as well as your other flows in general. So beauty and cosmetics, 30.80%, open rate, 4.5% click-through, 1.18% conversion, $0.77 is a revenue per recipient, $64 is the AOV. So again, look at the link either in this video that will link you here or go back into the email and find the link to this article. These are all screenshots, probably pretty helpful for you guys to have. Crush your Black Friday, Cyber Monday, always here if you need anything. Thank you.