Email benchmarks are a crucial KPI that every e-commerce marketing manager and business owner should know. The five most important metrics you should know are:
- Average Open Rate (AOR) – This is the % of customers who open your email.
- Click to Open Rate (COR) – This is the % of customers who click on a link on your email and make their way to your website.
- Conversion Rate (CR) – The holy grail of e-commerce – the % of customers who actually purchase.
- Revenue Per Email Sent (RPES) – This is the revenue you can expect from sending out an email based on the other three metrics above.
There are many types of email campaigns you can send with the most common being a Broadcast email (the same bulk email going to your entire list). Others include, welcome series, cart abandonment, back in stock, lifecycle (i.e. you know a product as a lifecycle of 6-months so you email your customer to remind them to buy every 6-months), etc.
The benchmarks for broadcast emails:
AOR: 13%
COR: 19.4%
CR: 4.2%
RPES: $0.06
Knowing these benchmarks, you can now look to the size of your list to go to work for you.