Key Takeaways
Email marketing delivers an impressive ROI of 4400%, demonstrating its unparalleled financial impact for businesses.
In eCommerce, $45 is earned for every $1 spent on email marketing, showcasing its high efficiency as a revenue driver.
Switching to segmented campaigns results in a 760% boost in email marketing returns, underlining the value of personalization.
Welcome messages convert at a rate of 51.94%, making them the most effective automated email type in eCommerce.
Cart abandonment emails achieve a strong average conversion rate of 18.64%, making them a critical tool for recovering potential sales.
Return on Investment (ROI) and Financial Impact
With an ROI of 4400%, email marketing proves to be a powerful tool for businesses.
In eCommerce, $45 is earned for every $1 spent on email marketing.
Among top online retailers, 96% believe email marketing offers the best ROI compared to other strategies.
Switching to segmented campaigns boosts email marketing returns by an impressive 760%.
Sending three cart abandonment emails generated $24.9 million, compared to just $3.8 million from a single email.
Email Performance Metrics (Open Rates, Click Rates, Bounce Rates)
About 60% of marketers reported open rates exceeding 20% for their email campaigns, while 4.2% experienced rates below 10%.
The average open rate for eCommerce marketing emails is 15.68%.
Top-performing eCommerce email campaigns can reach an impressive 36.92% open rate.
Segmented campaigns see a 27.6% higher open rate and 11.4% more clicks compared to non-segmented ones.
On average, eCommerce marketing emails have a click rate of 2.01%.
Product replenishment emails lead the pack with a 53.6% click-to-open rate, making them highly effective.
The average bounce rate for eCommerce emails is only 0.69%.
Hard bounces affect just 0.19% of eCommerce emails.
The unsubscribe rate for eCommerce campaigns averages around 0.17%.
Spam complaints are minimal, at about 0.02%.
Weekends tend to have the lowest open and click-through rates for email campaigns.
Cart Abandonment and Recovery
Just 50% of the top 100 eCommerce companies send cart abandonment emails, leaving significant opportunities untapped.
45% of cart abandonment emails are opened, showing strong engagement from recipients.
These emails achieve an average conversion rate of 18.64%, making them a key driver of revenue.
Sending a cart abandonment email one hour after a customer leaves leads to the best results, with a 6.33% conversion rate.
Across all eCommerce sectors, cart abandonment emails increase sales by 4.43%.
Personalization and Segmentation
56% of marketers rely on automation to handle email segmentation.
Moving to segmented email campaigns leads to a 760% boost in returns compared to unsegmented approaches.
Segmented emails perform better, with a 27.6% higher open rate and 11.4% more clicks than their non-segmented counterparts.
Including personalized subject lines can increase open rates by 26%.
Personalized emails achieve a 29% higher open rate and a 41% better click-through rate than non-personalized ones.
Welcome messages convert at an impressive 51.94%, making them the most effective automated email in eCommerce.
88% of users say they’re more likely to engage with emails that feel personally tailored to them.
76% of buyers expect brands to use personalized emails to build stronger connections.
The top reasons marketers use personalization are to improve open rates (82%), boost click-through rates (75%), and enhance customer satisfaction (58%).
Email Automation and Frequency
81% of companies incorporate marketing automation into their strategies.
58% of the top 1,000 US eCommerce businesses prioritize sending welcome emails to new subscribers.
Welcome messages boast a conversion rate of 51.94%, the highest among automated eCommerce emails.
On average, eCommerce brands send 16.68 emails per month to their subscribers.
Leading eCommerce brands increase that number, sending about 19.6 automated emails per month.
45% of eCommerce brands use email automation tools specifically for A/B testing campaigns.
63% of businesses adjust how often they send emails based on subscriber engagement levels.
Customer Engagement and Behavior
eCommerce emails boast a 96% deliverability rate, among the highest in the industry.
75% of consumers say they enjoy receiving emails about discounts and special offers.
60% of respondents admitted to making a purchase because of a promotional email.
Over 50% of customers report that emails influence their buying decisions.
Lack of personalization in emails annoys 10% of customers.
eCommerce businesses experience an unsubscribe rate of 338 per 100,000 users.
Marketing Channel Comparisons
89% of marketers rely on email as their primary channel for lead generation.
29% of marketers consider email marketing the most effective channel, compared to 25% for social media, 22% for SEO, and 25% for content marketing.
Email campaigns contribute to 9% of all eCommerce website traffic.
Data from Custora eCommerce Pulse shows that email drives 19.8% of transactions, just behind paid search at 19.9% and organic traffic at 21.8%.
36% of retailers allocate over 11% of their digital marketing budget to email marketing.
Among the top 1,000 online retailers, 56.91% spend between 0.1% and 20% of their marketing budget on email campaigns.
Industry Usage and Adoption
44% of businesses rely on email marketing as part of their digital marketing strategy.
Among the top 1,000 online retailers, 83.7% use email to engage with shoppers.
81% of companies incorporate marketing automation into their processes.
Over 56% of marketers use automation tools specifically for segmentation.
87% of the top 100 eCommerce sites send welcome emails to new users.
57% of leading eCommerce companies send email blasts to users who have recently registered.
Conversion Rates and Sales Impact
The conversion rate for eCommerce email marketing is below 2% across the entire industry.
On average, eCommerce email campaigns achieve a 2.5% conversion rate.
For retail businesses, email marketing generates a 2.31% landing page conversion rate.
Cart abandonment emails have a much higher conversion rate, averaging 18.64%.
Sales increase by 4.43% across all eCommerce sectors when cart abandonment emails are used.
Welcome messages boast the highest conversion rate, with 51.94% of recipients taking action.
Sources
Statista - Automated Email Marketing Open Rates, Statista - Email ROI Perception, DMA - What Winning Emails Look Like, OptinMonster - Email Marketing vs Social Media Performance, and Mailchimp - Email Marketing Benchmarks.