Ecommerce email lives and dies on revenue per send, not vanity opens. These benchmarks come from Omnisend’s 2025 dataset of more than 20 billion campaign emails and 470 million automated sends across 27,000+ ecommerce brands, so they reflect real store performance rather than mixed B2B data.
is the average ecommerce email open rate. Typical campaign benchmarks: 0.74% click-through rate, 2.44% click-to-open, 0.08% conversion rate, and $0.155 revenue per email. Automated flows convert far higher — see below.
Ecommerce email benchmarks at a glance
| Metric | Average (campaigns) |
|---|---|
| Open rate | 30.41% |
| Click-through rate (CTR) | 0.74% |
| Click-to-open rate (CTOR) | 2.44% |
| Conversion rate | 0.08% |
| Revenue per email sent | $0.155 |
| Unsubscribe rate | 0.20% |
| Deliverability rate | 98.4% |
Open, click & conversion rate by ecommerce category
Higher opens do not always mean more sales. Food & Drink converts at nearly 4x the rate of Consumer Electronics despite similar open rates, because shoppers in considered-purchase categories take longer to buy.
| Category | Open rate | CTR | Conversion rate |
|---|---|---|---|
| Apparel | 31.10% | 0.86% | 0.05% |
| Toys & Hobbies | 30.66% | 1.13% | 0.09% |
| Home & Garden | 30.60% | 0.87% | 0.04% |
| Pets & Animals | 30.09% | 0.78% | 0.10% |
| Food & Drink | 30.03% | 0.96% | 0.15% |
| Beauty & Fitness | 29.33% | 0.72% | 0.07% |
| Gifts & Special Events | 29.26% | 0.78% | 0.08% |
| Consumer Electronics | 25.70% | 0.99% | 0.04% |
| Overall | 30.22% | 0.88% | 0.08% |
Where ecommerce revenue actually comes from: automated flows
Automated emails generated $3.41 per send in 2025 versus $0.155 for campaigns — a 22x difference — and converted at 1.49% versus 0.08%. The abandoned-cart flow is the ecommerce workhorse:
| Flow | Open rate | Conversion rate | Revenue per email |
|---|---|---|---|
| Abandoned cart | 37.12% | 1.72% | $3.59 |
| Welcome | 35.53% | 2.11% | $6.16 |
| Product back in stock | 58.80% | 6.72% | $9.14 |
Frequently asked questions
What is a good open rate for ecommerce email?
Around 30% is the ecommerce average (Omnisend, 2025). Because Apple Mail Privacy Protection auto-loads images and inflates opens, treat open rate as a directional signal and judge campaigns on clicks, conversions, and revenue per email.
What is a good ecommerce email conversion rate?
Campaign sends average about 0.08%, while automated flows average 1.49% — roughly 19x higher. If your automations are not clearing 1%, your flow timing, segmentation, or offers need work.
How much revenue do abandoned cart emails generate?
About $3.59 per email sent, at a 1.72% conversion rate and 37.12% open rate (Omnisend, 2025). It is the most widely used high-value ecommerce automation.
Why are ecommerce open rates lower than industries like non-profits or education?
Ecommerce lists skew promotional and are mailed frequently, so engagement per send is lower. The trade-off is volume and strong automated-flow revenue that considered-purchase B2B categories cannot match.
Do automated flows really outperform campaigns?
Yes. In Omnisend’s 2025 data, automations produced 22x more revenue per email than one-off campaigns, driven by behavioral timing — reaching shoppers right after they browse, abandon a cart, or buy.