ecommerce-email-marketing-statistics

Ecommerce Email Marketing Statistics: Numbers You Need to Know

Last updated November 2, 2018

Ecommerce businesses can use a variety of tools to boost revenue, including social media, but one that should definitely receive attention is email marketing.

Email marketing is relatively easy and relatively inexpensive with a good return on investment. It can bring benefits like weekly subscribers, generally high open rates, and an increase in website traffic.

It works better than social media or SEO marketing because it can be customized to engage readers. It will also build relationships that will lead to customer acquisition.

Let’s look at how it’s done.


Prepare for Email Marketing

There are some basic steps to take before your business takes on email marketing. First, choose one of the many email-marketing platforms available. Then build an email list using opt-in forms or newsletter sign-up boxes on your website. You can encourage users to sign up by offering a small discount or a free trial, for instance.

Once your business has an email list of customers and potential customers, way that email marketing can be used include:

  • Send blog posts
  • Send discounts on special occasions like holidays
  • Let customers know about company updates or product launches
  • Let customers know when they have left items in their online cart
  • Send discounts to loyal or repeat customers
  • Ask customers to provide reviews after purchases

These are all examples of techniques to give small and medium online businesses a positive ROI. It’s also important to craft an effective email each time you are sending to customers and potential customers. This should include an effective subject line, a reason for the email, and a call to action.


Tracking Your Success

It will be important to track the success of your email marketing, so that you can make adjustments and improvements. Here are the main elements that you should track:

1.     Open Percentage. This is the percentage of subscribers that open your email.

2.     List Growth. This is the rate at which your list of subscribers is growing.

3.     Click-Through Percentage. This is the rate of people clicked a link or call-to-action.

4.     Conversion Percentage. This is the number of subscribers who clicked the link and completed the action related to the link.

5.     Opt-Out Percentage. This is the rate of un-subscribers.


Optimize Your Email Marketing

Once a business is ready to embark on email marketing, there are some important facts to remember to optimize your efforts. This will help ensure you have success before you randomly start sending emails.

Here are some general tips for email marketing:

  • Establish a standard design as your emails are part of your brand.
  • Remember that many customers (and an ever increasing number of customers) use mobile devices, so ensure the emails are mobile friendly for viewing.
  • Send emails once a week.
  • Send emails during standard business hours as customers tend to open them immediately.
  • Don’t just send promotional emails all the time – keep your business top-of-mind with customers by sending industry news, for instance, or other valuable information.
  • Be sure to deal with shopping cart abandonment with emails (more on this later).
  • Pre-written emails can be sent to customers immediately upon sign-up on your website, and then a day later, week later, etc.
  • Examples of other standard emails are to confirm orders, confirm shipping, to thank customers for signing up and to ask for customer feedback.

Ecommerce Email Marketing Statistics that matter

There are also specific statistics that are important to remember in conducting email marketing. Based on an analysis of over 92,000 email campaigns sent by more than 9,500 brands using Omnisend’s ecommerce email marketing service, here are some important numbers for any ecommerce business.

How often should you send your emails: Weekly emails lead to a good open and click rate and high average orders per campaign.

What’s the best day to send emails: Customers open emails more actively on Wednesdays, but will click more on Sundays. The first part of the month performs better for open rates, the end of the month is the worst for click rates.

Automated emails get better rates and higher orders. Examples include:

  • Birthday email
  • Cart recovery email
  • Customer reactivation email
  • Order follow-up email
  • Welcome email

When is it important to send a series of emails instead of one: A series of emails on cart recovery gets 69% more orders; a series on customer reactivation gets 90% more orders, and a series on welcoming new subscribers gets 93% more orders.


In-Depth Email Marketing Analysis

Another in-depth analysis of email marketing conducted by Klaviyo gives us a look at some specific benchmarks. This study looked at the data of over 9 billion campaign emails sent by over 4,000 companies. You can compare these results to your own.

The overall campaign email averages across all industries were:


Open Rate: 35%
Click Rate: 5.46%
Conversion Rate 1.41%
Revenue per recipient $1.17
Average order value $99.80

The top industry performers were Beauty and Cosmetics (49% open rate and 4% conversion rate) and Arts and Crafts (46% open rate and 3% conversion rate). If your business is in one of these industries, email marketing must become a focus.

The importance of a series of emails, also known as a flow, is also shown through this analysis. For instance, an abandoned cart can trigger a series emails to entice the subscriber to return and complete their purchase. The analysis looked at several flows or series, including abandoned cart series, customer reactivation or win-back series, and welcome series.

Abandoned carts are important flows to establish as they are shown to make money. In fact, they have conversion rates that are three times greater than other flow emails.

The averages across all industries are:


Open Rate: 39.17%
Click Rate: 7.74%
Conversion Rate 2.89%
Revenue per recipient $2.72
Average order value $94.65

Customer reactivation or win-back series are another important flow that is used to re-engage inactive customers.

The averages across all industries are:


Open Rate: 28.10%
Click Rate: 4.02%
Conversion Rate 0.49%
Revenue per recipient $0.37
Average order value $79.12

Welcome series is the last but certainly not the least flow analyzed – in fact it’s one of the most important, ranking up there with an abandoned cart series.

The averages across all industries are:


Open Rate: 33.22%
Click Rate: 5.10%
Conversion Rate 1.33%
Revenue per recipient $1.18
Average order value $93.01

It should be a focus, then, to set up such series of emails in your email marketing campaigns.

Ecommerce Email Marketing Stats: Final Thoughts

Email marketing is an effective tool that every ecommerce business should be utilizing. Using the knowledge and data at your fingertips, you can establish, monitor and refine your email marketing campaigns, and increase the revenue of your business.


About the author: Callum is the head of marketing at Warble Media. They are a boutique website design and digital marketing agency based in Dubbo, NSW, Australia.

giles thomas

Author:

Giles Thomas is the founder of AcquireConvert, the conversion rate optimization blog that teaches ecommerce stores how to increase conversion rates and profits. He is the Founder of Berlin based ecommerce growth agency Whole Design Studios, a head mentor at the Google Launchpad Accelerator and a member of the Google Experts program.

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