13 eCommerce Email Marketing Statistics You Need to Know

Dikla Cohen

No doubt, you've poured your blood, sweat, and, let's face it, a fair share of coffee into building your email marketing strategy.

But how can you keep tabs on what's transforming the industry? How can you stay ahead of the curve?

In this article, we're about to dive headfirst into 16 eCommerce email marketing statistics you absolutely need to know. 

These statistics will help you shape effective strategies, connect with your audience, and ultimately, increase your sales. 

The ROI on Email Marketing for eCommerce Is $45 for $1 Spent

If you're like most eCommerce owners and marketers, you've probably been wondering about the best marketing strategies for your business. 

After all, we're all searching for that magical formula—the one that not only delivers results but translates them into tangible profit.

However, the solution could be much simpler than you think: email marketing.

Although this may sound too good to be true, the figures don't lie. Every single dollar deployed in email marketing for eCommerce can bring back an astonishing $45.

Illustration: Flashy / Data from Statista

One dollar is equivalent to the price of a small bag of chips or a sip of your favorite artisanal coffee. 

But this modest investment, according to the data, primes you for a surprisingly high return on investment.

So, what does that translate to for you and your eCommerce business? 

It means that email marketing is far more than a simple expense. It's a high-yield investment that can boost your bottom line in a substantial way.

Email Is the Preferred Method of Contact for 57% Of Consumers

Besides wondering about the most effective marketing strategies, you've probably also pondered the best way to reach your audience.

Here's an interesting insight. Despite the influx of numerous communication options today, 57% of consumers still count email as their go-to choice for connecting with businesses. 

To give you a perspective, the efficacy of online ads (15%) and social media posts (14%) pales in comparison to emails.

Illustration: Flashy / Data from DMA

However, email doesn't just take the lead when it comes to business updates. It turns out that 57% of consumers also favor email for post-purchase interactions. 

Meanwhile, text messages are the choice of 27% of consumers, while face-to-face communication is preferred by 9%.

The takeaway from these insights couldn't be any clearer. 

If email isn't a part of your communication strategies yet, now is the time to include it.

By neglecting email, you're missing a vital opportunity to interact with your audience in the way they prefer. 

And as you already know by now, customer preference is paramount.

75% Of Consumers Want to Receive Emails About Discounts

Imagine this: you're browsing your inbox, sifting through the usual newsletters, when suddenly a delightful surprise catches your eye.

It's an email from your favorite brand, and they're offering a pretty tempting discount on their products.

Unable to resist, you immediately click to open it.

Sounds familiar? If so, you are among the majority—the 75% of consumers who welcome emails about discounts.

Illustration: Flashy / Data from DMA

This statistic is far from surprising.

Who doesn't like to bag a good bargain? Discounts have a powerful psychological impact, tapping into our inherent desire to save money without sacrificing quality.

And over time, our minds have adopted the habit of looking at our inboxes as the perfect place for uncovering great deals.

So much so that now we already anticipate finding these exciting offers in our emails.

Therefore, using discounts to bolster interaction and increase sales through your email marketing strategy is always a smart idea.

60% Of Consumers Make a Purchase as the Result of an Email

Want to hear another interesting tidbit? 

60% of consumers have made a purchase as a direct result of an email that landed in their inbox.

Now, if you stack this figure against the relatively slight 12.5% of consumers who have considered pressing the Buy button on social media, the scales tip significantly in favor of email marketing.

Illustration: Flashy / Data from OptinMonster

This essentially means that email marketing comes out as the undisputed winner in driving sales, surpassing social media marketing by a huge margin.

Although social media regularly steals the limelight in many marketing strategies, this data suggests that it's ultimately email marketing that wins the day.

9% Of eCommerce Website Traffic Is Attributed to Email Marketing Campaigns

In the world of eCommerce, various methods are utilized to enhance website traffic and generate conversions. 

Among these methods, email marketing shines brightly, contributing to an impressive 9% of all website traffic.

Illustration: Flashy / Data from Statista

You might raise an eyebrow at such phrases as "impressive" or "shines brightly" being used to describe a mere 9%. However, looking at it from a different perspective reveals the true extent of its value.

This 9% comes from your existing subscribers—people who have willingly chosen to be part of your mailing list. 

So they aren't just some random site visitors, but potential customers who are more likely to convert.

Also, you don't need to have an extensive budget to ask them to visit your site. All you have to do is create an email and send it to your existing subscribers.

When you look at it this way, it's easy to see how much weight that seemingly modest 9% carries in enhancing eCommerce traffic and potential conversion. Can you hear the virtual cash register ringing yet?

eCommerce Marketing Emails Have an Open Rate of 15.68%

Did you know that the average eCommerce email open rate is 15.68%

This percentage isn't just a statistic.

It's a crucial benchmark that can help you understand and optimize your email marketing strategies.

Illustration: Flashy / Data from Mailchimp 

Knowing where you stand is essential. You can't figure out how far you need to go without knowing exactly where you are. 

The same goes for the 15.68% open rate. By comparing your numbers to this benchmark, you can gauge precisely how your campaigns are performing.

Let's say your open rates hover below this average. Plain and simple, there's some space for improvement in your campaigns.

On the other hand, if your campaigns already match or even exceed this average, you are doing everything right and effectively reaching your target audience.

Therefore, by knowing the average eCommerce email open rates, you have a benchmark to aim for—and surpass.

eCommerce Marketing Emails Have a Click Rate of 2.01%

As an eCommerce owner or marketer, you might also want to know that the typical eCommerce email garners a click rate of 2.01%.

Now, we're not just going to decode this number but also show you how this benchmark can be a stepping stone to elevating your email marketing game.

The click rate, often known as the click-through rate (CTR), signifies how many recipients out of all those who opened it clicked on the links in your email. 

When we talk about a 2.01% click rate, that means about 2 out of every 100 recipients who opened your email engaged with your content by clicking a link. 

Illustration: Flashy / Data from Mailchimp 

Lower click rates could signal that your email content isn't resonating with your audience, while a higher click rate would indicate the opposite.

Now you might think, "If only 2.01% of people are engaging with my emails, what's the point?" 

Remember, a click indicates a higher level of engagement than an open rate. 

If your click rates are around this benchmark, or even higher, that's already a significant achievement. 

But just like most things in life, there is always room for improvement, and so it is with click rates. It’s always a good idea to try to surpass this benchmark.

Monday Has the Highest Email Open Rate of 22%

Love them or hate them, Mondays are an inevitable part of our week. But have you ever considered how this day could impact your email campaigns?

It turns out that Monday boasts the highest email open rate, averaging 22%.

In contrast, Saturday and Sunday bring in the lowest open rates. 

Illustration: Flashy / Data from Campaign Monitor

It makes sense when you think about it—people tend to check their emails more often during work hours.

However, this surprising piece of information comes packed with implications about when and how we should send our emails.

In other words, launching your email campaigns early in the week could help get more eyes on your content. 

But don't get too hung up on open rates alone. They don't always equal more clicks inside your emails. The real secret sauce is experimentation. 

Play around with sending emails on various days and times. Adjust your strategy based on who you're talking to, what industry you're in, and what you're hoping to achieve.

Welcome Emails Have an Open Rate of 82%

You might be pleasantly surprised to learn that welcome emails pack an impressive punch with an open rate of 82%.

To give you some context, let's take a look at the big picture. 

The overall average open rate floats around just 19.7% across all industries. Quite a gap, isn't it?

Illustration: Flashy / Data from Oberlo

So what sets welcome emails apart?

One of the reasons is that, often, these welcome emails arrive in the inbox armed with special offers and discount codes. 

Of course, there are other factors at play as well. For example, being the first interaction after a subscription, users may open the email out of curiosity or anticipation of what to expect from the brand.

Either way, these figures are far from the norm—they're outstandingly high.

For every hundred new subscribers, 82 open your welcome email. 

This presents a fantastic opportunity to kindle a meaningful connection with your subscribers from the get-go.

After all, it's that first impression that sets the tone for future relationships.

Welcome Emails Have a Conversion Rate of 56.8%

Here's a statistic that's bound to grab your attention. 

Welcome emails don't just say hello, they entice your new subscribers into action with a conversion rate of 56.8%.

In email marketing terms, the conversion rate is a measure of how many subscribers do what you want them to do after opening an email.

This could be anything from making a purchase, signing up for a webinar, or downloading a resource.

Therefore, a 51.94% conversion rate means that over half the people who open your welcome email are eager to dive right into what you're offering.

Now, juxtapose this with the average conversion rate of regular marketing emails sitting at about 15.22% in 2021. 

It's clear as day—welcome emails are packed with potential.

Abandoned Cart Emails Have an Open Rate of 49%

Imagine the scenario: a potential customer lands on your eCommerce site, browses your products, and fills a cart—but then life happens.

A phone call, a delivery, a toddler meltdown—and they click away, forgetting their virtual cart full of your products.

This is what we call an “abandoned cart”. And it's a serious, yet often overlooked, drain on your potential sales.

Remarkably, a simple email reminder can be a game-changer here. 

Research has found that abandoned cart emails, which are sent to customers who've filled a shopping cart but stopped short of completing the purchase, actually have an open rate of 49%.

Illustration: Flashy / Data from Barilliance

That means almost half of the people receiving these reminders take the time to open them.

Therefore, the abandoned cart email is an excellent opportunity to remind them of the delightful items they discovered.

And thus, give them a little nudge toward completing the purchase.

Abandoned Cart Emails Increase Sales by 4.43%

Abandoned cart emails not only increase the open rate but also boost sales by 4.43%.

You can be tempted to shrug it off because 4.43% seems relatively low.

Illustration: Flashy / Data from SalesCycle

But hold that thought, and let's introduce a different angle.

Suppose your eCommerce business typically garners around $100,000 in sales each month. 

A 4.43% increase means an additional $4,430 per month. 

Multiply that over a year, and you've got an extra $53,160. 

Now that small percentage doesn't seem so small after all.

And the cherry on top of the cake? All this extra profit comes from a single, friendly email reminder.

Videos in Marketing Emails Increase Click Rates up to 300%

Video content has become a key player in digital marketing, and for good reason. 

Just think about how many video platforms you use on a daily basis: YouTube, Instagram, TikTok, or even Facebook. 

Your subscribers are no different. They love videos and, according to the statistics, love to engage with a video in emails.

In fact, videos can actually increase your click rates by up to 300%.

Illustration: Flashy / Data from Forrester 

High click rates mean more eyes on your email content. More eyes on your content means more chances for you to sell your product or service.

So, a 300% increase in click rates could potentially skyrocket your sales.

Plus, when you use videos, people are more likely to remember your brand and your message. That's because our brains are designed to recall images better than plain text.

So, videos in emails not only get you more clicks and potential sales but also better brand recall.


The 16 stats we’ve explored offer valuable insights that could transform the way you view and apply your email marketing strategies.

While these stats are worth considering, always take them with a healthy pinch of salt. After all, every business is a one-of-a-kind, including yours, and your email strategy should reflect that singularity.

Consider these statistics as your navigators rather than strict rules. Try out different methods and tricks until you stumble upon the perfect combination that works best for your eCommerce store.

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