Ecommerce Email Marketing Statistics (2026): Benchmarks With Sources
The email marketing numbers online stores actually use – open, click and order rates, automation vs campaign revenue, cart abandonment, ROI, US e-commerce growth and the rules – each with its original source.
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On this page
These are the numbers we use when we compare email tools for online stores. Every figure below links to its original publisher, and we note who collected it and how – vendor benchmarks come from each vendor’s own customers, so treat them as a reference point, not a guarantee. Last checked October 26, 2026.
Open, click and order rates
From Klaviyo’s 2026 email marketing benchmarks, based on more than 183,000 Klaviyo customers:
| Metric | Campaigns | Automated flows |
|---|---|---|
| Good open rate | 31% | 32.2% |
| Top-10% open rate | 45.1% | 45.8% |
| Good click rate | 1.69% | 5.58% |
| Top-10% click rate | 3.38% | 10.48% |
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Omnisend’s 2026 eCommerce Marketing Report, based on more than 150,000 brands and 27 billion emails sent in 2025, reports an average open rate of 30.7% and a click-to-conversion rate of 9% (up from 5.9% the year before).
Order rates by store category
Klaviyo’s benchmarks also list placed-order rates – the share of recipients who buy – by industry:
| Category | Campaigns | Flows |
|---|---|---|
| Clothing and accessories | 0.97% | 1.62% |
| Health and beauty | 1.02% | 1.65% |
| Jewelry | 1.02% | 1.77% |
| Food and beverage | 1.16% | 1.79% |
| Sporting goods | 1.18% | 1.79% |
| Electronics | 1.23% | 2.01% |
| Hardware and home improvement | 1.28% | 1.96% |
| Home and garden | 1.34% | 2.17% |
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In every category, flows convert better than campaigns – which is why we put automations first in our best email marketing tools for Shopify guide.
Automations vs campaigns
| Source | Share of sends | Share of email revenue |
|---|---|---|
| Klaviyo flows | 5.3% | about 41% |
| Omnisend automated emails | 2% | 30% |
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Klaviyo adds that flows earn nearly 18× more revenue per recipient than campaigns; Omnisend says its automated emails earned 16× more per send. Omnisend lists abandoned cart, welcome and back-in-stock as its highest-performing workflows. Setup guides: abandoned cart emails and welcome email series.
Cart abandonment
Baymard Institute averages 50 studies to get a documented cart abandonment rate of 70.22% (updated September 22, 2025). Among US shoppers who abandoned a checkout (excluding those “just browsing”), the top reasons were:
| Reason | Share |
|---|---|
| Extra costs too high (shipping, tax, fees) | 40% |
| Delivery too slow | 20% |
| Didn’t trust the site with card details | 19% |
| Site required an account | 18% |
| Checkout too long or complicated | 17% |
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Baymard estimates that large ecommerce sites could raise conversion by 35.26% by fixing checkout usability issues alone.
ROI of email
Litmus’s State of Email 2025 survey of nearly 500 marketers reports a range rather than one number: 35% get $10–$36 back for every $1 spent, 30% get $36–$50, and 5% get more than $50.
The market
The U.S. Census Bureau estimates US retail e-commerce sales at $340.2 billion in Q2 2026 (seasonally adjusted) – 17.1% of total retail sales, up 12.2% from Q2 2025. The next release is scheduled for November 19, 2026.
The rules
From the FTC’s CAN-SPAM compliance guide:
- Each email that violates the law can bring penalties of up to $53,088.
- Opt-out requests must be honored within 10 business days, and the opt-out link must work for at least 30 days after sending.
- Marketing emails must include a valid physical postal address.
More: email marketing rules for online stores.
Costs
What tools charge is in our email marketing pricing tracker and cost calculator. One reference point: Shopify Messaging includes 10,000 free emails a month, then charges from $1 per 1,000.
Want to cite these numbers? Please link to the original sources above, or to this page if you use our summary.
Key takeaways
- Klaviyo's 2026 benchmarks put a good campaign open rate at 31% and click rate at 1.69%; for automated flows it's 32.2% and 5.58%.
- Automations punch far above their volume: on Klaviyo, flows earn about 41% of email revenue from 5.3% of sends; on Omnisend, automated emails were 2% of sends and 30% of email revenue in 2025.
- Baymard Institute's average documented cart abandonment rate is 70.22%; 40% of US shoppers who abandon checkout cite extra costs like shipping and taxes.
- U.S. retail e-commerce reached $340.2 billion in Q2 2026 – 17.1% of total retail sales, up 12.2% year over year (Census Bureau).
- Under CAN-SPAM, each violating email can cost up to $53,088, and opt-outs must be honored within 10 business days.
Frequently asked questions
What is a good email open rate for an ecommerce store?
Klaviyo's 2026 benchmarks, based on more than 183,000 customers, put a good open rate at 31% for campaigns and 32.2% for automated flows. Top-10% senders reach about 45%.
What is a good email click rate for ecommerce?
Klaviyo puts a good click rate at 1.69% for campaigns and 5.58% for flows; the top 10% reach 3.38% and 10.48%.
How much revenue comes from automated emails?
Klaviyo reports that flows generate about 41% of email revenue from 5.3% of sends. Omnisend reports that automated emails were 2% of sends but 30% of email-attributed revenue in 2025.
What is the average cart abandonment rate?
70.22%, according to Baymard Institute's average of 50 studies (updated September 22, 2025).
What is the ROI of email marketing?
Litmus's State of Email 2025 survey of nearly 500 marketers found 35% get $10–$36 back per $1 spent, 30% get $36–$50 and 5% get more than $50.
- Klaviyo – 2026 email marketing benchmarks (183,000+ customers)
- Omnisend 2026 eCommerce Marketing Report – press release, Jan 29, 2026
- Baymard Institute – Cart abandonment rate statistics (updated Sep 22, 2025)
- Litmus – The ROI of email marketing (State of Email 2025)
- U.S. Census Bureau – Quarterly retail e-commerce sales, Q2 2026
- FTC – CAN-SPAM Act: A compliance guide for business
- Shopify Help Center – Shopify Messaging pricing