30 Email Engagement Metrics Statistics Every E-Commerce Brand Must Know in 2026

Data-driven insights revealing how inbox placement, automation, and personalization drive email marketing performance for e-commerce brands

Email remains the highest-performing marketing channel for e-commerce brands, generating between $36-$40 ROI. Yet most promotional emails never reach their intended destination—Gmail's Promotions tab buries campaigns where subscribers rarely look. Understanding email engagement metrics helps brands identify performance gaps and optimize their strategies. E-commerce brands using Mailmend's inbox placement technology report immediate improvements in open rates and click-through rates by moving emails from the Promotions tab to the Primary inbox.

Key Takeaways

• Automation outperforms campaigns significantly—automated emails achieve 2,361% better conversions than scheduled campaigns

• Email ROI leads all marketing channels—top-performing merchants see $68 per dollar

• Inbox placement directly impacts revenue—brands using Mailmend see 6-25% open rate increases within 24 hours

• Personalization multiplies engagement—subject line personalization improves open rates 10-14%

• Nearly half of consumers purchase from email—50% purchased via email in the past year

• E-commerce open rates grew 6% year-over-year—reaching 26.6% in 2024

Understanding Email Open Rates: Key Statistics and Benchmarks

1. E-commerce open rates grew 6% year-over-year

Email open rates increased 6% year-over-year in 2024, reaching 26.6% for e-commerce brands tracked by Omnisend. This growth indicates improving email marketing practices, though significant room for improvement remains. Brands featured in Mailmend case studies consistently outperform these averages.

2. Campaign Monitor reports 2.3% average CTR

Independent research confirms average click-through rate across industries at 2.3%. This consistency across data sources validates the benchmark. Brands consistently below this threshold should investigate inbox placement as a potential root cause.

3. Firearms and weapons industry stands out at 3.69% CTR

Firearms and weapons achieved 3.69% click rates. Highly passionate subscriber bases in niche verticals consistently outperform broader consumer categories.

Beyond Opens and Clicks: Advanced Email Engagement Statistics

4. Email marketing generates $36-$40 per dollar spent

Email delivers between $36 and $40 ROI for every dollar spent, outperforming all other marketing channels. This return explains why brands prioritize email optimization. Improving inbox placement through Mailmend's technology amplifies this already impressive ROI.

5. Top US merchants see $68 ROI per dollar

Omnisend reports its US merchants achieve $68 return for each dollar spent on email marketing. This premium performance reflects optimized strategies across list building, content, and deliverability.

6. Click-to-conversion rates grew 27.6% in 2024

Email conversion rates increased 27.6% year-over-year in 2024. This growth indicates improving optimization practices across the industry. Brands investing in deliverability see even greater gains.

The Impact of Inbox Placement on Key Email Metrics

7. Nearly 100% of email users check messages daily

Almost all users check their inbox daily, with only 3% not following this pattern. However, checking the Primary inbox doesn't mean checking the Promotions tab. This behavioral distinction makes inbox placement critical for visibility.

8. 42% check emails three to five times daily

42% of users check email three to five times per day. These frequent checks typically focus on the Primary inbox, where important messages appear. Promotional emails buried in tabs often go unread for days.

9. Nearly 50% of consumers purchased from email in the past year

50% of consumers made a direct purchase from an email within the past year. This purchase intent exists—the challenge is ensuring promotional emails reach subscribers when they're ready to buy.

10. Mailmend clients see up to 80%+ open rate increases

Brands implementing Mailmend's inbox placement technology report up to 80%+ open rate improvements within 24 hours. StickerYou achieved 21% open rate increases, while Larsson & Jennings saw 25% improvements. These gains come without changing email content or copy.

A/B Testing Strategies for Optimizing Email Engagement Metrics

11. 80%+ of marketers see improvement from personalized subject lines

More than 80% of marketers reported performance improvement when using subject line personalization. This high success rate makes personalization testing essential for any optimization program.

12. Personalized subject lines boost open rates 10-14%

Subject line personalization increases open rates by 10-14% across industries. This improvement layer compounds with inbox placement optimization for maximum results.

13. 65% of marketers personalize over half their campaigns

65% of marketing professionals personalize subject lines in more than half of their email campaigns. This adoption rate reflects proven effectiveness and available automation tools.

Strategic Use of Lifecycle Engagement Metrics

14. Automated emails achieve 2,361% better conversion rates

Automated emails generate 2,361% better conversion rates compared to scheduled campaigns. This massive difference reflects higher relevance and better timing of triggered messages.

15. Automation drives 37% of email revenue from 2% of volume

Automated emails drive 37% of all email-generated sales while accounting for just 2% of email volume. This efficiency makes automation investment highly profitable for e-commerce brands.

16. Abandoned cart, welcome, and browse abandonment generate 87% of automated orders

Three automation types account for 87% of automated orders: abandoned cart, welcome sequences, and browse abandonment. Prioritizing these workflows delivers the fastest automation ROI.

17. Back-in-stock emails achieve 59.19% open rate and 5.34% conversion

Back-in-stock notifications reach 59.19% open rates with 5.34% conversion rates. These metrics demonstrate how high-intent triggers outperform broadcast campaigns. Ensuring these critical emails reach the Primary inbox maximizes their revenue impact.

Frequently Asked Questions

What is the average open rate for e-commerce emails?

E-commerce emails average 26.6% open rates. The relatively modest performance exists largely because promotional emails land in Gmail's Promotions tab rather than the Primary inbox. Brands using inbox placement optimization consistently exceed these averages.

How does Gmail's Promotions tab affect my email engagement metrics?

Gmail's tab system separates promotional emails from personal messages. While nearly 100% of users check email daily, they primarily focus on the Primary inbox. Promotions tab emails often go unread for days, directly impacting open rates, click rates, and revenue. Mailmend's technology moves promotional emails to the Primary inbox without requiring content changes.

What is a good click-through rate for an e-commerce brand?

The average CTR across industries is approximately 2.3% according to Campaign Monitor research. Top-performing e-commerce brands exceed 2% CTR through combined deliverability optimization and content relevance. Brands below 1% should prioritize inbox placement improvements.

Can improving inbox placement directly lead to increased email revenue?

Yes. Email marketing generates $36-$40 ROI per dollar spent, with top performers reaching $68. Since revenue depends on engagement, and engagement depends on visibility, inbox placement directly impacts the bottom line. Mailmend's case studies document revenue increases of up to 112% from improved inbox placement.

What are the most important email engagement metrics to track for an e-commerce business?

E-commerce brands should track open rate (visibility), click-through rate (engagement), click-to-open rate (content quality), conversion rate (revenue impact), and unsubscribe rate (list health). Automated email metrics deserve special attention since automation drives 37% of email revenue from just 2% of volume. For brands exploring partnership opportunities, deliverability metrics become critical differentiators for client success.