35 Re-engagement Email Statistics That Prove Inbox Placement Drives Revenue

Data-backed insights revealing how e-commerce brands recapture dormant subscribers and maximize email revenue through optimized deliverability

Re-engagement emails represent one of the most overlooked revenue opportunities in e-commerce, yet only 24% of marketers currently use inaction-triggered emails to win back dormant subscribers. The gap between potential and execution is staggering—45% of inactive subscribers can still be reactivated with targeted messaging, but most brands never reach them because their emails land in the Promotions tab instead of the Primary inbox. Mailmend's inbox placement technology addresses this exact problem, helping e-commerce brands achieve 50-100% email revenue increases by ensuring re-engagement campaigns reach subscribers where they actually read emails.

Key Takeaways

• Re-engagement is massively underutilized — 73% of companies ignore dormant customers as a revenue stream despite acquisition costing 5x more than retention

• Open rates vary dramatically by template type — Behavior-triggered recommendations achieve 33% open rates compared to 22.8% for standard e-commerce campaigns

• Personalization multiplies performance — Dynamic personalization tokens lift open rates by 26% versus static templates

• Email visibility determines success — 88% of email users check their inbox multiple times daily, but only if emails reach the Primary tab

• Revenue impact is substantial — Reactivated users account for up to 18% of sales for top-performing e-commerce brands

• ROI remains unmatched — Email marketing generates $36-$40 ROI, making deliverability optimization essential

• Segmentation drives exponential gains — Properly segmented campaigns produce 760% revenue increases

Understanding Re-engagement Email Statistics: Beyond the Basic Open Rate

1. Only 24% of marketers use inaction-triggered re-engagement emails

Despite the proven effectiveness of win-back campaigns, just 24% of marketers currently deploy inaction-triggered emails. This gap represents a massive competitive advantage for brands willing to implement systematic re-engagement strategies. The brands that do execute these campaigns consistently outperform those relying solely on promotional blasts.

2. Email list decay rates reach 22-30% annually

The average email list loses 22-30% of its subscribers each year through natural decay. This erosion includes unsubscribes, bounces, and subscribers who simply stop engaging. Without active re-engagement efforts, brands watch their most valuable marketing asset diminish while doing nothing to recover these contacts.

3. 45% of inactive subscribers remain reactivatable

Research confirms that 45% of dormant subscribers can still be brought back with properly targeted messaging. The key requirement is reaching these subscribers effectively—which means landing in the Primary inbox rather than being buried in Promotions folders where re-engagement emails go unnoticed.

4. Average re-engagement campaign success rates range 14-29%

Most email win-back campaigns achieve success rates of 14-29%, depending on targeting, timing, and deliverability. The variance between bottom and top performers often comes down to visibility—campaigns reaching Primary inboxes consistently outperform those filtered into secondary tabs.

5. 73% of companies ignore dormant customers entirely

A staggering 73% of companies fail to pursue dormant customers as a revenue stream. This neglect persists despite clear evidence that re-engagement costs far less than new customer acquisition. Brands viewing their inactive lists as liabilities rather than opportunities leave substantial revenue untapped.

How Inbox Placement Impacts Re-engagement Email Open Rates

6. Average re-engagement open rates range 20-25%

Industry benchmarks show average open rates between 20% and 25% for re-engagement campaigns across industries. However, these averages mask significant variance based on inbox placement. Emails reaching the Primary inbox consistently achieve the upper range, while Promotions tab placement drags performance toward the lower end.

7. Top-performing re-engagement campaigns achieve 30%+ open rates

When re-engagement emails combine personalization with Primary inbox delivery, open rates exceed 30%. This performance level requires both compelling content and optimal placement. Real-world examples demonstrate these results:

• Dr. Squatch increased email revenue by 112% escaping the promotions tab. In just 24 hours, Dr. Squatch ran a test to see how Mailmend was performing. Little did they know they were missing out on half the revenue they deserved. Results: 42% increase in open rates and 67% increase in CTR.

• StickerYou experienced a "Day 1 boost of 20% - 100% increase by month 1." StickerYou was absolutely blown away by the results of Mailmend. After going through our videos and speaking to our team, they signed up. Results: 64% increase in open rates and 43% increase in CTR.

• Ministry of Supply saw "Results within a business day!" Although skeptical at first, Ministry Of Supply was able to quickly get setup with Mailmend in a matter of business days and land in the inbox. Results: 27% increase in open rates and 30% increase in CTR.

• Larsson & Jenning reported that Mailmend "Saved our black friday." Anna was suffering from low open rates & click rates after they had a data failure in their ESP. They also had massive promotions tab issues. We came in and fixed ALL of it. Results: 82% increase in open rates and 51% increase in CTR.

• Amberjack confirmed "It Actually Worked." Blake was looking for more incremental revenue after they noticed click rates take a dive. They ran some tests with Mailmend and instantly saw revenue shoot up. Results: 54% increase in open rates and 51% increase in CTR.

• Clevr Blends found it "Made a big Difference." Clevr Blends was looking for an easy way to boost their email revenue after seeing low opens and clicks - so they came to Mailmend and saw amazing results. Results: 21% increase in open rates and 63% increase in CTR.

8. Global email open rate benchmarks are projected to reach 21.4% in 2025

Reactivation campaign benchmarks rose from 17% in 2023 and are projected to reach 21.4% in 2025, reflecting improved targeting and deliverability practices. This upward trend indicates that brands optimizing for inbox placement are pulling overall averages higher, while non-optimized campaigns continue underperforming.

9. 88% of email users check their inbox multiple times daily

ZeroBounce research reveals 88% of users check their inbox multiple times per day, with 39% checking 3-5 times daily. This frequency creates multiple opportunities for re-engagement emails to be seen—but only when they land in the Primary inbox where users focus their attention.

10. 60% of consumers prefer brand contact through email

According to research, 60% of consumers prefer receiving brand communications via email over other channels. This preference makes email the ideal re-engagement medium, provided messages reach the inbox location where consumers expect and welcome brand communications.

Boosting Re-engagement Email Click-Through Rates with Optimized Deliverability

11. Behavior-triggered emails achieve 33% open rates and 7.1% click rates

Behavior-triggered recommendation emails outperform all other re-engagement formats, achieving 33% open rates and 7.1% click rates. These campaigns leverage customer browsing and purchase history to deliver highly relevant content that compels action when properly delivered.

12. Incentive-based emails reach 27.4% open rates with 6.2% click rates

Re-engagement emails featuring incentives like discounts or exclusive offers achieve 27.4% open rates and 6.2% click rates. The combination of compelling offers and Primary inbox placement maximizes the effectiveness of incentive-driven win-back strategies.

13. Single CTA emails generate 42% more clicks

Campaign Monitor research confirms that emails featuring a single CTA see 42% more clicks than those with multiple links. This finding emphasizes the importance of focused messaging in re-engagement campaigns—one clear action drives superior results.

14. E-commerce re-engagement achieves 5.7% click rates and 3.8% conversion rates

Retail and e-commerce re-engagement campaigns specifically achieve 22.8% open rates, 5.7% click rates, and 3.8% conversion rates. These benchmarks represent attainable performance for DTC brands implementing proper inbox placement strategies alongside compelling creative.

15. Behavior-triggered templates produce 1.8x higher re-engagement

Brands using behavior-triggered templates report 1.8x higher re-engagement than those sending batch re-sends. The combination of behavioral targeting and optimal deliverability creates multiplicative effects on campaign performance.

The Link Between Re-engagement Email Statistics and Revenue Growth for E-commerce

16. Reactivated users drive up to 18% of total email revenue

For top e-commerce brands, reactivated users account for up to 18% of total email-driven sales. This substantial revenue contribution comes from customers who would otherwise generate zero value. Improving re-engagement deliverability directly increases this revenue stream.

17. Customer acquisition costs 5x more than retention

Research consistently confirms that acquiring new customers costs 5x more than retaining existing ones. This cost differential makes re-engagement campaigns extraordinarily profitable when executed effectively. Every reactivated subscriber represents acquisition savings multiplied by future purchase value.

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

Email marketing delivers returns of $36-$40 for every dollar invested, making it the highest-ROI marketing channel available. Re-engagement campaigns targeting existing subscribers often exceed these averages because they require no acquisition spend and target customers with demonstrated purchase history.

19. Segmented campaigns produce up to 760% revenue increases

HubSpot research reveals that properly segmented campaigns lead to 760% revenue increases compared to non-segmented approaches. Re-engagement campaigns benefit particularly from segmentation, allowing brands to tailor win-back messaging to specific customer behaviors and purchase histories.

20. Free shipping offers lift conversions by 12%

Omnisend 2025 data shows that free shipping incentives drive 8% higher open rates and 12% higher conversion compared to percentage discounts in re-engagement campaigns. This insight helps brands optimize offer strategy within their win-back sequences.

Measuring Re-engagement Success: A/B Testing for Inbox Placement Impact

21. Personalized subject lines increase open rates from 18% to 31%

Testing confirms that personalized subject lines raise reactivation open rates from 18% to 31%—a 72% improvement from a single variable change. A/B testing subject line personalization alongside inbox placement optimization compounds these gains significantly.

22. Dynamic personalization tokens lift open rates by 26%

Reactivation campaigns using dynamic personalization tokens achieve 26% higher open rates versus static templates. Litmus research validates this finding, demonstrating that even small personalization elements create measurable performance lifts when combined with optimal deliverability.

23. Personalized emails achieve 82% higher open rates than generic messages

SaleCycle data confirms personalized emails are opened 82% more frequently than generic alternatives. This dramatic difference underscores why re-engagement campaigns require both personalization and deliverability optimization to maximize performance.

24. 52% of consumers will switch brands over non-personalized emails

Research shows 52% of consumers will go elsewhere if email communications aren't personalized. For re-engagement campaigns specifically, this finding emphasizes that generic win-back attempts may actually accelerate churn rather than reverse it.

Overcoming Deliverability Challenges in Re-engagement Campaigns Without Content Changes

25. Automated emails drive 37% of email-generated sales from 2% of volume

Automated emails, including re-engagement sequences, drove 37% of sales in 2024 despite accounting for just 2% of email volume. This disproportionate impact makes deliverability optimization for automated campaigns particularly valuable—small improvements create outsized revenue gains.

26. Email campaign click-to-conversion rates grew 27.6% in 2024

Overall email click-to-conversion rates increased 27.6% year-over-year, indicating that subscribers who engage with emails are converting at higher rates. This trend makes inbox placement even more critical—getting emails opened leads to proportionally higher conversions than in previous years.

27. 41% of marketers rank email as their most effective channel

Litmus research confirms 41% of marketing professionals consider email their most effective marketing channel. This consensus makes deliverability optimization a top priority—underperforming email campaigns represent the greatest opportunity cost for marketing teams.

28. Three-email re-engagement sequences outperform single sends

Research confirms that sending three emails produces better results than single messages. This finding emphasizes the importance of sustained deliverability—brands need consistent Primary inbox placement across entire sequences to maximize re-engagement rates.

Key Re-engagement Statistics for Specific E-commerce Scenarios

29. "We Miss You" templates achieve 30%+ open rates when personalized

The classic "We Miss You" re-engagement template reaches over 30% open rates with personalization and maintains a 4.9% click rate. This template type works particularly well for dormant subscribers who haven't purchased in 60-90 days.

30. Feedback request emails achieve 29% open rates with 4.5% response rates

Re-engagement emails requesting customer feedback achieve 29% open rates and 4.5% response rates. ActiveCampaign data shows that simple feedback requests reactivated 22% of subscribers who hadn't opened in 6 months.

31. Abandoned cart emails achieve 45% open rates

Abandoned cart recovery emails—a specific form of re-engagement—achieve 45% open rates with 21% click-through rates. Klaviyo data shows abandoned cart campaigns generate $3.45 per recipient, making deliverability optimization for these campaigns directly tied to revenue recovery.

32. 59% of consumers say marketing emails influence purchases

Forbes Advisor research confirms 59% of consumers report that marketing emails influence their purchase decisions. For re-engagement campaigns specifically, this means dormant subscribers can be influenced to return—if the emails reach them in a visible inbox location.

Immediate Impact on Re-engagement: From Setup to Day 1 Results

33. Nearly 50% of consumers made purchases from email in the past year

Marigold's 2024 Consumer Trends Index reveals nearly 50% of consumers completed a purchase directly from an email within the past year. This purchase behavior validates email as a primary conversion channel and emphasizes why inbox placement directly impacts revenue.

34. Average email open rates reached 43.46% in 2025

MailerLite benchmarking shows average email open rates climbed to 43.46% in 2025, up from 42.35% in 2024. This improvement reflects better targeting and deliverability practices industry-wide. Brands not keeping pace with these benchmarks are falling behind competitively.

35. 80% of SMBs consider email their most important retention tool

Emarsys research confirms 80% of SMBs view email marketing as their most important online tool for customer retention. This prioritization makes re-engagement campaign performance a core business metric for e-commerce brands of all sizes.

Maximizing Re-engagement Performance with Inbox Placement

The statistics paint a clear picture: re-engagement campaigns offer massive revenue potential, but performance depends heavily on reaching subscribers where they actually read emails. Brands seeing re-engagement open rates below 25% likely face inbox placement issues rather than content problems.

Key optimization priorities include:

• Primary inbox delivery — Ensuring re-engagement emails bypass the Promotions tab where visibility drops dramatically

• Behavioral segmentation — Targeting dormant subscribers based on specific inactivity triggers and purchase history

• Personalization at scale — Implementing dynamic content that lifts open rates by 26% or more

• Sequence optimization — Building three-email re-engagement flows that maintain consistent deliverability

• A/B testing infrastructure — Measuring exact lift from inbox placement improvements versus control groups

Contact Mailmend to discuss how inbox placement optimization can improve your re-engagement campaign performance without requiring changes to email content or creative.

Frequently Asked Questions

What are the most important re-engagement email statistics to track?

Focus on open rates, click-through rates, conversion rates, and revenue per recipient. Average re-engagement open rates range from 20-25%, with top performers reaching 30%+ through personalization and optimal inbox placement. Click-through rates should target 5.7% for e-commerce specifically, with conversion rates around 3.8%.

How does placing an email in the Primary inbox affect re-engagement metrics?

Primary inbox placement dramatically increases visibility since 88% of users check their inbox multiple times daily. Emails in the Promotions tab compete with dozens of other marketing messages and receive significantly less attention. The open rate difference between Primary and Promotions placement often exceeds 25-30 percentage points.

Can re-engagement email statistics be improved without changing email content?

Yes. Inbox placement technology can improve re-engagement performance without modifying content, copy, or creative. The key factor is ensuring emails reach the Primary inbox where subscribers actively read messages. Mailmend's partnerships program demonstrates how brands achieve 50-100% revenue improvements through deliverability optimization alone.

How quickly can I expect to see improvements in my re-engagement email performance?

Inbox placement improvements typically show results within 24 hours of implementation. Brands can measure exact performance lift through A/B testing within Klaviyo, comparing re-engagement emails with and without deliverability optimization. Many e-commerce brands document open rate improvements of 20-30% from Day 1.

What is the role of A/B testing in optimizing re-engagement email campaigns?

A/B testing allows brands to isolate the impact of specific variables including subject lines, content personalization, send timing, and inbox placement. Testing shows personalized subject lines increase open rates from 18% to 31%, while dynamic personalization tokens lift performance by 26%. Klaviyo's native A/B testing functionality enables precise measurement of each optimization.