What is a good email open rate for ecommerce?
Short answer: Transactional 50%+, newsletter 22-32%, broadcast 18-25%, win-back 28-40%. Drops below 18% signal list-hygiene work needed.
Full answer
Ecommerce email open-rate benchmarks (post-Apple MPP, indicative):
Transactional (order confirmation, shipping, post-purchase): 50%+. Below 45% suggests deliverability work.
Newsletter / weekly content: 22-32%.
Promotional broadcast: 18-25%. Below 15% suggests sender-reputation or list-hygiene work.
Win-back / re-engagement: 28-40% on engaged segments; under 10% on truly cold lists.
The most under-leveraged open-rate intervention: re-engagement campaigns on 90-day-dormant subscribers + permanent sunset for non-openers. Cleaning the list lifts every other open-rate metric.