📊 Email Benchmarks for Ecommerce 2025: Are You Behind?

Hey, it’s Ray.

Let’s talk about something that’s been on my mind lately: email benchmarks for 2025.

I’ve been diving deep into the latest stats, and I’ll be honest… some of the numbers surprised me.

We all know email is a powerhouse. 

But even with new channels like social media and YouTube videos gaining traction, email is still leading the way.

In fact, reports state that outbound email volume increased by 15% last year and still accounts for over 80% of all outbound messaging. 

That’s huge.

But here’s the real kicker…

The global email marketing market, valued at $8.5 billion in 2021, is projected to hit nearly $18 billion by 2027. 

So, if you’re thinking email is losing steam, think again.

The big question is, how does your email performance compare to where the industry is headed?

I’ve pulled together some of the most important benchmarks to help you gauge whether you’re ahead of the curve or falling behind.

Decoding the Data: What the Numbers Are Telling Us

After reviewing the data, I spotted a few trends that can’t be ignored.

1. Believe It or Not, Email ROI Is Still Unmatched

For retail, ecommerce, and consumer goods, email ROI is averaging 45:1.

Let that sink in.

For every dollar spent on email marketing, brands are seeing $45 in return.

If your ROI isn’t in that range, it’s a sign that something in your email strategy might need a closer look.

2. B2B Marketers Are All-In on Email Newsletters

But here’s the thing: just sending generic newsletters isn’t enough.

I’ve seen brands struggle because they focus on quantity over quality. 

The most successful B2B newsletters are laser-focused on delivering value, educating their audience, and driving action.

3. Email Marketing Software Is a Must-Have for Ecommerce Brands

If you’re serious about scaling your email program, you’re not alone.

78% of B2B organizations use email marketing software to streamline their campaigns and improve performance.

Whether it’s Klaviyo, Mailchimp, or another platform, the right software helps automate tasks, personalize messages, and track results so you’re not flying blind.

4. Engagement Metrics Still Rule

When it comes to measuring success, most marketers track email engagement, opens, clicks, downloads, and conversions.

But here’s what I’ve learned…

Engagement alone doesn’t tell the full story.

High open rates might look great on paper, but if those opens aren’t converting into sales or appointments, you’ve got a deeper problem to solve.

So, Are You Ahead or Falling Behind?

Now that you know where the benchmarks stand, it’s time to ask yourself:

• Is your ROI close to 45:1, or are you leaving money on the table?

• Are your newsletters driving real value, or are they just filling inboxes?

• Is your email software helping you automate, personalize, and track performance effectively?

• Are you tracking the right engagement metrics, or just focusing on vanity numbers?
  

If any of these questions make you pause, it might be time to take a closer look at your email strategy.

Here’s What I’ve Learned: Benchmarks Are a Starting Point, Not the Finish Line

Over the years, I’ve seen brands chase industry benchmarks without realizing that benchmarks alone don’t drive revenue.

They’re helpful as a starting point, but they don’t paint the full picture.

For example:

• A high open rate doesn’t always mean people are engaged.

• A strong click-through rate is great, but if those clicks aren’t converting, you’ve got a problem.

• If your unsubscribe rate is climbing, it’s a sign your messaging isn’t hitting the mark.
  

That’s why I always look beyond the numbers, focusing on customer behavior, lifetime value, and overall email-driven revenue.

Benchmarks give you a baseline, but optimizing for real business outcomes is where the magic happens.

Mistakes I’ve Seen (and How to Avoid Them)

As always, I’ve had my fair share of “oops” moments while fine-tuning email strategies. 

Here are a few things to watch out for:

❌ Chasing Vanity Metrics
Focusing only on open rates and ignoring conversions is a classic mistake. Always connect engagement to revenue.

❌ Sending Generic Newsletters
If your newsletters feel one-size-fits-all, they’re likely falling flat. Personalize your content based on subscriber behavior.

❌ Ignoring Segmentation Opportunities
Batch-and-blast emails won’t cut it anymore. Segment your audience and tailor your messaging to where they are in the customer journey.

Where Do You Go from Here?

If you’re looking at these benchmarks and wondering how to close the gap, I’ve got you covered.

I know how frustrating it can be, you’re optimizing your emails, fine-tuning your strategy, and still not seeing the results you want.

That’s exactly why I’m sharing these insights.

These strategies have helped my clients (and my own campaigns) achieve better performance, and they can do the same for you.

Need a little extra help?

No problem.

Try these tips and see how they work for you. And if you’re ready to take things a step further, let’s tackle it together.

Cheers,

Raymond Chen,
Founder & CEO, 11 Agency

Want to Master Email Marketing? Let’s Do This.

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Ways to Level Up Your Email Game

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Check Out My New YouTube Tutorial!

Want to design high-converting emails that look amazing and drive results? 

In my latest YouTube video, I walk you through how I use Figma for Klaviyo to create emails that don’t just look good, they convert. 👉 Watch it here!

📝 Stay Ahead with 2025’s Email Marketing Trends

Not sure what’s working in email marketing right now? You’re not alone. Many brands play it safe until they see what’s actually driving results.

We’ve broken down the biggest email marketing trends for 2025, so you can stay ahead, boost engagement, and drive more revenue. Want to know what’s working?

👉 Read my blog here: Email Marketing Trends in 2025 That Will Show Results

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.