[ssba]
Introduction
The way we see it, Ecommerce businesses have two challenges (amongst others of course):
- Have visibility and access to your most important performance metrics; and
- Knowing how those metrics compare to other similar businesses and whether you should focus on improving any of these metrics.
This is also true for all of the customers that use CM Commerce (previously Receiptful)… Whilst a well-used CM Commerce dashboard offers loads of data and insights into how various tools are performing for an individual store, it is not obvious whether that means that you are doing well or whether you need to improve your usage of the tools.
We were thus inspired by Mailchimp’s Email Marketing Benchmarks and decided to release our own data into the wild as a way for Ecommerce store owners to identify where they could possibly tweak and / or improve their transactional or lifecycle email marketing.
Email Receipts
As the pioneers of supercharged email receipts, we are excited to publish the average open, click and conversion rates of our email receipts. This data spans all CM Commerce users, across multiple industries and geographies, and of varying business sizes with a wide spectrum of sending volumes.
For the purpose of comparison, you could consider e-mail receipts as part of a greater classification of transactional emails.
(Date last updated: 22 March 2016)
| Industry | Open | Click | Conversion |
| Animal & Pet Care | 61.49% | 8.94% | 0.83% |
| Arts & Crafts | 68.18% | 8.79% | 1.82% |
| Automotive | 70.99% | 13.64% | 1.31% |
| Books, Music & Video | 67.90% | 7.31% | 0.85% |
| Business & Education | 69.98% | 18.50% | 1.53% |
| Computer & Electronics | 67.10% | 11.10% | 1.06% |
| Digital Goods & Software | 73.92% | 54.74% | 0.87% |
| Fashion & Apparel | 71.55% | 9.65% | 1.40% |
| Food & Beverage | 68.61% | 7.80% | 2.99% |
| Furniture | 82.81% | 13.13% | 0.32% |
| Garden & Home Improvement | 75.95% | 10.87% | 0.47% |
| Health & Beauty | 71.51% | 10.28% | 1.95% |
| Hobbies & Travel | 68.85% | 10.17% | 1.18% |
| Jewelry & Accessories | 73.52% | 8.08% | 0.48% |
| Other/Unknown | 68.50% | 9.65% | 1.14% |
| Sports & Recreation | 74.15% | 12.05% | 1.52% |
| Toys & Games | 68.43% | 10.79% | 1.28% |
| Travel & Experiences | 75.52% | 8.47% | 0.75% |
| Wedding & Bridal | 79.85% | 14.93% | 1.00% |
| Other | 73.57% | 11.94% | 1.29% |
| Total Average | 71.62% | 13.04% | 1.20% |
Follow-Up Emails
Our Follow-Up Emails form part of the greater spectrum of lifecycle email marketing and could include many different types of emails sent for various purposes (i.e. these emails don’t have a singular purpose like email receipts). Here’s an example of the various different types of Follow-Up Emails that CM Commerce users are sending.
The data table below shows the average open, click and conversion rate across all followup emails.
(Date last updated: 22 March 2016)
| Industry | Open | Click | Conversion |
| Animal & Pet Care | 34.06% | 7.21% | 1.85% |
| Arts & Crafts | 42.74% | 8.76% | 2.28% |
| Automotive | 59.26% | 10.16% | 0.38% |
| Books, Music & Video | 44.29% | 8.33% | 1.17% |
| Business & Education | 34.35% | 6.23% | 0.54% |
| Computer & Electronics | 58.64% | 9.09% | 1.23% |
| Digital Goods & Software | 29.87% | 4.76% | 0.24% |
| Fashion & Apparel | 46.81% | 6.13% | 0.72% |
| Food & Beverage | 50.91% | 9.06% | 1.77% |
| Furniture | 58.79% | 4.86% | 0.17% |
| Garden & Home Improvement | 44.15% | 6.97% | 0.46% |
| Health & Beauty | 46.45% | 5.62% | 1.28% |
| Hobbies & Travel | 58.75% | 10.09% | 0.94% |
| Jewelry & Accessories | 48.96% | 6.26% | 0.26% |
| Other/Unknown | 47.21% | 6.30% | 0.79% |
| Sports & Recreation | 51.94% | 10.78% | 1.43% |
| Toys & Games | 59.75% | 6.61% | 1.96% |
| Travel & Experiences | 61.74% | 8.87% | 0.37% |
| Wedding & Bridal | 57.14% | 4.76% | 4.76% |
| Other | 38.47% | 5.63% | 1.52% |
| Total Average | 48.71% | 7.33% | 1.21% |