A useful email benchmark compares like with like: the same metric definition, audience, message type and measurement window. There is no single open rate or revenue share that proves every online store has a healthy email programme.
Start with your own baseline
Separate campaigns from triggered flows, then compare similar periods and customer segments. Welcome emails, cart reminders and general newsletters reach people with different levels of intent. A combined average can hide weak performance.
| Metric | What to record | What can distort it |
|---|---|---|
| Open rate | Reported opens divided by the provider's stated denominator | Image preloading, privacy features and tracking settings |
| Click rate | Unique clicks and the denominator used | Security scanners, bots and differences between click rate and click-to-open rate |
| Conversion rate | Orders, recipients and attribution window | Model settings, overlapping channels and repeat purchasers |
| Revenue per recipient | Attributed revenue divided by recipients | Currency, refunds, discounts and order attribution |
| Unsubscribes and complaints | Rate, sending volume and trend by message type | Small samples and different mailbox-provider reporting methods |
Use provider benchmarks with their methodology
Consult your platform's current benchmark report or account comparison tools for the relevant industry and message type. Check the report year, sample, region and metric definitions before applying a number. We do not publish an independently measured UK industry average on this page.
For example, Klaviyo's marketing resources and Omnisend's research and resources provide a starting point. Inspect the specific report's methodology rather than combining figures from different sources into one apparent average.
Opens and clicks are signals, not proof of a sale
Privacy features and automated systems can affect open tracking. Clicks can also include security-scanner or bot activity. Use these metrics alongside conversions, customer behaviour, list health and store-level outcomes; check whether the platform filters automated activity.
What does email's share of revenue tell you?
Email-attributed revenue share is email-attributed revenue divided by total store revenue for the same period. It changes with the provider's attribution model, channel mix, promotional calendar and customer base. A higher share does not by itself prove more incremental growth, and a lower share does not prove that the account is broken.
Read Klaviyo's explanation of UTM tracking and comparison with Google Analytics before comparing platform and analytics reports. Record attribution settings alongside exported results.
A practical monthly review
- Record sends, audience size and changes to tracking or attribution.
- Separate campaigns, welcome, cart recovery, post-purchase and win-back flows.
- Compare engagement and conversion against the same segment's baseline.
- Review authentication, list quality and sending practices when delivery signals deteriorate.
- Review the offer and landing page when meaningful clicks do not become orders.
- Compare attributed results with store totals, margins and testing before claiming incremental growth.
For a worked budgeting example, read email marketing costs and break-even. For implementation, explore automated lifecycle flows.