Shopify Email Marketing Benchmarks 2026: Open Rates, CTR & Revenue per Email

Industry averages don't tell the full story. Here are the benchmarks we see across 100+ Shopify brands, broken down by vertical and programme maturity.

Open Rates (Apple MPP-Adjusted)

Beauty & skincare: 38-44%. Apparel: 32-38%. Food & beverage: 35-41%. Home goods: 30-36%. These are real engaged opens — not the inflated Apple numbers.

Click-Through Rates

Best-in-class flows: 4-6% CTR. Average campaigns: 1.5-2.5% CTR. If your flows are under 3%, the creative is wrong, not the targeting.

Revenue Per Email

The metric we obsess over. Top performers: £0.80-£1.20 per recipient. Average: £0.25-£0.40. Below £0.15 — your programme needs an overhaul, not a refresh.

Email as % of Total Revenue

Mature programme: 28-40%. Growing programme: 18-25%. New programme: under 15%. If you're below 20% and have a list over 20k, there's untapped revenue.