Retention
How much of your revenue should email be driving?
Between a fifth and a third, for a store with a working lifecycle programme. Most of the stores we audit are at half that, and almost always for the same reason.
Table of contents
The benchmark
A store with properly built flows and a real campaign calendar generally sees 20% to 30% of revenue attributed to email. Materially below that is rarely a copywriting problem. It is missing infrastructure.
Flows before campaigns
Campaigns are the emails you send. Flows are the ones that send themselves. Welcome, cart and browse abandonment, post purchase and winback run permanently once built, which is why they outperform a calendar assembled the day before sending. Most underperforming programmes have two of those five and no segmentation.
Stop reporting open rate
Privacy changes made open rate unreliable years ago, and it is still the headline metric on most agency reports because it is the flattering one. Click through rate, revenue per recipient and repeat purchase rate still mean something.
If your emails are not arriving
Deliverability is usually authentication, list hygiene and sending reputation rather than the words in the email. It is the first thing worth checking, because nothing else in a retention programme matters from the spam folder.
Free 4-week trial
Find what is blocking your growth.
- Your Ecommerce Engine™ scored in week one
- The block holding growth back, found and cleared
- No fee until the extra profit justifies it
No fee, no contract, no obligation.