Email & Retention
What is a good email marketing revenue percentage for ecommerce?
There is no percentage every ecommerce store should try to reach. A subscription brand with years of customer history can generate a large share of sales through email. A new furniture store may rely much more heavily on paid acquisition and generate fewer repeat purchases.
A high percentage can mean several things
It might indicate:
- Excellent retention
- A mature list
- Strong flows
- Low new-customer acquisition
- Generous attribution windows
- Dependence on discounts
Only the first three are obviously positive.
A low percentage is not automatically weak
A rapidly growing store can add so much new paid revenue that email's percentage falls even while email revenue increases.
Track absolute and relative performance
Look at:
- Email revenue dollars
- Revenue per recipient
- Flow/campaign split
- Repeat purchase rate
- Unsubscribe rate
- Total Shopify revenue growth
Use the percentage to understand the business mix, not as a target in isolation.
Put the number in context
If your team is chasing a "30% from email" benchmark without understanding the attribution or customer base, send us an inquiry. We can help put the number in context.