MailPanda

Email marketing benchmarks, minus the wishful thinking

Real ranges from published industry reports, with the caveats attached — because a benchmark without its asterisk is just a number designed to make you feel behind.

Every email benchmark you have ever read comes with a quiet asterisk. The ranges on these pages come from published industry reports, and they vary widely — sometimes wildly — because the stores being averaged vary wildly. A skincare brand with a small, carefully grown list of repeat buyers will post very different numbers than a store blasting a list it half-remembers building, and both get folded into the same "industry average." So we give you ranges instead of single numbers, we tell you where each range comes from, and we flag the two things that move it most: your vertical and the quality of your list.

A word on which numbers deserve your attention at all. Open rate is the easiest metric to feel good about and the one least connected to your bank account — inbox privacy changes inflated opens years ago, and a well-opened email that sells nothing is just a well-attended party with no cash register. The benchmark worth obsessing over is revenue per email sent, because it survives every measurement quirk: either the money showed up or it didn't. And one pattern holds across nearly every published report — flows (automatic emails triggered by what a shopper just did, like abandoning a cart) out-earn one-off campaigns per send, usually by a wide margin, because they arrive at exactly the right moment instead of whenever the calendar said to hit send.

That is also how MailPanda keeps score. MailPanda is an AI email marketer you hire for your store — it studies your brand, plans and designs your campaigns and flows, sends nothing without your approval, and reports what every email actually earned in dollars, not in marketer jargon. Pick your vertical below for the honest ranges: skincare and beauty, fashion and apparel, supplements, food and beverage, and pet supplies. Use them the way a good hire would — as a compass for what to fix next, not a report card to sweat over.