Measuring Confirmation Email KPIs & Setting Benchmarks
Like anything else, performance data and KPIs are contextual. The chart above uses data that represents a wide collection of e-commerce stores but these numbers vary by industry. For example, most order confirmation email open rates fall anywhere from 60% to 70% depending on the industry. So how can you gauge your business' performance? For non-transactional emails, use resources like Constant Contact's Knowledge Base for an estimate to your industry's average email performance.
For transactional emails, like order confirmations, you can use recent performance data to set benchmarks. You'll want to include KPIs like