2020 Retail Email Benchmark Report

Bluecore's Email Benchmark Report reveals how retailers can best connect with consumers in a digitally dominant world. Based on over 9.5 billion emails sent by more than 400 retail brands over the past year, this report shows how different types of email communications and levels of personalization influence customer acquisition, customer retention and other high-value shopper behaviors. How do your campaigns measure up?


Increase in revenue per email for retailers using personalized vs. static one-time sends


Increase in conversions from one-time buyers for retailers who send 10+ personalized emails

Bluecore’s 2020 Retail Email Benchmark Report is based on data from March 2019 through February 2020. It establishes a series of benchmarks for 11 types of communications critical to driving ecommerce revenue including triggered emails and one-time sends, and it informs retailers of key areas of focus to ignite engagement. A reliable, long-term benchmark for retail marketers to measure their performance against, the time frame was specifically chosen to avoid any unusual activity due to COVID-19. Key findings include:

  • With personalization now a requirement, retailers’ focus is shifting to how fast they can personalize their entire email program
  • Cart size is a key indicator of retailers’ campaign success
  • The long-term benefits of customer retention far outweigh those of customer acquisition
  • There isn’t one end-all be-all type of email; high performing programs require a well-curated email mix

How do your campaigns measure up? Download the 2020 Retail Email Benchmark Report to find out.

bluecore 2020 retail email benchmarks

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