What is a good click rate for ecommerce email?
A good click rate is one that sits above your own recent average for a similar type of email. Benchmarks vary widely, so use them only as rough context and track revenue per recipient alongside.
Click rate is a more dependable engagement signal than opens, because Apple Mail Privacy Protection inflates opens. Still, rates differ between flows and campaigns, so compare like with like.
Flows aimed at warm intent, such as cart reminders, usually perform better than broad newsletters. Judge each against its own category history.
Clicks matter only if they lead to purchases, so pair click rate with conversion and revenue per recipient.
In practice.
A brand reviews its last quarter and sees newsletters get fewer clicks than its post-purchase flow, which is expected. It sets a goal to beat its own newsletter average by improving subject lines and a clearer button.
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