Post-purchase email benchmarks by industry

Post-Purchase Email Benchmarks by Industry: Don’t Skip the Afterparty!

Remember that TikTok video about a third of your email revenue coming from AFTER someone buys? It’s not just hype, mate. Post-purchase emails are your secret weapon, and knowing your industry’s benchmarks is the key to unlocking their full potential.

Think of it like the difference between chucking confetti out the window and orchestrating a dazzling fireworks display. You want your post-purchase emails to be a well-choreographed show that keeps customers engaged and their wallets happy. But how do you know if you’re hitting the right notes? That’s where industry benchmarks come in.

Benchmarks

While post-purchase emails hold immense promise across industries, their performance can vary depending on what you’re flogging and who you’re flogging it to. That’s why understanding average open rates, click-through rates, and revenue per recipient within your specific industry is crucial. Don’t just compare apples to oranges – compare your email marketing apples to industry-specific apple orchards!

Let’s take a peek at some key benchmarks across different industries, based on data from Klaviyo and other reputable sources:

E-Commerce: Retail, Fashion & Beauty

These high-street heroes lead the pack in post-purchase email engagement. Shoppers are eager to see what’s next, whether it’s a discount code for their next purchase, styling tips for their new threads, or personalised product recommendations. Remember, these customers are already chuffed with your brand – keep the momentum going with relevant and timely emails.

Building Further Trust & Relationships: Travel & Hospitality

Travel and hospitality emails focus on fostering long-term friendships. Think post-trip surveys, exclusive booking deals for returning guests, and curated travel guides for future adventures. Building trust and nurturing customer loyalty will pay off in repeat bookings and higher average spend.

Beyond the Usual Suspects: Unexpected Performers

This category highlights industries that might surprise you – subscription boxes, food and beverage, and even professional services like finance and real estate. Remember, anyone who’s made a purchase has a vested interest in your brand. Show them the value beyond the initial transaction, whether it’s exclusive content, early access to new products, or valuable insights related to their purchase.

Remember: These are just averages, and your numbers might vary depending on your specific brand, campaign goals, and email strategy. But don’t get bogged down by the numbers, get stuck in, and experiment!

Optimising Your Post-Purchase Emails

Benchmarks are a valuable starting point, but they shouldn’t be a rigid ceiling. Use them as a guide to test, experiment, and personalise your post-purchase emails for maximum impact. Here are some additional tips:

• Segment your audience: Tailor your emails to different customer groups based on purchase history, interests, and demographics.
  
• Offer value beyond discounts: Focus on personalised recommendations, helpful content, and exclusive experiences to build long-term engagement.
  
• Automate your sequences: Set up automated email workflows to deliver the right message at the right time without you lifting a finger.
  
• Test and track your results: Regularly analyse your open rates, click-through rates, and revenue per recipient to identify what’s working and what needs improvement.

Just like a proper firework finale can make or break a bonfire night, your post-purchase emails can make or break your customer relationships. So, arm yourself with your industry’s benchmarks, unleash your creativity, and get ready to watch your revenue soar!

P.S. If you’re curious about even more detailed post-purchase email metrics by industry, just comment below! I’m always happy to help you unlock the full potential of your email marketing.