First Purchase Welcome Email Benchmarks
First purchase welcome emails thank new customers and encourage repeat buying. Average open rates range from 35% to 50%, with CTR between 8% and 18%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 35-50% | 50%+ | 60%+ |
| Click-Through Rate | 8-18% | 18%+ | 25%+ |
| Repeat Purchase Rate | 15-30% | 30%+ | 45%+ |
| Account Registration Rate | 10-25% | 25%+ | 40%+ |
Best Practices
- Send immediately after the first purchase confirmation
- Thank the customer and set expectations for future emails
- Recommend complementary products based on the purchase
- Offer a repeat purchase incentive
Frequently Asked Questions
What is a good repeat purchase rate from welcome emails? 15-30% of first-time buyers make a second purchase within 90 days when nurtured properly.
What should a first purchase welcome include? A genuine thank you, what to expect next, product care or usage tips, and a repeat purchase incentive.
Related Benchmarks
Abandoned Browse Email Benchmarks
Abandoned browse email benchmarks for product views without cart addition, category-level browsing recovery, and personalised product recommendations with open rates of 30-42% and CTR of 5-12%.
Abandoned Wish List Email Benchmarks
Abandoned wish list email benchmarks for saved item reminders, price drop alerts, and stock notifications with open rates of 30-45% and CTR of 6-15%.
Account Creation Email Benchmarks
Account creation confirmation email benchmarks for open rates, click-through rates, and activation rates. Account creation emails confirm successful registration and guide users to their first action.
Account Deletion Email Benchmarks
Account deletion email benchmarks for open rates, click-through rates, and recovery rates. Account deletion emails confirm account closure and offer a final opportunity to recover the account.
Account Upgrade Prompt Email Benchmarks
Account upgrade prompt email benchmarks for freemium-to-paid conversions, tier upgrades, and feature unlocks with open rates of 22-35% and CTR of 4-10%.
Activity Digest Email Benchmarks
Activity digest email benchmarks for open rates, click-through rates, and engagement rates. Digest emails summarise recent activity, news, or content in a regular roundup format.