Post-Purchase Email Benchmarks
Post-purchase emails are sent after a customer completes a purchase. They include order confirmations, shipping updates, delivery confirmations, and follow-up emails requesting reviews or offering cross-sells. These emails enjoy the highest trust and engagement because the customer has just transacted with your brand.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 50-65% | 70%+ | 80%+ |
| Click-Through Rate | 12-18% | 22%+ | 30%+ |
| Click-to-Open Rate | 24-30% | 35%+ | 42%+ |
| Repeat Purchase Rate | 8-15% | 20%+ | 30%+ |
| Review Submission Rate | 5-10% | 12%+ | 18%+ |
| Unsubscribe Rate | 0.1-0.3% | Below 0.1% | Below 0.05% |
Why Post-Purchase Email Benchmarks Matter
Post-purchase emails are the most trusted emails your brand sends. Customers are actively looking for them, which is why open rates are 2-3x higher than promotional email averages. These benchmarks help you evaluate whether your post-purchase experience is meeting customer expectations and driving repeat business.
Benchmarks by Industry
| Industry | Open Rate | CTR | Repeat Purchase Rate |
|---|---|---|---|
| Ecommerce (Fashion) | 50-65% | 12-18% | 8-15% |
| Ecommerce (Electronics) | 48-60% | 10-16% | 6-12% |
| Ecommerce (Health & Beauty) | 55-68% | 14-22% | 12-20% |
| Ecommerce (Home & Garden) | 50-62% | 12-18% | 8-15% |
| Ecommerce (Food & Beverage) | 60-75% | 18-28% | 15-25% |
How to Improve Post-Purchase Email Performance
- Send order confirmation immediately: The order confirmation email is the most opened email you will ever send. Send it within seconds of purchase and include all essential order details.
- Add cross-sell recommendations in the follow-up: The post-purchase follow-up email (sent 3-7 days after delivery) is the best time to recommend complementary products. Customers are most receptive to cross-sells right after confirming product satisfaction.
- Request reviews strategically: Send the review request 5-10 days after delivery, depending on the product category. Timing the request too early results in lower completion rates.
- Include tracking information prominently: Shipping and delivery updates with tracking links are the most clicked elements in post-purchase emails. Make tracking numbers and links easy to find.
- Use a thank-you page CTA: The order confirmation email should include a clear next step such as creating an account, downloading your app, or following on social media.
- Segment by first-time vs. repeat buyers: First-time buyers need reassurance and onboarding. Repeat buyers need recognition and relevant cross-sells. Treat these segments differently.
Example Post-Purchase Sequence
| Send Time | Goal | |
|---|---|---|
| Order Confirmation | Immediately | Confirm order, set expectations |
| Shipping Confirmation | When shipped | Build anticipation, share tracking |
| Delivery Confirmation | Day of delivery | Ensure satisfaction, prompt unboxing |
| Review Request | 5-10 days after delivery | Collect social proof |
| Cross-Sell / Reorder | 14-21 days after delivery | Drive repeat purchase |
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Frequently Asked Questions
The average post-purchase email open rate is 50-65%. Order confirmation emails often exceed 70%, making them the most opened email type in any ecommerce programme.
A good CTR for post-purchase emails is 12-18%. Shipping and tracking emails see the highest click rates, while cross-sell follow-ups typically achieve 8-15%.
Send the cross-sell email 3-7 days after the customer has received their order. This gives them enough time to evaluate the original purchase. Sending it too early feels pushy, too late and the purchase momentum is lost.
Increase review submissions by timing the request 5-10 days after delivery, keeping the form short, offering a small incentive, and linking directly to the review page. Follow up once if the first request is ignored.
Measure success by repeat purchase rate, review submission rate, and customer lifetime value of recipients. Open and click rates matter less than downstream revenue and loyalty metrics for post-purchase emails.