Print-on-Demand Email Marketing Benchmarks
Print-on-demand businesses sell custom-designed products — apparel, accessories, home goods and stationery — that are manufactured only when ordered. Email marketing drives sales for new design launches, seasonal collections and limited-time offers.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 20-32% | 38%+ | 48%+ |
| Click-Through Rate | 2.5-7% | 10%+ | 16%+ |
| Conversion Rate | 1-3.5% | 5%+ | 8%+ |
| Bounce Rate | 0.5-1.5% | Below 0.3% | Below 0.15% |
| Unsubscribe Rate | 0.3-0.6% | Below 0.2% | Below 0.1% |
Key Findings
- New design launch emails with strong visuals achieve the highest engagement, with click rates 40-60% above promotional averages
- Seasonal and holiday-themed design collections drive urgency-driven opens and clicks
- Bundle and multi-product emails generate higher average order values than single-product promotions
- Design voting and community input emails build engagement through subscriber participation
Best Practices
- Showcase designs with high-quality product mockups that help subscribers visualise the final product
- Organise emails around themes or collections rather than individual products to increase average order value
- Use limited-time availability to create urgency without overusing scarcity tactics
- Involve subscribers in design selection through voting emails that drive engagement and provide valuable preference data
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Frequently Asked Questions
A good open rate is 20-32%. New design launches and seasonal collections achieve the highest rates. The visual nature of the products makes subject lines referencing specific designs or themes more effective than generic promotional language.
Send 1-3 times per week depending on design launch frequency and season. During peak holiday shopping periods, 2-4 times per week is acceptable if each email features genuinely new or relevant designs. Avoid sending more than 4 times per week.