Reorder Reminder Email Benchmarks
Reorder reminder emails (also called replenishment emails) are sent when a customer is likely to run out of a consumable product. They prompt repurchase based on the typical consumption cycle.
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 30-45% | 48%+ | 55%+ |
| Click-Through Rate | 10-25% | 28%+ | 35%+ |
| Click-to-Open Rate | 30-50% | 52%+ | 60%+ |
| Reorder Conversion Rate | 15-30% | 32%+ | 40%+ |
Why These Benchmarks Matter
Reorder reminders are one of the highest-performing ecommerce email types because they are both timely and helpful. They reduce customer effort (no need to remember to reorder) and generate predictable recurring revenue.
Reorder Reminder by Industry
| Industry | Open Rate | Click Rate | Conversion Rate |
|---|---|---|---|
| Beauty / Skincare | 32-48% | 12-28% | 18-32% |
| Food / Beverage | 30-45% | 12-25% | 15-30% |
| Home / Cleaning | 28-42% | 10-22% | 12-25% |
Best Practices
- Time it right: Base the timing on the product's typical usage cycle. Too early feels pushy. Too late risks the customer buying from a competitor.
- One-click reorder: Include a direct reorder link that adds the product to the cart. Every extra click reduces conversion.
- Offer subscription incentive: Include an option to switch to automatic subscription delivery. This increases customer lifetime value significantly.
- Show previous purchase: Reference what and when they last purchased to provide context and remind them of their positive experience.
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Frequently Asked Questions
15-30% is typical. Above 32% is excellent. Reorder reminders have the highest conversion rates of any ecommerce email type.
Calculate based on the product's typical consumption cycle. A 30-day supply of skincare should trigger a reminder around day 25-28. Monitor the optimal timing through testing.
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