2026 ecommerce email & SMS benchmarks

Every year we pull anonymised performance data across stores on Bozuro and publish what "good" actually looks like. Here are the 2026 numbers, drawn from 4,000+ active stores.

Email benchmarks

• Campaign open rate: median 38.2% (top quartile 51%+)
• Campaign click rate: median 1.9% (top quartile 3.4%+)
• Flow open rate: median 54.7% — flows beat campaigns in every vertical
• Revenue per recipient: flows $1.87 vs campaigns $0.11

SMS benchmarks

• Click rate: median 8.1%
• Conversion rate: median 0.9% per send, 2.4% for abandoned-cart SMS
• Unsubscribe rate: 0.6% — keep frequency under 6 sends/month to stay there

What changed since 2025

Apple's privacy changes finished flattening open rates as a planning metric — clicks and conversions are now the only numbers worth optimizing. Stores that segmented their top 20% of engagers saw click rates roughly double the all-list senders.

How to use these numbers

Benchmarks are a floor, not a goal. If a flow is below median, fix timing and audience before touching copy. If you're above top quartile, your bottleneck has moved — go work on list growth.