Email Click-Through Rate · Ecommerce (D2C Retail)
Ecommerce (D2C Retail) Email Click-Through Rate
The 2024 percentile distribution for Email Click-Through Rate in the ecommerce (d2c retail) vertical, sourced from HubSpot State of Marketing 2024.
Below the median? The 3-step fix
Anything under 2.4% is bottom-half for email click-through rate in Ecommerce (D2C Retail). Top quartile starts at 5% (2.6 points away). These are the three changes with the best published evidence behind them at this funnel stage.
- Free Tier Preview · +5–25% typical liftOffering a genuinely functional free version or limited trial that lets users experience the product before committing.
- Progress Indicators · +2–8% typical liftVisual indicators showing where the user is in a multi-step process — 'Step 2 of 4', a progress bar, or breadcrumbs.
- Value Before Ask · +5–20% typical liftDelivering genuine value to the user — a calculation result, a free tool output, a useful answer — before requesting any commitment.
Lift ranges are the published figures on each pattern page, with the study they come from. Deeper walk-through: What is a good conversion rate?.
Where does your rate sit?
Source: HubSpot State of Marketing 2024 · 2024
Notes
HubSpot 2024. Unique-click CTR (not total clicks). Promotional emails (discounts, sales) convert at 1-3%; transactional emails (order confirmation, shipping) convert at 7-15%. Post-iOS-15 Apple MPP open rate is unreliable — CTR relative to delivered emails is the correct denominator. CTOR (click-to-open rate) is sometimes more useful for content quality assessment.
Source
HubSpot State of Marketing 2024
Source data published 2024 ·
Curated by Paulo de Vries, operator of ConversionBench. Every benchmark links to its primary source.