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.

p25
1.5%
Median
2.4%
p75
5.0%
Mean
2.4%
Sample
1,400
Direction
Higher ↑
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p251.5%p502.4%p755.0%

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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

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