How often should you send? What day works best? Industry benchmarks to guide your strategy.
Benchmarks give you a reference point. Without them, you're guessing whether your email frequency, timing, and strategy are competitive — or leaving money on the table.
We analyzed thousands of ecommerce emails across hundreds of brands to compile the definitive benchmarks for 2026.
The average ecommerce brand sends 4.2 emails per week in 2026, up from 3.8 in 2025. Top-performing brands send between 5-7 emails per week, with a mix of promotional and content-driven messages.
Brands in fashion and beauty tend to send more frequently, while home goods and electronics brands average fewer sends with higher production value per email.
Tuesday and Thursday remain the most popular send days, with Tuesday morning (9-11am) being the single most popular time slot. However, brands seeing the highest engagement are increasingly sending on weekends.
Saturday morning sends have increased 34% year-over-year, likely as more brands test less competitive time slots.
On average, 42% of ecommerce emails contain a promotional offer. The average discount offered is 22% off, with free shipping being the second most common offer type.
Brands that use tiered discounts ("Spend $100, save 20%; spend $200, save 30%") see 18% higher average order values compared to flat discounts.
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