Most ecommerce brands are terrible at email marketing And they don't even know i
By Noah Wickham · February 10, 2026 · Curated by George's Blog
Most ecommerce brands are terrible at email marketing
And they don't even know it because they're comparing themselves to other terrible email marketers
Let's look at Good vs Great
Open Rate: 30% is good, 40%+ is great
If you're sitting at 20% to 25% open rates and thinking that's normal, you're leaving money on the table
Great subject lines, proper list segmentation, and sending at the right time gets you to 40%+
Click Rate: 3% to 5% is good, 5%+ is great
This is where most brands fall apart because their emails are boring
Generic product promotions with no personalization and weak CTAs
Great emails have compelling offers, clear value props, and CTAs that actually make people want to click
Conversion Rate: 2% is good, 3%+ is great
The gap between good and great here is usually landing page quality and offer relevance
If you're getting clicks but not conversions, your email did its job but your landing page didn't
You don't need more emails
You need better ones
Stop batch-and-blasting your entire list with the same generic promotion every week
Start segmenting by purchase history, behavior, and engagement level
One highly targeted email to 1,000 people will outperform a generic blast to 10,000 people every single time
Most brands treat email like a megaphone
Scream the same message at everyone and hope someone cares
Great brands treat email like a conversation
Personalized, relevant, and valuable to the recipient
If your email metrics aren't hitting these benchmarks you're not maximizing the channel
And email is still one of the highest ROI channels available
Fix your email marketing before you spend another dollar on paid ads