2026 EDITION

SMS Benchmarks
for ecommerce marketing

Our annual report is in. See how you stack up against over 17k Shopify stores across all industries. Share this guide with your team and use our strategies for performance improvement in the coming year.

Benchmarks MethodologyBy IndustryBy Products PersonaBFCM BenchmarksAI Benchmarks

Benchmarks Methodology

Data represents results from 1/1/2025 - 12/15/2025

Eligible Shops are those that installed 90 days prior to Black Friday (2025-11-28) and spent at least $100 on Postscript Marketing in Q3 2025

SLTV + ARMR Benchmarks are averages at a merchant level across 2025, to account for seasonality

A few things to note about our popup stats:

  • Same Eligible Shop criteria as above

  • Excluded any merchant with less than 1,000 impressions on our new Popup Editor or our legacy Popup Editor

  • Popup email + phone CVR are defined as conversions/total impressions, which differs from some competitor reporting

Brand Persona AOV Repurchase Rate Purchase Frequency
One Time Luxuries >$100 <25% -
Small Subscription Spends <$100 >25% <45 Days
Single Stop Gifts <$100 <25% -
Occasional Orders <$100 >25% >45 Days
Recurring Splurges >$100 >25% -

*Purchase Frequency is calculated by the average time between a customer’s first and second purchase during 2025

Overall Benchmarks

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We’ve broken out overall pop-up benchmarks between our original popup and our improved popup editor in 2025.

Postscript’s Updated Popup Benchmarks

Metric 25th Percentile 50th Percentile 75th Percentile 90th Percentile
Phone CVR 2.1% 3.6% 5.5% 8.6%
Email CVR 2.4% 4.4% 7.4% 11.5%

Postscript’s Legacy Popup Benchmarks

Metric 25th Percentile 50th Percentile 75th Percentile 90th Percentile
Legacy Phone CVR 1.5% 2.7% 4.2% 6.0%
Legacy Email CVR 0.7% 1.7% 3.3% 5.7%

SLTV + ARMR Benchmarks

Metric 25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.45 1.06 2.32 5.22
Revenue Per Message $0.41 $0.98 $2.13 $4.54
Messages Per Subscriber 0.83 1.91 3.84 6.65
Retention Rate 86.35% 93.13% 96.95% 99.08%
Subscriber LTV $25.04 $71.20 $205.14 $553.02

Messaging Benchmarks

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 9.53% 17.28% 3.97% 7.84% 0.56% 1.83% $3.52 $10.95
Back in Stock 36.71% 58.70% 7.18% 13.80% 0.45% 0.83% $5.92 $13.34
Browse Abandonment 7.38% 13.65% 1.01% 2.38% 0.59% 1.80% $0.93 $2.85
Campaign 2.87% 8.01% 0.12% 0.54% 0.33% 0.88% $0.11 $0.55
Keyword 14.67% 52.03% 1.31% 15.70% 0.70% 3.40% $1.35 $15.86
Linked Clicked 4.88% 18.48% 0.27% 0.74% 0.51% 1.20% $0.28 $0.92
Popup 11.34% 22.27% 9.55% 25.56% 1.25% 4.03% $8.28 $23.78
Post Purchase 4.68% 14.26% 0.45% 1.51% 0.25% 1.18% $0.34 $1.53
Welcome Series 4.65% 10.85% 0.67% 2.67% 1.00% 2.93% $0.58 $3.05
Win Back 2.72% 6.36% 0.20% 0.89% 0.43% 1.35% $0.19 $0.82

Benchmarks by Product Industry

Purchase Frequency is calculated based on subscribers with multiple purchases. Scroll over icon to view.

Fashion & ApparelFood & BeverageBeauty & CosmeticsHome & Home DecorOutdoor & Sporting GoodsHealth & WellnessLuxury Goods & JewelryAutomotive & AccessoriesGames & ElectronicsArt & EntertainmentOthers

Fashion & Apparel

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.62 1.44 3.45 7.62
Revenue Per Message $0.42 $0.94 $1.83 $3.55
Messages Per Subscriber 0.78 1.63 3.36 6.05
Retention Rate 88.82% 94.75% 97.20% 98.89%
Subscriber LTV $28.33 $73.83 $183.81 $417.81

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th75th 25th75th 25th75th 25th75th
Abandoned Cart9.35%17.98%3.74%7.42%1.51%0.42%$3.75$10.38
Back in Stock36.24%52.74%6.37%11.49%0.93%0.45%$5.22$9.38
Browse Abandonment7.37%13.59%0.81%1.82%1.42%0.51%$0.72$2.13
Campaign3.64%9.20%0.12%0.53%0.76%0.32%$0.11$0.52
Keyword9.15%57.09%0.66%7.06%1.83%0.58%$0.65$8.05
Link Clicked4.60%15.47%0.20%0.61%1.10%0.41%$0.27$0.70
Popup10.53%20.63%8.36%22.03%3.21%1.01%$7.55$20.64
Post Purchase4.47%14.65%0.47%1.57%1.23%0.25%$0.41$1.72
Welcome Series4.93%12.31%0.57%2.08%2.39%0.68%$0.53$2.14
Win Back2.81%6.85%0.15%0.56%1.15%0.42%$0.15$0.56

Food & Beverage

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.36 0.78 1.36 2.42
Revenue Per Message $0.38 $0.89 $1.74 $3.43
Messages Per Subscriber 0.95 2.31 4.30 6.95
Retention Rate 80.63% 87.80% 93.87% 98.49%
Subscriber LTV $16.43 $42.51 $106.74 $322.90

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th75th 25th75th 25th75th 25th75th
Abandoned Cart10.39%19.06%4.17%9.52%2.07%0.70%$2.92$8.38
Back in Stock38.78%58.00%12.24%18.45%1.41%0.00%$7.77$12.47
Browse Abandonment7.21%13.60%1.22%2.99%2.24%0.80%$0.97$2.68
Campaign2.31%5.36%0.15%0.63%1.10%0.41%$0.12$0.56
Keyword20.53%46.10%2.74%21.22%3.94%0.89%$1.99$12.91
Link Clicked11.00%25.07%0.47%1.21%1.44%0.65%$0.31$1.06
Popup13.32%23.84%11.16%29.67%4.35%1.68%$7.70$20.28
Post Purchase4.00%12.73%0.45%1.48%1.28%0.22%$0.24$1.22
Welcome Series4.87%11.16%0.82%4.58%3.34%1.81%$0.61$3.29
Win Back3.37%6.82%0.50%1.58%1.70%0.56%$0.34$1.24

Beauty & Cosmetics

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.35 0.90 1.54 2.50
Revenue Per Message $0.33 $0.77 $1.69 $3.44
Messages Per Subscriber 0.84 2.44 4.87 7.61
Retention Rate 83.99% 90.75% 94.80% 99.21%
Subscriber LTV $17.78 $50.12 $160.65 $515.41

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 8.27% 14.39% 3.83% 7.62% 1.65% 0.51% $2.86 $9.03
Back in Stock 30.94% 52.27% 6.81% 13.28% 0.61% 0.49% $3.38 $9.54
Browse Abandonment 7.08% 12.50% 1.28% 2.83% 1.74% 0.60% $0.97 $2.74
Campaign 2.02% 4.33% 0.12% 0.52% 0.81% 0.29% $0.09 $0.49
Keyword 19.29% 47.62% 5.78% 20.88% 4.73% 1.18% $4.96 $18.65
Link Clicked 1.06% 17.75% 0.32% 0.75% 1.02% 0.48% $0.21 $0.78
Popup 12.69% 24.37% 11.89% 27.17% 4.13% 1.60% $7.76 $21.95
Post Purchase 4.76% 10.80% 0.39% 1.04% 0.96% 0.33% $0.18 $0.75
Welcome Series 3.77% 8.11% 0.75% 2.73% 2.88% 1.25% $0.61 $2.99
Win Back 2.43% 5.65% 0.41% 1.15% 0.95% 0.29% $0.27 $0.98

Health & Wellness

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.20 0.60 1.18 1.81
Revenue Per Message $0.39 $1.03 $2.07 $6.01
Messages Per Subscriber 0.83 2.24 4.61 7.50
Retention Rate 83.68% 89.83% 95.07% 99.27%
Subscriber LTV $20.77 $67.54 $191.92 $570.64

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 10.61% 19.11% 4.40% 9.42% 1.98% 0.67% $3.27 $13.03
Back in Stock 32.68% 42.64% 10.05% 13.34% 0.67% 0.40% $8.53 $13.76
Browse Abandonment 7.73% 14.28% 1.52% 3.20% 1.93% 0.66% $1.25 $3.49
Campaign 1.98% 4.49% 0.13% 0.52% 1.12% 0.34% $0.12 $0.51
Keyword 16.92% 50.04% 4.72% 19.83% 3.01% 0.62% $4.39 $17.19
Link Clicked 10.20% 20.24% 0.39% 1.02% 1.18% 0.44% $0.41 $1.00
Popup 13.20% 28.14% 12.78% 32.03% 4.41% 1.67% $10.56 $30.59
Post Purchase 4.90% 12.56% 0.38% 1.26% 0.85% 0.18% $0.27 $0.82
Welcome Series 4.76% 11.07% 0.88% 4.17% 2.78% 1.54% $0.69 $3.57
Win Back 2.60% 6.30% 0.29% 1.62% 1.52% 0.36% $0.23 $1.56

Outdoor & Sporting Goods

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.16 0.70 1.08 2.24
Revenue Per Message $0.62 $1.59 $3.30 $7.95
Messages Per Subscriber 0.87 2.50 4.15 7.26
Retention Rate 81.26% 88.12% 94.44% 98.54%
Subscriber LTV $25.36 $70.06 $214.96 $645.17

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th75th 25th75th 25th75th 25th75th
Abandoned Cart9.86%18.43%5.30%9.53%1.59%0.63%$5.45$21.37
Back in Stock35.28%44.94%9.67%12.27%0.86%0.42%$6.92$26.44
Browse Abandonment7.89%13.77%1.26%2.28%1.67%0.71%$1.31$4.19
Campaign2.52%6.02%0.13%0.32%0.92%0.40%$0.14$0.53
Keyword20.58%45.07%3.36%19.12%3.14%0.64%$3.16$26.99
Link Clicked7.83%14.70%0.18%0.40%0.99%0.66%$0.28$1.00
Popup11.88%23.48%11.84%30.73%4.64%2.12%$16.19$46.25
Post Purchase6.70%13.17%0.65%1.45%1.12%0.24%$0.50$1.94
Welcome Series5.13%11.50%0.97%4.16%3.26%1.57%$1.17$7.40
Win Back2.40%6.99%0.09%0.56%1.69%0.53%$0.07$0.55

Home & Home Decor

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.37 0.91 1.52 2.15
Revenue Per Message $0.51 $1.43 $3.58 $7.03
Messages Per Subscriber 1.21 2.82 4.77 7.42
Retention Rate 77.35% 85.40% 91.87% 97.88%
Subscriber LTV $32.38 $73.70 $216.21 $864.60

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 11.53% 21.01% 4.52% 9.51% 2.53% 0.92% $5.42 $22.20
Back in Stock 45.09% 69.17% 8.62% 13.49% 0.81% 0.42% $7.21 $19.31
Browse Abandonment 7.14% 16.48% 1.22% 2.69% 2.89% 1.01% $1.51 $5.68
Campaign 2.50% 5.93% 0.11% 0.36% 1.26% 0.43% $0.13 $0.55
Keyword 10.93% 42.38% 2.28% 17.91% 4.63% 0.98% $3.68 $38.85
Link Clicked 1.99% 18.87% 0.28% 0.85% 1.58% 0.78% $0.42 $2.98
Popup 12.49% 22.49% 10.28% 28.03% 5.23% 1.97% $13.06 $44.84
Post Purchase 5.11% 15.64% 0.41% 1.77% 1.55% 0.38% $0.44 $2.63
Welcome Series 4.06% 10.59% 0.74% 2.88% 3.69% 2.01% $1.09 $6.93
Win Back 2.63% 6.95% 0.09% 0.46% 2.34% 0.74% $0.10 $0.52

Luxury Goods & Jewelry

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.05 0.65 1.67 4.14
Revenue Per Message $0.26 $0.78 $1.81 $3.26
Messages Per Subscriber 0.54 1.82 3.16 4.93
Retention Rate 88.08% 93.33% 97.92% 100.00%
Subscriber LTV $13.87 $55.22 $131.76 $413.65

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 14.32% 19.64% 3.62% 9.12% 1.18% 0.41% $3.78 $8.21
Back in Stock 68.80% 125.31% 13.19% 32.37% 0.67% 0.22% $10.23 $20.73
Browse Abandonment 8.56% 15.74% 0.93% 2.74% 1.21% 0.42% $0.92 $2.34
Campaign 3.51% 9.74% 0.16% 0.58% 1.02% 0.37% $0.13 $0.56
Keyword 24.84% 41.16% 1.26% 11.68% 2.09% 0.72% $1.12 $11.12
Link Clicked #N/A #N/A #N/A #N/A #N/A #N/A #N/A #N/A
Popup 11.77% 22.44% 7.54% 28.26% 2.84% 1.50% $9.23 $23.14
Post Purchase 8.70% 24.93% 1.25% 2.59% 0.47% 0.22% $0.71 $1.99
Welcome Series 4.95% 10.37% 0.61% 2.32% 3.01% 1.09% $0.61 $2.37
Win Back 4.88% 11.79% 0.43% 1.57% 1.04% 0.43% $0.25 $1.12

Automotive & Accessories

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.53 0.92 2.02 3.92
Revenue Per Message $0.72 $3.25 $10.01 $18.52
Messages Per Subscriber 1.02 1.99 4.72 9.44
Retention Rate 86.10% 91.79% 95.80% 97.22%
Subscriber LTV $61.79 $185.76 $536.23 $1,505.63

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 11.97% 18.37% 5.13% 7.86% 1.28% 0.42% $7.68 $45.62
Back in Stock 39.83% 57.65% 7.60% 13.73% 0.54% 0.37% $6.60 $9.98
Browse Abandonment 9.00% 15.92% 0.92% 2.02% 1.35% 0.61% $2.22 $7.01
Campaign 2.63% 6.28% 0.08% 0.40% 0.99% 0.38% $0.13 $0.68
Keyword 16.55% 64.34% 3.71% 16.73% 3.75% 0.39% $3.49 $17.94
Link Clicked 18.44% 26.97% 0.46% 0.85% 0.82% 0.57% $0.57 $4.15
Popup 10.76% 20.17% 7.76% 19.03% 3.74% 1.60% $14.79 $57.71
Post Purchase 8.64% 28.28% 0.74% 2.37% 0.45% 0.19% $0.60 $2.78
Welcome Series 5.78% 8.64% 0.42% 1.53% 2.12% 1.02% $0.67 $7.33
Win Back 4.06% 8.56% 0.19% 0.84% 1.45% 0.43% $0.25 $1.17

Games & Electronics

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.25 0.78 1.21 1.64
Revenue Per Message $0.64 $1.45 $3.93 $7.13
Messages Per Subscriber 0.72 1.80 4.47 8.61
Retention Rate 81.39% 90.43% 94.40% 97.45%
Subscriber LTV $27.68 $76.51 $283.76 $622.51

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 11.07% 17.01% 4.60% 7.99% 2.53% 0.57% $5.68 $18.85
Back in Stock 51.04% 64.65% 11.22% 27.67% 4.21% 0.69% $7.64 $29.81
Browse Abandonment 8.46% 14.83% 1.20% 2.80% 2.74% 0.96% $1.51 $4.49
Campaign 2.80% 9.14% 0.13% 0.40% 1.30% 0.42% $0.16 $0.49
Keyword 22.20% 47.16% 2.65% 13.56% 4.70% 2.43% $4.45 $29.00
Link Clicked 0.00% 13.04% 0.21% 0.63% 2.43% 1.07% $0.30 $0.93
Popup 11.09% 23.78% 9.66% 23.21% 5.15% 1.82% $15.21 $29.12
Post Purchase 4.51% 18.91% 0.34% 1.48% 2.02% 0.28% $0.28 $1.34
Welcome Series 4.34% 10.81% 0.97% 2.66% 3.79% 1.17% $0.90 $7.57
Win Back 2.14% 7.16% 0.00% 0.33% 2.32% 0.55% $0.00 $0.27

Art & Entertainment

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.44 0.72 1.37 2.39
Revenue Per Message $0.36 $1.25 $2.41 $4.12
Messages Per Subscriber 0.59 1.47 3.69 8.30
Retention Rate 90.76% 94.36% 97.36% 99.25%
Subscriber LTV $32.04 $90.44 $323.45 $672.67

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 11.92% 20.31% 4.62% 10.72% 1.47% 0.14% $3.56 $12.12
Back in Stock 48.98% 70.39% 9.25% 16.87% 1.35% 0.33% $3.23 $12.08
Browse Abandonment 8.48% 15.03% 0.85% 1.98% 1.55% 0.53% $0.53 $1.65
Campaign 4.19% 12.68% 0.18% 1.43% 0.90% 0.27% $0.14 $1.06
Keyword 22.78% 42.54% 1.21% 12.45% 0.86% 0.00% $0.80 $10.81
Link Clicked 4.43% 13.30% 0.29% 0.38% 1.09% 0.96% $0.31 $0.33
Popup 10.30% 19.83% 10.19% 31.95% 2.80% 0.98% $5.19 $19.95
Post Purchase 9.63% 16.68% 1.16% 3.79% 0.56% 0.00% $0.50 $1.98
Welcome Series 6.91% 10.64% 0.88% 3.03% 2.45% 0.76% $0.70 $2.39
Win Back 4.24% 10.50% 0.27% 0.99% 1.06% 0.34% $0.19 $0.83

Others

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.38 1.03 2.27 4.84
Revenue Per Message $0.35 $1.05 $2.59 $5.34
Messages Per Subscriber 0.90 1.96 3.84 6.35
Retention Rate 87.62% 94.31% 97.65% 100.00%
Subscriber LTV $22.33 $94.78 $357.83 $814.63

Message Metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th75th 25th75th 25th75th 25th75th
Abandoned Cart9.80%20.26%4.25%9.87%1.90%0.38%$3.61$13.07
Back in Stock39.81%55.47%7.03%13.43%0.75%0.19%$4.98$11.24
Browse Abandonment7.47%14.05%0.96%2.62%2.00%0.54%$0.84$2.87
Campaign2.96%9.10%0.13%0.65%1.00%0.33%$0.11$0.62
Keyword18.48%57.27%1.03%13.44%2.32%0.44%$0.72$13.79
Link Clicked0.00%20.10%0.19%0.82%1.22%0.49%$0.16$1.02
Popup11.08%21.43%8.48%26.23%3.51%1.04%$7.07$22.06
Post Purchase6.17%16.58%0.57%2.05%0.94%0.06%$0.36$1.91
Welcome Series5.00%11.57%0.71%3.31%2.95%0.99%$0.51$3.86
Win Back2.94%7.82%0.18%1.19%1.44%0.37%$0.13$0.99

Benchmarks by Product Persona

The variables below are used to group similar merchants into peer groups that interact with their subscribers in a similar manner.

One-Time LuxuriesSmall Subscription SpendsSingle-Stop GiftsOccasional OrdersRecurring Splurges

One-Time Luxuries

Defined As:

  • AOV: >$100

  • Repurchase Rate: <25%

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.63 1.73 3.59 9.16
Revenue Per Message $0.74 $1.73 $4.03 $8.92
Messages Per Subscriber 0.82 1.58 3.19 5.13
Retention Rate 86.15% 93.78% 96.98% 98.36%
Subscriber LTV $46.47 $118.84 $335.72 $799.20

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 10.54%19.68% 3.61%7.91% 2.10%0.48% $5.68$18.85
Back in Stock 37.56%59.25% 2.74%11.56% 0.97%0.00% $4.25$13.30
Browse Abandonment 7.20%14.43% 0.66%1.81% 2.19%0.61% $0.97$3.59
Campaign 3.12%9.09% 0.07%0.34% 1.16%0.43% $0.13$0.65
Keyword 16.90%54.13% 0.66%9.75% 2.14%0.59% $0.84$15.45
Link Clicked 9.70%20.39% 0.27%0.68% 1.62%0.86% $0.47$2.71
Popup 9.84%20.71% 5.13%16.46% 3.44%0.87% $7.46$33.68
Post Purchase 6.35%17.66% 0.34%1.28% 1.03%0.19% $0.35$2.02
Welcome Series 5.15%13.15% 0.55%2.11% 2.94%0.74% $0.78$4.87
Win Back 2.64%8.49% 0.00%0.36% 2.37%0.65% $0.00$0.53

Small Subscription Spends

Defined As:

  • AOV: <$100

  • Repurchase Rate: >25%

  • Purchase Frequency: <45 days between purchases

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.44 0.91 1.64 2.92
Revenue Per Message $0.23 $0.67 $1.51 $3.26
Messages Per Subscriber 0.86 2.46 5.15 8.60
Retention Rate 86.28% 92.20% 96.13% 99.44%
Subscriber LTV $12.84 $43.78 $188.91 $645.61

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 10.57%20.58% 4.73%10.48% 1.30%0.24% $3.37$8.19
Back in Stock 38.29%60.00% 8.33%13.43% 0.84%0.00% $4.95$11.04
Browse Abandonment 7.95%14.63% 1.16%2.89% 1.42%0.39% $0.84$2.02
Campaign 2.74%7.06% 0.15%0.68% 0.76%0.27% $0.11$0.46
Keyword 17.58%48.82% 3.14%16.61% 2.51%0.37% $1.81$12.16
Link Clicked 0.00%19.24% 0.22%0.80% 1.10%0.36% $0.15$0.68
Popup 12.08%21.52% 12.20%27.59% 3.50%1.04% $7.32$18.69
Post Purchase 5.80%15.96% 0.68%2.64% 0.73%0.00% $0.38$1.52
Welcome Series 4.91%10.47% 0.71%3.16% 2.66%1.01% $0.48$2.08
Win Back 3.47%8.90% 0.34%1.42% 1.25%0.34% $0.22$1.03

Single-Stop Gifts

Defined As:

  • AOV: <$100

  • Repurchase Rate: <25%

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.66 1.76 4.16 9.20
Revenue Per Message $0.39 $0.88 $1.64 $3.03
Messages Per Subscriber 0.69 1.41 2.44 4.14
Retention Rate 91.34% 95.79% 97.62% 99.03%
Subscriber LTV $22.47 $67.23 $188.91 $455.92

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 9.06%18.22% 3.20%7.31% 2.03%0.50% $2.20$5.71
Back in Stock 36.39%56.91% 5.04%12.50% 1.43%0.59% $3.23$8.62
Browse Abandonment 7.22%13.24% 0.65%2.00% 1.87%0.62% $0.42$1.35
Campaign 3.40%9.65% 0.10%0.50% 1.01%0.42% $0.07$0.36
Keyword 30.07%63.74% 0.56%6.16% 1.70%0.55% $0.40$4.36
Link Clicked 1.06%19.38% 0.27%0.83% 1.50%0.66% $0.15$0.60
Popup 10.54%20.43% 7.79%21.51% 2.78%0.85% $4.97$13.27
Post Purchase 6.33%16.67% 0.28%1.19% 1.27%0.18% $0.12$0.68
Welcome Series 5.33%13.84% 0.59%2.48% 2.55%0.63% $0.40$1.75
Win Back 2.77%6.92% 0.02%0.46% 2.01%0.73% $0.00$0.28

Occasional Orders

Defined As:

  • AOV: <$100

  • Repurchase Rate: >25%

  • Purchase Frequency: >45 days between purchases

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.40 0.83 1.41 2.51
Revenue Per Message $0.36 $0.78 $1.62 $2.87
Messages Per Subscriber 1.17 2.60 4.52 7.49
Retention Rate 84.27% 91.03% 95.37% 97.99%
Subscriber LTV $25.00 $56.01 $134.88 $394.41

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 9.62%18.36% 4.60%9.94% 1.69%0.38% $3.12$7.96
Back in Stock 35.73%52.19% 7.72%14.67% 0.76%0.40% $4.59$10.04
Browse Abandonment 7.07%12.91% 1.36%2.85% 1.61%0.47% $0.94$2.21
Campaign 2.52%7.14% 0.20%0.70% 0.79%0.32% $0.13$0.52
Keyword 13.27%46.75% 2.42%22.58% 3.20%0.57% $1.85$15.48
Link Clicked 0.00%18.63% 0.34%1.13% 1.00%0.47% $0.22$0.87
Popup 12.20%23.79% 13.25%30.14% 3.90%1.29% $8.22$19.77
Post Purchase 4.79%12.72% 0.36%1.32% 0.96%0.16% $0.17$0.86
Welcome Series 4.47%10.18% 0.83%3.34% 2.99%1.25% $0.52$2.48
Win Back 2.79%7.57% 0.48%1.66% 1.19%0.29% $0.28$1.15

Recurring Splurges

Defined As:

  • AOV: >$100

  • Repurchase Rate: >25%

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ARMR metrics

25th Percentile 50th Percentile 75th Percentile 90th Percentile
Acquisition Rate 0.47 0.96 1.69 3.27
Revenue Per Message $0.72 $1.58 $3.61 $8.14
Messages Per Subscriber 1.17 2.80 5.44 8.41
Retention Rate 82.41% 89.67% 95.20% 98.14%
Subscriber LTV $51.10 $121.18 $295.42 $805.08

Message metrics

CTR Conversion Rate Unsubscribe Rate EPM
Message Type 25th 75th 25th 75th 25th 75th 25th 75th
Abandoned Cart 10.30% 20.30% 4.70% 10.44% 1.34% 0.27% $8.69 $23.38
Back in Stock 35.30% 57.87% 6.18% 12.46% 0.75% 0.26% $8.50 $17.57
Browse Abandonment 7.89% 14.38% 1.14% 2.50% 1.53% 0.51% $1.83 $5.26
Campaign 2.83% 7.64% 0.13% 0.55% 0.79% 0.30% $0.22 $1.01
Keyword 11.05% 40.65% 2.21% 15.80% 3.12% 0.45% $3.93 $27.62
Link Clicked 1.86% 17.62% 0.25% 0.77% 1.17% 0.48% $0.39 $1.36
Popup 11.73% 23.54% 8.43% 24.78% 3.89% 1.42% $14.72 $39.78
Post Purchase 5.12% 15.31% 0.69% 2.17% 0.90% 0.10% $0.79 $3.27
Welcome Series 4.40% 11.00% 0.70% 2.91% 3.02% 1.22% $1.10 $5.87
Win Back 3.10% 8.54% 0.18% 0.88% 1.16% 0.37% $0.23 $1.64

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BFCM Benchmarks

The time period for our BFCM benchmarks is defined as 11/25/2025 through 12/04/2025.

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Campaign CTR by day during BFCM

Industry 11-2511-2611-2711-2811-29 11-3012-112-212-312-4
Art & Entertainment4.2%4.8%4.2%3.2%2.2%3.2%2.7%2.6%6.4%4.0%
Home & Home Decor2.6%2.8%2.8%2.2%2.8%2.6%2.3%2.4%2.5%3.9%
Luxury Goods & Jewelry7.0%3.9%5.3%3.2%3.2%4.3%3.1%3.0%5.3%5.1%
Games & Electronics2.6%1.9%2.5%4.5%2.4%1.4%3.0%2.1%2.7%1.0%
Food & Beverage2.2%2.4%1.7%1.7%2.1%2.0%2.0%1.7%1.8%2.1%
Outdoor & Sporting Goods2.7%2.3%2.5%2.5%2.6%2.5%2.3%2.1%1.3%2.5%
Other2.9%3.0%2.8%2.8%2.7%2.1%2.5%2.1%2.7%2.6%
Fashion & Apparel3.5%3.2%3.3%3.4%2.9%2.6%2.9%2.5%2.8%3.3%
Automotive & Accessories3.2%2.0%2.4%2.3%1.9%1.3%2.1%2.8%5.6%4.6%
Beauty & Cosmetics2.1%1.9%2.2%2.0%2.0%2.0%1.8%1.8%2.0%1.8%
Health & Wellness2.0%2.1%2.4%1.8%1.9%1.7%1.6%1.7%1.6%2.3%
Avg3.2%2.7%2.9%2.7%2.4%2.3%2.4%2.3%3.2%3.0%

Product Persona 11-25 11-26 11-27 11-28 11-29 11-30 12-1 12-2 12-3 12-4
One Time Luxuries 2.7%2.7%2.8%2.4%2.4% 2.2%2.3%2.2%2.6%3.1%
Small Subscription Spends 2.8%2.6%2.8%3.3%2.9% 2.5%2.7%2.5%2.6%2.3%
Occasional Orders 4.1%1.8%1.6%3.0%1.9% 1.6%2.6%2.2%7.4%0.9%
Other 3.4%2.6%3.1%2.6%2.7% 2.3%2.5%2.2%2.4%3.0%
Recurring Splurges 2.9%3.0%2.9%3.7%2.8% 2.3%2.9%2.6%2.0%3.0%
Single Stop Gifts 2.6%3.1%2.0%2.2%2.1% 2.0%2.0%1.8%3.8%3.5%
Avg 3.2% 2.8% 2.9% 2.7% 2.5% 2.4% 2.4% 2.3% 3.2% 3.1%

Campaign EPM by day during BFCM

Industry 11-2511-2611-2711-2811-29 11-3012-112-212-312-4
Art & Entertainment$0.28$0.15$0.53$0.29$0.14$0.14$0.20$0.14$0.08$0.24
Home & Home Decor$0.44$0.24$0.28$0.34$0.40$0.38$0.29$0.33$0.30$0.21
Luxury Goods & Jewelry$0.45$0.34$0.26$0.21$0.22$0.30$0.17$0.11$0.17$0.16
Games & Electronics$0.32$0.18$0.07$0.43$0.25$0.18$0.40$0.16$0.32$0.12
Food & Beverage$0.26$0.29$0.14$0.28$0.24$0.23$0.21$0.21$0.17$0.35
Outdoor & Sporting Goods$0.16$0.23$0.20$0.36$0.18$0.25$0.24$0.25$0.14$0.17
Other$0.18$0.27$0.22$0.32$0.20$0.22$0.19$0.16$0.17$0.12
Fashion & Apparel$0.22$0.19$0.23$0.25$0.18$0.20$0.17$0.14$0.17$0.15
Automotive & Accessories$0.64$0.33$0.18$0.33$0.17$0.10$0.37$0.20$0.15$0.10
Beauty & Cosmetics$0.18$0.26$0.27$0.30$0.25$0.27$0.20$0.19$0.15$0.10
Health & Wellness$0.27$0.28$0.20$0.27$0.25$0.20$0.23$0.22$0.16$0.07
Avg$0.31$0.25$0.24$0.31$0.23$0.23$0.24$0.19$0.18$0.16

Product Persona 11-2511-2611-2711-2811-29 11-3012-112-212-312-4
One Time Luxuries$0.19$0.22$0.25$0.32$0.19$0.22$0.18$0.17$0.27$0.12
Small Subscription Spends$0.19$0.19$0.21$0.25$0.19$0.17$0.16$0.13$0.14$0.12
Occasional Orders$0.22$0.28$0.24$0.30$0.20$0.23$0.20$0.21$0.15$0.13
Other$0.01$0.36$0.01$0.11$0.01$0.13$0.08$0.13$0.20$0.16
Recurring Splurges$0.44$0.40$0.46$0.57$0.46$0.42$0.41$0.35$0.30$0.23
Single Stop Gifts$0.10$0.10$0.11$0.16$0.08$0.08$0.09$0.07$0.05$0.07
Avg$0.19$0.26$0.21$0.28$0.19$0.21$0.19$0.17$0.19$0.14

A Look at the Big AI Moments of 2025

Shopper Large Black
245k
Unique Subscribers in 2025 with Shopper Engaged
$2.1M
 in Attributed Revenue with Shopper

Conversational Flows averaged 9.95% revenue add from Shopper conversations (formula = total Shopper attributed revenue / original conversational flow attributed revenue)

Infinity Testing

81%
had an AI variant winner
95%
reached an optimized state in 2025 outperform the inspiration message
2026 Benchmarks PDF download teaser

Benchmarks by Industry

Take a look at industry-specific benchmarks across acquisition rate, revenue per message and more. We’ll email you a PDF of the 2025 data along with best practices specific to your industry in areas you need to improve.

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