Are Your Emails Even Working? Let’s Talk Benchmarks for Product-Based Email Marketing

You spend hours designing that gorgeous email. ✨Slick subject line. Killer call-to-action. Maybe even a cheeky GIF of a cat typing furiously on a laptop. (We’ve all been there.)

But here’s the real question: is anyone even opening it? Clicking it? Actually buying because of it?

If you’re in product-based sales — think handmade pens, Etsy shops, Shopify stores, DTC brands — you need to know what good looks like in email marketing. Otherwise, you’re just sending pretty pixels into the void.

Let’s break down the benchmarks that actually matter — without the MBA jargon, without the fluff. Just the numbers, the “why,” and the “what to do next.”

Delivery Rate: The "Did It Even Get There?" Stat

This is step one. Did your email even make it into the inbox, or is it ghosting you in Spam Land?

• Average: 98%–99%

• Good: 99%+

• Uh-oh zone: Below 95%

If you’re dipping under 95%, that’s a red flag. Inbox providers (Gmail, Outlook, Yahoo) might think you’re careless… or worse, spammy.

Why it tanks:

• Dirty lists (old, inactive, or purchased contacts).

• Typos in emails (gmial.com, yaho.com).

• Sketchy sender reputation.

Fix it:

• Run your list through a verification tool like NeverBounce or Kickbox.

• Clean your list regularly.

• Warm up your domain slowly if you’re new.

• Be consistent — no sudden “blast” of 10,000 emails after silence.

✨ Think of deliverability as knocking on someone’s door. If the address is wrong, or you show up like a stranger with a ski mask, nobody’s letting you in.

Open Rate: Still Useful (Kind Of)

Once upon a time, open rate was the queen bee metric. Then Apple Mail decided to auto-open everything like Oprah giving out cars. (“You get an open! You get an open!”)

• Average: 20%–25%

• Strong: 30%+

Why it matters (sort of):

• It shows if your subject line is compelling.

• But it’s not always accurate thanks to privacy updates.

Fix it:

• Use curiosity + clarity in your subject lines.

• Test different styles: playful (“Your desk deserves this”), urgent (“Last call for custom orders”), emotional (“A gift they’ll treasure forever”).

• Pair with strong preview text — it’s your second headline.

Treat open rate like a vibe check at a party. If no one even shows up to the dance floor, your subject line isn’t working. But don’t obsess — there are better metrics.

Click-Through Rate (CTR): The Real MVP

This is the one that pays the bills. Did people actually click your email? Because clicks = interest = potential sales.

• Average: 1.5%–2.5%

• Strong: 3%+

Why it matters:

• If they’re clicking, they’re curious.

• If they’re not, either the CTA is weak, the offer is off, or the email didn’t land emotionally.

Fix it:

• Make your buttons BIG, bold, and irresistible. (“Shop the Limited Edition Now.”)

• Put your main CTA above the fold — don’t bury it under a wall of text.

• Use 1 CTA per email. Too many choices = no choice.

✨ Think of CTR as the moment your reader raises their hand and says: “Yes, I want to see more.”

Click-to-Open Rate (CTOR): The Secret Sauce

This is the smarter sibling of CTR. It only counts clicks after someone has opened your email. That means it shows if your content actually compels action.

• Average: 10%–15%

• Great: 20%+

Why it matters:

• Cuts through the noise of inflated open rates.

• If CTOR is strong, your content is compelling.

• If CTR is low but CTOR is high, Apple’s auto-opens are skewing your numbers.

Fix it:

• Make sure your first line delivers on the subject line promise.

• Keep copy short, skimmable, and emotional.

• Use storytelling: “This pen started as a block of Fordite…”

• Add product photos that actually sell.

✨ CTOR = proof your email isn’t just being read — it’s working.

TL;DR (Too Long; Didn’t Read):

Your Cheat Sheet

Metric	What’s Normal	What’s Awesome
Delivery Rate	98%–99%	99%+
Open Rate	20%–25%	30%+
Click Rate	1.5%–2.5%	3%+
CTOR	10%–15%	20%+

Final Thought:

If your numbers feel “meh” — don’t panic. Benchmarks are guides, not gospel. A small list of true fans can outperform a giant list of half-dead leads. The real magic happens when you mix strategy, storytelling, and data.

So keep testing. Keep sending. And for the love of ink — don’t skip your A/B test.

✨ Keep going.

✨ Do it scared.

✨ Remember: your emails aren’t spam. They’re stories waiting to be opened.

Need help boosting these stats? I’ve got strategies for welcome flows, abandoned carts, and winbacks too. Just say the word. 🧠📈

 Next Steps

Your pen has a story — make sure your customers hear it. Apply today’s benchmarks to your emails, then come tell me how it went. I love seeing makers like you bring your materials to life.

👋 Want more marketing tips for handmade sellers?

Join my free email list for inspiration, writing tools, and creative ideas to help you grow your shop.

Need help crafting flows that actually convert (welcome series, abandoned carts

Book a free intro call—I work with makers who want to sell more by saying more.

And hey, let’s be pen friends:

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Or just email renaealk@gmail.com if you’ve got a question.