Repeat purchase rates, LTV, churn and retention metrics by vertical — the numbers to compare your store against.
No vendor publishes a headline list growth benchmark, but the inputs are all on the record: capture converts at 2.1% on popups and 6.47% on landing pages, and every campaign send costs about 0.2% of its audience in unsubscribes. The formula does the rest.
The published data puts the average store's repeat purchase rate at about 25%, with most of the field between 10% and 40%. Here is where those numbers come from, why the median matters more than the average, and the three levers with receipts.
Ecommerce retains about 30% of its customers while banks keep 75% and media companies keep 84%. Those numbers get quoted side by side constantly, and comparing yourself to the wrong column is how stores talk themselves into panic or complacency.
Klaviyo, Omnisend and Mailchimp each publish their own email benchmarks, measured on different brands with different definitions. I put all three into one sortable table and marked exactly where the numbers stop being comparable.
I walked the pricing calculators of Klaviyo, Omnisend, Mailchimp, MailerLite, Drip and Brevo on the same day and wrote down what each one charges a 5,000 contact store. The gap between the cheapest and the priciest serious option is about $50 a month.