2026 SMS Benchmarks for ecommerce marketing
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.
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UTM Source
UTM Medium
UTM Campaign
utm_term
utm_content
Benchmarks Methodology By Industry By Products Persona BFCM Benchmarks AI 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
Popup Benchmarks
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.53% | 17.28% | 3.97% | 7.84% |
| Back in Stock | 36.71% | 58.70% | 7.18% | 13.80% |
| Browse Abandonment | 7.38% | 13.65% | 1.01% | 2.38% |
| Campaign | 2.87% | 8.01% | 0.12% | 0.54% |
| Keyword | 14.67% | 52.03% | 1.31% | 15.70% |
| Linked Clicked | 4.88% | 18.48% | 0.27% | 0.74% |
| Popup | 11.34% | 22.27% | 9.55% | 25.56% |
| Post Purchase | 4.68% | 14.26% | 0.45% | 1.51% |
| Welcome Series | 4.65% | 10.85% | 0.67% | 2.67% |
| Win Back | 2.72% | 6.36% | 0.20% | 0.89% |
Benchmarks by Product Industry
Purchase Frequency is calculated based on subscribers with multiple purchases. Scroll over icon to view.
Fashion & Apparel Food & Beverage Beauty & Cosmetics Health & Wellness Outdoor & Sporting Goods Home & Home Decor Luxury Goods & Jewelry Automotive & Accessories Games & Electronics Art & Entertainment Others
Fashion & Apparel
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 | 25th | 75th | 25th | 75th |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.35% | 17.98% | 3.74% | 7.42% |
| Back in Stock | 36.24% | 52.74% | 6.37% | 11.49% |
| Browse Abandonment | 7.37% | 13.59% | 0.81% | 1.82% |
| Campaign | 3.64% | 9.20% | 0.12% | 0.53% |
| Keyword | 9.15% | 57.09% | 0.66% | 7.06% |
| Link Clicked | 4.60% | 15.47% | 0.20% | 0.61% |
| Popup | 10.53% | 20.63% | 8.36% | 22.03% |
| Post Purchase | 4.47% | 14.65% | 0.47% | 1.57% |
| Welcome Series | 4.93% | 12.31% | 0.57% | 2.08% |
| Win Back | 2.81% | 6.85% | 0.15% | 0.56% |
Food & Beverage
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 | 25th | 75th | 25th | 75th |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 10.39% | 19.06% | 4.17% | 9.52% |
| Back in Stock | 38.78% | 58.00% | 12.24% | 18.45% |
| Browse Abandonment | 7.21% | 13.60% | 1.22% | 2.99% |
| Campaign | 2.31% | 5.36% | 0.15% | 0.63% |
| Keyword | 20.53% | 46.10% | 2.74% | 21.22% |
| Link Clicked | 11.00% | 25.07% | 0.47% | 1.21% |
| Popup | 13.32% | 23.84% | 11.16% | 29.67% |
| Post Purchase | 4.00% | 12.73% | 0.45% | 1.48% |
| Welcome Series | 4.87% | 11.16% | 0.82% | 4.58% |
| Win Back | 3.37% | 6.82% | 0.50% | 1.58% |
Beauty & Cosmetics
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 8.27% | 14.39% | 3.83% | 7.62% |
| Back in Stock | 30.94% | 52.27% | 6.81% | 13.28% |
| Browse Abandonment | 7.08% | 12.50% | 1.28% | 2.83% |
| Campaign | 2.02% | 4.33% | 0.12% | 0.52% |
| Keyword | 19.29% | 47.62% | 5.78% | 20.88% |
| Link Clicked | 1.06% | 17.75% | 0.32% | 0.75% |
| Popup | 12.69% | 24.37% | 11.89% | 27.17% |
| Post Purchase | 4.76% | 10.80% | 0.39% | 1.04% |
| Welcome Series | 3.77% | 8.11% | 0.75% | 2.73% |
| Win Back | 2.43% | 5.65% | 0.41% | 1.15% |
Health & Wellness
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 10.61% | 19.11% | 4.40% | 9.42% |
| Back in Stock | 32.68% | 42.64% | 10.05% | 13.34% |
| Browse Abandonment | 7.73% | 14.28% | 1.52% | 3.20% |
| Campaign | 1.98% | 4.49% | 0.13% | 0.52% |
| Keyword | 16.92% | 50.04% | 4.72% | 19.83% |
| Link Clicked | 10.20% | 20.24% | 0.39% | 1.02% |
| Popup | 13.20% | 28.14% | 12.78% | 32.03% |
| Post Purchase | 4.90% | 12.56% | 0.38% | 1.26% |
| Welcome Series | 4.76% | 11.07% | 0.88% | 4.17% |
| Win Back | 2.60% | 6.30% | 0.29% | 1.62% |
Outdoor & Sporting Goods
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 | 25th | 75th | 25th | 75th |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.86% | 18.43% | 5.30% | 9.53% |
| Back in Stock | 35.28% | 44.94% | 9.67% | 12.27% |
| Browse Abandonment | 7.89% | 13.77% | 1.26% | 2.28% |
| Campaign | 2.52% | 6.02% | 0.13% | 0.32% |
| Keyword | 20.58% | 45.07% | 3.36% | 19.12% |
| Link Clicked | 7.83% | 14.70% | 0.18% | 0.40% |
| Popup | 11.88% | 23.48% | 11.84% | 30.73% |
| Post Purchase | 6.70% | 13.17% | 0.65% | 1.45% |
| Welcome Series | 5.13% | 11.50% | 0.97% | 4.16% |
| Win Back | 2.40% | 6.99% | 0.09% | 0.56% |
Home & Home Decor
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 11.53% | 21.01% | 4.52% | 9.51% |
| Back in Stock | 45.09% | 69.17% | 8.62% | 13.49% |
| Browse Abandonment | 7.14% | 16.48% | 1.22% | 2.69% |
| Campaign | 2.50% | 5.93% | 0.11% | 0.36% |
| Keyword | 10.93% | 42.38% | 2.28% | 17.91% |
| Link Clicked | 1.99% | 18.87% | 0.28% | 0.85% |
| Popup | 12.49% | 22.49% | 10.28% | 28.03% |
| Post Purchase | 5.11% | 15.64% | 0.41% | 1.77% |
| Welcome Series | 4.06% | 10.59% | 0.74% | 2.88% |
| Win Back | 2.63% | 6.95% | 0.09% | 0.46% |
Luxury Goods & Jewelry
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 14.32% | 19.64% | 3.62% | 9.12% |
| Back in Stock | 68.80% | 125.31% | 13.19% | 32.37% |
| Browse Abandonment | 8.56% | 15.74% | 0.93% | 2.74% |
| Campaign | 3.51% | 9.74% | 0.16% | 0.58% |
| Keyword | 24.84% | 41.16% | 1.26% | 11.68% |
| Link Clicked | #N/A | #N/A | #N/A | #N/A |
| Popup | 11.77% | 22.44% | 7.54% | 28.26% |
| Post Purchase | 8.70% | 24.93% | 1.25% | 2.59% |
| Welcome Series | 4.95% | 10.37% | 0.61% | 2.32% |
| Win Back | 4.88% | 11.79% | 0.43% | 1.57% |
Automotive & Accessories
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 11.97% | 18.37% | 5.13% | 7.86% |
| Back in Stock | 39.83% | 57.65% | 7.60% | 13.73% |
| Browse Abandonment | 9.00% | 15.92% | 0.92% | 2.02% |
| Campaign | 2.63% | 6.28% | 0.08% | 0.40% |
| Keyword | 16.55% | 64.34% | 3.71% | 16.73% |
| Link Clicked | 18.44% | 26.97% | 0.46% | 0.85% |
| Popup | 10.76% | 20.17% | 7.76% | 19.03% |
| Post Purchase | 8.64% | 28.28% | 0.74% | 2.37% |
| Welcome Series | 5.78% | 8.64% | 0.42% | 1.53% |
| Win Back | 4.06% | 8.56% | 0.19% | 0.84% |
Games & Electronics
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 11.07% | 17.01% | 4.60% | 7.99% |
| Back in Stock | 51.04% | 64.65% | 11.22% | 27.67% |
| Browse Abandonment | 8.46% | 14.83% | 1.20% | 2.80% |
| Campaign | 2.80% | 9.14% | 0.13% | 0.40% |
| Keyword | 22.20% | 47.16% | 2.65% | 13.56% |
| Link Clicked | 0.00% | 13.04% | 0.21% | 0.63% |
| Popup | 11.09% | 23.78% | 9.66% | 23.21% |
| Post Purchase | 4.51% | 18.91% | 0.34% | 1.48% |
| Welcome Series | 4.34% | 10.81% | 0.97% | 2.66% |
| Win Back | 2.14% | 7.16% | 0.00% | 0.33% |
Art & Entertainment
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 11.92% | 20.31% | 4.62% | 10.72% |
| Back in Stock | 48.98% | 70.39% | 9.25% | 16.87% |
| Browse Abandonment | 8.48% | 15.03% | 0.85% | 1.98% |
| Campaign | 4.19% | 12.68% | 0.18% | 1.43% |
| Keyword | 22.78% | 42.54% | 1.21% | 12.45% |
| Link Clicked | 4.43% | 13.30% | 0.29% | 0.38% |
| Popup | 10.30% | 19.83% | 10.19% | 31.95% |
| Post Purchase | 9.63% | 16.68% | 1.16% | 3.79% |
| Welcome Series | 6.91% | 10.64% | 0.88% | 3.03% |
| Win Back | 4.24% | 10.50% | 0.27% | 0.99% |
Others
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 | 25th | 75th | 25th | 75th |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.80% | 20.26% | 4.25% | 9.87% |
| Back in Stock | 39.81% | 55.47% | 7.03% | 13.43% |
| Browse Abandonment | 7.47% | 14.05% | 0.96% | 2.62% |
| Campaign | 2.96% | 9.10% | 0.13% | 0.65% |
| Keyword | 18.48% | 57.27% | 1.03% | 13.44% |
| Link Clicked | 0.00% | 20.10% | 0.19% | 0.82% |
| Popup | 11.08% | 21.43% | 8.48% | 26.23% |
| Post Purchase | 6.17% | 16.58% | 0.57% | 2.05% |
| Welcome Series | 5.00% | 11.57% | 0.71% | 3.31% |
| Win Back | 2.94% | 7.82% | 0.18% | 1.19% |
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 Luxuries Small Subscription Spends Single-Stop Gifts Occasional Orders Recurring Splurges
One-Time Luxuries
Defined As:
AOV: >$100
Repurchase Rate: <25%
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 10.54% | 19.68% | 3.61% | 7.91% |
| Back in Stock | 37.56% | 59.25% | 2.74% | 11.56% |
| Browse Abandonment | 7.20% | 14.43% | 0.66% | 1.81% |
| Campaign | 3.12% | 9.09% | 0.07% | 0.34% |
| Keyword | 16.90% | 54.13% | 0.66% | 9.75% |
| Link Clicked | 9.70% | 20.39% | 0.27% | 0.68% |
| Popup | 9.84% | 20.71% | 5.13% | 16.46% |
| Post Purchase | 6.35% | 17.66% | 0.34% | 1.28% |
| Welcome Series | 5.15% | 13.15% | 0.55% | 2.11% |
| Win Back | 2.64% | 8.49% | 0.00% | 0.36% |
Small Subscription Spends
Defined As:
AOV: <$100
Repurchase Rate: >25%
Purchase Frequency: <45 days between purchases
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 10.57% | 20.58% | 4.73% | 10.48% |
| Back in Stock | 38.29% | 60.00% | 8.33% | 13.43% |
| Browse Abandonment | 7.95% | 14.63% | 1.16% | 2.89% |
| Campaign | 2.74% | 7.06% | 0.15% | 0.68% |
| Keyword | 17.58% | 48.82% | 3.14% | 16.61% |
| Link Clicked | 0.00% | 19.24% | 0.22% | 0.80% |
| Popup | 12.08% | 21.52% | 12.20% | 27.59% |
| Post Purchase | 5.80% | 15.96% | 0.68% | 2.64% |
| Welcome Series | 4.91% | 10.47% | 0.71% | 3.16% |
| Win Back | 3.47% | 8.90% | 0.34% | 1.42% |
Single-Stop Gifts
Defined As:
AOV: <$100
Repurchase Rate: <25%
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.06% | 18.22% | 3.20% | 7.31% |
| Back in Stock | 36.39% | 56.91% | 5.04% | 12.50% |
| Browse Abandonment | 7.22% | 13.24% | 0.65% | 2.00% |
| Campaign | 3.40% | 9.65% | 0.10% | 0.50% |
| Keyword | 30.07% | 63.74% | 0.56% | 6.16% |
| Link Clicked | 1.06% | 19.38% | 0.27% | 0.83% |
| Popup | 10.54% | 20.43% | 7.79% | 21.51% |
| Post Purchase | 6.33% | 16.67% | 0.28% | 1.19% |
| Welcome Series | 5.33% | 13.84% | 0.59% | 2.48% |
| Win Back | 2.77% | 6.92% | 0.02% | 0.46% |
Occasional Orders
Defined As:
AOV: <$100
Repurchase Rate: >25%
Purchase Frequency: >45 days between purchases
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 9.62% | 18.36% | 4.60% | 9.94% |
| Back in Stock | 35.73% | 52.19% | 7.72% | 14.67% |
| Browse Abandonment | 7.07% | 12.91% | 1.36% | 2.85% |
| Campaign | 2.52% | 7.14% | 0.20% | 0.70% |
| Keyword | 13.27% | 46.75% | 2.42% | 22.58% |
| Link Clicked | 0.00% | 18.63% | 0.34% | 1.13% |
| Popup | 12.20% | 23.79% | 13.25% | 30.14% |
| Post Purchase | 4.79% | 12.72% | 0.36% | 1.32% |
| Welcome Series | 4.47% | 10.18% | 0.83% | 3.34% |
| Win Back | 2.79% | 7.57% | 0.48% | 1.66% |
Recurring Splurges
Defined As:
AOV: >$100
Repurchase Rate: >25%
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 |
| --- | --- | --- | --- | --- |
| Abandoned Cart | 10.30% | 20.30% | 4.70% | 10.44% |
| Back in Stock | 35.30% | 57.87% | 6.18% | 12.46% |
| Browse Abandonment | 7.89% | 14.38% | 1.14% | 2.50% |
| Campaign | 2.83% | 7.64% | 0.13% | 0.55% |
| Keyword | 11.05% | 40.65% | 2.21% | 15.80% |
| Link Clicked | 1.86% | 17.62% | 0.25% | 0.77% |
| Popup | 11.73% | 23.54% | 8.43% | 24.78% |
| Post Purchase | 5.12% | 15.31% | 0.69% | 2.17% |
| Welcome Series | 4.40% | 11.00% | 0.70% | 2.91% |
| Win Back | 3.10% | 8.54% | 0.18% | 0.88% |
BFCM Benchmarks
The time period for our BFCM benchmarks is defined as 11/25/2025 through 12/04/2025.
Campaign CTR by day during BFCM
| Industry | 11-25 | 11-26 | 11-27 | 11-28 | 11-29 | 11-30 | 12-1 | 12-2 | 12-3 | 12-4 |
|---|---|---|---|---|---|---|---|---|---|---|
| Art & Entertainment | 4.2% | 4.8% | 4.2% | 3.2% | 2.2% | 3.2% | 2.7% | 2.6% | 6.4% | 4.0% |
| Home & Home Decor | 2.6% | 2.8% | 2.8% | 2.2% | 2.8% | 2.6% | 2.3% | 2.4% | 2.5% | 3.9% |
| Luxury Goods & Jewelry | 7.0% | 3.9% | 5.3% | 3.2% | 3.2% | 4.3% | 3.1% | 3.0% | 5.3% | 5.1% |
| Games & Electronics | 2.6% | 1.9% | 2.5% | 4.5% | 2.4% | 1.4% | 3.0% | 2.1% | 2.7% | 1.0% |
| Food & Beverage | 2.2% | 2.4% | 1.7% | 1.7% | 2.1% | 2.0% | 2.0% | 1.7% | 1.8% | 2.1% |
| Outdoor & Sporting Goods | 2.7% | 2.3% | 2.5% | 2.5% | 2.6% | 2.5% | 2.3% | 2.1% | 1.3% | 2.5% |
| Other | 2.9% | 3.0% | 2.8% | 2.8% | 2.7% | 2.1% | 2.5% | 2.1% | 2.7% | 2.6% |
| Fashion & Apparel | 3.5% | 3.2% | 3.3% | 3.4% | 2.9% | 2.6% | 2.9% | 2.5% | 2.8% | 3.3% |
| Automotive & Accessories | 3.2% | 2.0% | 2.4% | 2.3% | 1.9% | 1.3% | 2.1% | 2.8% | 5.6% | 4.6% |
| Beauty & Cosmetics | 2.1% | 1.9% | 2.2% | 2.0% | 2.0% | 2.0% | 1.8% | 1.8% | 2.0% | 1.8% |
| Health & Wellness | 2.0% | 2.1% | 2.4% | 1.8% | 1.9% | 1.7% | 1.6% | 1.7% | 1.6% | 2.3% |
| Avg | 3.2% | 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 | 11-25 | 11-26 | 11-27 | 11-28 | 11-29 | 11-30 | 12-1 | 12-2 | 12-3 | 12-4 |
|---|---|---|---|---|---|---|---|---|---|---|
| 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 | 11-25 | 11-26 | 11-27 | 11-28 | 11-29 | 11-30 | 12-1 | 12-2 | 12-3 | 12-4 |
|---|---|---|---|---|---|---|---|---|---|---|
| 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
545k
Unique Subscribers Engaged with Shopper in 2025
$4.1M
In Shopper Attributed Revenue
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
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