How Much Revenue Should Come from Email Marketing? [+ Tips to Hit 40%]
If you're running an online store and wondering how much of your revenue should come from email marketing, you're not alone. For eCommerce brands, email remains one of the highest ROI marketing channels—and if you're not seeing 20–40% of your total revenue from email, you're missing a massive opportunity.
At Milhook, we specialize in full-service email marketing for eCommerce brands, and we’ve helped stores increase their email revenue by thousands per month. In this guide, we’ll cover:
The ideal percentage of revenue from email
What’s included in that number (automations vs. campaigns)
Tips to boost your email marketing performance
Why Email Marketing Revenue Matters
Email marketing is an owned channel—meaning you're not paying per impression like with Facebook or Google ads. Once a subscriber joins your list, you have a direct, repeatable, and low-cost way to convert them.
Some of the benefits of email marketing for eCommerce:
High ROI (up to $36 for every $1 spent, per HubSpot)
Scalable revenue through automation
Low acquisition cost for returning customers
Predictable performance through data and segmentation
What Percentage of Revenue Should Come from Email Marketing?
For most healthy eCommerce brands, email should account for 20% to 40% of total monthly revenue. That range includes both automated flows and manual campaigns.
Here’s how it typically breaks down:
10–20% from automated email flows (like abandoned cart emails, welcome series, and post-purchase follow-ups)
10–20% from email campaigns (such as product launches, promotions, and newsletters)
If you're below that range, there’s significant opportunity to grow your email revenue stream with the right strategy.
5 Tips to Increase Email Marketing Revenue
1. Set Up High-Converting Email Automations
Automations run in the background and generate consistent revenue. The must-haves:
Welcome Series: Greet new subscribers, share your story, and offer a first-purchase incentive
Cart Abandonment: Recover lost sales with reminders and urgency
Browse Abandonment: Nudge back interested visitors
Post-Purchase Flow: Drive upsells, reviews, and repeat purchases
Win-Back Flow: Re-engage dormant customers
🛠️ Pro tip: Use platforms like Klaviyo, Mailchimp, or Brevo for advanced automation and analytics.
2. Send Consistent Email Campaigns
Regular campaigns help you stay top-of-mind with your audience. Aim for:
1–2 campaigns per week
A balance of sales, product drops, and educational content
Holiday or seasonal promotions to capitalize on peak buying moments
3. Grow a High-Intent Email List
List growth should be a priority—but quality matters more than quantity. Strategies that work:
Email popups with valuable incentives (discounts, exclusive access, giveaways)
Landing pages for launches, VIP early access, or back-in-stock alerts
Checkout opt-ins for post-purchase follow-up and loyalty building
4. Optimize for Conversions
Your emails should be more than pretty—they need to drive clicks and sales. Focus on:
Mobile-friendly design
Strong CTAs that are easy to spot
Brand consistency with visuals, tone, and layout
Product-focused emails with real benefits, not just features
5. Segment, Test, and Improve
The best-performing email strategies rely on data and testing:
Segment your list by purchase behavior, engagement, or location
A/B test subject lines, send times, and content types
Review open, click, and conversion rates monthly to optimize
Final Thoughts: Email Marketing = Revenue Engine
If you're not getting 20–40% of your revenue from email, it’s time to rethink your strategy. Whether you're just getting started or need to optimize what you already have, email marketing can unlock serious growth for your store.
Need help? At Milhook, we offer:
Free email audits
Custom automated flows
On-brand campaign design and copywriting
👉 Let’s chat about how we can help you increase your email marketing revenue. Reach out here or send us a DM.
