Nearly half of email revenue comes from 3.5% of the emails.

Automations bring nearly half of email revenue. They were 3.5% of the emails and 45% of the revenue. Per email, an automation earned about 23 times a campaign in the same stores.

A normal email in Bulgaria gets 0.92% clicks. 8.1% of the people who open it click, and 0.06% unsubscribe. A store in the top quarter gets 1.69% clicks.

Bigger lists click less. Campaigns to lists under 15K got 0.90% clicks, 3.8 times lists over 100K (0.24%). Large lists earned about a sixth of the revenue per email.

The abandoned cart is the strongest email. It earned about 55 times a campaign per email. Welcome emails came next, then browse abandonment.

December: stores earn more, each email earns less. Store revenue ran 10% above a normal month, revenue from email fell 11% below it, and stores sent 14% more emails.

Method

Median store, the same online stores all period, a statistically significant sample. April 2025 to August 2026. Not a controlled test. The full tables, the definitions and the sample are in the report.