EMAIL BENCHMARKS

2025 email marketing benchmarks by industry

Data is a marketer’s best friend—particularly performance data

Summary: what are email marketing benchmarks?

Email marketing benchmarks help you gauge how well your campaigns and automations are working in comparison to other brands like yours.

In these 2025 email marketing benchmarks, we share data based on over 167,000 Klaviyo customers to help ecommerce marketers from all industries, including fashion, beauty, health, and more.

In this Guide:

Email open & click rate benchmarks
Email revenue per recipient & order rate benchmarks
Key learnings

Email open & click rate benchmarks

Highlights from the email marketing benchmarks report

Dig into Klaviyo’s email marketing performance data to see where you stand on email open rates, click rates, conversion rates, and revenue per recipient in comparison to your industry’s average.

Open rate

Click rate

Revenue per recipient (RPR)

Placed order rate

Dive deeper with key learnings

Check out these 3 takeaways from the full report—and download your copy to learn more.

These days, shoppers expect sales all year, not just on Black Friday. Year-round, brands often compete for consumer attention with clever discounts and limited-time offers. But spending extra time to find the campaign dates and messages that will most resonate with your audience, or segments of your audience, really matters.

Campaign order rates are more than 5x higher for the top 10% of campaigns across both email and SMS. RPR for the top 10% of campaigns is even higher at 7x the average.

Brands that want to excel beyond the status quo need to go beyond discounts to develop smarter digital relationships. Effectively using customer data for smarter segmentation and better personalization is key to standing out. (Keep an eye out—more tactical advice on this later in the report.)

While one-time email and SMS campaigns often get the glory, automated flows (like abandoned cart or post-purchase messages) generate up to 30x more RPR* than campaigns because they are so timely and targeted.

Of course, campaigns still drive plenty of purchases, and they can be even more effective with smart segmentation. But marketers who want to drive revenue while they sleep will do well to focus on their flows.

*Based on the difference between average RPR for email campaigns ($0.10) and average RPR for abandoned cart flows ($3.07)

Average RPR for SMS campaigns was slightly higher than average email RPR across all ecommerce industries—and that represents exciting things for marketers currently leading the way with this relatively new channel.

This is especially true in specific verticals, including apparel & accessories, health & beauty, jewelry, and toys & hobbies.

Texting is already proving ROI for high-intent buyers. As SMS marketing strategies get more sophisticated and marketers integrate them even more effectively with email best practices, the potential for texting-driven revenue could be significant.

See more relevant data

Want on-going suggestions based on your performance?

Reach your goals faster by focusing on the metrics that need the most work. Klaviyo’s personalized benchmarks show how your performance compares to similar businesses, so you can see where you’re leading the pack—and where you might be falling short.

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