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

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.

Email open rate benchmarks

Email click rate benchmarks

Email revenue per recipient benchmarks

Email order rate benchmarks

Dive deeper with key learnings

• Email flows massively outperform campaigns on revenue efficiency.
  While email campaigns drive the majority of send volume (94.7%), flows generate nearly 41% of total email revenue from just 5.3% of sends, with average revenue per recipient (RPR) that’s nearly 18× higher than campaigns—proving automation is the primary revenue engine in email.
  
• Engagement is dramatically higher in flow-based email.
  Email flows deliver over 3× higher click rates (5.58% vs. 1.69%) and 13× higher placed order rates than campaigns, showing that relevance and timing outweigh frequency when it comes to driving action.
  
• Flows play a critical role in acquiring new customers via email.
  Nearly 48% of flow-driven email revenue comes from new buyers, compared to just 16% from campaigns, reinforcing the importance of welcome, browse, and abandonment flows for first-purchase conversion.
  
• Top-performing email programs separate themselves through efficiency, not just scale.
  Top 10% email flows achieve RPR as high as $7.79 and click rates over 10%, demonstrating that sophisticated segmentation, content relevance, and orchestration define best-in-class performance.
  
• AI-powered recommendations significantly amplify email performance.
  AI product recommendations lift email click rates to 3.75% on average (and 8.79% for top performers) while driving materially higher RPR, confirming that personalization has a material improvement on email automation.

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Email marketing benchmarks FAQs

What’s a good email open and click rate in 2026?

In 2026, a good email open rate is 31% for campaigns and 32.2% for flows. Brands in the top 10% achieve an open rate of 45.1% for campaigns and 45.8% for flows.

In 2026, a good email click rate is 1.69% for campaigns and 5.58% for flows. Brands in the top 10% achieve a click rate of 3.38% for campaigns and 10.48% for flows.

How much more revenue do flows drive than campaigns?

While email campaigns drive the majority of send volume (94.7%), flows generate nearly 41% of total email revenue from just 5.3% of sends, with average revenue per recipient (RPR) that’s nearly 18x higher than campaigns. These numbers prove that automation is the primary revenue engine in email.

What are average ecommerce email conversion rates by industry?

Average ecommerce email conversion rates, or order rates, by industry are:

• Automotive
  • Email campaigns: 1.03%
  • Email flows: 1.7%
• Clothing and accessories
  • Email campaigns: 0.97%
  • Email flows: 1.62%
• Electronics
  • Email campaigns: 1.23%
  • Email flows: 2.01%
• Food and beverage
  • Email campaigns: 1.16%
  • Email flows: 1.79%
• Hardware and home improvement
  • Email campaigns: 1.28%
  • Email flows: 1.96%
• Health and beauty
  • Email campaigns: 1.02%
  • Email flows: 1.65%
• Home and garden
  • Email campaigns: 1.34%
  • Email flows: 2.17%
• Jewelry
  • Email campaigns: 1.02%
  • Email flows: 1.77%
• Miscellaneous ecommerce
  • Email campaigns: 1.12%
  • Email flows: 1.79%
• Specialty
  • Email campaigns: 1.09%
  • Email flows: 1.73%
• Sporting goods
  • Email campaigns: 1.18%
  • Email flows: 1.79%
• Toys and hobbies
  • Email campaigns: 1.07%
  • Email flows: 1.75%