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.