The complete guide to enterprise email marketing in 2025
Learn how to set up an email marketing program for your enterprise organization
Summary
Enterprise email marketing strategies for 2025
While social media and paid ads compete for clicks, enterprise brands that focus on email marketing experience measurable growth. Email marketing is personal, direct, and still one of the most profitable marketing channels for enterprise brands.
According to Klaviyo’s latest email marketing benchmarks, mid-market and enterprise brands see an average placed order rate of 0.05% from email campaigns and 1.23% from automated flows. But the top 10% of performers? They’re pulling in 0.28% placed order rates for campaigns and 4.64% placed order rates for flows—that’s 5.6x higher for campaigns and nearly 4x higher for flows.
Top-performing brands don’t just send more emails—they leave traditional marketing solutions behind for enterprise email marketing platforms that make it easy to deliver personalized email campaigns at scale and, through tech stack consolidation, reduce total cost of ownership (TOC).
This guide contains exactly what you need to know to make email your top revenue driver in 2025. And if you’re ready to see how an enterprise-grade platform can help, check out the Klaviyo B2C CRM demo.
What makes email marketing for enterprise brands unique
It’s not just scale that makes email marketing for enterprise brands different—managing millions of subscribers requires levels of strategy, coordination, and precision that go far beyond typical email campaigns.
Scale and complexity challenges
Email blasts have their time and place, but for enterprise brands managing millions of subscribers, it’s all about precision—creating data-driven segments to send relevant, targeted content to audiences in all regions and countries. And, close collaboration across cross-functional teams is key to scaling and localizing campaigns that consider the right messaging and timing for distinct audiences.
Enterprise-specific requirements
Enterprise brands must also balance eye-catching email designs and carefully crafted strategies with advanced security to protect customer data and meet regional regulatory requirements. Integrating email marketing solutions with existing tech stacks—from ecommerce platforms and CRMs to analytics platforms—only adds to this challenge.
Most email platforms aren’t built for this level of complexity. But Klaviyo’s enterprise solutions help brands manage security, compliance, and smart segmentation—all from one platform.
9 essential components of an enterprise email marketing strategy
With an average return of $36 for every $1 spent, email is one of the most profitable marketing channels. That means an enterprise marketing strategy isn’t complete without email. Here are the most essential components of building out your enterprise email marketing strategy:
1. Choose the best email marketing platform for your enterprise B2C brand
Strategy means nothing without the right tech to execute it. You can’t run enterprise-level email marketing campaigns with platforms built for small businesses or individual marketers—they lack scalability, not to mention advanced features and services.
When considering enterprise email marketing platforms, focus on how they:
• Scale with you. Enterprise email marketing solutions enable hyper-personalization at scale by segmenting customers based on any data point and automating personalized emails based on customer behavior and preferences.
• Integrate with your tech stack. Platforms must sync with existing marketing, sales, analytics, and customer service systems to accurately target and personalize emails. Klaviyo’s 350+ platform integrations unify your data and capture real-time and historical customer interaction data.
• Provide enterprise-grade service and support. 24/7 email and live chat support, a dedicated customer success manager, and a solutions architect are essential for optimizing deliverability and automation.
• Cut costs through solution consolidation. Managing multiple tools for email marketing, automation, and analytics increases costs. Klaviyo centralizes these functions, reducing tech stack complexity and lowering TCO while boosting ROI. Helen of Troy, for example, reduced TCO 40% after switching to Klaviyo.
• Put marketers in control. Modern platforms support B2C email marketing growth, put marketers in control, and enable personalized customer experiences without heavy tech team involvement.
• Rank in user satisfaction. Klaviyo, for example, earns its position as a Leader in G2’s Grid® for marketing automation software. Users love the platform for its easy integrations, automated complex workflows, and ability to personalize enterprise email campaigns at scale.
Image source: G2
2. Gather contact data in unified customer profiles
You miss out on valuable customer insights when customer data is spread across various platforms. The key to great email marketing campaigns is integrating data from your CRM, sales, customer service, and analytics platforms into unified customer profiles.
A customer data platform (CDP) like Klaviyo Data Platform (KDP), the CDP built in to Klaviyo B2C CRM, eliminates data siloes and centralizes all customer data into one profile. It captures every click, purchase, and interaction as a single source of truth for all your teams. With all touchpoints pulling information from the same customer profile, email segmentation and personalization become more powerful.
Advanced KDP, meanwhile, empowers you to uncover deep insights through sophisticated techniques like RFM analysis, funnel analysis, product analysis, audience performance, and custom properties.
Collect zero- and first-party data—the richest source of understanding customer behavior, preferences, and intent—to build customer profiles. Focus on gathering data from various touchpoints—website interactions, in-store visits, and purchase history—to better align email content with customer interests.
3. Confirm global compliance and data security measures
Klaviyo’s future of consumer marketing report found that consumers rank strong data protection and security as the No. 1 brand value that impacts purchasing decisions. Here’s what to do to ensure global compliance and security at scale:
Regulatory consideration
Complying with multiple international data privacy laws isn’t easy—do you know your GDPR from your CCPA and CAN-SPAM? And, importantly, can you ensure your customers aren’t receiving unwanted emails?
Klaviyo simplifies this with built-in consent management tools that track and store customer permissions, including features like double opt-in, consent collection, and automated bulk suppression lists. The platform also supports region-specific compliance measures, so you can focus on growth.
Data security best practices
Enterprise data demands enterprise-level security, and Klaviyo delivers just that.
With multi-factor authentication (MFA), single sign-on (SSO), and just-in-time (JIT) provisioning, account owners and administrators can strengthen security. Role-based permissions ensure that only authorized users have access.
You can also monitor your account’s security with self-auditing tools, while annual third-party audits confirm that Klaviyo’s controls meet SOC 2 and ISO 27001 standards—so you can trust that security is always up to par.
4. Review your segmentation strategy
Customer segmentation is an advanced email marketing technique that helps create relevant, personal, and effective emails. Without it, you risk losing subscribers and revenue opportunities.
Fortunately, you don’t need a data scientist to leverage customer data for segmentation—Klaviyo makes it easy to level up:
• Dynamic audience building: This feature uses real-time data to create auto-updating dynamic segments based on pre-defined rules, helping you reach the right customers at the right time. For example, if a customer regularly adds items to their cart only to abandon it, automatically add them to a funnel list for a targeted follow-up.
• Behavior-based segmentation: No two customers interact with your brand in the same way. You can segment customers based on their behaviors—like browsing certain pages or waiting for sales before buying—and set up triggers to send personalized emails that speak directly to them.
• Predictive analytics for targeting: Based on historical data, AI makes predictions you can use to send personalized emails that drive engagement and purchases, and reduce churn.
2xist, a leading brand in the apparel industry, drove $15.2K in incremental revenue in their first paid quarter with Klaviyo Marketing Analytics and a revamped segmentation strategy.
By using purchase data to create recency, frequency, and monetary value-based (RFM) segments, 2xist automated hyper-targeted content to win customers back.
5. Make the most of AI and machine learning
AI and machine learning tools are everywhere, but the key is focusing on the ones that deliver real impact on enterprise-level campaigns.
• Predictive analytics: Recommend next-best actions to move customers down the funnel, identify customers at risk of churn, and forecast customer lifetime value (CLV) so you can prioritize high-potential segments.
• Content generation and optimization: Use an AI subject line generator and generative AI to create optimized email subject lines and content from a single prompt and improve your results over time.
• Flows AI: Automatically build out the structure for email flows like abandoned cart VIP flows or multi-channel browse abandonment flows.
• Segments AI: Create segments in seconds without the complicated step of identifying the right criteria to match who you want to reach.
• Personalized campaigns: Send the most relevant version of an email to each individual customer on your list.
• AI-powered A/B testing: Fine-tune everything from subject lines to CTAs and let data guide your strategy. Calculate win percentages and create personalized email variations for each recipient to maximize engagement.
6. Build enterprise-level automated flows
Want to drive higher engagement and growth with minimal effort? Then scaling your email automations is crucial.
Customer journey mapping
Customer journey mapping helps you create personalized campaigns that guide customers from interest to loyalty.
With Klaviyo, you can visualize customer lifecycles and optimize every touchpoint, like sending reminders after key moments like product views or abandoned carts.
Multi-touch attribution, meanwhile, tracks customer interactions across channels, providing the insights needed to drive cross-channel orchestration and ensuring you deliver consistent, personalized messages across email, SMS, and more—perfectly timed and based on real-time actions.
High-impact automation opportunities
With Klaviyo flows, automation is simple. A drag-and-drop builder, AI-powered flows, and over 60 customizable templates make it easy to create high-impact automations that drive immediate and long-term results. Examples include:
• Abandoned cart recovery: An automated sequence of reminders and incentives encourages customers to complete purchases.
• Post-purchase nurturing: Personalized follow-ups, product recommendations, and exclusive offers ensure customers feel valued after their transaction, turning one-time buyers into loyal brand advocates.
• Re-engagement campaigns: Customized win-back flows help you re-engage inactive customers with tailored offers and messaging.
Popular clothing and accessories brand DKNY manages over 1.2 million active subscribers with hyper-targeted, automated workflows. With personalization based on AOV, tailored welcome messages, and relevant product recommendations, flows drove 30% of their Klaviyo-attributed value in just 3 months.
“Klaviyo flows are efficient conversion tools that ensure emails really align with people’s interests and their actions on the website,” says Griffin Hawkinson, director of CRM and loyalty at AM Retail Group. “Our goal now is to see if there’s more we can do with them, whether it’s leveraging predictive analytics or more profile attributes.”
Here, see how DKNY’s promotional email includes items someone may have already looked at—transforming what might otherwise be received as a general marketing email into a curated collection of items the recipient is more likely to be interested in.
Image source: Milled
7. Create consistent, on-brand emails using templates and design systems
Since most B2C consumers shop on mobile websites, according to our future of consumer marketing report, go mobile-first with your email design strategy. Start by building out on-brand email templates. This makes the design process faster and ensures emails reflect your brand’s identity—without reinventing the wheel every time.
And as more and more shoppers actively seek out brands that reflect their values, according to our future of consumer marketing report, don’t shy away from infusing your emails with your brand’s principles through design and content.
Here are some email design and content best practices to follow:
• Create master templates with brand standards, like font, font size, and styling.
• Design for accessibility and responsiveness across any email client or device.
• Strategically incorporate CTAs, but don’t overwhelm your readers.
• Use mobile-first email design.
• Carefully balance visuals and text.
• Use design to highlight pain points or reader interests.
• Always include an unsubscribe link.
• Make your footer a resource, and include your brand mission, ways to reach out to customer service, and social media follow buttons.
Here’s another great example from DKNY. This email captures their brand identity, while also communicating their values to their audience. It also includes a simple CTA and a mobile-friendly design with clear shop links to different categories on their website.
Image source: Milled
8. Personalize at scale
Personalization is essential for driving engagement and conversion. But especially for enterprise brands, it needs to be about efficiency.
Take it from modern wardrobe and home brand Jenni Kayne. By using a less-is-more email strategy, they went from a high-volume approach, sending emails as often as 3x per day, to sending more strategic, interest-based campaigns based on purchase history and customer data. This shift, which felt more aligned with their luxury experience, contributed to a 14.5% YoY increase in revenue.
Meal delivery service provider Daily Harvest, meanwhile, went the tech stack efficiency route. Before, the team wasn’t able to move very quickly. They were slowed down by a system that required a developer for any type of email customization.
The team consolidated 4 ecommerce tools into Klaviyo and reduced tech costs by 18%—and they gained the ability to create new flows and segments quickly, without developer support. Now, the team can easily target customer segments with personalized messaging, at scale.
9. Set up analytics and reporting
Without context, data is just noise. Let’s see how you can get the most out of your data to fuel your future strategy.
Key performance indicators (KPIs)
To drive future growth, you need to know which email strategies deliver results now. For example, without analytics and reporting, how would you know that automated flows—such as abandoned cart or post-purchase messages—generate up to 30x more revenue per recipient (RPR) than campaigns, according to Klaviyo’s latest email marketing benchmarks?
Email marketing KPIs to track include:
• Click rate
• “Active on site”
• Conversion rate
• Revenue per recipient (RPR)
• Deliverability rate
• Unsubscribe rate
• List growth rate
• Return on investment (ROI)
Enterprise email marketing benchmarks for 2025
How do your email marketing metrics compare? Straight from Klaviyo’s latest email marketing benchmarks, these figures highlight how average mid-market and enterprise brands—and the top 10%—are performing in 2025. How do your email marketing metrics compare? Straight from Klaviyo’s latest email marketing benchmarks, these figures highlight how average mid-market and enterprise brands—and the top 10%—are performing in 2025.
Average email automations (flows) benchmarks
|
Average |
Top 10% | |
|
Revenue per recipient |
$0.13 |
$0.72 |
|
Open rates |
42% |
52% |
|
Click rates |
1.05% |
3.6% |
|
Placed order rate |
0.05% |
0.28% |
|
Unsubscribe rate |
0.22% |
0.09% |
Average email campaign benchmarks
|
Average |
Top 10% | |
|
Revenue per recipient |
$2.05 |
$23.90 |
|
Open rates |
50% |
65% |
|
Click rates |
5% |
12% |
|
Placed order rate |
1.2% |
5% |
|
Unsubscribe rate |
0.71% |
0.21% |
Reporting infrastructure
When you can’t view data in a way that makes sense for your brand, you can’t use it to drive the results you’re aiming for. Klaviyo reporting gives you the flexibility to:
• Visualize your data in real-time with pre-built dashboards and customizable reports.
• Customize your conversion metrics to fit your goals.
• Create Klaviyo reports on cross-channel metrics.
These email reporting features also make it easy to show executives how email marketing drives results. By drilling down into performance data and adjusting metrics to align with key objectives, you can provide a clear view of how email and other channels drive revenue and engagement—all from one platform.
Rethink email marketing as a relationship-building channel that drives revenue
Are you meeting customer expectations and building lasting relationships, or just attracting one-time buyers? Now’s the time to audit your email strategy.
A strong email strategy—based on personalization and data-driven decision-making—keeps enterprise brands ahead of shifting customer expectations, deepens relationships, and creates loyal customers.
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Enterprise email marketing FAQs
Enterprise email marketing involves larger subscriber bases, more complex segmentation, and stricter security measures than typical email marketing.