What is marketing benchmarking data?
Marketing benchmarking data shows how your open rates, click rates, conversion rates, and revenue per recipient compare to peer brands, so you know where to focus. Peer-group benchmarks filter by industry, company size, and channel, so the comparison reflects businesses at your stage rather than a blended market average.
Why marketing benchmarking data matters
Prioritization is the bottleneck when every metric looks fine in isolation. Without peer context, teams spend time improving open rates that already beat similar brands while click rate, flow revenue, or SMS performance lag unchecked. Optimization effort goes to metrics that don't need it, and underperforming channels stay hidden behind strong ones.
Benchmarking data shows where you actually trail peers, filtered by industry, size, and channel, so the next test targets the metric and program with the most room to improve.
A few of the benefits:
- Know what to fix first: See which metrics trail your peer group before you launch a test.
- Cross-channel clarity: Compare email, SMS, and flows side by side so one strong channel doesn't mask a weak one.
- Action tied to the gap: Pair the benchmark with segmentation, flows, or templates aimed at the underperforming metric.
Why choose Klaviyo's marketing benchmarking data
Klaviyo Analytics benchmarks your performance against 193,000+ brands on the platform. Email, SMS, and flow metrics sit on the same customer profile, so cross-channel comparisons use like-for-like data instead of numbers stitched from separate tools. Benchmarks update from current platform performance, not last quarter's export.
See how you stack up against peers in your vertical
Filter benchmarks by industry, company size, and channel inside your performance dashboards. Open rate, click rate, conversion, and revenue per recipient benchmarks vary by vertical and list size. Peer-group filters show where you sit above or below similar brands, so you know which metric deserves attention first.
Compare email, SMS, and flows on one profile
Channel-by-channel benchmarking surfaces underperforming programs that strong email numbers can hide. Compare campaign, flow, and Klaviyo text (SMS and RCS) performance side by side against peers. Because all channels share one customer profile, the read reflects how your full program performs, not one channel in isolation.
Move from benchmark to launched fix inside analytics
When a metric trails peers, Klaviyo Marketing Analytics includes action centers, funnel analysis, and flow templates that connect the insight to a next step without leaving the product. Build a segment from a funnel drop-off, launch a test from an action center recommendation, or deploy a flow template, then measure whether the metric moves toward your peer group on the next reporting cycle.
Key features of Klaviyo's marketing benchmarking data
**Feature** | **Description** | **Available with Klaviyo** |
|---|---|---|
Peer-group benchmarks | Compare email, SMS, and flow metrics against brands filtered by industry and size. | ✅ |
Cross-channel performance view | Read email, Klaviyo text (SMS+RCS), and automation metrics on one customer profile. | ✅ |
Current first-party data | Benchmarks draw from live platform performance, not survey samples. | ✅ |
Action centers and templates | Move from a benchmark shortfall to a launched flow or campaign inside analytics. | ✅ |
Deliverability and RFM recommendations | Get custom guidance on where to focus next based on your performance profile. | ✅ |
How to get started with Klaviyo's marketing benchmarking data
To get started with Klaviyo benchmarks:
- Open your performance dashboards. Review campaign, flow, and channel metrics inside Klaviyo Analytics.
- Filter benchmarks to your peer group. Narrow by industry, company size, and channel so the comparison reflects your business.
- Compare channels side by side. Email, SMS, and flows on one screen, filtered to your peer group.
- Identify the metric with the most room to improve. Focus on click rate, conversion, or revenue per recipient, depending on where you trail peers.
- Launch a test from the insight. Use segmentation, a flow template, or an action center recommendation to close the shortfall and measure the lift.
Benchmarks draw from 193,000+ brands on Klaviyo. Get started with Klaviyo