Email marketing benchmarks by industry 2024

Data is a marketer’s best friend—particularly performance data. In these 2024 benchmarks, we share data based on over 325B emails to help ecommerce marketers from retails like fashion, beauty, health, and more.

Highlights from the email benchmarks

Dig into the 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

Based on analysis of over 325B emails sent with the Klaviyo platform in 2023.

Get the interactive report

See how the benchmarks compare across all 15 industries—plus how key automations and SMS marketing compare to email campaign benchmarks.

Dive deeper with key learnings

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

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 revenue per recipient* than campaigns because they are so timely and targeted.

Of course, campaigns still drive plenty of purchases—and 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 ($0.11) and average RPR for abandoned cart flows ($3.65).


The only platform with personalised benchmarks built in

Reach your goals faster by focusing on the metrics that need the most work. Klaviyo’s personalised 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.