Key takeaways for 2025
Set the scene with trends based on all ecommerce data
Campaign relevance matters to consumers, and your bottom line.
Q1
Q2
Q3
Q4
7X
5X
ORDER RATE
RPR
These days, shoppers expect sales all year, not just on Black Friday. Year-round, brands often compete for consumer attention with clever discounts and limited-time offers. But spending extra time to find the campaign dates and messages that will most resonate with your audience, or segments of your audience, really matters.
Campaign order rates are more than 5x higher for the top 10% of campaigns across both email and SMS. RPR for the top 10% of campaigns is even higher at 7x the average.
Brands that want to excel beyond the status quo need to go beyond discounts to develop smarter digital relationships. Effectively using customer data for smarter segmentation and better personalization is key to standing out. (Keep an eye out—more tactical advice on this later in the report.)
What does this mean for the wider ecommerce industry?
These days, shoppers expect sales all year, not just on Black Friday—year round, brands often compete for consumer attention with clever discounts and limited-time offers.
Brands that want to excel beyond the average will need to go beyond discounts to develop smarter digital relationships. Effectively using customer data for smarter segmentation and better personalisation is key to standing out. (Keep an eye out—more tactical advice on this later in the report.)
Automation is the conversion-driven marketer’s secret advantage.
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 RPR* than campaigns because they are so timely and targeted.
Of course, campaigns still drive plenty of purchases, and they 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 ($0.10) and average RPR for abandoned cart flows ($3.07)
SMS has the potential to drive
even more revenue per recipient
than email.
Average RPR for SMS campaigns was slightly higher than average email RPR across all ecommerce industries—and that represents exciting things for marketers currently leading the way with this relatively new channel.
This is especially true in specific verticals, including apparel & accessories, health & beauty, jewelry, and toys & hobbies.
Texting is already proving ROI for high-intent buyers. As SMS marketing strategies get more sophisticated and marketers integrate them even more effectively with email best practices, the potential for texting-driven revenue could be significant.
Better than your average benchmark report
Want ongoing suggestions based on your performance?
Try Klaviyo’s personalized benchmarks. You’ll see how you compare to the 100 businesses most similar to yours and where you can take steps to improve.
Learn more
Prioritize what areas you want to excel
TOP 10%
67%
52%
AVERAGE
25%
13%
43%
46%
This guide includes both average performance and performance of the top 10% of businesses.
Based on your goals, you might want to hit the top 10% for your abandoned cart series, but maybe you feel okay sitting on par with the average for your welcome flow.
Or, if your broader business and marketing goals include driving loyalty, you’ll probably want to see if your post-purchase flow is in the top 10%—and learn how to improve it if not.
Learn more about KPIs and terms in this report
16%
35%
21%
24%
Open rate: number of people who open email / total recipients Note: due to Apple’s iOS 15 update in 2021, open rates are a less reliable measure and may be inflated.
Click rate: number of people who click a link in email or text / total recipients. Note: Klaviyo has excluded bot clicks from both email and SMS when reporting this data.
Placed order rate: number of people who place an order from an email or text / total recipients
Unsubscribe rate: number of people who unsubscribed after receiving an email or text / total recipients
Revenue per recipient (RPR): total amount in USD from purchases made from an email or text / total recipients
Make a concrete list for next steps
For the areas you want to focus on improving, take the advice of Klaviyo customers and partners who rank impressively high on these benchmarks.
Then, from your list of next steps, choose 1–2 ideas to act on immediately.
Separate apples and oranges
You’ll notice this report breaks down KPIs by industry, type of message, and time of year.
That’s because benchmarks only work when you’re comparing apples to apples. If you compare a welcome email click rate to an abandoned cart email click rate, you’ll get an inaccurate sense of your performance.
Make sure you’re looking at the most closely aligned metric and industry when comparing your own performance.
Email and SMS performance data to guide your marketing strategy
Learn from benchmarks based on similar businesses
In this 2025 benchmarks report, we share data based on a selection of billions of emails and text messages to help marketers across verticals including apparel & accessories, health & beauty, and more.
Whether you want to understand how your current metrics stack up next to industry averages or you’re looking for inspiration on what types of emails and texts yield the highest revenue per recipient, this report is for you.
In this report, you’ll learn what “good” and “great” look like based on real results from Klaviyo, specific to your industry vertical. Plus, hear from experts to guide your own best practices and drive more revenue and power smarter digital relationships.
Data is a marketer’s best friend—particularly performance data.
How to use this guide
As you browse these key performance indicators (KPIs), here’s how you can get the most from this report:
Learn more about KPIs and terms in this report
Separate apples and oranges
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Prioritize what areas you want to excel
Make a concrete list of next steps
Table of contents
01
Key takeaways
for 2025
Set the context with high-level takeaways based on all data.
02
Email and SMS campaigns data
Dive into campaign performance data for your industry.
03
Automated email flow performance
See both high-level and flow-specific benchmarks.
04
Mid-market benchmarks
Go deep on benchmarks for businesses making more than $30M in annual revenue.
Better than your average benchmark report
Want ongoing suggestions based on your performance?
Try Klaviyo’s personalized benchmarks. You’ll see how you compare to the 100 businesses most similar to yours and where you can take steps to improve.
Learn more