THE 2024 BENCHMARK REPORT
Email and SMS performance data to guide your ecommerce marketing
Learn from benchmarks of similar businesses
Data is a marketer’s best friend—particularly performance data.
In this 2024 benchmark report, we share data from the Klaviyo platform to help ecommerce marketers from verticals like fashion, beauty, health, 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 2023 results from Klaviyo, specific to your industry within retail. Plus, hear from ecommerce experts to guide your own best practices and drive more revenue and smarter digital relationships.
Tips to use this guide
As you browse these key performance indicators (KPIs), here’s how you can get the most from this report:
Separate apples and oranges
Prioritize what areas you want to excel
Make a concrete list for next steps
Learn more about KPIs and terms in this report
Table of contents
Key takeaways from 2023
Set the context with high-level takeaways based on all data.
01
Email and SMS campaigns
02
Dive into campaign performance data for your industry.
Quarterly trends in ecommerce
04
Visualize how performance may—or may not—shift over the year.
Automated email flows
03
See both high-level and flow-specific benchmarks.
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.
1
2
3
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—a welcome email click rate can’t be compared to an abandoned cart email click rate, or you’ll get an inaccurate sense of your performance. So make sure you’re looking at the most closely aligned metric and industry when comparing your own performance.
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 feel okay sitting on par with the average for your welcome flow. For example, if your broader business and marketing goals include driving loyalty, you’ll probably want to jump straight to see if your post-purchase flow is in the top 10%—and learn from Klaviyo partners across the world on how to improve if not.
TOP 10%
AVERAGE
67%
52%
25%
13%
43%
46%
For the areas you want to focus on improving, take the advice of Klaviyo customers and partners who rank impressively high on these benchmarks. From your list of next steps, then choose 1-2 ideas to act on immediately.
16%
Open rate: number of people who open email / total recipients Click rate: number of people who click link in email or text / total recipients Placed order rate: number of people who place an order / total recipients Unsubscribe rate: number of people who unsubscribed / total recipients Revenue per recipient (RPR): Total amount in USD from purchases / total recipients
35%
21%
24%
Learn more
The 2024 benchmark report
3 key learnings
Quarterly trends
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 feel okay sitting on par with the average for your welcome flow. For example, if your broader business and marketing goals include driving loyalty, you’ll probably want to jump straight to see if your post-purchase flow is in the top 10%—and learn from Klaviyo partners across Europe on how to improve if not.
Quarter-over-quarter engagement rates are relatively steady—especially in email.
high-level takeaways
Most industries saw only marginal changes from one quarter to the next across average open rate, click rate, and placed order rate. There's an exception to this: Some industries, like food and beverage, saw higher placed order rates and revenue per recipient in Q4 2023, but the largest increases are less than $0.04 in RPR, primarily in SMS marketing.
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.
What does this mean for the wider ecommerce industry?
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 weapon.
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.
SMS has the potential to drive even more revenue per recipient than email.
Average revenue per recipient (RPR) for SMS campaigns was slightly higher than email based on all ecommerce industries—which represents exciting things for marketers currently leading the way with this relatively new channel. Texting is already proving ROI for high-intent buyers, so as SMS marketing strategies further advance and interweave with email best practices, the potential for texting-driven revenue could be even higher than email.
Q1
Q2
Q3
Q4
*Based on the difference between average RPR for email campaigns ($0.11) and average RPR for abandoned cart flows ($3.65).
01 02 03 04
Set the scene with trends based on all ecommerce data
Campaign engagement rates & revenues
campaign performance
Email campaign engagement rates
To set the scene for this section, let’s clarify what a campaign is: email and SMS campaigns are one-off sends to a specific marketing list (versus a flow, which triggers automatically based on a subscriber’s behavior). But not all campaigns are created equally. a message sent to your entire marketing list will almost certainly have lower engagement and conversion than a highly targeted campaign sent only to VIP customers, for example. In this section, you’ll see how good and great email and SMS campaigns perform—plus how experts recommend using segmentation to target messages and drive more revenue.
*Note for RPR: Your product price point influences the positioning of your metrics relative to these averages. Therefore, RPR may not be an accurate benchmark if your product prices deviate from the average within your industry.
SMS campaign engagement rates
Revenue per recipient
All Clothing & accessories Automotive Electronics Food & beverage Hardware & home improvement Health & beauty Home & garden Jewellery Mass merchant Office supplies Other Specialty Sporting goods Toys & hobbies
All
Clothing & accessories
Automotive
Electronics
Food & beverage
Hardware & home improvement
Health & beauty
Home & garden
Jewellery
Mass merchant
Office supplies
Other
Specialty
Sporting goods
Toys & hobbies
39.74%
56.32%
1.47%
5.06%
0.09%
0.47%
0.33%
40.48%
56.94%
1.64%
5.42%
0.08%
0.36%
0.27%
There is high variability between the average and top 10% of performance for email and SMS.
On average, SMS marketing returns slightly more revenue per recipient.
The norm is easy to follow—but the industry-leading top 10% emails convert 5x more subscribers and drive 8x more revenue per recipient. This likely comes down to the difference between batch-and-blast tactics versus highly segmented campaigns designed to be ultra-relevant for a specific audience.
While SMS on average has a higher RPR, the top 10% benchmarks show that high-performing SMS marketing yielded slightly less RPR than the top 10% of emails. This signals a gap for marketers to evolve their strategy to be as advanced as it is for email—and take home the resulting paycheck.
Key takeaways
Based on the performance data of all aggregated ecommerce industries, here are two key learnings:
Advice on improving performance
The key to an effective email campaign is combining smarter segmentation with highly targeted content.
Victor Montaucet, CEO, ThirtyFive/Ben&Vic
“Segmentation is key! The more you know your subscribers/customers, the more you'll be able to segment your database and your sendings. Don't send to your entire database because you think you'll make more money. Segment regarding RFM data, activity with your emails and website, and give them different messages.”
“Firstly, perform regular list cleaning to ensure you’re only targeting engaged users that want to hear from you. Then, segment your subscribers into groups that have similar behaviors or interests to serve hyper-tailored content where relevant.”
Joshua Hobson, Head of Growth, Vervaunt
How to improve email campaign performance
How to improve SMS campaign performance
“Remember that SMS is different in that it is a social tool that we normally use for 2 way communication. Set up Klaviyo auto-responses that walk customers through a simple "What's your favorite flavor" 1, 2, 3 type flow, delivering the customer via SMS to the page that houses the products they are interested in.”
Damon Didier, founder and CEO, Win at Ecommerce
“From a customer database perspective, the best indicator of whether a user will complete an action is if they've done that same action before. Therefore, make sure you ruthlessly filter those that don't click SMS out of your sends, to ensure you're targeting users who are likely to click (and shop) again.”
Randy McHugh, founder, Stimulate Agency
You really need to make sure your SMS messages are personalized. If you're recycling your email message to SMS you're missing the boat. Make SMS conversational and personal. Ask questions and encourage a response. That might be more work for customer service but you will drive more sales and build a positive brand impression.”
Tim Akers, founder, Akers Digital
38.85%
55.42%
1.73%
5.74%
0.06%
0.34%
0.35%
0.10%
38.07%
55.56%
1.48%
5.54%
0.05%
0.24%
0.39%
40.58%
56.88%
1.49%
4.79%
0.18%
0.83%
0.41%
0.13%
38.88%
53.62%
1.67%
4.88%
0.32%
0.51%
0.15%
37.82%
54.81%
1.05%
3.63%
0.12%
0.56%
41.13%
57.20%
1.61%
5.22%
0.42%
39.58%
56.41%
1.46%
5.03%
0.26%
0.28%
37.10%
56.83%
1.19%
4.10%
0.25%
0.07%
37.79%
54.96%
1.56%
4.49%
0.46%
0.40%
0.11%
38.13%
55.55%
1.59%
5.80%
0.58%
40.00%
57.04%
1.38%
4.98%
0.59%
40.76%
55.98%
1.74%
5.55%
0.30%
40.19%
56.91%
1.81%
6.53%
11.19%
23.08%
0.64%
0.37%
$0.12
$0.77
All Clothing & accessories Automotive Electronics Food & beverage Hardware & home improvement Health & beauty Home & garden Jewellery Office supplies Other Specialty Sporting goods Toys & hobbies
10.98%
23.06%
0.62%
1.29%
12.94%
25.10%
0.52%
14.26%
28.09%
0.38%
1.76%
11.07%
23.00%
0.20%
1.01%
1.78%
11.97%
25.05%
0.04%
2.03%
0.70%
10.00%
20.00%
0.14%
0.71%
1.41%
11.20%
21.87%
1.97%
0.57%
10.99%
22.23%
0.45%
1.39%
10.44%
20.92%
0.43%
1.30%
12.82%
24.79%
0.63%
12.50%
25.77%
0.68%
1.66%
13.44%
26.14%
0.53%
1.58%
0.48%
15.01%
30.00%
0.87%
$0.11
$0.95
$0.80
$0.10
$0.83
$0.13
$0.89
$0.16
$1.23
$0.07
$1.36
$0.14
$0.74
$1.24
$0.08
$0.73
$1.38
$0.86
$0.76
$1.08
$0.09
$0.71
$0.69
$0.06
$2.34
$0.40
$0.92
$0.61
$1.04
$0.63
$0.88
$0.91
$0.98
Dive into email and SMS campaign data specific to your industry
Flows engagement rates & revenues
AUTOMATIONS AND FLOWS
While email campaigns are sent to a targeted audience, an automated flow is an email triggered when a subscriber takes a certain action—like subscribing, visiting a product page, or making a purchase. Because flows are based on what’s important and relevant to customers, they’re incredibly effective at driving engagement and revenue. Personalization = engagement. Nothing new there, right? Well—as you’ll see in this section, top-performing flows can convert 4X more recipients*—so there is a high degree of variability between what a good and great flow can mean for your bottom line. Use the benchmarks and guidance in this section to break into the top 10% of automations, and your revenue is sure to thank you for it.
*As measured by the performance of the median placed order rate (1.71%) compared to the top 10% placed order rate (5.71%) for all flows across all industries.
Flows are the secret weapon of a conversion-driven marketer.
Certain flows tend to drive higher revenue.
In comparison to campaigns, flows generate more engagement at every stage of the funnel, all the way to placing an order. While campaigns often get the acclaim, a well-segmented, highly relevant flow ensures that the work marketers put into building incredible campaigns isn’t lost when someone closes their browser window.
In order, these flows tend to drive the highest average revenue per recipient (RPR) across all combined ecommerce industries: 1. Abandoned cart flow - $3.65 2. Welcome flow - $2.65 3. Abandoned browsing flow - $1.07 4. Post-purchase flow - $0.41
Deeper analysis: Welcome flow
Email flows engagement rates
Revenue by flow types
A welcome series is the second-highest converting flow overall.
With an average placed order rate of 2.32%, only abandoned carts convert more often than a welcome series.
The top 10% of welcome flows convert almost 5x as many people as the average.
To break into this high-revenue group, ensure your welcome emails are personalized to your new customer or subscriber to push performance from the average—an already healthy 2%+ conversion—to as high as over 10%. Want to see this in action? See how Wilkinson Sword UK drives a 39% placed order rate with their welcome series by adding 1 simple question on their sign-up form.
engagement rate
ABANDONED CART flow
WELCOME flow
Abandoned browsing flow
Post-purchase flow
$3.65
$2.65
$1.07
$0.41
Deeper analysis: Abandoned cart flow
Abandoned cart flows drive the highest RPR and average placed order rate for all flows.
If you’re looking for a single flow to set up to drive revenue, you’ll find it in the abandoned cart series.
There’s the least disparity between the median and top 10% of conversions.
This may tell us that few abandoned cart flows diverge from the standard, and there's not a huge amount of variety. It also may signal that you can't go wrong with even a basic abandoned cart flow. Looking to differentiate the flow that’s probably your number 1 revenue driver? Get inspired by how Manly Bands uses Klaviyo’s Typeform integration to send an abandoned cart survey flow—customers who answer the single question get a personalized follow-up with a coupon.
Deeper analysis: Abandoned browsing flow
This flow shines at bringing people back to your site over generating immediate purchases.
Perhaps considered more of a nice-to-have than the three other flows in this report, the browse abandonment series yields an impressive click rate (5.48%) that shows subscribers value it enough to engage. Given clicks are more likely than purchases, browsers’ intent to buy is lower than it is with either a welcome series or abandoned cart flow. As such, ensure your own flow answers this need by including education and reasons to tempt subscribers to purchase.
While ranked 3rd out of the 4 flows in placed order rate, the browse abandonment still converts.
When comparing for placed order rate, browse abandonment emails still pull in 10x higher conversion rates than a standard email campaign (placed order rate of 0.95% versus campaigns at 0.09%).
Deeper analysis: Post-purchase flow
Post-purchase flows have the highest flow open rate (61.68%) but lowest placed order rate (0.54%).
The immediate post-purchase experience is more about driving loyalty with your new customers than driving immediate purchases—though it's worth noting that the placed order rate is still higher than for email campaigns.
The top 10% of performers have unlocked 4x more purchases with 2.23% placed order rate.
Bottom line: In the post-purchase flow, you have your new customer’s attention. While an immediate additional purchase isn’t going to happen every time, the post-purchase flow is certainly an opportunity to frame up-sell and cross-sell messages—in a sensitive and timely manner so as not to appear pushy. See how Cargo Crew revamped their post-purchase journey using Klaviyo to A/B test their flows and saw the flow’s RPR grow 3.5x.
WELCOME FLOW - ORDER RATE
2.32%
Average
RPR
Abandoned browsing flow - CLICK RATE
5.48%
EMAIL CAMPAIGN
OPEN RATE
PLACEd ORDER RATE
61.68%
0.54%
PLACED ORDER RATE
X4
“You can’t pluck a flower in Southern California and expect it to grow in Alberta, Canada. In very much the same way, you can’t send the same email to two people of vastly different demographics and expect the same results. To enhance your welcome series flows, focus on detailed segments and personalized messaging based on as many profile attributes as possible. Creating one-of-a-kind messages is crucial for engaging diverse audiences. The welcome series is a key touchpoint for customers getting to know your brand in a more meaningful way.”
Spencer Flaherty, internal marketing manager, Groove Commerce
“To help improve open and click rates, include your offer in the subject line, and/or consider A/B testing it against a softer subject line. Consider including a letter from the founder as the first or second touchpoint in your welcome series. Send these emails in fast succession from one another, never allowing your brand to leave the subscriber's mind (or inbox) because once they go a few weeks after signing up without making a purchase, it's likely they'll never make a purchase.
Aryana Adkanian, marketing automation strategist, 829 Studios
“Test test test! The ability to AB test flows is critical. Test out different offers and the timing of the sequence to see what version works best for your brand.”
"The KPIs we look for are over 30% open rates, over 3% click rates, and over 3% placed order rates. Further we would subdivide this group into people who have purchased before and those who have not."
“For brands that aren't working in fast fashion or whose product range isn't constantly changing, I would recommend adding multiple branches to their abandoned cart flow. Add as many trigger splits as you want based on that product, collection or category added to the customer's cart and offer custom content based on that product. Someone added a wool sweater to their cart? Tell them about the warm and self cleaning property of wool, as well as where you source your premium quality wool for their comfort. Someone added a pair of sandals to their cart? Display the 5 review you received from a customer who wore them everyday on their trip to Europe without getting any blisters or sore feet. I've worked a lot in customer service while I was a student and I always try to think about what I would say to these clients if I had them in front of me, in a physical store.”
Rose-Marie Clément, content strategist and email marketing specialist, Novatize
“Consider launching a subject line A/B test with 3 or more variants to help avoid sending the same SL to your audience over and over again. This is especially important when you have customers and potential buyers who do A LOT of browsing and receive the abandonment flows quite frequently. Consider adding conditional splits in this flow based on the item or item category, then message the subscriber with unique, tailored content based on what they viewed. If you're having a sale for a particular item, for example, or if a certain item is in high demand, you can reference that in the email.”
“To more mature audiences, browse abandonment flows often feel even more intrusive than cart abandonment flows—particularly when done untactfully. We believe the most considerate method to increase click rates is to show a feed of related products that spark the desire for their originally desired product. If they didn’t have a specific product in mind, they may find inspiration based on what is offered.”
“Your post-purchase flows are the time to get creative. We recommend focusing on open rates for this flow since there will not always be an applicable CTA (Call To Action) for each recipient. Don’t get discouraged by unsubscribes here, you should expect a higher rate than average – some customers just want their product and their silence. Post-purchase but pre-delivery, send short and sweet emails updating users on their package’s status along the way. Once delivered go crazy with thank you emails, instructional/care videos, feedback request forms, future product upsells, and loyalty programs. There is so much opportunity within post-purchase flows that most retailers leave on the table.”
“Add conditional splits to this flow based on the number of orders the subscriber has placed. Give an extra special thanks to first-time customers who shopped with you for the first time. For two-time buyers, highlight opportunities for upselling and cross-selling, as well as brand benefits like a loyalty or rewards program. When you reach your VIP buyers (this'll be the 3-time buyers, or 4-time buyers, or 5-time buyers, depending on your product and industry), send out another extra special thank you from your founder and consider linking to a survey that asks the subscriber what they'd like to see from your brand. You can also split this flow based on the item or item category, to more precisely send cross-selling opportunities.”
52.04%
68.08%
5.31%
12.98%
1.71%
5.71%
0.73%
0.00%
$1.94
$16.96
54.34%
75.00%
5.84%
16.67%
10.53%
0.93%
55.11%
75.41%
5.56%
16.15%
2.46%
10.46%
0.86%
55.51%
74.49%
6.67%
17.03%
2.16%
9.21%
0.84%
54.45%
74.12%
6.37%
18.39%
1.82%
9.31%
1.04%
55.52%
75.50%
17.78%
11.11%
1.09%
54.00%
72.86%
6.21%
16.69%
2.26%
9.81%
1.16%
51.64%
72.72%
5.24%
16.28%
10.56%
0.85%
55.31%
75.53%
6.11%
16.71%
2.13%
10.17%
1.12%
53.52%
74.93%
16.35%
1.85%
9.69%
48.79%
70.91%
5.10%
15.66%
1.79%
8.91%
1.03%
53.80%
74.08%
5.90%
16.07%
2.33%
10.59%
54.69%
76.92%
6.22%
18.57%
2.39%
12.52%
0.89%
53.64%
75.86%
5.86%
2.21%
9.94%
57.63%
75.45%
6.95%
17.76%
10.81%
1.02%
54.40%
6.60%
18.40%
2.50%
0.88%
50.50%
65.34%
6.25%
13.33%
3.33%
7.69%
0.60%
51.43%
66.67%
13.84%
3.42%
7.75%
49.33%
62.96%
6.44%
3.04%
7.01%
0.72%
48.92%
64.34%
6.28%
13.39%
2.78%
6.79%
0.82%
52.16%
65.49%
6.63%
13.42%
3.66%
8.32%
49.31%
63.12%
6.96%
13.14%
3.35%
7.82%
0.98%
49.43%
63.43%
5.68%
12.08%
3.20%
7.56%
51.74%
65.83%
6.74%
13.82%
3.32%
7.79%
0.79%
50.27%
66.47%
6.29%
13.55%
3.21%
7.58%
46.25%
61.99%
5.41%
12.49%
2.28%
49.08%
64.37%
6.06%
12.63%
3.45%
7.51%
0.81%
65.99%
14.29%
3.15%
7.78%
49.69%
64.58%
5.98%
11.99%
3.36%
7.47%
51.69%
64.43%
12.89%
3.50%
7.38%
49.34%
64.01%
6.35%
3.34%
0.75%
55.80%
70.61%
11.85%
0.95%
3.16%
56.52%
71.33%
5.14%
11.51%
0.78%
2.47%
54.79%
69.02%
6.66%
12.51%
1.00%
2.99%
55.84%
72.68%
13.35%
2.54%
56.42%
70.86%
5.78%
11.92%
4.34%
0.50%
54.93%
68.82%
6.85%
13.72%
1.14%
3.22%
54.56%
69.23%
5.02%
1.23%
3.67%
56.78%
71.43%
5.89%
11.74%
2.79%
55.90%
71.30%
5.60%
2.38%
49.48%
66.60%
10.70%
53.85%
69.70%
4.92%
1.10%
53.91%
71.50%
3.85%
54.91%
70.65%
5.61%
1.11%
57.81%
68.92%
6.73%
12.85%
2.82%
69.36%
5.72%
12.64%
3.17%
77.78%
3.97%
2.23%
62.64%
78.50%
3.87%
12.40%
63.16%
79.52%
5.33%
16.53%
62.09%
78.60%
17.24%
2.14%
61.18%
76.50%
11.35%
0.49%
61.76%
77.95%
4.66%
14.80%
2.74%
58.67%
74.47%
3.25%
10.45%
1.77%
64.26%
79.86%
4.58%
14.67%
2.10%
63.51%
80.10%
4.38%
0.55%
2.31%
56.12%
75.05%
10.57%
60.54%
74.59%
3.19%
12.96%
2.02%
62.28%
79.73%
4.78%
24.37%
2.35%
60.39%
76.27%
3.95%
12.78%
64.44%
80.00%
5.15%
16.93%
0.66%
2.45%
61.97%
77.42%
4.36%
14.47%
2.69%
52.75%
68.75%
12.68%
51.14%
5.40%
51.08%
67.22%
13.98%
5.21%
53.24%
13.22%
1.99%
6.09%
51.76%
66.15%
12.45%
5.37%
50.03%
66.00%
4.62%
11.52%
1.62%
0.67%
53.28%
68.71%
5.69%
13.21%
1.65%
0.97%
51.68%
68.91%
5.36%
5.38%
46.35%
63.09%
4.64%
1.31%
4.39%
50.00%
66.29%
52.10%
69.51%
17.02%
1.69%
6.16%
50.99%
67.32%
5.20%
12.28%
5.35%
54.11%
68.09%
13.89%
5.73%
0.19%
51.40%
68.45%
14.78%
6.17%
0.77%
$21.18
$28.89
$7.21
$5.14
$2.13
$15.86
$3.12
$21.39
$4.00
$24.16
$5.20
$0.53
$4.90
$5.47
$32.78
$6.29
$39.90
$9.86
$52.35
$2.74
$14.88
$1.42
$13.00
$3.21
$36.14
$3.93
$43.84
$5.85
$66.89
$1.35
$16.38
$0.59
$15.94
$1.60
$9.89
$1.89
$12.15
$2.92
$14.85
$1.09
$0.38
$3.50
$4.51
$39.31
$5.70
$51.59
$9.63
$75.66
$2.66
$20.54
$1.10
$15.33
$1.32
$9.16
$1.85
$13.14
$14.78
$0.99
$5.60
$0.25
$2.58
$3.32
$32.05
$4.19
$35.03
$6.33
$64.52
$1.46
$12.46
$9.66
$2.00
$19.26
$2.79
$22.80
$42.35
$7.13
$6.71
$1.68
$21.84
$2.15
$21.91
$2.93
$38.98
$8.18
$0.42
$11.21
$1.54
$19.57
$2.05
$24.88
$2.89
$37.01
$1.11
$14.83
$0.26
$6.18
$1.50
$16.56
$2.40
$21.75
$2.56
$27.49
$0.90
$8.42
$0.21
$4.26
$1.66
$12.49
$2.10
$14.71
$3.19
$21.56
$1.06
$6.83
$4.50
$3.42
$24.46
$4.47
$29.18
$6.73
$43.15
$1.61
$9.26
$7.69
$1.72
$14.07
$2.39
$18.14
$3.08
$19.41
$7.08
$0.36
$5.04
Email flows engagement rate
See how different flows inspire engagement, revenue, and more
Email campaign engagement
Quarter-by-quarter data
While the data you’ve seen so far in this report has been based on the results from 2023, you might be wondering how email and SMS engagement changes during the course of the year. In this section, we break down performance by quarter, so you can gauge whether time of year is impacting your own KPIs. We specifically look at three KPIs: open rate, click rate, placed order rate.
Most industries saw only marginal changes from one quarter to the next.
SMS RPR appears to have a much stronger trend of peaking in Q4.
Across average email open rate, click rate, and placed order rate, engagement remained similar over the year. One primary notable shift was that Q2 is the softest quarter for both email and SMS engagement—though placed order rates remain steady across both channels.
While relatively consistent throughout the first three quarters of the year, RPR for texts lifted noticeably at the end of the year.. This suggests that during the busy period of heavy email marketing amid Black Friday periods, SMS marketing might be even more effective in breaking through the noise to convert customers.
SMS campaign engagement
SMS
Across average email open rate, click rate, and placed order rate, engagement remained similar over the year. One notable shift is that Q2 was the softest quarter for both email and SMS engagement—though placed order rates remain steady across both channels.
SMS engagement appears to have a much stronger trend of peaking in Q4.
While remaining relatively consistent throughout the first three quarters of the year, RPR for texts lifted in Q4. This suggests that during the busy period of heavy email marketing amid Black Friday periods, SMS marketing might be even more effective in breaking through the noise to convert customers.
Visualize how performance may—or may not—shift over the year
Visualise how performance may—or may not—shift over the year
