Klaviyo 2025 Benchmark Report US

The 2025 Benchmark Report

Key takeaways

Email and SMS campaigns

Automated email flows

Mid-market benchmarks

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Email and SMS campaigns

Advice on improving performance

The key to an effective email campaign is combining smarter segmentation with highly targeted content.

How to improve email campaign performance

How to improve SMS campaign performance

How to improve email campaign performance

How to improve SMS campaign performance

The key to an effective email campaign is combining smarter segmentation with highly targeted content.

“As a marketer, you should remove these phrases from your vocabulary: ‘batch and blast,’ ‘full send,’ or anything else implying sending a piece of content to every active profile on your email list. The power of Klaviyo’s segmentation functions is in identifying users that may receive a message using any of literally hundreds of data points. Why is that important? It allows you to personalize so deeply. One of the reasons automated flows generate up to 30x more RPR is because they're personalized and timed to meet the customer where they are in their journey."

“Implementing two-way SMS goes beyond customer experience. You can use it to educate consumers on products and to re-engage lapsing subscribers. SMS is a conversational channel and should be treated as such. SMS will always be great for flash sales and time-sensitive communications, but there’s so much more opportunity in this channel. Two-way SMS distinguishes the channel’s capabilities even more from email marketing.”

David Retter, operating partner, Stride Consumer

Ben Zettler, founder, Zettler Digital

David Retter, operating partner, Stride Consumer

Ben Zettler, founder, Zettler Digital

Email and SMS campaigns

Dive into campaign performance data for your industry

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 (whereas an automation, or flow, 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.

Campaign engagement rates & revenues

Email campaign engagement rates

SMS campaign engagement rates

Revenue per recipient

Email campaign engagement rates

SMS campaign engagement rates

Revenue per recipient

All

Apparel & accessories

Automotive

Electronics

Food & beverage

Hardware & home improvement

Health & beauty

Home & garden

Jewelry

Mass merchant

Office supplies

Other

Specialty

Sporting goods

Toys & hobbies

All 

Apparel & accessories

Automotive 

Electronics 

Food & beverage 

Hardware & home improvement 

Health & beauty 

Home & garden 

Jewelry 

Mass merchant 

Office supplies 

Other

Specialty 

Sporting goods 

Toys & hobbies

$1.74

$0.15

$1.06

$0.08

$1.51

$0.07

$0.20

$0.04

$1.50

$0.09

$0.92

$0.08

$1.25

$0.16

$0.85

$0.14

$1.24

$0.10

$0.42

$0.06

$1.30

$0.16

$0.88

$0.10

$1.12

$0.11

$0.86

$0.11

$1.14

$0.09

$0.65

$0.08

$0.94

$0.09

$0.83

$0.12

$0.97

$0.10

$0.81

$0.11

$0.96

$0.10

$0.92

$0.11

$0.92

$0.10

$0.65

$0.08

$0.87

$0.10

$0.85

$0.12

$0.80

$0.09

$0.80

$0.12

$0.81

$0.09

$0.77

$0.08

*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.

All

Apparel & accessories

Automotive

Electronics

Food & beverage

Hardware & home improvement

Health & beauty

Home & garden

Jewelry

Mass merchant

Office supplies

Other

Specialty

Sporting goods

Toys & hobbies

All 

Apparel & accessories

Automotive 

Electronics 

Food & beverage 

Hardware & home improvement 

Health & beauty 

Home & garden 

Jewelry

Mass merchant 

Office supplies 

Other

Specialty 

Sporting goods 

Toys & hobbies

6.12%

15.39%

0.04%

0.27%

1.23%

0.23%

4.87%

12.61%

0.17%

0.93%

1.43%

0.37%

4.42%

11.11%

0.15%

0.77%

1.19%

0.26%

6.25%

15.30%

0.07%

0.43%

1.22%

0.25%

5.49%

12.91%

0.08%

0.47%

1.55%

0.39%

5.70%

15.99%

0.10%

0.65%

1.26%

0.28%

7.28%

18.76%

0.13%

0.73%

1.29%

0.31%

6.71%

16.80%

0.07%

0.44%

1.30%

0.41%

5.70%

15.49%

0.09%

0.79%

1.26%

0.20%

4.07%

11.61%

0.03%

0.25%

1.10%

0.17%

5.72%

14.18%

0.06%

0.42%

1.58%

0.45%

5.39%

13.40%

0.03%

0.35%

1.50%

0.40%

6.48%

16.77%

0.05%

0.35%

1.54%

0.40%

6.77%

16.65%

0.10%

0.59%

1.08%

0.23%

5.76%

14.89%

0.10%

0.64%

1.23%

0.27%

All

Apparel & accessories

Automotive

Electronics

Food & beverage

Hardware & home improvement

Health & beauty

Home & garden

Jewelry

Mass merchant

Office supplies

Other

Specialty

Sporting goods

Toys & hobbies

All 

Apparel & accessories

Automotive 

Electronics 

Food & beverage 

Hardware & home improvement 

Health & beauty 

Home & garden 

Jewelry

Mass merchant 

Office supplies 

Other

Specialty 

Sporting goods 

Toys & hobbies

37.70%

54.45%

1.40%

4.81%

0.06%

0.31%

0.38%

0.11%

39.15%

55.06%

1.35%

4.62%

0.17%

0.85%

0.42%

0.14%

35.9%

53.06%

0.91%

3.25%

0.11%

0.52%

0.34%

0.10%

37.26%

55.19%

1.35%

5.07%

0.05%

0.24%

0.30%

0.10%

37.62%

54.48%

1.19%

4.18%

0.08%

0.41%

0.43%

0.14%

38.76%

55.94%

1.21%

4.68%

0.09%

0.55%

0.34%

0.11%

39.06%

56.56%

1.58%

6.36%

0.09%

0.55%

0.36%

0.11%

39.90%

55.54%

1.54%

5.30%

0.06%

0.30%

0.38%

0.13%

36.72%

54.53%

1.36%

5.30%

0.08%

0.56%

0.40%

0.10%

35.67%

53.31%

1.05%

4.28%

0.05%

0.42%

0.35%

0.10%

39.33%

55.64%

1.42%

4.89%

0.05%

0.29%

0.44%

0.14%

38.51%

53.25%

1.28%

4.44%

0.06%

0.31%

0.54%

0.16%

37.31%

55.94%

1.27%

4.75%

0.04%

0.25%

0.40%

0.12%

38.04%

54.97%

1.45%

5.19%

0.07%

0.33%

0.28%

0.09%

37.93%

54.78%

1.29%

4.74%

0.08%

0.44%

0.35%

0.11%

*Note: Your product price point influences the positioning of your metrics relative to RPR averages. RPR may not be an accurate benchmark if your product prices deviate from the average within your industry.

Key takeaways

Based on the performance data of all aggregated ecommerce industries, here are two key learnings:

AVERAGE

TOP 10%

SMS

There’s high variability between the average and top 10% of performance for email and SMS campaigns.

On average, SMS marketing returns slightly more RPR, though the top 10% benchmarks show that high-performing SMS campaigns yielded slightly less RPR than email.

The norm is easy to follow—but the industry-leading top 10% emails convert 5x more subscribers and drive 9x more RPR. For SMS, the top 10% of messages drive 7x RPR versus the average.

This likely comes down to the difference between batch-and-blast tactics vs. highly segmented campaigns designed to be ultra-relevant for a specific audience.

This signals a gap where marketers have room to evolve their SMS strategy to be as advanced as it is for email—and take home the resulting paycheck.

Advice on improving performance

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

The 2025 Benchmark Report

Key takeaways

Email and SMS campaigns

Automated email flows

Mid-market benchmarks

Download PDF

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

Prioritize what areas you want to excel

Make a concrete list of next steps

Table of contents

Key takeaways

for 2025

Set the context with high-level takeaways based on all data.

Email and SMS campaigns data

Dive into campaign performance data for your industry.

Automated email flow performance

See both high-level and flow-specific benchmarks.

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