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Original
2026-01-01
Modified
2026-03-10
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<p>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.</p>
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<p>EMAIL BENCHMARKS</p>
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<p>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.</p>
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<p>2026 email marketing benchmarks by industry</p>
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<p>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 personalisation is key to standing out. (Keep an eye out-more tactical advice on this later in the report.)</p>
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<p>Data is a marketer’s best friend-particularly performance data</p>
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<p>Summary:</p>
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<p>What are email marketing benchmarks?</p>
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<p>Email marketing benchmarks help you gauge how well your campaigns and automations are working in comparison to other brands like yours.</p>
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<p>In these 2026 email marketing benchmarks, we share data based on over 183,000 Klaviyo customers to help ecommerce marketers from all industries, including fashion, beauty, health, and more.</p>
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<p>In this guide</p>
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<p><a>Email open rate benchmarks</a><a>Email click rate benchmarks</a><a>Email revenue per recipient benchmarks</a><a>Email order rate benchmarks</a><a>Key learnings</a></p>
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<h2>Highlights from the email marketing benchmarks report</h2>
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<p>Dig into Klaviyo’s email marketing 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.</p>
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<h2>Email open rate benchmarks</h2>
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<h2>Email click rate benchmarks</h2>
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<h2>Email revenue per recipient benchmarks</h2>
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<h2>Email order rate benchmarks</h2>
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<h2>Dive deeper with key learnings</h2>
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<ul><li><strong>Email flows massively outperform campaigns on revenue efficiency.</strong>While email campaigns drive the majority of send volume (94.7%), flows generate nearly 41% of total email revenue from just 5.3% of sends, with average revenue per recipient (RPR) that’s nearly 18× higher than campaigns-proving automation is the primary revenue engine in email.</li>
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<li><strong>Engagement is dramatically higher in flow-based email.</strong>Email flows deliver over 3× higher click rates (5.58% vs. 1.69%) and 13× higher placed order rates than campaigns, showing that relevance and timing outweigh frequency when it comes to driving action.</li>
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<li><strong>Flows play a critical role in acquiring new customers via email.</strong>Nearly 48% of flow-driven email revenue comes from new buyers, compared to just 16% from campaigns, reinforcing the importance of welcome, browse, and abandonment flows for first-purchase conversion.</li>
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<li><strong>Top-performing email programs separate themselves through efficiency, not just scale.</strong>Top 10% email flows achieve RPR as high as $7.79 and click rates over 10%, demonstrating that sophisticated segmentation, content relevance, and orchestration define best-in-class performance.</li>
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<li><strong>AI-powered recommendations significantly amplify email performance.</strong>AI product recommendations lift email click rates to 3.75% on average (and 8.79% for top performers) while driving materially higher RPR, confirming that personalisation has a material improvement on email automation.</li>
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</ul><h4>Get the 2026 Omnichannel Benchmark Report</h4>
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<p>Hone your campaigns and flows with the latest insights, trends, and metrics for your industry.</p>
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<p>Try Klaviyo’s personalised benchmarks</p>
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<h2>Explore more</h2>
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Explore Klaviyo’s 2026 SMS marketing benchmarks Saranoni generates 35x Klaviyo ROI with help from AI features Svenfish drives 70% of ecommerce revenue with Klaviyo email and AI