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Original
2026-01-01
Modified
2026-03-10
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<p>Wondering how you stack up against the competition in shopper’s inboxes? You’re not alone. The problem is, we’re rarely privy to anyone’s stats but our own which can make it difficult to know if we’re ahead of the curve or… well, not. </p>
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<p>Wondering how you stack up in your customers’ inboxes in 2026? You’re definitely not alone.</p>
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<p>Are your open rates on par with other fashion brands? Do your emails get fewer or more clicks than your fellow beauty brands? And are your conversion rates looking as healthy as the food and beverage business next door? </p>
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<p>The problem is, most of us only see our own numbers. Without any context, it’s hard to know whether your results are genuinely strong, or just fine.</p>
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<p>All good questions-and all almost impossible to answer without a peek inside other brand’s dashboards. Luckily, we’ve got the inside scoop. We’ve analysed hundreds of email marketing metrics from brands in all<a>retail industries</a>, from fashion and beauty to home and hardware, to bring you the 2025 low-down on:</p>
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<p>Are your open rates on par with other fashion brands? Do your emails get fewer or more clicks than your fellow beauty brands? And are your placed order rates looking as healthy as the food and beverage brand next door?</p>
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<ul><li>Email marketing open rate benchmarks</li>
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<p>All fair questions. And they’re almost impossible to answer without access to everyone else’s dashboards.</p>
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<li>Email marketing click rate benchmarks</li>
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<p>Good news: we’ve done the heavy lifting for you. Klaviyo analysed data from over 183,000 brands to bring you the<a>2026 benchmarks</a>for:</p>
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<li>Email marketing conversion rate benchmarks</li>
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<ul><li>Email marketing open rates</li>
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</ul><p>Understanding how your emails measure up against your competitors will tell you whether your email marketing campaigns and flows are hitting the spot or whether there’s room for improvement. Think of average<a>email benchmarks</a>as a compass that can point you towards better open rates, click rates, and conversions. </p>
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<li>Email marketing click rates</li>
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<h2><strong>Email marketing open rate benchmarks by industry</strong></h2>
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<li>Email marketing placed order rates</li>
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<p><strong>Why it’s important</strong>: getting people to open your emails is the first hurdle. If they don’t, then all following actions are null and void because shoppers won’t get to see your exclusive discount, abandoned cart reminder, or personable welcome email. </p>
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</ul><p>Use these email marketing benchmarks as your compass. They’ll help you understand where you’re outperforming, where there’s room to grow, and where small improvements can make a big difference.</p>
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<p>The more people that open your emails, the higher the knock-on stats like click rates and conversion rates will be. </p>
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<h2>Email marketing open rate benchmarks by industry</h2>
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<p>Disclaimer: open rate isn’t 100% effective but it can be a<a>good directional metric</a>. For example, Apple “opens” each email for any user with an enabled Apple MPP whether or not they<em>actually</em>open the email. However, it can help you improve deliverability by culling subscribers who rarely open your emails and can indicate which subject lines are most effective. </p>
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<h3>Why do email marketing open rates matter?</h3>
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<h3><strong>What impacts email marketing open rates? </strong></h3>
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<p>Getting people to open your emails is the first hurdle. If they don’t, then everything else is irrelevant because shoppers won’t get to see your exclusive discount, abandoned cart reminder, or personable welcome email.</p>
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<p>Inboxes are busy places to jostle for attention-you’ve got to give your email the best chance of standing out with an enticing subject line or something that makes the reader want to open<em>your</em>email more than any other. </p>
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<p>The more people open your emails, the higher your knock-on stats like click rates and conversion rates. Paying attention to open rates can also help you figure out which subject lines are most effective.</p>
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<p>Make sure your emails aren’t going to spam folders either, as this will plummet your open rates. If people can’t see your emails in their inboxes, they can’t click on them. </p>
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<p><strong>Disclaimer:</strong>Open rate isn’t 100% effective because Apple “opens” each email for any user with an enabled Apple MPP, whether or not they actually open the email. But it can still be a<a>good directional metric</a>.</p>
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<h3><strong>Email marketing open rate benchmarks</strong></h3>
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<h3>Email marketing open rate benchmarks</h3>
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<p>We’re going to split these benchmarks into two categories: </p>
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<p>We’re going to split these benchmarks into two categories:</p>
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<ul><li><strong>Email campaigns:</strong>one-off emails that are sent to a specific marketing list. </li>
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<ul><li><strong>Email campaigns:</strong>one-off emails sent to a specific marketing list, typically used to promote launches, seasonal events, sales, announcements, or broader marketing initiatives.</li>
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<li><strong>Automated flows:</strong>emails that are triggered by a shopper’s behaviour. </li>
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<li><strong>Automated flows:</strong>behaviour-triggered email sequences that run continuously in the background, typically used to guide shoppers through key moments in their journey, like welcoming new subscribers, recovering abandoned carts, nurturing leads, driving repeat purchases, or re-engaging inactive customers.</li>
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</ul><p>This is because the nature of each type of email is very different-campaigns are often used to announce new product launches and seasonal events, while automated flows tend to be personalised based on a shopper’s interests, actions, and past purchases. </p>
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</ul><p>This division is important because each type of email plays a different strategic role: campaigns are designed to drive timely, collective action around a specific initiative, while flows are built to respond to individual customer journeys and convert high-intent moments over time.</p>
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<h4><strong>Email open rate benchmarks: Campaigns</strong></h4>
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<h4>Campaign email open rate benchmarks</h4>
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<p>The average email campaign open rate across all industries seen in the last year is<strong>37.93%</strong>with top 10% performers hitting a<strong>54.78%</strong>open rate. </p>
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<p>The average email campaign open rate across all industries is<strong>31%,</strong>with the top 10% of performers hitting a<strong>45.1%</strong>open rate.</p>
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<p>Let’s break it down by industry:</p>
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<p>Let’s break down average email campaign open rate by industry:</p>
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<strong>Industry</strong><strong>Average open rate</strong>Clothing & Accessories38.04%Automotive37.70%Electronics37.31%Food & Beverage39.15%Hardware & Home Improvement38.51%Health & Beauty35.90%Home & Garden39.33%Jewellery37.26%Mass Merchant35.67%Office Supplies37.62%Specialty38.76%Sporting Goods 39.90%Toys & Hobbies39.06%<h4><strong>Email open rate benchmarks: Automated flows</strong></h4>
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<p><strong>Industry</strong></p>
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<p>The average email automated flow open rate across all industries is<strong>48.57%</strong>with top performers hitting up to<strong>65.74%</strong>. </p>
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<p><strong>Average open rate</strong></p>
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<p>Breakdown by industry:</p>
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<p>Clothing & accessories</p>
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<strong>Industry</strong><strong>Average open rate</strong>Clothing & Accessories48.61%Automotive48.33%Electronics49.14%Food & Beverage50.62%Hardware & Home Improvement49.50%Health & Beauty46.73%Home & Garden50.00%Jewellery46.79%Mass Merchant44.82%Office Supplies47.98%Specialty48.58%Sporting Goods 51.71%Toys & Hobbies48.50%<p><strong>Key findings:</strong>As you can see,<strong>automated flows have a higher open rate than campaigns</strong>. This is because campaigns often go out to large audience segments while automated flows are triggered based on a specific behaviour, such as someone leaving an item in their cart or buying a product of a certain value. </p>
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<p>33.1%</p>
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<h3><strong>How to improve your email marketing open rates</strong></h3>
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<p>Automotive</p>
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<ul><li>Craft compelling<a>subject lines</a>that pique curiosity, convey value, and establish common ground with subscribers. </li>
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<p>29.4%</p>
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<li>Incorporate the recipient’s name, location, or a<a>personalised attribute</a>. </li>
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<p>Electronics</p>
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<li>Keep your subject lines short and sweet, and get straight to the point (ensure they’re fully visible on mobile devices). </li>
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<p>29.3%</p>
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<li>Use emojis sparingly to enhance your subject line.</li>
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<p>Food & beverage</p>
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</ul><h2><strong>Email marketing click rate benchmarks by industry</strong></h2>
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<p>31.2%</p>
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<p><strong>Why it’s important:</strong>Click rates determine how many recipients click on a link in your emails. This is a great indicator of whether your messaging resonates with your audience, but it also forms an integral step in the buying process-shoppers need to visit your website before they can make a purchase. </p>
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<p>Hardware & home improvement</p>
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<p>A low click rate could indicate your messaging isn’t quite hitting the spot or your offers aren’t as compelling as you need them to be. </p>
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<p>30.9%</p>
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<h3><strong>What impacts email marketing click rates? </strong></h3>
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<p>Health & beauty</p>
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<p>Click rates are impacted by many things-you might be burying the lead in your emails, links might get lost too much text, your offers might not be strong enough, or you might be including too many calls-to-action which can dissuade shoppers from clicking on<em>any</em>links. </p>
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<p>30.5%</p>
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<h3><strong>Email marketing click rate benchmarks</strong></h3>
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<p>Home & garden</p>
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<h4><strong>Email click rate benchmarks: Campaigns </strong></h4>
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<p>32.5%</p>
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<p>The average email campaign click rate across all industries is<strong>1.29%</strong>with top 10% of performers hitting a<strong>4.74%</strong>click rate. </p>
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<p>Jewellery</p>
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<p>Breakdown by industry:</p>
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<p>32.5%</p>
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<strong>Industry</strong><strong>Average click rate</strong>Clothing & Accessories1.45%Automotive1.40%Electronics1.27%Food & Beverage1.35%Hardware & Home Improvement1.28%Health & Beauty0.91%Home & Garden1.42%Jewellery1.35%Mass Merchant1.05%Office Supplies1.19%Specialty1.21%Sporting Goods 1.54%Toys & Hobbies1.58%<h4><strong>Email click rate benchmarks: Automated flows</strong></h4>
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<p>Mass merchant</p>
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<p>The average email automated flow open rate across all industries is<strong>4.67%</strong>with top 10% of performers hitting up to<strong>12.21%</strong>. </p>
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<p>28.7%</p>
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<p>Breakdown by industry:</p>
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<p>Office supplies</p>
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<strong>Industry</strong><strong>Average click rate</strong>Clothing & Accessories4.31%Automotive4.91%Electronics4.98%Food & Beverage4.89%Hardware & Home Improvement4.98%Health & Beauty3.96%Home & Garden4.89%Jewellery4.39%Mass Merchant4.37%Office Supplies4.22%Specialty4.39%Sporting Goods 5.39%Toys & Hobbies4.80%<p><strong>Key findings:</strong>Similarly to our open rate findings,<strong>email click rates are much higher in automated flows than in campaigns</strong>. This is because automated flows tend to be geared towards a subscriber’s unique interests and include personal product recommendations or suggestions based on their previous browsing history. </p>
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<p>28.9%</p>
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<h3><strong>How to improve your email marketing click rates</strong></h3>
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<p>Specialty</p>
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<ul><li>Use clear CTAs and A/B test different variations to see which ones recipients are most likely to click on. </li>
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<p>32%</p>
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<li>Focus on sharing relevant, personalised links in each email. </li>
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<p>Sporting goods</p>
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<li>Avoid adding too many links and causing decision paralysis. </li>
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<p>31.9%</p>
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<li>Segment your subscribers based on previous browsing behaviour or past purchases. </li>
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<p>Toys & hobbies</p>
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</ul><h2><strong>Email marketing conversion rate benchmarks by industry</strong></h2>
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<p>31.7%</p>
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<p><strong>Why it’s important:</strong>Conversions equal sales. Higher conversion rates mean more customers and more revenue-which means your email marketing strategy is working. </p>
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<h3>How to improve your email marketing open rates</h3>
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<h3><strong>What impacts email marketing conversion rates? </strong></h3>
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<ul><li>Craft compelling subject lines that pique curiosity, convey value, and establish common ground with subscribers.</li>
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<p>Conversion rates are mostly impacted by a disconnect between what you’re offering and what shoppers want or need. Either the offer is too vague or your messaging isn’t conveying what you want it to. </p>
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<li>Personalise subject lines and preview text by incorporating the recipient’s name, location, or a reference to an action they recently took.</li>
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<h3><strong>Email marketing conversion rate benchmarks</strong></h3>
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<li>A/B test different subject lines to see what resonates most, and experiment with tone, length, urgency, and personalisation.</li>
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<h4><strong>Email conversion rate benchmarks: Campaigns</strong></h4>
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<li>Keep your subject lines short and sweet, and get straight to the point. Make sure they’re fully visible on mobile devices.</li>
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<p>The average email campaign conversion rate across all industries is<strong>0.08%</strong>with top 10% performers hitting a<strong>0.44%</strong>conversion rate - thats five times higher!</p>
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<li>Use emojis sparingly to keep your subject lines uncluttered and readable on mobile.</li>
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<p>Breakdown by industry:</p>
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</ul><h2>Email marketing click rate benchmarks by industry</h2>
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<strong>Industry</strong><strong>Average conversion rate</strong>Clothing & Accessories0.07%Automotive0.06%Electronics0.04%Food & Beverage0.17%Hardware & Home Improvement0.06%Health & Beauty0.11%Home & Garden0.05%Jewellery0.05%Mass Merchant0.05%Office Supplies0.08%Specialty0.09%Sporting Goods 0.06%Toys & Hobbies0.09%<h4><strong>Email conversion rate benchmarks: Automated flows</strong></h4>
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<h3>Why do email marketing click rates matter?</h3>
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<p>The average email automated flow conversion rate across all industries is<strong>1.42%</strong>with top 10% of performers hitting up to<strong>4.93%</strong>. </p>
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<p>Click rate shows the percentage of recipients who click on a link in your email. The click rate is a strong indicator of whether your messaging, offer, and call-to-action resonate with your audience. It also reflects buying intent. Shoppers need to visit your website before they can make a purchase, and clicking is the critical step that moves them from inbox to storefront.</p>
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<p>Breakdown by industry:</p>
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<h3>Email marketing click rate benchmarks</h3>
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<strong>Industry</strong><strong>Average conversion rate</strong>Clothing & Accessories1.38%Automotive1.47%Electronics1.26%Food & Beverage1.72%Hardware & Home Improvement1.52%Health & Beauty1.39%Home & Garden1.38%Jewellery1.16%Mass Merchant1.24%Office Supplies1.51%Specialty1.42%Sporting Goods 1.51%Toys & Hobbies1.48%<p><strong>Key findings:</strong>Conversion rates are a lot lower than open rates and click rates as they’re the last point before a sale. Shoppers drop off as they move through the funnel, which is why it’s important to set up triggered flows to target people who have shown interest but haven’t yet purchased.</p>
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<h4>Campaign email click rate benchmarks</h4>
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<p>As you can see,<strong>conversion rates in automated flows are much higher than campaign conversion rates.</strong>Again, this is because automated flows tend to go out to highly segmented audiences based on previous behaviour. </p>
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<p>The average email campaign click rate across all industries is<strong>1.69%,</strong>with the top 10% of performers hitting a<strong>3.38%</strong>click rate.</p>
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<h3><strong>How to improve your email marketing conversion rates</strong></h3>
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<p>Let’s break down average email campaign click rate by industry:</p>
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<ul><li>Collect zero-party data through your sign-up forms to personalise your email offers and messaging.</li>
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<p><strong>Industry</strong></p>
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<li>Segment your audience from day one to ensure you send only the most relevant emails, deals, and discounts. </li>
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<p><strong>Average click rate</strong></p>
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<li>Include contextual<a>customer reviews</a>to add social proof and get customers over the line. </li>
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<p>Clothing & accessories</p>
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<li><a>Segment based on loyalty</a>and cart value to ensure you’re delivering your best deals to your most valuable customers.</li>
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<p>1.83%</p>
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</ul><h2><strong>Key takeaways from these email marketing benchmarks</strong></h2>
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<p>Automotive</p>
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<p>Email marketing benchmarks vary from industry to industry-and bear in mind that these are just the averages. </p>
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<p>1.83%</p>
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<p>Some brands enjoy far higher open rates, click rates, and conversion rates than these, while others struggle to meet the minimum. It all depends on what strategies you use, how granular you get with your segmentation, and what automated flows you use. </p>
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<p>Electronics</p>
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<p>Here’s a breakdown of the key findings from these benchmark figures: </p>
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<p>1.85%</p>
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<ul><li>Automated flows tend to see better open rates, click rates, and conversion rates across the board. </li>
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<p>Food & beverage</p>
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<li>Top performers can enjoy double the amount of opens, clicks, and conversions than the average industry standards. </li>
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<p>1.7%</p>
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<li>Open rates, click rates, and conversion rates can vary by up to 2% depending on the industry, but most fall into a similar bracket. </li>
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<p>Hardware & home improvement</p>
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<li>The more opens you get, the more clicks you can earn, and the more clicks you earn, the more conversions you can win. </li>
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<p>1.84%</p>
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</ul><h2><strong>Core strategies to optimise your email marketing in 2025</strong></h2>
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<p>Health & beauty</p>
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<p><a>Klaviyo’s 2025 Benchmark Report</a>reveals the average open rates, click rates, and conversion rates across different types of email marketing flows and campaigns, including abandoned cart flows, post-purchase sequences, and welcome emails. </p>
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<p>1.24%</p>
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<p>Want to know what your open rates should look like on your new<a>welcome series</a>? Or whether your<a>abandoned cart conversion</a>rates could be slightly better? We’ve compiled cold, hard data from retailers’ email marketing dashboards to show you what you should be aiming for this year. Think of it as something to aspire to-or, if you’re already smashing your goals, a celebratory read. </p>
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<p>Home & garden</p>
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<p>You’ll also get insider advice from top-performing retailers about how you can improve your stats across the board using tried-and-tested strategies. </p>
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<p>1.78%</p>
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<p>Jewellery</p>
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<p>1.6%</p>
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<p>Mass merchant</p>
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<p>1.77%</p>
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<p>Office supplies</p>
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<p>1.88%</p>
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<p>Specialty</p>
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<p>1.65%</p>
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<p>Sporting goods</p>
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<p>1.88%</p>
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<p>Toys & hobbies</p>
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<p>2.03%</p>
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<h4>Automated email click rate benchmarks</h4>
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<p>The average automated email flow click rate across all industries is<strong>5.58%,</strong>with the top 10% of performers reaching<strong>10.48%</strong>.</p>
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<p>Let’s break down average email flow click rate by industry:</p>
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<p><strong>Industry</strong></p>
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<p><strong>Average click rate</strong></p>
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<p>Clothing & accessories</p>
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<p>5.54%</p>
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<p>Automotive</p>
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<p>5.45%</p>
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<p>Electronics</p>
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<p>6.11%</p>
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<p>Food & beverage</p>
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<p>5.8%</p>
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<p>Hardware & home improvement</p>
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<p>5.65%</p>
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<p>Health & beauty</p>
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<p>4.8%</p>
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<p>Home & garden</p>
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<p>5.96%</p>
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<p>Jewellery</p>
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<p>5.42%</p>
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<p>Mass merchant</p>
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<p>5.55%</p>
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<p>Office supplies</p>
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<p>5.81%</p>
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<p>Specialty</p>
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<p>5.47%</p>
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<p>Sporting goods</p>
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<p>6.13%</p>
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<p>Toys & hobbies</p>
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<p>5.96%</p>
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<h3>How to improve your email marketing click rates</h3>
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<ul><li>Make your primary call-to-action visually stand out (use a button, not just hyperlinked text), place it high enough in the email that readers don’t have to hunt for it, and use benefit-driven language (e.g., “Shop the new collection,” or “Get 20% off today”.</li>
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<li>Test subject lines, preview text, offer types (percentage vs. pound discount), CTA wording, button placement, imagery, email length, and even send time.</li>
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<li>Link to products or categories aligned with each shopper’s interests. For example, show men’s trainers to someone who browsed men’s footwear or recommend refills for a product they previously purchased.</li>
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<li>Avoid adding too many links to your emails and causing choice overload.</li>
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<li>Use data like past purchases, browsing behaviour, loyalty status, or lifecycle stage. For example, send a replenishment reminder to repeat buyers or a “complete the look” recommendation to recent purchasers.</li>
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</ul><h2>Email marketing placed order rate benchmarks by industry</h2>
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<h3>Why do email placed order rates matter?</h3>
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<p>Placed orders equal sales. Higher placed order rates mean more customers and more revenue, which means your email marketing strategy is working.</p>
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<h3>Email marketing placed order rate benchmarks</h3>
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<h4>Campaign email placed order rate benchmarks</h4>
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<p>The average email campaign placed order rate across all industries is<strong>0.16%,</strong>with the top 10% of performers hitting a<strong>0.36%</strong>placed order rate.</p>
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<p>Let’s break down average email marketing placed order rates by industry:</p>
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<p><strong>Industry</strong></p>
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<p><strong>Average placed order rate</strong></p>
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<p>Clothing & accessories</p>
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<p>0.12%</p>
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<p>Automotive</p>
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<p>0.11%</p>
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<p>Electronics</p>
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<p>0.09%</p>
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<p>Food & beverage</p>
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<p>0.26%</p>
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<p>Hardware & home improvement</p>
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<p>0.11%</p>
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<p>Health & beauty</p>
149
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<p>0.19%</p>
150
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<p>Home & garden</p>
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<p>0.13%</p>
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<p>Jewellery</p>
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<p>0.08%</p>
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<p>Mass merchant</p>
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<p>0.14%</p>
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<p>Office supplies</p>
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<p>0.14%</p>
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<p>Specialty</p>
159
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<p>0.18%</p>
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<p>Sporting goods </p>
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<p>0.11%</p>
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<p>Toys & hobbies</p>
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<p>0.19%</p>
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<h4>Automated email placed rate benchmarks</h4>
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<p>The average automated email flow placed order rate across all industries is<strong>2.11%,</strong>with the top 10% of performers reaching<strong>4.3%</strong>.</p>
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<p>Let’s break down email flow placed order rate by industry:</p>
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<p><strong>Industry</strong></p>
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<p><strong>Average placed order rate</strong></p>
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<p>Clothing & accessories</p>
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<p>2.15%</p>
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<p>Automotive</p>
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<p>1.94%</p>
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<p>Electronics</p>
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<p>1.95%</p>
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<p>Food & beverage</p>
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<p>2.46%</p>
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<p>Hardware & home improvement</p>
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<p>2.07%</p>
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<p>Health & beauty</p>
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<p>1.96%</p>
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<p>Home & garden</p>
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<p>2.12%</p>
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<p>Jewellery</p>
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<p>1.85%</p>
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<p>Mass merchant</p>
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<p>1.95%</p>
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<p>Office supplies</p>
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<p>2.18%</p>
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<p>Specialty</p>
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<p>2.06%</p>
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<p>Sporting goods </p>
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<p>2.13%</p>
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<p>Toys & hobbies</p>
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<p>2.14%</p>
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<h3>How to improve your email marketing placed order rates</h3>
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<ul><li>Ask for preferences like product category, size, or shopping intent at sign-up, then use that information to send highly relevant product recommendations, replenishment reminders, or tailored offers.</li>
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<li>Include contextual customer reviews and user-generated content to add social proof and get customers over the line.</li>
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<li>Use high-intent triggers like abandoned carts, browse abandonment, and welcome series tailored to early purchase decisions.</li>
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<li>Make it easier for subscribers to complete an order once they’re engaged with fewer clicks from email to checkout (e.g., direct “add to cart” buttons or pre-filled cart links).</li>
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</ul><p>Make sure every link sends people to a place where they<em>can</em>complete a purchase (like a specific product, category, or cart page) rather than a homepage.</p>
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<h2>Key takeaways from these email marketing benchmarks</h2>
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<p>Email marketing benchmarks vary from industry to industry, and bear in mind that these are just averages.</p>
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<p>Some brands achieve far higher open rates, click rates, and placed order rates than these, while others struggle to meet the minimum. It all depends on what strategies you use and how granular you get with your segmentation.</p>
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<p>Here’s a breakdown of the key findings from the latest benchmark figures:</p>
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<ul><li>Automated flows consistently outperform campaign emails in all areas (open rates, click rates, and placed order rates).</li>
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<li>Flow-based emails deliver 3x higher click rates (5.58% vs. 1.69%) and 13x higher placed order rates than campaigns.</li>
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<li>Top performers achieve up to double the average opens, clicks, and placed order rates.</li>
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<li>Open rates, click rates, and placed order rates can vary by up to 2% depending on the industry, but most fall into a similar bracket.</li>
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<li>Email flows generated nearly 41% of email revenue from just 5.3% of sends in 2026.</li>
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</ul><h2>Core strategies to optimise your email marketing in 2026</h2>
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<p><strong>Klaviyo’s 2026 Omnichannel Benchmark Report</strong>reveals average open rates, click rates, and placed order rates across key marketing channels, including email and SMS. You’ll see performance benchmarks for different types of email flows and campaigns, such as abandoned cart, post-purchase, and welcome series alongside insights into how SMS performs across similar moments in the customer journey.</p>
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<p>Want to know what your welcome email open rates should look like? Or whether your abandoned cart conversions could be stronger? We’ve compiled cold, hard data from B2C brands’ marketing dashboards to show you exactly what top performers are achieving this year. Think of it as something to aspire to-or, if you’re already smashing your goals, a celebratory read.</p>
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<p>You’ll also get insider advice from high-performing brands on the proven, cross-channel strategies they use to improve engagement and revenue across their entire customer communication mix.</p>
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<p><strong>See how your brand stacks up.<a>Get the benchmarks</a></strong>.</p>
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