Tackling the world of Email Marketing is a challenge in itself. From copy and visuals to segments and flows, there are many components in this type of marketing. But once all of this in place, how do you evaluate your email performance? Do you compare the number of results to each campaign or do you use Klaviyo’s reporting dashboard?

Klaviyo has really taken the time to create a reporting dashboard to help you assess the performance of your emails but when you want to compare their performance to others in the industry what can you do? The solution: benchmarks! In this blog, we’re going to talk you through these metrics, what can affect them and how you can use these in your Email Marketing plan.

Klaviyo Benchmarks

What are benchmarks?

A benchmark, by dictionary definition, is a standard or point of reference against which things are compared. In this case, our Email Marketing benchmarks will be an average cost or percentage seen across all Klaviyo Emails.

Benchmarks can also be defined by industry. For example, the apparel industry will have different benchmarks compared to the B2B industry. For this blog, we’re going to focus on all industries and the E-commerce industry to keep things simple. But if you want to find these benchmarks for your industry, there are loads of resources online or checkout Klaviyo’s blog.

Klaviyo Email Benchmarks

When you look at Benchmarks online, you’ll often see there are 3 key metrics for evaluating email performance: Open Rate, Click Rate, and Conversion Rate. 

Open Rate and Click Rate are commonly used by marketers as it shows how many people are opening and clicking on their emails. But if you’re looking to see how profitable your emails are Conversion Rate is the way to go. When you choose your benchmarks, think about what’s best for your objectives, email types and email goals.

First of all, it’s important to mention because Klaviyo has both Campaigns and Flows with different end goals they’ll all have different benchmarks. Let’s break these down further.

Campaign Industry Performance

Getting subscribers to convert in a campaign can be hard work because we can safely assume they’re also being sent campaigns from others. Campaigns are less targeted than automated emails but are good if you want to send out your monthly newsletter or blog to your whole mailing list.

In Klaviyo, you can choose to send a campaign to a particular group of people, so it’s a good idea to keep an eye on this and set up segments for those who are engaged with your content so you’re sending emails to those who really want it.

For comparison to your own results, here are the benchmarks for different industries:

 Industry Open Rate Click Rate Conversion Rate
Apparel & Accessories 18.12%
Automotive 20.67% 2.37% 0.10%
Electronics 20.53% 1.81% 0.07%
Food & Beverage 20.79% 2.06% 0.28%
Hardware & Home Improvement 21.62% 2.29% 0.10%
Health & Beauty 17.31% 1.43% 0.15%
Housewares, Home Furnishings & Garden 20.11% 1.99% 0.09%
Jewelry 17.57% 1.85% 0.08%
Mass Merchant 19.70% 1.15% 0.04%
Office Supplies 21.21% 2.16% 0.16%
Specialty 19.09% 1.93% 0.15%
Sporting Goods 20.65% 2.35% 0.9%
Toys & Hobbies 20.95% 2.16% 0.13%

Just because the metrics are higher for one industry doesn't mean that they are better at marketing. Each industry is different and depending on strategies, audience and products, the metric values may just be an indicator of how different industries optimise their marketing efforts or how those customers respond to email marketing. 

Flow Industry Performance

Flows are a series of emails sent to a subscriber based on a trigger or event. For example, if someone signs up to your mailing list, they may be added to a Welcome Series flow. It’s easier to convert subscribers with a flow because they’ll only be sent an email if they meet the requirement for the trigger. This means they’ll only be sent emails that you want them to receive.

Klaviyo Benchmarks

On Klaviyo there are 4 main flows: Welcome Series, Cart Abandonment, Browse Abandonment and Thank You Flows. Because each of these flows has a different purpose, each one also has its own set of benchmarks. Let’s break each of these down:

Welcome Series

When a person signs up to your mailing list, what’s the first thing you’re going to send them? Most of the time they’ll be sent a welcome email. With impressive conversion and open rates, a welcome series is a great way to start your engagement with new subscribers and reach them when they’re most interested. Whilst it’s tempting to simply send an email detailing as much as you can about specific products, research has shown that providing a series of emails that educates the customer about your brand, values and products are most effective for conversion.

The averages across all industries are:

 Industry Open Rate Click Rate Conversion Rate
Apparel & Accessories 43.01% 6.95% 2.37%
Automotive 47.59% 9.20% 1.50%
Electronics 43.77% 7.37% 1.50%
Food & Beverage 46.86% 7.71% 2.41%
Hardware & Home Improvement 44.57% 8.80% 2.10%
Health & Beauty 40.65% 6.62% 2.11%
Housewares, Home Furnishings & Garden 42.85% 7.53% 1.87%
Jewelry 40.28% 6.86% 1.76%
Mass Merchant 35.04% 4.82% 0.89%
Office Supplies 46.33% 9.12% 3.07%
Specialty 42.56% 7.23% 1.89%
Sporting Goods 46.94% 9.03% 1.77%
Toys & Hobbies 46.48% 8.03% 2.01%

Abandoned Carts

These are usually one of the first flows to be set up by an e-commerce store because of the significant impact they tend to make on the revenue of a store. If a member of a mailing list adds to cart, and then abandons it, these flows are designed to recapture the potential purchase. The subscriber has already shown high interest in your products, therefore, these flows are highly targeted, timely and have conversion rate 3x greater than other flows on average. It’s no wonder these are popular when we want to analyse our emails.

Here are the benchmarks across all industries:

 Industry Open Rate Click Rate Conversion Rate
Apparel & Accessories 39.65% 8.54% 4.00%
Automotive 40.77% 9.26% 3.79%
Electronics 38.89% 7.59% 3.08%
Food & Beverage 40.98% 8.54% 4.46%
Hardware & Home Improvement 39.03% 8.97% 3.95%
Health & Beauty 37.39% 7.48% 3.57%
Housewares, Home Furnishings & Garden 40.00% 8.66% 3.69%
Jewelry 39.46% 8.39% 3.55%
Mass Merchant 33.72% 6.94% 1.95%
Office Supplies 39.86% 8.71% 4.29%
Specialty 38.51% 8.32% 3.63%
Sporting Goods 43.05% 9.39% 4.18%
Toys & Hobbies 39.71% 8.36% 3.96%

Browse Abandonment

Alongside your abandon cart flows you could consider targeting people who have abandoned their browsing. Sending an email flow to those who have left your store without purchasing could be a smart way to recapture some of those potential sales, especially when they have an average open rate of over 50%. These flows are great for giving your subscribers a nudge in the right direction.

The averages across all industries are:


Open Rate

Click Rate

Conversion Rate

Apparel & Accessories












Food & Beverage




Hardware & Home Improvement




Health & Beauty




Housewares, Home Furnishings & Garden








Mass Merchant




Office Supplies








Sporting Goods




Toys & Hobbies




Thank You

More than ever Thank You Flows have become very important. You usually trigger this flow after your customers has purchased. It's a great way to show your appreciation for their purchase and drive engagement that will make them remember your brand and come back to buy again. Since the primary goal of this flow is retention rather than sales, it usually sees high open rates and low conversion rates.

The averages across all industries are:

 Industry Open Rate Click Rate Conversion Rate
Apparel & Accessories 55.49% 4.50% 0.62%
Automotive 60.73% 5.95% 0.77%
Electronics 57.02% 5.77% 0.46%
Food & Beverage 53.09% 4.42% 0.79%
Hardware & Home Improvement 52.94% 5.06% 0.36%
Health & Beauty 49.20% 4.03% 0.46%
Housewares, Home Furnishings & Garden 56.97% 5.16% 0.54%
Jewelry 56.78% 5.30% 0.50%
Mass Merchant 52.82% 5.53% 0.23%
Office Supplies 57.05% 4.82% 0.68%
Specialty 52.33% 5.26% 0.60%
Sporting Goods 58.53% 5.43% 0.66%
Toys & Hobbies 57.41% 5.47% 0.62%

How to Improve Email Performance

There are a number of factors that can influence your email marketing and put you above or below these benchmarks. The good news is these are all factors you can change and test with your emails. 

As Klaviyo Master Partners, we've developed tried and tested strategies that can see many of our clients performing above these benchmarks. Here's a run down of how Blend is currently performing:

Speciality Industry

Flow Open Rate Click Rate Conversion Rate
Welcome Series 52.75% 8.25% 7.75%
Benchmark 42.56% 7.23% 1.89%

The Welcome Flow is your first opportunity to introduce yourself to your customer, therefore we feel strongly about using this Flow to find out more. One of our best strategies to see our clients above their industry benchmark is to use a quiz onsite that can be used to create personalised product recommendations in the Flow.  

Our Performance Marketer Lauren takes a look at this further in our Acquiring New Customers series:

Toys & Hobbies Industry

Flow Open Rate Click Rate Conversion Rate
Thank You 83.00% 8.00% 5.40%
Benchmark 57.41% 5.47% 0.62%

One of our main recipes for success is using your Thank You Flow to both gather and show reviews. Gathering reviews from your engaged customers creates great social proof. You can then further segments your Flows and use reviews to encourage another purchase. This has worked extremely well for our clients across all industries and has seen conversion rates and engagement higher than our benchmarks. 

Below, we talk about Reviews.io and why it's become a staple here at Blend:

Housewares, Home Furnishings & Garden Industry

Flow Open Rate Click Rate Conversion Rate
Cart Abandonment 39.00% 7.5% 5.00%
Benchmark 40.00% 8.66% 3.69%

For us the Abandoned Cart Flow is not as simple as just setting an email to remind someone when they've abandoned their cart. It's also about understanding customers wants and needs so that you can deliver content that is relevant to them. This is a continuous work in progress and we use industry benchmarks to monitor our progress. 

Here are some of the questions we ask ourselves when creating an Abandoned Cart Flow:

The above benchmarks are designed to give you a guideline on how well your emails are performing compared to others across Klaviyo. However, it’s unlikely that every merchant will fit into these benchmarks so it’s important to understand your business goals and objectives so you can select the benchmarks that are right for you.

Klaviyo has now also created a new tool called Benchmarks, which allows you to see how you're performing to your industry directly in the platform using visual statuses and graphs. You can read more about Benchmarks here.

If you have any queries or need any extra help, feel free to get in touch with Blend. We’ll be on hand to give any extra advice or help.