August 11, 2025
Glossary
| Term | Definition |
|---|---|
| Open Rate | The percentage of recipients who open an email out of total delivered. |
| Click Rate (CTR) | The percentage of recipients who clicked a link in the email. |
| Conversion Rate (CR) | The percentage of recipients who completed a desired action after clicking. |
| Revenue Per Recipient (RPR) | Average revenue generated per email recipient. |
| Email Flow | An automated sequence of emails triggered by customer behavior or events. |
| Campaign Email | A one-time, manual email sent to a segment of subscribers. |
Introduction
Email marketing often feels like solving a never-ending puzzle—writing, designing, automating, segmenting, optimizing. And once your campaigns are live, how do you even know if they’re performing well?
Sure, Klaviyo gives you all the numbers. But without a point of comparison, they don’t mean much. That’s where email marketing benchmarks come in.
This guide breaks down:
- Core performance metrics you need to track
- Industry benchmarks (campaigns vs flows)
- High-impact strategies to beat the averages
Let’s dive into the metrics that actually matter.
What Are Email Marketing Benchmarks?
Email marketing benchmarks are performance standards that help you gauge the success of your emails compared to similar businesses in your industry.
They give you insight into how your:
- Open rates
- Click-through rates
- Conversions
- Revenue stack up against the rest of the market
Remember, benchmarks vary by niche. Apparel brands, for instance, will perform differently than B2B SaaS companies.
Use benchmarks as a guide—not a ceiling.
The Metrics That Matter Most
| Metric | What It Measures |
|---|---|
| Open Rate | Email subject line appeal and deliverability |
| Click Rate (CTR) | Email content engagement and CTA strength |
| Conversion Rate | The email’s ability to drive action or purchase |
| Revenue Per Recipient | The bottom-line effectiveness of each email |
These KPIs reveal where you’re crushing it—and where you need to level up.
Campaign Emails Benchmarks (2023–2024)
Campaigns are manual, one-off emails—think newsletters, promos, product drops.
| Metric | Industry Average |
|---|---|
| Open Rate | 43.33% |
| Click Rate | 1.44% |
| Conversion Rate | 0.08% |
| Revenue Per Recipient | $0.10 |
Why Campaigns Underperform: They’re less personalized, less behavior-driven, and often go to broader segments.
Flow Emails Benchmarks (2023–2024)
Flows are automated and behavior-triggered. These include:
Abandoned Cart
- Open Rate: 53.57%
- CTR: 6.25%
- CR: 3.31%
- RPR: $3.45
Welcome Flow
- Open Rate: 57.77%
- CTR: 5.93%
- CR: 2.35%
- RPR: $2.61
Post-Purchase Flow
- Open Rate: 64.03%
- CTR: 3.88%
- CR: 0.45%
- RPR: $0.28
Browse Abandonment
- Open Rate: 57.41%
- CTR: 5.26%
- CR: 0.81%
- RPR: $0.86
Why Flows Crush Campaigns: They’re timely, personalized, and behavior-based.
Flow Funnel – Signup > Browse > Cart > Purchase > Repeat
How to Beat the Benchmarks
1. Optimize Subject Lines
| Style | Example |
|---|---|
| Urgency | “Last Chance: Sale Ends at Midnight” |
| Personalization | “Hey [Name], We Saved These for You” |
| Curiosity | “You Forgot Something…” |
Pro Tip: Test with emojis, symbols, first names, and questions.
2. Personalize Everything
Use merge tags like:
- [First Name]
- [Last Order Product]
- [Recently Viewed Product]
Segment by:
- Location
- Purchase behavior
- Loyalty status
3. Use Smart Product Recommendations
- “You might also like…”
- “Recently viewed by you”
- “Top Picks for [First Name]”
Use Klaviyo’s integration with Shopify to automate it.
4. Mobile-First Design
| Mobile Optimization Checklist |
|---|
| Large, tappable CTAs |
| 14–16px base font size |
| Minimal columns (1-column preferred) |
| Compressed images for fast load |
5. Segment Like a Pro
| Segment Type | Targeting Strategy |
|---|---|
| Engaged Users | Last 30–60 day openers |
| VIP Shoppers | LTV > $300, 3+ orders |
| At-Risk | No activity in 90 days |
| First-Time Buyers | Trigger welcome series |
What Else to Track (Bonus Metrics)
| Metric | Why It Matters |
|---|---|
| Bounce Rate | Deliverability issue flag |
| Unsubscribe Rate | Poor targeting or too frequent sends |
| Spam Complaints | Dangerous – hurts sender reputation |
| List Growth Rate | Healthy pipeline = future revenue |
Final Thoughts
Benchmarks are a compass—not a blueprint.
Use them to audit your performance and highlight areas to improve. But remember, your best benchmark is your own historical data. Focus on consistent growth, personalized automation, and data-driven testing.
If you want help turning your email program into a revenue engine, Blossom Ecom is ready to build flows, campaigns, and optimizations that scale with you.
Let’s beat those benchmarks—together.
Frequently Asked Questions (FAQs)
1. What’s the difference between a campaign and a flow email?
Campaigns are one-off manual sends. Flows are automated and behavior-triggered.
2. What is a good open rate for eCommerce?
Aim for 40–50% on flows, and 30–40% on campaigns.
3. How often should I clean my email list?
Every 60–90 days. Remove unengaged users to protect deliverability.
4. Why is my click-through rate low?
Likely due to poor CTA placement, irrelevant content, or weak subject lines.
5. How can I boost revenue per recipient?
Personalize emails, use product recommendations, and optimize flows for conversion.
6. Can I use the same benchmarks for SMS campaigns?
No—SMS has higher open and click rates. Use SMS-specific benchmarks to measure success.
Need help implementing this?
Let us take the hassle of managing your email marketing channel off your hands. Book a strategy call with our team today and see how we can scale your revenue, customer retention, and lifetime value with tailored strategies. Click here to get started.
Curious about how your Klaviyo is performing?
We’ll audit your account for free. Discover hidden opportunities to boost your revenue, and find out what you’re doing right and what could be done better. Click here to claim your free Klaviyo audit.
Want to see how we’ve helped brands just like yours scale?
Check out our case studies and see the impact for yourself. Click here to explore.
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Core Email Marketing Flows: 2025 Essentials for Shopify
<p>Glossary Term Definition Email Flow A series of automated emails triggered by customer behavior or actions. Campaign A one-time email sent to a specific list or segment, typically for promotions or updates. AOV (Average Order Value) The average amount spent each time a customer places an order. LTV (Customer Lifetime Value) The total revenue a […]</p>
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Top 5 Revenue-Generating Email Marketing Journeys (Straight from a Klaviyo Partner Agency)
<p>Glossary Term Definition Email Journey / Flow A pre-scheduled sequence of emails triggered by user behavior or timing. Segmentation Grouping subscribers based on shared behaviors, interests, or attributes. Dynamic Blocks Custom email content that automatically changes based on subscriber data. LTV (Lifetime Value) A metric measuring the total revenue a customer generates throughout their relationship […]</p>
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The Long and the Short of It: Getting to “Yes” with Email Marketing
<p>Glossary of Key Terms ✅ Short-Term Leads: Prospects ready to purchase soon with minimal persuasion. ✅ Long-Term Leads: Prospects that need nurturing, trust-building, and time before they convert. ✅ Abandoned Cart Email: Automated emails sent to users who add items to cart but do not purchase. ✅ Welcome Series: A set of introductory emails triggered […]</p>
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10 Email Marketing KPIs Every Marketer Needs to Know
<p>Glossary of Email Marketing KPIs Term Definition Open Rate (OR) The percentage of delivered emails that were opened by recipients. Click Rate (CR) Percentage of delivered emails where any link was clicked. Click-Through Rate (CTR) Percentage of opened emails where links were clicked. Revenue Per Recipient (RPR) Total revenue generated divided by the number of […]</p>
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3 Steps to Spring Clean Your Email Marketing Platform
<p>📚 Glossary Term Definition Email List Hygiene The practice of removing unengaged, inactive, or invalid subscribers to improve email performance. Segmentation Dividing your email list into targeted groups based on behavior, interests, or demographics. Email Flow (Automation) A series of automated emails triggered by customer behavior or specific timing rules. Re-engagement Campaign A flow or […]</p>
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How to Use Artificial Intelligence (AI) in Email Marketing in 2024
<p>Glossary of AI Email Marketing Terms Term Definition AI (Artificial Intelligence) The simulation of human intelligence by machines to automate decisions and actions. NLG (Natural Language Generation) AI technology that creates written content using data and training models. Predictive Analytics AI-driven forecasts of customer behavior like purchase timing or churn risk. Smart Send Time AI-calculated […]</p>
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How To Create Marketing Emails That Engage Your Audience and Get Results
<p>Glossary of Key Email Marketing Design Terms Term Definition Brand Identity The visual and tonal style that defines how a company is recognized across communication channels. Buyer Persona A detailed description of a brand’s ideal customer, including interests, behavior, and pain points. Mobile-First Design The approach of designing emails with the mobile user as the […]</p>
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Why SMS is the Perfect Addition to Any Marketing Mix
<p>SMS Marketing Terminology Term Definition SMS Short Message Service – 160-character text messages sent to mobile devices MMS Multimedia Messaging Service – Texts that include images, videos, or audio 2FA Two-Factor Authentication – Adds security by sending login verification via SMS Click-Through Rate (CTR) The % of users who click a link inside your message […]</p>
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Why Personalization is Critical for eCommerce Growth
<p>Glossary of Personalization Terms Why Personalization is a Non-Negotiable in eCommerce We live in a hyper-curated world. Spotify builds your playlist. Netflix serves your next binge. Amazon remembers your last order. This isn’t just convenience—it’s table stakes. In eCommerce, personalization is no longer a luxury—it’s a requirement. Shoppers expect brands to remember their preferences, recommend […]</p>
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How to Grow Your Startup’s Email List: Lessons from Daycation
<p>Glossary Term Definition Email List Building The process of growing a database of subscriber emails, typically for marketing, nurturing, and customer acquisition purposes. Lead Magnet A valuable incentive (e.g., discount, freebie, download) offered in exchange for a user’s email address. Landing Page A dedicated standalone web page created to achieve a specific goal, such as […]</p>
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How We Achieved a 27% Winback Rate with a Smart Email Strategy for Dumpling
<p>Glossary Why This Case Study Matters Email marketing is still the undisputed ROI king—delivering $36+ for every $1 spent—but only when emails are seen, opened, and acted on. For growth-stage apps like Dumpling, user acquisition is only half the battle. True scale comes from activation and retention. That’s where email comes in. Dumpling wasn’t just […]</p>
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The Hidden Pitfalls of Email Marketing: Blacklists and Spam Traps
<p>Glossary Term Definition Blacklist A list of IPs or domains flagged for sending spam; getting blacklisted severely damages your email deliverability. Spam Trap Fake or dormant email addresses used to catch bad senders; emailing them harms your sender reputation. Pristine Spam Trap A spam trap email address that has never belonged to a real person […]</p>
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The iOS18 Mail Update: What Marketers Need to Know
<p>Glossary Term Definition iOS 18 Apple’s newest software update with big changes to how email works and looks. Priority Messages A feature that pushes urgent or important emails to the top of the inbox. Digest View Groups emails by who sent them and whether they’ve been read, for a cleaner inbox. Auto Categorization Like Gmail […]</p>
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Supercharging Customer Journey Automations with Email Touchpoints
<p>Glossary Term Definition Customer Journey All the steps someone takes with your brand—from first discovery to becoming a loyal customer. Email Flow / Automation A set of emails triggered by actions like signups or purchases, sent automatically. Data Capture Collecting info like emails, phone numbers, or preferences through forms and popups. Welcome Series A set […]</p>
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Why Your Abandoned Cart Series Needs More Than One Email
<p>Glossary Term Definition Abandoned Cart When a shopper adds items to their cart but leaves without completing the purchase. Abandoned Cart Flow A series of emails or SMS sent after cart abandonment to recover the sale. UGC (User-Generated Content) Photos, reviews, or videos created by customers that brands use in marketing. Dynamic Discount Code A […]</p>
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13 Simple Design Hacks Using Klaviyo Email Marketing & Shopify
<p>Glossary of Key Terms Term Definition Klaviyo Campaigns One-time promotional emails sent to a list or segment in Klaviyo. CTA (Call to Action) A prompt that directs the reader to take an action, such as clicking a button or link. Dynamic Coupon A unique discount code generated for each subscriber via Klaviyo. Personalization Token Dynamic […]</p>
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5 Simple Tactics to Grow Your Klaviyo SMS List Without Overcomplicating Things
<p>Glossary of SMS Marketing Terms Term Definition Klaviyo SMS A built-in SMS marketing feature within Klaviyo that allows brands to send targeted text messages and integrate them with email campaigns. SMS Consent Legal opt-in confirmation from a user allowing the brand to send promotional text messages. Landing Page A dedicated standalone web page created for […]</p>
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Why Klaviyo SMS Crushes Other SMS Providers (And How Ignoring It Costs You Revenue)
<p>Glossary of SMS & Klaviyo Terms Term Definition Klaviyo SMS A built-in SMS marketing feature in Klaviyo that allows direct messaging, tracking, and automation using first-party data. Third-Party SMS Providers External platforms (e.g., Postscript, SMSBump) that send texts but don’t integrate deeply with Klaviyo data. Cookie Tracking When a user clicks an email or SMS, […]</p>
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10 Klaviyo Strategies That Drove Over $50 Million for Our Clients
<p>Glossary of Terms Term Definition Klaviyo An email and SMS marketing platform designed for eCommerce brands to automate, personalize, and analyze customer communication. Automation Flow A sequence of pre-set messages triggered by specific user actions like purchases, form fills, or cart abandons. Segmentation The act of dividing your email/SMS list into groups based on behavior, […]</p>
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Email Marketing Management for eCommerce: A Real Guide
<p>Glossary of Key Email Marketing Terms Term Definition Email Marketing Management The process of planning, executing, analyzing, and optimizing email campaigns and automations to meet business objectives. Campaign A one-time email blast sent to a list or segment, typically tied to a specific event or offer. Automation (Flow) A pre-configured series of emails triggered by […]</p>
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Email Marketing 101: How to Create Emails That Convert
<p>Glossary of Key Email Marketing Terms Term Definition CTA (Call-to-Action) A button or link prompting users to take a specific action like “Buy Now” or “Read More.” Click-Through Rate (CTR) The percentage of email recipients who clicked on one or more links in your email. Open Rate The percentage of recipients who opened your email. […]</p>
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Shopify Email Marketing: Campaigns + Automations That Actually Grow Sales
<p>Glossary of Key Email Marketing Terms for Shopify Merchants Why Shopify Email Marketing is a Non-Negotiable in 2025 Email isn’t dead—it’s your most profitable channel. It’s not just for pushing out promos; it’s your always-on sales engine. Here’s why email is mandatory: Metric Performance ROI $36 for every $1 spent Open Rates (Transactional) 50–80% Cart […]</p>
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7 eCommerce Trends to Watch in 2025
<p>Glossary Term Definition M-commerce Mobile commerce, or shopping via smartphones and tablets. AI (Artificial Intelligence) Technology enabling automated learning and decision-making. Social Commerce Shopping directly on social media platforms like Instagram or TikTok. Personalization Tailoring content or offers based on individual user data or behavior. Visual Commerce Using interactive visuals, AR, or UGC to improve […]</p>
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The Complete Guide to Winning at B2B eCommerce in 2025
<p>Glossary Term Definition AOV (Average Order Value) The average dollar amount spent per order. CLV (Customer Lifetime Value) The projected revenue from a customer over the entire relationship. ERP (Enterprise Resource Planning) Software for managing daily business operations. CRM (Customer Relationship Management) Software used to manage customer data and relationships. Net Terms Payment terms that […]</p>
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Answering YOUR Email Marketing Questions
<p>Glossary Term Definition GDPR A regulation protecting personal data and privacy in the EU. CAN-SPAM A US law governing commercial email and ensuring recipients can opt out. Open Rate Percentage of recipients who open your email. CTR (Click-Through Rate) Percentage of people who click a link inside the email. A/B Testing Sending two versions of […]</p>
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What Is Email Marketing and Why Does It Work So Well?
<p>Glossary Term Definition CTR (Click-Through Rate) Percentage of recipients who clicked a link in your email. ESP (Email Service Provider) A platform for creating, sending, and managing email campaigns. Segmentation Dividing your email list into groups based on behavior or demographics. Personalization Tailoring content to individual subscribers using their data. Automation Triggered emails sent based […]</p>
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5 Steps Toward a Successful Email Marketing Campaign
<p>Glossary Term Definition CTR (Click-Through Rate) The percentage of email recipients who clicked on a link in the email. A/B Testing Comparing two versions of an email to see which performs better. ESP (Email Service Provider) A platform like Klaviyo or Mailchimp that helps manage email campaigns. Responsive Design An email layout that adapts to […]</p>
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8 Proven Strategies to Build Your Email Marketing Lists in 2025
<p>Glossary Term Definition ESP (Email Service Provider) A platform used to manage, send, and track email marketing campaigns. Gated Content Valuable digital content made accessible only after providing an email address. UGC (User-Generated Content) Content created and shared by users that promotes a brand organically. CTA (Call-to-Action) A prompt in marketing encouraging a specific action, […]</p>
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How to Supercharge Your Social Media with Email Marketing
<p>Glossary Term Definition Email Campaign A structured email message sent to a list with a specific goal. CTA (Call-to-Action) A prompt encouraging recipients to take an action (e.g., click, follow). UGC (User-Generated Content) Content created by customers and shared on social media. Referral Program A system offering rewards for customers who refer others to a […]</p>
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The No-B.S. Guide to Ecommerce Email Marketing
<p>Glossary Term Definition ROI (Return on Investment) The profit gained from email campaigns relative to cost. CTA (Call-to-Action) A prompt in an email encouraging users to take a specific action. Segmentation Dividing your email list into groups based on behaviors or attributes. Flows Automated emails triggered by customer actions or milestones. Campaigns One-off email blasts […]</p>
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How Email Can Power Your Customer Loyalty
<p>Glossary Term Definition First-Party Data Data collected directly from customer interactions with your brand. Zero-Party Data Information that customers willingly share, such as quiz results or preferences. Dynamic Content Personalized content that adapts based on user behavior or profile. Milestone Campaign Automated emails triggered by key customer events or achievements. Email Flow A series of […]</p>
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How Much Does Email Marketing Cost in 2025?
<p>Glossary Introduction Email marketing isn’t just an optional add-on to your digital strategy—it’s foundational. But the question every eCommerce operator has: How much does it really cost to run effective email campaigns? The answer? It depends. In this guide, we’ll unpack every factor influencing your email marketing costs, from platform fees to creative execution. We’ll […]</p>
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