Email marketing remains one of the most powerful tools for driving engagement and sales, but how do your emails stack up against industry benchmarks? Klaviyo has just released its 2025 Benchmark Report, revealing the latest averages for email campaign and flow performance.
Latest Email Marketing Benchmarks
According to Klaviyo’s report, here’s how email performance is shaping up:
Email Campaigns:
- Average open rate: 37.93%
- Average click rate: 1.29%
Automated Email Flows:
- Average open rate: 48.57%
- Average click rate: 4.67%
These benchmarks provide a useful starting point to assess your email performance, but keep in mind that results vary by industry. The full report breaks these numbers down by sector, allowing businesses to compare their results with industry-specific data.
What If Your Email Metrics Are Below Average?
First—don’t panic! Every email strategy has room for improvement. If your open or click rates are lower than the benchmarks, consider making a few optimisations:
Refine Your Subject Lines
A compelling subject line can make all the difference in boosting open rates. Test different formats (questions, statements, time-sensitive offers), use curiosity, and personalize when possible (e.g., “[Name], we’ve got something special for you!”). Regularly test subject lines to see what works best for your audience.
Improve Your Content & Design
Are your emails engaging and easy to read? Make your email content valuable and engaging, with clear, concise copy and strong CTAs. Ensure your design is mobile-friendly with scannable text and fast-loading images, making it easy for subscribers to read and take action.
Segment Your Audience
Not every subscriber should receive the same email. Tailor emails to specific groups within your audience, based on factors like past purchases, engagement levels, or demographics. Personalised offers and content increase relevance and drive higher conversions by speaking directly to subscribers’ interests and needs.
Test & Optimise Regularly
A/B testing helps fine-tune your email strategy. Test elements like subject lines, CTAs, send times, and copy to determine what resonates best with your audience, and use this data to continuously improve your email performance.
Is Your Email Marketing Performing at Its Best?
Understanding where your email marketing stands against industry benchmarks is the first step. But the real magic happens when you take those insights and turn them into action!
Want to optimise your email strategy and boost engagement? Let’s audit your email performance and find ways to improve. Get in touch today.
