Email Marketing Benchmarks: The Ultimate Guide for E-Commerce
When you’re running email marketing for your ecommerce brand – what numbers should you actually aim for?
The truth is, it depends on your industry, and so what works for one niche might not work for another.
That’s why Klaviyo’s “Benchmarks” feature is a game-changer. It lets you compare your results with other brands in your industry, so you know exactly where you stand.
But before you dive into Klaviyo’s benchmarks, it’s good to have some basic numbers in mind.
These are your starting points—if you’re not hitting them, it’s time to make some changes.
But always keep in mind that flows and campaigns are different, and these metrics are averages.
Flows usually get better results because they’re triggered by something specific the subscriber did, so the recipient receiving the email has higher intent.
Whereas campaigns are more about motivating people into action in the first place.
Basic Metrics to Aim For
Open Rate: 30%
Your open rate tells you how many people are opening your emails. A solid open rate means your subject lines are working and your emails are landing in inboxes, not spam folders.
If you’re below 30%, your subject lines might need some work, or your emails might be getting marked as spam. It could also mean your list needs a cleanup.
Click-Through Rate (CTR): 1%
Your CTR measures how many people are clicking on the links in your emails. A good CTR means your content is interesting and your CTAs are clear.
If your CTR is under 1%, it might be time to rethink your content or your CTAs. Make sure they’re clear and compelling.
Conversion Rate: 1%
The conversion rate tells you how many people did what you wanted them to do after clicking—like making a purchase. You might see a higher or lower conversion rate depending on the size of your list, and you should see a much higher conversion rate on flows versus campaigns to create the 1% average. This should be an absolute minimum of 0.1% in campaigns, and 2% in flows.
If your conversion rate is low, something’s off with your offer, landing page, or even the email itself.
Unsubscribe Rate: 0.5% Max
Your unsubscribe rate shows you how many people decided to leave your list after getting your email.
If more than 0.5% of your list is unsubscribing, you might need to rethink your content or how often you’re emailing.
Spam Rate: 0.01% Max
This one’s a big deal. Your spam rate shows how many of your emails are ending up in spam folders. Keep this as low as possible, or it’ll hurt your ability to reach people.
If your spam rate is high, it can wreck your sender reputation, making it harder for your emails to get through.
Follow similar steps to the unsubscribe rate to keep your spam rates down.
Why Klaviyo’s Benchmarking Feature Matters
While these numbers are good to start with, they don’t account for the specifics of your industry. That’s where Klaviyo’s benchmarking tool comes in. It lets you see how your metrics stack up against others in your industry, giving you a better idea of where you should be aiming.