Performance benchmarks for email campaigns reference

Performance benchmarks for email campaigns reference

Estimated 1 minute read

Updated Aug 5, 2025, 12:00 AM EST

Table of contents

You will learn
Use the benchmark tables
$1-1M in annual revenue
$1M-5M in annual revenue
$5M-20M in annual revenue
Additional resources

You will learn

Learn how your campaign performance compares to other Klaviyo users. We've aggregated data across thousands of customers in different revenue bands to give you insight into areas that are performing well, as well as where you can improve.

After you send your first email campaign, you may have questions around how it performed. Below, we've put together some benchmarks that you can use to compare your campaign's performance with those of other Klaviyo customers.

Use the benchmark tables

Revenue per recipient is the revenue attributed to an email campaign divided by the number of delivered emails. For example, $150 in attributed revenue from 1,000 delivered emails gives a revenue per recipient of $0.15.

All the tables below reference AOV (average order value). If you are unsure of what your average order value is, check out our guide to calculating average order value first.

Find your business's annual revenue range, then choose the row that matches your AOV.
Compare your email campaign's revenue per recipient with the values in that row. The median is the 50th percentile, or middle value. The 25th and 75th percentiles provide lower and higher comparison points.

For example, a business with $500,000 in annual revenue and a $50 AOV would use the $44–$83 row in the first table. A campaign with $0.15 in revenue per recipient falls above the median ($0.11) and below the 75th percentile ($0.29) for that group.

$1-1M in annual revenue


AOV min	AOV max	Revenue per recipient (25th percentile)	Revenue per recipient (median)	Revenue per recipient (75th percentile)
$0	$28	$0.01	$0.04	$0.14
$28	$37	$0.02	$0.05	$0.15
$37	$44	$0.03	$0.07	$0.18
$44	$83	$0.03	$0.11	$0.29
$83	$112	$0.06	$0.16	$0.43
$112	$163	$0.08	$0.20	$0.49
$163	$291	$0.10	$0.26	$0.67
$291	None	$0.14	$0.43	$1.27

$1M-5M in annual revenue


AOV min	AOV max	Revenue per recipient (25th percentile)	Revenue per recipient (median)	Revenue per recipient (75th percentile)
$0	$28	$0.01	$0.03	$0.07
$28	$37	$0.01	$0.03	$0.09
$37	$44	$0.03	$0.06	$0.14
$44	$83	$0.04	$0.09	$0.21
$83	$112	$0.14	$0.30	$0.64
$112	$163	$0.09	$0.21	$0.47
$163	$291	$0.14	$0.29	$0.58
$291	None	$0.23	$0.53	$1.36

$5M-20M in annual revenue


AOV min	AOV max	Revenue per recipient (25th percentile)	Revenue per recipient (median)	Revenue per recipient (75th percentile)
$0	$28	$0.04	$0.11	$0.20
$28	$37	$0.02	$0.04	$0.13
$37	$44	$0.04	$0.10	$0.20
$44	$83	$0.05	$0.12	$0.27
$83	$112	$0.14	$0.30	$0.64
$112	$163	$0.14	$0.29	$0.52
$163	$291	$0.14	$0.32	$0.63
$291	None	$0.30	$0.58	$1.21

Additional resources

Benchmarks for flow emails reference

Learn about benchmarks that you can use to compare your flow's performance with those of other Klaviyo customers. After you create a new flow, you may have questions around how it is performing. We've aggregated data across thousands of customers in different revenue bands to give you insight into areas that are performing well, as well as where you can improve. For tips, check out the guides in the Additional resources section. - Campaign SMS and MMS benchmarks

Learn about the average click, conversion, and unsubscribe rates for both SMS and MMS campaigns.

Was this article helpful?

YesNo

Use this form only for article feedback. Learn how to contact support.