Taking on the world of email marketing is a difficult task in and of itself. There are various elements in this form of marketing, from content and imagery to segments and flows. And, thus, measuring the performance becomes quite difficult. But with the help of Klaviyo shopify, you can know the preferences of your customers and create personalized marketing.
Klaviyo is a robust marketing tool that enables eCommerce store owners to provide their consumers a more personalized experience. The personalized experience of Klaviyo makes it stand apart from its competitors.
If we talk about benchmarks, then the benchmark is a standard or desired figure against which all the data is compared. There are different benchmarks for different industries. However, in this post, we will only focus on the eCommerce industry.
Klaviyo Email benchmarks
Generally, there are 3 key metrics for assessing the email performance – Open rate, Click rate, and Conversion rate. If we talk about Open rate and Click rate, then only marketers use this metric since it displays how many people open and click on their emails. But, if you want to know the profitability of the business, then you must refer to the conversion rate.
First and foremost, because Klaviyo includes both Campaigns and Flows with various end goals, each will have its own set of benchmarks. We will study both of them in detail in this post.
Campaign industry performance
Creating a campaign can be easy for some brands but getting a good conversion rate is a difficult thing because, in this stiff competition, a consumer has a lot of choices. Campaigns are less targeted compared to automated emails. In any case, to send month to month bulletins, then, at that point, the campaigns can demonstrate gainful to your business.
By utilizing Klaviyo, you get the choice to send campaigns to a particular gathering of individuals. Therefore, it’s really smart to watch out for this and make sections for people who associate with your material so that you’re simply sending messages to the individuals who are interested. So, do make use of Klaviyo Shopify integration.
Following are the benchmarks for different industries:
| Industry | Open Rate | Click Rate | Conversion Rate |
| Auto Industry | 20.67% | 2.37% | 0.10% |
| Electronics | 20.53% | 1.81% | 0.07% |
| Clothing | 18.12% | 2.12% | 0.11% |
| Food & beverages | 20.79% | 0.15% | 0.28% |
| Sports | 20.65% | 2.35% | 0.9% |
| Jewellery | 17.57% | 1.85% | 0.08% |
| Health & beauty | 17.31% | 1.43% | 0.15% |
As you can see in the above table, the metrics are different for different industries. But, one thing should be noted that the higher metrics does not specifically mean good marketing. Each industry is unique and depending on the strategies, customers, and products, the values may depict the efficiency of the industries in optimizing the marketing efforts.
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Flow industry performance
A sequence of emails sent to a subscriber in response to a trigger or event is known as a flow. If any person subscribes to your email list, then you can add him/her to the welcome series flow. Also, it will be easy for you to convert subscribers with the flow as people will only receive the mail when they trigger a specified event.
In Klaviyo, you will get 4 main flows – Welcome series flow, cart abandonment flow, browse abandonment flow and Thank You flow. Each flow has a different purpose and also every one of them has a separate benchmark.
Let’s see benchmarks of each flow:
1. Welcome series flow
Whenever a person subscribes to the mailing list, most probably you will send them a welcome mail. And, the welcome series is the right way to start engagement with the new subscribers.
The benchmark of welcome series flow across all industries are as follows:
| Industry | Open Rate | Click Rate | Conversion Rate |
| Auto Industry | 47.59% | 9.20% | 1.50% |
| Electronics | 43.77% | 7.37% | 1.50% |
| Clothing | 43.01% | 6.95% | 2.37% |
| Food & beverages | 46.86% | 7.71% | 2.41% |
| Sports | 46.94% | 9.03% | 1.77% |
| Jewellery | 40.28% | 6.86% | 1.76% |
| Health & beauty | 40.65% | 6.62% | 2.11% |
2. Abandoned cart flow
As a result of the huge impact they have on a shop’s income, they are much of the time one of the primary streams set up by an online business store. Assuming an individual gets added to the mailing list, and then leaves it, then, at that point, these streams help to recover that potential customer.
The subscriber has an interest in your items or services, hence drawing in them to purchase those items is simple. These streams are designated and hence have multiple times more change rates than different streams.
Benchmark average over industries:
| Industry | Open Rate | Click Rate | Conversion Rate |
| Auto Industry | 40.77% | 9.26% | 3.79% |
| Electronics | 38.89% | 7.59% | 3.08% |
| Clothing | 39.65% | 8.54% | 4% |
| Food & beverages | 40.98% | 8.54% | 4.46% |
| Sports | 43.05% | 9.39% | 4.18% |
| Jewellery | 39.46% | 8.39% | 3.55% |
| Health & beauty | 37.39% | 7.48% | 3.57% |
So, in the above table, you can clearly see that the conversion rate is much higher in this flow.
3. Browse Abandonment Flow
Targeting people who have left your store without purchasing is a great technique to increase sales of the business, especially when the open rate is more than fifty percent.
The average of this flow across industries is as follows:
| Industry | Open Rate | Click Rate | Conversion Rate |
| Auto Industry | 44.87% | 8.57% | 1.02% |
| Electronics | 45.31% | 7.30% | 0.91% |
| Clothing | 39.87% | 6.57% | 0.94% |
| Food & beverages | 43.64% | 7.14% | 1.87% |
| Sports | 46.53% | 8.62% | 1% |
| Jewellery | 41.47% | 6.80% | 0.82% |
| Health & beauty | 40.88% | 6.22% | 1.34% |
4. Thank You Flow
Thank you flows are very important in current time. You can use these flows when the customer buys your product or service. You can gently appreciate them for buying your products through Thank You Flow. The main aim of this flow is not sales, its aim is the retention of customers.
Average across all industries:
| Industry | Open Rate | Click Rate | Conversion Rate |
| Auto Industry | 60.73% | 5.95% | 0.77% |
| Electronics | 57.02% | 5.77% | 0.46% |
| Clothing | 55.49% | 4.50% | 0.62% |
| Food & beverages | 53.09% | 4.42% | 0.79% |
| Sports | 58.53% | 5.43% | 0.66% |
| Jewellery | 56.78% | 5.30% | 0.50% |
| Health & beauty | 49.20% | 4.03% | 0.46% |
Conclusion
In conclusion, we would say that Klaviyo’s tool – Benchmark can be used to measure your performance compared to the industry metrics. And, if you find your performance not par with the industry standard or industry average then you can make changes to your plan. You can also take the help of Klaviyo Partner for this purpose.
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