Klaviyo
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The 2025 Benchmark Report

The 2025 Benchmark Report analyzes billions of email and SMS messages across ecommerce industries to highlight what “good” and “great” performance looks like. Top-performing campaigns achieve 5–7x higher conversion and revenue per recipient (RPR) than average, largely due to better segmentation, personalization, and timing. Automated flows, particularly abandoned cart, welcome, and browse abandonment sequences, deliver up to 30x more RPR than standard campaigns. SMS is emerging as a strong revenue driver, often outperforming email in average RPR. The key to success lies in highly relevant, data-driven messaging across both campaign and automation channels.

Key Points:

  • Top performers: 5–7x higher order rates and RPR than average.
  • Automation wins: Flows drive up to 30x more RPR than campaigns.
  • Best flows: Abandoned cart ($3.07 RPR), welcome ($2.35), browse abandonment ($0.95).
  • SMS growth: Often higher average RPR than email, strong in apparel, beauty, jewelry, and toys.
  • Segmentation & personalization: Crucial for boosting relevance and conversions.
  • Post-purchase flows: High engagement, focus on loyalty and cross-sells.

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