Benchmarks for flow emails reference
You will learn
Learn about benchmarks that you can use to compare your flow's performance with those of other Klaviyo customers. Once your flow has sent emails, you may have questions about 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.
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.
To use these tables, find your annual revenue range, then choose the flow type and AOV range that match your business. Revenue per recipient is the revenue attributed to flow emails divided by the number of delivered emails. The 25th and 75th percentile columns show comparison values at the lower and upper ends of the range, not a guaranteed result for your flow. Compare your flow's revenue per recipient with the values in the corresponding row.
$1-1M in annual revenue
Abandoned cart flow
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.13 | $0.81 |
$28 | $37 | $0.34 | $1.28 |
$37 | $44 | $0.49 | $1.62 |
$44 | $83 | $0.86 | $2.91 |
$83 | $112 | $1.76 | $5.32 |
$112 | $163 | $2.69 | $8.90 |
$163 | $291 | $4.30 | $13.75 |
$291 | None | $7.77 | $43.51 |
Post purchase
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.00 | $0.16 |
$28 | $37 | $0.02 | $0.20 |
$37 | $44 | $0.03 | $0.27 |
$44 | $83 | $0.05 | $0.44 |
$83 | $112 | $0.13 | $0.97 |
$112 | $163 | $0.20 | $1.39 |
$163 | $291 | $0.09 | $1.92 |
$291 | None | $0.05 | $7.24 |
Welcome series
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.03 | $0.56 |
$28 | $37 | $0.07 | $1.03 |
$37 | $44 | $0.09 | $1.25 |
$44 | $83 | $0.17 | $1.95 |
$83 | $112 | $0.44 | $3.60 |
$112 | $163 | $0.48 | $5.10 |
$163 | $291 | $0.47 | $6.97 |
$291 | None | $0.32 | $11.50 |
$1M-5M in annual revenue
Abandoned cart
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.20 | $0.73 |
$28 | $37 | $0.30 | $1.13 |
$37 | $44 | $0.71 | $1.68 |
$44 | $83 | $1.12 | $3.03 |
$83 | $112 | $2.39 | $5.86 |
$112 | $163 | $3.86 | $8.63 |
$163 | $291 | $6.00 | $16.40 |
$291 | None | $13.97 | $60.48 |
Post purchase
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.03 | $0.10 |
$28 | $37 | $0.05 | $0.18 |
$37 | $44 | $0.06 | $0.23 |
$44 | $83 | $0.11 | $0.44 |
$83 | $112 | $0.24 | $0.72 |
$112 | $163 | $0.29 | $1.30 |
$163 | $291 | $0.38 | $1.73 |
$291 | None | $1.27 | $7.58 |
Welcome series
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$0 | $28 | $0.06 | $0.57 |
$28 | $37 | $0.15 | $1.31 |
$37 | $44 | $0.29 | $1.73 |
$44 | $83 | $0.35 | $2.53 |
$83 | $112 | $0.51 | $3.93 |
$112 | $163 | $1.15 | $8.39 |
$163 | $291 | $1.20 | $8.44 |
$291 | None | $1.47 | $15.72 |
$5M-20M in annual revenue
Abandoned cart
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$44 | $83 | $1.30 | $2.88 |
$83 | $112 | $3.03 | $5.07 |
$112 | $163 | $4.52 | $8.13 |
$163 | $291 | $6.00 | $13.58 |
$291 | None | $15.74 | $51.07 |
Post purchase
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$44 | $83 | $0.18 | $0.45 |
$83 | $112 | $0.28 | $0.85 |
$163 | $291 | $0.54 | $2.03 |
$291 | None | $1.01 | $6.77 |
Welcome series
AOV Min | AOV Max | Revenue per Recipient (25th Percentile) | Revenue per Recipient (75th Percentile) |
$44 | $83 | $0.60 | $2.19 |
$83 | $112 | $0.94 | $4.55 |
$112 | $163 | $1.94 | $6.23 |
$163 | $291 | $1.58 | $10.40 |
$291 | None | $1.80 | $11.23 |
Additional resources
Looking for tips on how to improve? Check out our best practice guides:
- How to create an abandoned cart flow
Learn how to set up an abandoned cart flow in Klaviyo in order to increase your ecommerce revenue and personalize communication to your customers.
- How to create a post-purchase flow
Learn how to set up a post-purchase flow in Klaviyo as well as best practices for doing so. A post-purchase flow triggers after a customer has placed an order while your ecommerce platform is integrated with Klaviyo. Sending post-purchase emails builds relationships and brand loyalty with your customers and makes them more likely to purchase again.
- How to create an email welcome series
Learn how to create a sequence of emails sent directly after someone subscribes to hear from your brand. This is a critical moment in the customer lifecycle because it's your opportunity to introduce new, interested prospects to your business and product offering. With a welcome series, you should capitalize on this display of interest.