Performance benchmarks for email campaigns reference

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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. 

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.

$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

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