Guide to Benchmarks in Klaviyo

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Overview

Klaviyo benchmarks allow you to analyze your account data in relation to industry trends and companies similar to your own. By seeing how different aspects of your account perform, you can prioritize efforts in areas that need improvement in order to use Klaviyo to its maximum potential.

Note that Klaviyo Benchmarks currently account for email data and do not include SMS data.

Before Jumping In

In order to see benchmarks, you must meet our eligibility requirement of having sent at least 25 emails in the last 6 months. Any account that provides its industry will be able to see industry-level benchmarks. Benchmarks are updated with new data on the 10th of every month. You will see a timestamp of when your benchmarks were last updated in the upper right. If you become eligible for benchmarks this month, your benchmarks will not be available until next month.

Part of how Klaviyo formulates peer group benchmarks is by using information on your industry and vertical. Your industry and vertical information is stored on the organization contact information page. It is important to keep this information up-to-date if it is not already. For details on how to update this organizational information, head to How to Update Your Industry and Vertical in Klaviyo.

This article explains the different benchmarking pages and how to read them. For information on how to customize the tables and graphs in each page, head to How to Customize Your Benchmark Pages.

Accessing Benchmarks

To access benchmarks, head to the Analytics tab, located on the left-hand side of your screen.

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Then, select Benchmarks. You will arrive at the benchmarks overview page, but can navigate to other pages and refine the results all within this tab.

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Within the benchmarks tab, there are four separate pages that allow you to analyze your data in relation to other companies similar to your own. These pages include:

  • Overview
  • Business Performance
  • Campaign Performance
  • Flow Performance

Benchmarks Overview

When you select Benchmarks, you will arrive at the overview page by default. The overview displays a quick summary of what aspects of your account are performing well and what aspects are performing poorly. The Best Performing Benchmarks section displays your top-most metrics, ranked in order of decreasing percentiles. Meanwhile, your Worst Performing Benchmarks shows your bottom five performing metrics, ranked in order of increasing percentiles.

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Analyzing Business, Campaign, and Flow Performance

The business, campaign, and flow performance pages allow you to dig deeper into more specific data for a focused analysis. To navigate into any of these, click on the associated tab.

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In any of these pages, you will see a graph and table of data trends across different performance indicators over time. They also include the same two options for graphs: bar and line.

Graphs

In each graph, you will see your own performance, the median performance of your industry, and the median performance of your peer group. The graph options available are:

  • Bar Graph
    In the bar graph, compare your rates in comparison to those of your peers and industry in bars lined up next to each other. The first green bar represents your own performance, the middle dark teal bar represents the median performance of your peer group, and the third light teal bar represents the median performance of your industry. Each bar grouping is sectioned according to the time range you choose.

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  • Line Graph
    In the line graph, compare your trends over time in comparison to those of your peers and industry data. The first green line represents your own performance, the middle dark teal line represents the median performance of your peer group, and the third light teal line represents the median performance of your industry. Each plot point represents the data for a given set of time (e.g., each month), and they connect to give a visualization of your results over time so that you can easily see where you rise or fall in performance.

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Tables

The tables below the graph summarize account performance for the entire time period selected. The data is displayed in the following columns:

  • Performance Indicators: the metrics we've chosen that represent the performance of your account. Examples include open rate, click rate, and repeat customer rate.
  • Status: connotes how well each performance indicator has functioned in relation to your peer group. These statuses are poor, fair, good, and excellent. For more information on what statuses entail and how to level up, head to How to Improve Your Benchmark Results
  • Value: the amount equated to the given performance indicator; e.g., for average order value, you will see that exact monetary value for your business.
  • Percentile: where you rank in relation to your peers within your designated peer group. For example, if you are in the 75th percentile, your company ranked higher than 75% of other similar companies. We report the 25th, 50th (median), and 75th percentiles.
  • 25th Percentile: the value attributed to companies in the lowest tier of performance.
  • Median: the value attributed to companies in the middle tier of performance. Half of the companies perform better than the median, and half perform worse.
  • 75th Percentile: the value attributed to companies in the highest tier of performance.

In the following sections, you will learn how to analyze these pages and understand the slight discrepancies between them that allow for a deeper, meaningful analysis.

Business Performance

The Business Performance page provides a breakdown of key performance indicators pertaining to overall business health so that you can monitor trends over time and focus on areas that need improvement. Here, you will see a graph and table outlining the areas of the business in which you excel and those that need to improve.

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In the business performance graph and table, you will see data around the following performance indicators:

  • Average cart size: average number of items in your customers' carts during the time period selected
  • Average order count: average number of orders customers have made over all time up until the end of the period selected
  • Average order value: average US dollar value of carts during the time period selected
  • % of Orders Returned: percentage of orders where a return was made

Note that industry benchmarks and peer group data are present in graphs; whereas, you will see only your own data and information from peer groups in the table.

Campaign Performance

The Campaign Performance page provides a breakdown of key performance indicators that specifically relate to email marketing and deliverability. On this page, you can monitor your performance to ensure that you retain high deliverability and that your content resonates with your audience. Here, you will see a graph and two tables outlining the areas of your email campaigns that you excel in and those that need improvement.

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One table outlines your marketing performance while the other shows deliverability performance. Note that you will see only your data and information from peer groups here; industry benchmarks are present only in graphs.

For marketing performance, you will see data around the following performance indicators:

  • Open rate: percentage of people who open your email out of those who receive it
  • Click rate: percentage of people who click a link in your email out of the people who receive your email
  • Click through rate: percentage of people who click a link in your email out of the people who open your email
  • Conversion rate: percentage of people who place an order after interacting with your email out of the people who receive your email
  • Email revenue per recipient: your total revenue attributed to email for a given timeframe divided by the total number of people who received an email within that time frame to give you a sense of how much revenue you're earning on average for each recipient

For deliverability performance, you will see data around the following performance indicators:

  • Bounce rate: percentage of times your email bounces
  • Spam report rate: percentage of people who report your email as spam out of those who receive your email
  • Unsubscribe rate: percentage of people who unsubscribe out of the people who receive your email

Flow Performance

The Flow Performance page hones in on your flow data to showcase your performance over time and in relation to other companies similar to your own. On this page, you can focus on specific flows, such as a welcome series or abandoned cart flow, to track their success over time and view where areas of improvement lie.

Here, you will see a graph and four tables outlining the areas of your flows that you excel in and those that need improvement. You can view data around the following key flows:

  • Welcome Series
  • Abandoned Cart
  • Browse Abandonment
  • Customer Thank You

Klaviyo will automatically identify the correct flow for each of the above flow types. For example, for Abandoned Cart, we find flows triggered by a customer adding an item to their cart but not placing an order. If you have multiple flows for a given flow type, Benchmarks will display the flow with the most sent emails in the last month. If Benchmarks identifies an incorrect flow, it is not currently possible to change the selection; however, this functionality will be available soon.

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The performance indicators available to view in your flow performance table and graphs include:

  • Open rate: percentage of people who open your email out of those who receive it
  • Click rate: percentage of people who click a link in your email out of the people who receive your email
  • Click through rate: percentage of people who click a link in your email out of the people who open your email
  • Placed order rate: percentage of people who place an order after interacting with your email out of the people who receive your email
  • Revenue per recipient: your total revenue attributed to email for a given timeframe divided by the total number of people who received an email within that time frame to give you a sense of how much revenue you're earning on average for each recipient
  • Spam report rate: percentage of people who report your email as spam out of those who receive your email
  • Unsubscribe rate: percentage of people who unsubscribe out of the people who receive your email
  • Bounce rate: percentage of times your email bounces

Note that you will see your own data, information from peer groups, and industry benchmarks in your graph; whereas, in the tables, only your own data and information from peer groups are shown.

Learning From Benchmarks Results

It is important to learn from your benchmarking data and make necessary adjustments to grow your business. For performance indicators that rank as poor or fair, dig deeper into why that is the case. Then, build a strategy that you can implement to amend those shortcomings and expand upon areas that are best serving your brand.

For information on how to improve benchmarks that are not to your liking, head to How to Improve Your Benchmark Performance.

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