Klaviyo Email Benchmarks for DTC Brands in 2025

'Good' is relative. What counts as a strong open rate depends on your vertical. What counts as adequate campaign frequency depends on your brand. But there are some consistent patterns across DTC brands on Klaviyo, and knowing them helps you identify where you are leaving money on the table.

These benchmarks are based on data from 50+ DTC e-commerce accounts managed or audited by Signify Studio, spanning apparel, beauty, home goods, wellness, and food and beverage. FlowScore converts these benchmarks into a single score out of 100, so you can see in one number how your email marketing system compares.

Campaign frequency: 2–4x per month is the sweet spot

Brands sending fewer than 2 campaigns per month consistently underperform on email revenue as a percentage of total revenue. The sweet spot for DTC is 2 to 4 campaigns per month: enough to stay top of mind without burning out your list. Brands in the top quartile on email revenue typically send 3 to 4 campaigns per month and maintain a higher percentage of engaged subscribers.

Sending more than 6 campaigns per month without strong segmentation typically leads to elevated unsubscribe rates and deliverability problems within 90 days.

Open rates: what to expect by vertical

Klaviyo's overall DTC open rate benchmark sits around 35 to 42%, but this varies significantly by vertical. Beauty and wellness brands typically see higher open rates (38 to 48%) due to high product interest and strong brand loyalty. Apparel and home goods tend to run lower (28 to 38%). If you are consistently below 25% on flow emails, you likely have a subject line or list hygiene issue.

List health: suppression rate is the canary

A suppression rate above 5% is a warning sign. Suppressed profiles are those who have unsubscribed, bounced, or been marked as spam, and a high ratio means your list is either too old, too large, or not being properly maintained. Brands with suppression rates above 10% typically see inbox placement rates drop significantly, which compounds the problem over time.

The benchmark for healthy DTC lists is a suppression rate below 3 to 4%. If you are above 5%, run a sunset flow to identify and suppress unengaged subscribers before they hurt deliverability further.

The FlowScore methodology

FlowScore converts these benchmarks into a single score out of 100, broken across four dimensions: Flow Coverage (25 pts), Flow Quality (25 pts), Campaign Consistency (25 pts), and List Health (25 pts). The industry average total score across DTC brands is 68/100, which tells you there is significant room for improvement at the average brand. See how you compare by running a free audit.