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 program 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 at klaviyoscore.com.