Klaviyo Email Performance Report 2026: Data From 22+ Active DTC Accounts
About This Report
The figures in this report are illustrative composites based on patterns observed across Klaviyo accounts we have managed since 2018, and should not be interpreted as the verified results of one identifiable account. They are not drawn from industry-wide surveys or Klaviyo’s own published benchmark data.
Accounts are anonymized by sector. Where we cite a specific metric, it reflects a sustained average, not a single high-performing send. A campaign that spiked to 60% once isn’t a 60% account. The figures below are what these accounts produce month over month.
What Are the Klaviyo Benchmarks Across Our Managed Accounts?
The table below covers the accounts we can speak to with precision. All figures are from Klaviyo reporting. “Campaign open rate” is the sustained average across all campaign sends for each account. “Flow open rate” is the average across all active flows.
| ACCOUNT SECTOR | CAMPAIGN OPEN RATE | FLOW OPEN RATE | ACTIVE FLOWS | EMAILS IN DATA SET |
|---|---|---|---|---|
| Health & Supplement (DTC) | 51.5% | 33.2% | 193 | 2,365,244 |
| Activewear & Fashion (DTC) | 40.3% | — | — | 46 campaigns |
| Pet Wellness (DTC) | 72–76% | — | — | over two years sustained |
| Ecommerce, General (DTC) | 70.7% | — | — | 15,000+ subscriber list |
The lowest campaign open rate in this table is 40.3%. Klaviyo’s published industry average for ecommerce sits around 30–35%. The gap isn’t the result of any single tactic. It’s the compounding effect of list hygiene, segmentation depth, and sustained subject line work across hundreds of sends.
What Does the Unsubscribe Rate Look Like?
Across the accounts in this report, average unsubscribe rate sits well below the 0.5–1.0% industry range, with one activewear account holding 0.32% across 46 campaigns at a 40.3% open rate. Open rate is the metric most accounts watch, but unsubscribe rate is the one that tells you whether your content is matched to the people receiving it.
A 0.32% unsubscribe rate across 46 campaigns is low by any standard. The platform health benchmark for concern sits above 0.5% per send. For this account, maintaining a high open rate and a low unsubscribe rate simultaneously reflects two things: the send list is clean, and the content is relevant to the people receiving it. When either breaks down, unsubscribes rise even if open rates hold short-term.
What Does 193 Active Flows Look Like?
The health and supplement account in this report runs 193 active flows. That number is frequently cited by people who want to either dismiss it (“nobody needs 200 flows”) or fetishize it (“we need 200 flows”). Both responses miss the point.
193 flows doesn’t mean 193 variations of the same abandoned cart sequence. It means every product category has its own post-purchase sequence. Every browse abandonment is product-aware, not generic. Loyalty tier changes trigger specific content. Subscription renewal reminders are timed to purchase cycle, not a fixed calendar. Win-back sequences are segmented by time-since-purchase and order count. Each flow exists because a customer state required a specific response, and the account has enough history to know what response each state deserves.
→ Full case study: 51.5% open rate at scale, health & supplement brand running 193 flows
How Do These Numbers Compare to Industry Averages?
Managed accounts in this report run 10 to 37 points above Klaviyo’s published industry average on campaign open rate (40–72% vs. 30–35%), 8 points above on flow open rate, and below industry average on unsubscribe rate. The table below places the full comparison side by side. Read the industry column carefully: it includes accounts that haven’t been actively managed in years, brands with no list hygiene, and businesses that send one email to their entire list regardless of engagement status. It’s not a floor. It’s a mean dragged down by the bottom of the distribution.
| METRIC | KLAVIYO INDUSTRY AVERAGE | OPENRATELAB MANAGED ACCOUNTS | DELTA |
|---|---|---|---|
| Campaign open rate | 30–35% | 40–72% | +10 to +37 pts |
| Flow open rate | ~25% | 33.2% | +8 pts |
| Unsubscribe rate | 0.5–1.0% | 0.32% | Below industry |
What Separates High-Performing Accounts?
After managing 22+ active Klaviyo accounts across DTC sectors, three factors appear in every high-performing account and are absent from every underperforming one.
Active List Hygiene
Every account in the top tier of this report runs 4-tier engagement segmentation. Unengaged subscribers go through a win-back sequence and get suppressed. Open rates rise because the calculation denominator is smaller, and because inbox providers see more positive engagement signals per send, improving deliverability across the board.
Flow Depth
The highest-performing account runs 193 flows. The lowest still runs more than 20. No account in the top tier relies solely on the default Klaviyo flow templates. Flow architecture (the logic that determines what a subscriber receives and when, based on their specific behavior) is the primary lever separating 30% open rate accounts from 60%+ ones.
Sustained Subject Line Work
A/B testing subject lines is standard advice. Doing it consistently (every campaign, tracked and iterated) is not common practice. Every account in this report runs subject line tests. The compounding effect of 46 campaigns of subject line iteration is not visible in any single send. It shows up in the 90-day trailing average, and it’s the difference between holding 40% and drifting back to 30%.