5 Email Marketing Benchmarks & Business Metrics for 2025

Email is no longer a volume game. It’s a precision channel, and in 2025, performance depends on how well you can use benchmarks to make decisions (and report on them). Remember, the average isn’t your goal; it’s your floor.

These five metrics demonstrate how today’s leading B2C brands enhance inbox engagement, drive revenue, and ultimately increase customer lifetime value:

1. Open rate

2025 industry average: 23.44%

The open rate remains the first critical indicator of email campaign health. It reveals how well your subject lines and sender reputation capture attention in a crowded inbox. Low open rates mean your message never gets a chance to influence decisions.

You want open rates to be the baseline, not the goal. Achieving an above-average open rate indicates that your audience perceives value in your outreach and is willing to engage.

Why open rate matters

Open rate reflects how effectively you connect with your audience’s moment of decision. Ignoring it means wasting resources on content nobody sees. For high-growth brands, refining this metric leads to better engagement and, ultimately, higher revenue.

How Insider helps you outperform

Insider’s Send Time Optimization (STO) uses an algorithm to:

• Identify the best hour to send your emails within the next 24 hours based on each subscriber’s past opens and clicks
• Increase the chance of your message landing in the customer’s inbox when they’re most likely to engage

STO divides the day into 24 one-hour slots and scores each based on engagement, giving clicks a higher weight than opens. The slot with the highest score becomes the optimal send time for that subscriber.

If no engagement data exists, emails are sent immediately:

Pro tip: Elevate your open rates by integrating precise delivery windows. Insider’s platform analyzes real-time engagement signals to serve your emails at the optimal moment. You’ll spend less on volume and more on impact.

2. Click-through rate 

2025 industry average: 2.62%

Click-through rate measures more than just engagement; it’s a signal of intent. Opens may tell you who’s curious, but clicks tell you who’s ready to act. For high-growth B2C brands, CTR reflects how well your content aligns with what your audience wants at that exact moment.

Why CTR matters

If subscribers are opening but not clicking, your message isn’t connecting. That’s a missed opportunity for conversion, retention, and, of course, revenue. Increasing CTR by even half a percentage point at scale can significantly lift your downstream performance metrics, including purchases, sign-ups, and demo bookings.

How Insider helps you outperform

One example that underscores the impact of dynamic personalization on CTR comes from Slazenger, a legacy sportswear brand looking to reduce cart abandonment and increase campaign performance across multiple touchpoints.

Using Insider’s Architect and Sirius AI, Slazenger built real-time, behavior-driven journeys that adapted in response to user actions. Cart abandoners received automated nudges through Email, Web Push, and SMS, with real-time content updates triggered at open:

Time-sensitive incentives, such as coupon codes, were delivered precisely when users were most likely to act.

The result?

• A 49X ROI in just eight weeks
• A 700% increase in customer acquisition
• 40% of abandoned revenue recovered in a single campaign

As their eCommerce Director put it:

We couldn’t believe how fast the cart abandonment journey came together—and the returns have been phenomenal. Architect and Sirius AI helped us re-engage shoppers at the right time with the right content.

Slazenger’s team also saw 30% productivity gains, driven by Sirius AI’s automated journey creation and channel optimization.

This shows what happens when you replace static email content with real-time personalization; you drive clicks (and not just views).

3. Conversion rate

2025 industry average: Between 2.9 – 3.3% (Retail & Fashion)

The conversion rate remains a core indicator of how effectively you turn interest into action. Improving this metric means your messaging resonates, your offers connect, and your customers feel understood, leading to increased sales and stronger loyalty.

Why conversion rate matters

Your conversion rate measures the efficiency of your customer journey. Increasing it does more than boost immediate sales. It reduces wasted spend on untargeted campaigns and builds momentum for sustained growth.

When you engage customers with the right message, through the right channel, at the right time, you activate a much higher percentage to complete a purchase.

How Insider empowers you to outperform

Insider’s content generation engine, Sirius AI, works in conjunction with smart product recommendations to create personalized, dynamic experiences that continually adapt. This capability is crucial to capturing your customers’ attention and nudging them toward conversion across multiple touchpoints.

Architect – Omnichannel journey builder 

Vogacloset’s challenge was to increase user engagement and loyalty, which required smarter, real-time personalization based on a clear understanding of their customer journeys.

Insider’s Architect solution enabled them to design omnichannel journeys that respond instantly to customer behavior. This meant messaging was not generic or random but perfectly timed and tailored across 12+ channels, including a particularly high-impact WhatsApp integration.

Leveraging WhatsApp’s immediacy and familiarity, Vogacloset pushed personalized product recommendations and price-drop alerts that captured attention and drove conversions.

Vogacloset’s results speak volumes

• 30X return on investment thanks to targeted omnichannel messaging
• Significant lift in conversion rates, especially on WhatsApp, the channel with the highest impact
• Stronger customer loyalty through seamless, relevant experiences

Insider has transformed the way we engage with customers. The ability to build, analyze, and optimize journeys from one platform without IT help is invaluable. WhatsApp campaigns alone have lifted our conversion rates and product discovery.
–Customer Relationship Manager, Vogacloset

What this means for you

Conversion rate gains aren’t about sending more messages but about sending smarter ones. Using AI-driven content and product recommendations to craft relevant journeys that evolve with your customers’ actions leads to meaningful, measurable outcomes. Your customers receive what they want, when they want it, and that drives your bottom line.

4. Cart recovery rate

2025 industry average: 70% for online shopping on desktop and 85.2% on mobile

You’ve already done the hard work: capturing attention, earning the click, and loading the cart. And yet, nearly 9 in 10 carts still go unconverted. This is where the recovery rate indicates how effectively you’re closing the loop.

Why recovery rate drives long-term wins

Cart abandonment isn’t just about forgotten baskets. It’s about micro-frictions, hesitation, or the lack of a timely push. Effective recovery emails often rely on timing, interaction, and content.

Brands that treat recovery like a flat reminder are leaving money on the table. The goal isn’t to remind; it’s to re-engage.

How Insider helps you outperform

Insider’s Customer Data Platform (CDP), combined with powerful Marketing Automation and Cross-Channel Orchestration, empowers brands to deliver hyper-personalized, data-driven experiences that nurture customers across the entire lifecycle:

• Customer Data Platform (CDP): Riviera Maison leveraged Insider’s CDP to unify fragmented data, exploring a 360-degree view of its customers. This enabled the creation of targeted, timely, and relevant campaigns tailored to each visitor’s behavior and preferences.
• Marketing automation & architect: Using Insider’s AI-powered Architect journey orchestration alongside Marketing Automation, Riviera Maison crafted personalized journeys that dynamically adapt to customer actions across Web, Email, and Push Notifications. The architect’s AI capabilities ensured that messages reached customers on the right channel at the optimal moment, maximizing engagement and revenue.
• Cross-channel engagement (push notifications & onsite): Insider’s native support for Push Notifications and onsite personalization tools like overlays and cart recovery messages helped Riviera Maison boost conversions and keep customers engaged throughout their shopping journey:

By switching to Insider, Riviera Maison achieved:

• 2.53X increase in Revenue per Visitor
• 7.38X increase in conversion rate
• 21% increase in ROI

The brand’s marketing team reported faster campaign launches, reduced reliance on external resources, and effortless, exceptional customer engagement.

Switching to Insider has empowered us to launch campaigns more quickly, reduce our reliance on external support, and achieve exceptional customer engagement with ease. — Elisabeth Hovius, Head of Marketing & Digital Commerce

5. Customer lifetime value 

Industry average: $168

Customer Lifetime Value (CLTV) is one of the most important metrics in marketing today, not because it’s new but because the way it’s achieved has changed.

In a landscape where customer acquisition costs continue to rise, the brands that succeed are those that retain their customers. Every personalized message, well-timed notification, and seamless handoff between channels is an opportunity to increase customer lifetime value (CLTV).

Why CLTV matters now more than ever

In 2025, marketers are under pressure to maximize every dollar of their spend. CLTV tells you how well you’re retaining customers, nurturing relationships, and increasing the value of each interaction over time.

However, boosting CLTV isn’t about sending more emails or running more promotions; it’s about creating meaningful, relevant moments that are orchestrated across every channel.

How Insider helps you outperform

Insider’s Customer Data Platform (CDP), paired with Architect, its AI-native journey orchestration engine, equips brands to build deeply personalized journeys that extend far beyond the inbox. 

Customer Data Platform (CDP)

You can unify customer data across channels to create a 360-degree profile of every user.

Insider’s CDP breaks down data siloes, enabling marketers to see the full customer journey, from anonymous site visits to post-purchase behavior, and take action accordingly.

The result: Fashion brand NA-KD unified fragmented customer data across touchpoints using Insider’s CDP, enabling hyper-targeted journeys across Web, SMS, App Push, and Email. This drove a 25% increase in customer lifetime value (CLTV) within just 12 months.

Outperform Your Benchmarks Before Your Next Send with Insider

Email marketing benchmarks give you a baseline. Insider gives you the capabilities to go beyond them.

Whether you want to drive B2B or B2C email marketing, every one of these five metrics can be tied directly to your business outcome, and all are measurable within Insider’s end-to-end platform. 

Ready to elevate your strategy and build smarter, faster customer journeys across email and beyond? Schedule your personalized demo and discover how Insider empowers your team to outperform industry benchmarks for email marketing!