Key email marketing statistics
The numbers I keep on hand when managing Klaviyo accounts. Each one with its source, verifiable in one click. Nothing invented, nothing rounded loosely.
of sends, but nearly a third of email revenue: that is the weight of automated emails (37% of sales in 2024, 30% in 2025). A stalled flow costs far more than its share of sends.
Source: Omnisend ↗of email revenue comes from automated flows, which make up only 5.3% of sends. About $1.94 per recipient, versus $0.11 for a regular campaign.
Source: Klaviyo benchmarks (Eightx analysis) ↗returned for every $1 spent: the average email marketing ROI, ahead of every other channel.
Source: Litmus ↗of email opens come from Apple, which preloads messages (Mail Privacy Protection). A large share of "opens" are machine opens, not humans. The open rate lies.
Source: Litmus ↗the spam complaint rate you must never reach, according to Google. Above it, domain deliverability collapses. Aim well below.
Source: Google ↗What these numbers say, taken together
Three things. Automation drives most of the revenue from a handful of sends, so a stalled flow gets expensive fast. Deliverability turns on tight thresholds that Google enforces. And the open rate, inflated by Apple's machine opens, no longer means much on its own.
That is exactly what I watch day to day. The article on the paused flow shows why those 2% of automated sends deserve close attention.
Keep these thresholds in view, across every account
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