Marketing Automation Statistics Updated November 2026

Human Written & Fact Checked · Updated

100 Marketing Automation Engagement Statistics for 2026

Your best-performing automated message may be the one a customer is already waiting for. A shipping update, a replenishment reminder and a welcome email reach people with different intentions, so a single engagement target can conceal more than it reveals.

This collection separates triggered email and SMS results from the campaign benchmarks that provide wider measurement context. Klaviyo and Omnisend contribute original automation results; MailerLite supplies campaign medians. The figures describe each publisher's observed customers, not a controlled comparison of platforms or proof that an automation caused an incremental sale.

Headline figures

  • Welcome email top-decile click rate: 13.3%. (Klaviyo, Oct 2026)
  • Win-back email average click rate: 2.8%. (Klaviyo, Oct 2026)
  • Abandoned cart text-message top-decile click rate: 18.5%. (Klaviyo, Oct 2026)
  • Browse abandonment text-message average click rate: 8.6%. (Klaviyo, Oct 2026)
  • Shipping confirmation automated email open rate: 62.99%. (Omnisend, Jan 2026)
  • Back in stock automated email click-to-send rate: 21.19%. (Omnisend, Jan 2026)
  • Back in stock automated email conversion rate: 6.46%. (Omnisend, Jan 2026)
  • Welcome automated email conversion rate: 2.00%. (Omnisend, Jan 2026)
  • Australia campaign median unsubscribe rate: 0.37%. (MailerLite, Dec 2025)
  • Asia campaign median click rate: 1.23%. (MailerLite, Dec 2025)
  • 2025 campaign median open rate: 43.46%. (MailerLite, Dec 2025)
  • Ecommerce campaign median click rate: 1.07%. (MailerLite, Dec 2025)

How do email flow click rates compare?

A welcome sequence should not inherit the target used for a win-back campaign. Compare the action that qualified the recipient before deciding whether the message itself is underperforming.

How do cart, browse and post-purchase flows perform?

  • Abandoned cart email average click rate: 6%. (Klaviyo, Oct 2026)
  • Abandoned cart email top-decile click rate: 11.3%. (Klaviyo, Oct 2026)
  • Browse abandonment email average click rate: 5.6%. (Klaviyo, Oct 2026)
  • Browse abandonment email top-decile click rate: 9.8%. (Klaviyo, Oct 2026)
  • Post-purchase email average click rate: 5.1%. (Klaviyo, Oct 2026)
  • Post-purchase email top-decile click rate: 10.5%. (Klaviyo, Oct 2026)

Klaviyo reports average and top-decile click rates for individual email flows. The source's upper-performing group provides a comparator, not a result every sender should expect after enabling the workflow. The edition was published in October 2026, but the article does not specify the exact observation window for this chart. Preserve that limitation when citing it. A recipient who has just purchased has a different reason to click from someone who left an unfinished basket. These benchmarks do not isolate the effects of copy, discounts, timing or audience eligibility. Review those conditions alongside the reported rate before choosing a test.

What do welcome and win-back comparisons mean?

  • Welcome email average click rate: 6.5%. (Klaviyo, Oct 2026)
  • Win-back email top-decile click rate: 5.8%. (Klaviyo, Oct 2026)

The welcome and win-back figures cover different customer relationship stages. Their headline results are in the takeaways; the remaining observations complete the source's comparison without treating the flows as interchangeable. A top-decile benchmark describes a selected group, while the average includes a wider range of performance. Moving between these reference points is not a forecast of what a specific account will achieve. Before testing a welcome sequence, confirm how a contact enters it and whether existing customers can qualify. For a win-back flow, define inactivity against the customer's normal buying cycle. The chart cannot determine those rules for your business. Its value is a concrete external reference once eligibility, delivery and measurement have been made consistent within your own reporting.

Does the cart-versus-browse comparison hold across categories?

  • Home and garden cart-abandonment email average click rate: 6.5%. (Klaviyo, Oct 2026)
  • Home and garden browse-abandonment email average click rate: 5.8%. (Klaviyo, Oct 2026)
  • Hardware and home improvement cart-abandonment email average click rate: 6.4%. (Klaviyo, Oct 2026)
  • Hardware and home improvement browse-abandonment email average click rate: 6.5%. (Klaviyo, Oct 2026)
  • Electronics cart-abandonment email average click rate: 6.3%. (Klaviyo, Oct 2026)
  • Electronics browse-abandonment email average click rate: 6.3%. (Klaviyo, Oct 2026)
  • Automotive cart-abandonment email average click rate: 5.7%. (Klaviyo, Oct 2026)
  • Automotive browse-abandonment email average click rate: 6%. (Klaviyo, Oct 2026)

Klaviyo's category breakdown shows paired cart and browse email click rates. These observations test whether an overall flow benchmark transfers cleanly to a particular selling context. The values do not establish that the category itself caused the difference, and identical rounded rates do not imply identical audiences. Price, purchase frequency and message design may vary within each group. A useful review begins with the workflow's own history, then uses the closest available external comparator to identify a question worth testing.

How do SMS flow click rates differ?

An SMS click carries a different channel context from an email click. Benchmark the flow within the channel and keep consent, audience selection and the purpose of the message visible.

What do SMS cart and browse flows achieve?

  • Abandoned cart text-message average click rate: 10.3%. (Klaviyo, Oct 2026)
  • Browse abandonment text-message top-decile click rate: 15.6%. (Klaviyo, Oct 2026)

Klaviyo reports separate SMS benchmarks for cart and browse abandonment. The selected extremes appear in the takeaways; these complementary observations show why a single SMS average would hide differences between flows. The study is observational, so a gap between flows cannot be attributed to the automation alone. Someone abandoning a cart has taken a different action from someone viewing a product, and the eligible SMS audience may also differ from the email list. Review contact eligibility, suppression rules and the event that starts the flow before comparing creative performance. The publisher's chart does not provide a controlled test of sending the same message through competing channels. Use it to frame a local experiment with a defined success measure and a consistent denominator.

What is the SMS welcome-series benchmark?

  • Welcome text-message average click rate: 10%. (Klaviyo, Oct 2026)
  • Welcome text-message top-decile click rate: 18.3%. (Klaviyo, Oct 2026)

The source reports both typical and upper-group SMS welcome performance. These values describe welcome flows in Klaviyo's benchmark data, instead of a guarantee for every newly subscribed contact. A welcome message can have several jobs, including setting expectations, delivering an incentive or helping a subscriber find a relevant product. Those jobs should determine the destination and the action being measured. Compare performance only after confirming that the same events count as clicks across the reporting periods. The published chart does not specify how every brand designed its sequence, how many messages it contained or which incentives were offered. Consequently, an external benchmark is a starting point for diagnosis. It does not identify the precise change needed to improve a particular programme.

Which email triggers attract opens and clicks?

The triggering event is part of the result. Omnisend's original table keeps purchase, browsing and service events separate, allowing the engagement question to remain tied to what the customer was doing.

How do acquisition and recovery messages engage recipients?

  • Abandoned Cart automated email open rate: 35.75%. (Omnisend, Jan 2026)
  • Abandoned Cart automated email click-to-send rate: 3.84%. (Omnisend, Jan 2026)
  • Welcome automated email open rate: 33.79%. (Omnisend, Jan 2026)
  • Welcome automated email click-to-send rate: 3.78%. (Omnisend, Jan 2026)
  • Product abandonment automated email open rate: 41.48%. (Omnisend, Jan 2026)
  • Product abandonment automated email click-to-send rate: 5.45%. (Omnisend, Jan 2026)
  • Lapsed purchase automated email open rate: 33.00%. (Omnisend, Jan 2026)
  • Lapsed purchase automated email click-to-send rate: 1.96%. (Omnisend, Jan 2026)

Omnisend reports opens and clicks relative to messages sent for these automated email types. Click-to-send is distinct from click-to-open, so the values should not be substituted into a CTOR comparison. These 2025 observations appeared in the 2026 report. The rows describe separate trigger populations and can overlap at the customer level. They do not form mutually exclusive audience shares. Opening a message is also different from taking its requested action, so retain both metrics when reviewing a flow. The table does not identify a causal effect of the message on the recipient's eventual purchase.

How do order and browsing messages engage recipients?

  • Order confirmation automated email open rate: 53.99%. (Omnisend, Jan 2026)
  • Order confirmation automated email click-to-send rate: 7.71%. (Omnisend, Jan 2026)
  • Order follow up automated email open rate: 47.63%. (Omnisend, Jan 2026)
  • Order follow up automated email click-to-send rate: 4.01%. (Omnisend, Jan 2026)
  • Browse abandonment automated email open rate: 42.16%. (Omnisend, Jan 2026)
  • Browse abandonment automated email click-to-send rate: 5.49%. (Omnisend, Jan 2026)
  • Cross-sell automated email open rate: 42.09%. (Omnisend, Jan 2026)
  • Cross-sell automated email click-to-send rate: 2.93%. (Omnisend, Jan 2026)

Order-related and browsing-related messages serve different immediate purposes. The source reports both opens and click-to-send rates, preserving the distinction between attention and interaction. A click in an order confirmation can reflect a service need, while a click in a cross-sell email can reflect interest in another product. Neither should automatically be described as incremental demand. The platform benchmark does not identify every destination clicked or the customer's intention. For operational reporting, classify the workflow and destination before deciding whether the click supports the goal of the programme.

How do shipping, birthday and availability messages perform?

  • Shipping confirmation automated email click-to-send rate: 18.30%. (Omnisend, Jan 2026)
  • Birthday automated email open rate: 40.72%. (Omnisend, Jan 2026)
  • Birthday automated email click-to-send rate: 3.66%. (Omnisend, Jan 2026)
  • Feedback request/prod review automated email open rate: 50.70%. (Omnisend, Jan 2026)
  • Feedback request/prod review automated email click-to-send rate: 3.66%. (Omnisend, Jan 2026)
  • Back in stock automated email open rate: 58.03%. (Omnisend, Jan 2026)

These automated messages respond to specific service or lifecycle events. Their results show why broad engagement rankings need the trigger definition alongside the percentage. The shipping-open and back-in-stock-click observations appear in the takeaways. Availability notifications reach people with an identifiable product interest, while shipping updates can be useful even without another purchase. A higher rate therefore does not establish that one message deserves more promotional volume. Examine whether the underlying event is relevant, timely and correctly recorded. The source provides measured responses, but it does not establish the optimum frequency for every customer.

How does engagement relate to conversion?

A click is a step in a journey, not a sale. Read the source's conversion column alongside the trigger and keep attribution separate from evidence of incremental demand.

What conversion rates follow acquisition and recovery triggers?

  • Abandoned Cart automated email conversion rate: 1.51%. (Omnisend, Jan 2026)
  • Product abandonment automated email conversion rate: 0.74%. (Omnisend, Jan 2026)
  • Lapsed purchase automated email conversion rate: 0.52%. (Omnisend, Jan 2026)

Omnisend reports conversion separately from engagement for each automation type. The welcome conversion observation is showed in the takeaways; the remaining results retain the source's flow definitions. These values are platform-attributed outcomes, not randomized estimates of additional purchases caused by the emails. A customer can already have substantial purchase intent when a recovery workflow starts. Before comparing an internal result with this table, confirm your attribution window, order definition and treatment of repeated messages. The report does not provide a counterfactual purchase rate for otherwise equivalent recipients who received no message. A controlled holdout can answer that separate question. The benchmark instead helps locate a workflow within the publisher's observed range of activity.

What conversion rates accompany order and lifecycle messages?

  • Order confirmation automated email conversion rate: 1.10%. (Omnisend, Jan 2026)
  • Order follow up automated email conversion rate: 0.84%. (Omnisend, Jan 2026)
  • Browse abandonment automated email conversion rate: 0.59%. (Omnisend, Jan 2026)
  • Cross-sell automated email conversion rate: 0.75%. (Omnisend, Jan 2026)
  • Shipping confirmation automated email conversion rate: 2.28%. (Omnisend, Jan 2026)
  • Birthday automated email conversion rate: 0.59%. (Omnisend, Jan 2026)
  • Feedback request/prod review automated email conversion rate: 1.07%. (Omnisend, Jan 2026)

The source assigns separate conversion outcomes to order, browsing and lifecycle triggers. The back-in-stock headline is in the takeaways; these rows provide the rest of the operational context. An attributed order following a service message should not automatically be credited as a purchase that would otherwise have disappeared. Compare like-for-like windows and maintain a clear distinction between observed attribution and incrementality. The table supports a workflow-level review, but it does not identify the best discount, timing or sequence length for any particular brand.

What happened to campaign opens in the same report?

  • Scheduled email campaign open rate in 2024: 26.6%. (Omnisend, Jan 2026)
  • Scheduled email campaign open rate in 2025: 30.7%. (Omnisend, Jan 2026)

Omnisend also publishes an annual comparison for campaign email opens. Campaign messages are wider scheduled sends and must remain separate from the automated trigger rows above. An annual change in an observed platform metric can reflect changes in customers, audiences, message mix and measurement. It should not be read as a controlled estimate of improvements in creative quality. Open behavior also differs from purchase behavior, so an improving open benchmark cannot establish an equivalent change in sales. Keep the year visible in reporting and avoid combining these campaign observations with the trigger table into a synthetic overall average. The original report supplies the comparison; it does not demonstrate that the same fixed set of recipients received an otherwise identical programme in each year.

How should regional campaign benchmarks inform automation reporting?

Regional campaign data provides context for measurement and audience retention. It is not a substitute for a benchmark of the specific automated flow that a customer received.

How do regional campaign open medians compare?

  • Africa campaign median open rate: 36.53%. (MailerLite, Dec 2025)
  • Asia campaign median open rate: 32.54%. (MailerLite, Dec 2025)
  • Australia campaign median open rate: 47.69%. (MailerLite, Dec 2025)
  • Europe campaign median open rate: 45.08%. (MailerLite, Dec 2025)
  • LATAM campaign median open rate: 31.97%. (MailerLite, Dec 2025)
  • Poland campaign median open rate: 36.05%. (MailerLite, Dec 2025)
  • US and Canada campaign median open rate: 44.49%. (MailerLite, Dec 2025)

MailerLite reports campaign open medians by its own regional categories. The figures provide campaign context for December 2024 through November 2025, not automated-flow open rates. The source lists Poland separately from Europe and combines the United States with Canada. These are the publisher's reporting categories, not mutually exclusive continental populations. The open table has a mislabeled column header, but its surrounding heading and original chart identify the metric as opens. We preserve that documented interpretation. Do not infer that geography alone explains the differences: customer composition, list practices and message mix can also vary.

How do regional click and click-to-open medians compare?

  • Africa campaign median click rate: 2.29%. (MailerLite, Dec 2025)
  • Australia campaign median click rate: 2.82%. (MailerLite, Dec 2025)
  • Europe campaign median click rate: 2.04%. (MailerLite, Dec 2025)
  • LATAM campaign median click rate: 1.4%. (MailerLite, Dec 2025)
  • Poland campaign median click rate: 1.46%. (MailerLite, Dec 2025)
  • US and Canada campaign median click rate: 2.14%. (MailerLite, Dec 2025)
  • Africa campaign median click-to-open rate: 7.82%. (MailerLite, Dec 2025)
  • Asia campaign median click-to-open rate: 5.21%. (MailerLite, Dec 2025)
  • Australia campaign median click-to-open rate: 8.3%. (MailerLite, Dec 2025)
  • Europe campaign median click-to-open rate: 6.46%. (MailerLite, Dec 2025)
  • LATAM campaign median click-to-open rate: 6.56%. (MailerLite, Dec 2025)
  • Poland campaign median click-to-open rate: 6.63%. (MailerLite, Dec 2025)
  • US and Canada campaign median click-to-open rate: 6.73%. (MailerLite, Dec 2025)

MailerLite distinguishes campaign clicks from click-to-open medians. The denominators differ; dividing the medians cannot reconstruct another metric. The Asian click median appears in the takeaways. Keep the categories and period. They do not describe the incremental benefit of automation or establish a ranking of platforms.

How do regional campaign unsubscribe medians compare?

  • Africa campaign median unsubscribe rate: 0.19%. (MailerLite, Dec 2025)
  • Asia campaign median unsubscribe rate: 0.12%. (MailerLite, Dec 2025)
  • Europe campaign median unsubscribe rate: 0.23%. (MailerLite, Dec 2025)
  • LATAM campaign median unsubscribe rate: 0.1%. (MailerLite, Dec 2025)
  • Poland campaign median unsubscribe rate: 0.17%. (MailerLite, Dec 2025)
  • US and Canada campaign median unsubscribe rate: 0.2%. (MailerLite, Dec 2025)

Unsubscribe medians add an audience-retention measure to the campaign context. Australia's observation is showed above; the remaining categories complete the publisher's regional comparison. An unsubscribe rate measures one recorded exit behavior and cannot describe every form of disengagement. Recipients may stop interacting while remaining subscribed. For an automated programme, review the message that preceded an exit and whether the person still belonged in the workflow. The benchmark cannot establish a generally acceptable threshold for every industry or permission model. Preserve the regional definitions when applying the comparison and use your own flow history to investigate an unexpected change. These medians concern MailerLite campaigns and should never be relabeled as triggered-email outcomes.

What wider campaign baseline belongs beside flow metrics?

A reporting dashboard needs clear denominators before it needs a target. The campaign baseline below keeps opens, clicks, click-to-open rates and list exits distinct from the automated-flow observations above.

What are the current campaign engagement medians?

  • 2025 campaign median click rate: 2.09%. (MailerLite, Dec 2025)
  • 2025 campaign median click-to-open rate: 6.81%. (MailerLite, Dec 2025)
  • 2025 campaign median unsubscribe rate: 0.22%. (MailerLite, Dec 2025)
  • Ecommerce campaign median unsubscribe rate: 0.18%. (MailerLite, Dec 2025)

MailerLite's 2025 edition reports medians across campaign performance. Its open headline appears in the takeaways; the remaining metrics describe different stages of response and retention. The ecommerce click result is also reserved for the takeaways. That category is relevant context for the commerce flows above, but it is still a campaign benchmark from another publisher. Differences between the values cannot prove a platform advantage or an automation lift. A median describes the middle of a distribution and does not imply that half of all recipients behaved in that way. Preserve the publisher's aggregation method alongside the metric when adding the observation to a dashboard or briefing.

What does the prior-edition campaign baseline show?

  • 2024 campaign median open rate: 42.35%. (MailerLite, Dec 2025)
  • 2024 campaign median click rate: 2%. (MailerLite, Dec 2025)
  • 2024 campaign median click-to-open rate: 5.63%. (MailerLite, Dec 2025)
  • 2024 campaign median unsubscribe rate: 0.08%. (MailerLite, Dec 2025)

The same MailerLite article includes its prior-edition medians. The year label is retained because these historical observations are context, not current estimates or an independently matched cohort study. The current observation window is stated explicitly by the publisher; the precise prior-edition collection window is not established on the page. Avoid assigning a more exact historical period than the source supplies. Changes between edition summaries can reflect differences in the participating campaigns as well as changes within senders. For a reliable internal comparison, keep list eligibility, the reporting window and metric definitions consistent. The historical values are useful for understanding the published series, but they do not isolate the effect of a new automation or a change in a single sender's strategy.

Glossary

Click-to-send
Recorded clicks relative to messages sent, using the publisher's definition.
CTOR
Click-to-open rate, measuring clicks relative to opens.

Methodology and sources

Every figure on this page comes from the organisation that produced it: regulators, statistics offices, public bodies, research institutes, and companies reporting their own data or surveys. Each one links to the original report or dataset and carries its release date. Survey results keep their population and fieldwork period, and financial figures keep the measure the producer used. Figures from different producers are not added together or ranked against each other. The page is reviewed monthly and updated when a producer releases newer data.