Updated October 17, 2026. Every number on this page comes from Klaviyo's own published data, linked below. We have no customer results of our own to share yet, so we do not quote any.
Klaviyo's 2026 benchmark report, built on an analysis of more than 110,000 Klaviyo customers and published October 2, 2026, gives these figures for browse abandonment flows (Klaviyo blog; the charts there cite Klaviyo's 2026 Omnichannel Benchmark Report):
| Browse abandonment | Average | Top 10% of brands |
|---|---|---|
| Email revenue per recipient | $2.08 | $4.32 |
| Email click rate | 5.6% | 9.8% |
| Text message revenue per recipient | $1.04 | $2.10 |
| Text message click rate | 8.6% | 15.6% |
The top 10% of brands earn about twice the average per email recipient. That spread is the room most stores have to improve.
Same report, email revenue per recipient:
| Email flow | Average | Top 10% |
|---|---|---|
| Abandoned cart | $6.77 | $13.70 |
| Welcome series | $5.75 | $13.27 |
| Browse abandonment | $2.08 | $4.32 |
| Post-purchase | $1.80 | $2.77 |
| Win-back | $0.82 | $1.60 |
An average browse abandonment email earns about a third of an average abandoned cart email. That is expected. Klaviyo's help center points out that viewing a product does not show the same interest as adding it to a cart and starting checkout, and recommends making browse abandonment a lighter touch than your cart flow (How to create a browse abandonment flow).
Click rates tell a different story in some industries. Klaviyo reports that in hardware and home improvement, browse abandonment emails average a 6.5% click rate against 6.4% for abandoned cart. In electronics both average 6.3%. In automotive, browse abandonment averages 6% against 5.7% for abandoned cart. In home and garden, abandoned cart still leads, 6.5% to 5.8% (Klaviyo blog).
Keep two limits in mind. These are averages across all of Klaviyo's customers, and revenue per recipient depends heavily on your average order value, so Klaviyo's own Benchmarks page, which compares you with peer companies, may rate you differently. And if you have no browse abandonment flow at all, there is no number to compare: the first fix is to build one.
From Klaviyo's help center article on creating a browse abandonment flow:
event.ImageURL, {{ event.Name }}, {{ event.Price }} and {{ event.URL }}, then use Preview & test to confirm real product data appears.If engagement is low, Klaviyo Academy suggests a profile filter so only people who viewed products several times get the flow (Viewed Product at least 3, 4 or 5 times in a set number of days), or a trigger filter that limits it to specific products (Anatomy of a flow: Browse abandonment).
Our free Flow Gap Check compares your browse abandonment, abandoned cart, welcome and post-purchase flows with the averages above. It takes about a minute and needs no access to your account. If a flow is short and you would rather not rebuild it yourself, request a fix. We are taking requests now and not accepting payments yet. No revenue promise: benchmark figures are Klaviyo's published averages.
New to the Gap Check result? Read Reading your Gap Check.
Figures are as Klaviyo published them on the dates above and may change. FlowsFixed is not affiliated with Klaviyo.
More guides: Abandoned cart benchmark | Welcome flow benchmark | What Poor or Fair means in Klaviyo Benchmarks | Klaviyo Composer vs a done-for-you fix
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