How does your CRM stack up? See it by sector.
Engagement and revenue benchmarks drawn from real programmes across six sectors and twenty years — published as rates and multiples only, so results can be judged without identifying anyone.
Where GroYo-built programmes typically land.
Real, aggregate figures from programmes built and run over twenty years — shown as rates and multiples, never as client names or absolute revenue.
What actually earns its place.
Revenue per email by programme type, taken from a single retail programme and indexed so routine bulk sending equals one. Every figure is relative — no client, no absolute revenue.
Read it the other way round and it's uncomfortable: the cheapest-performing programme carried almost all of the send volume. The finding was never “send more” — it was “the volume is in the wrong place”.
Triggered beats broadcast on both measures.
Unique open and unique click rates, shown separately because they are different measures — not stacked onto one axis.
Twenty triggers, a fifteen-fold spread.
The same exercise on a trade loyalty programme, indexed to the weakest trigger. Different sector, same shape of answer.
What consent is actually worth.
Comparing customers who opted into email against those who never did, across the same base in the same period.
A permissioned list isn't just a compliance position. On this data it was the single clearest predictor of what a customer was worth.
The open-rate mirage.
Sixteen months of one programme, on a shared timeline. Measured open rate rose 49%. Click-to-open — the harder number to fake — fell 59% over exactly the same months. Each chart keeps its own scale, because squeezing both onto one axis would hide the second story.
Apple's Mail Privacy Protection pre-loads images, registering opens nobody performed. Any open-rate comparison spanning September 2021 is measuring a change in measurement, not a change in engagement. It is the reason this dashboard leads on revenue and clicks rather than opens.
Where each sector actually landed.
Aggregate engagement from real programmes, by sector and by era. Open rates from different eras are not directly comparable — see the chart above — so the period is shown against every row.
| Sector | Open rate | Click rate | Click-to-open | Period |
|---|---|---|---|---|
| Home Improvement Retail | 21.2% | 2.2% | 10.5% | 2019–22 |
| Beauty & Cosmetics | 37.1% | 1.5% | 4.1% | 2021 |
| Home & Tableware | 24.4% | 4.9% | 20.0% | 2020 |
| Health, Fitness & Leisure | 34.2% | 1.9% | 5.6% | 2017–18 |
| Trade & B2B | 20.3% | 2.2% | 10.9% | 2022 |
| Retail Apparel | 17.5% | 2.5% | 14.4% | 2015–16 |
For comparison, not from GroYo.
Post-purchase email benchmarks by industry, published by Klaviyo. Included so the figures above can be read against something external.
| Industry | Open rate | Click rate | Conversion |
|---|---|---|---|
| Sports & outdoors | 61.2% | 5.0% | 0.51% |
| Automotive | 60.9% | 5.1% | 0.56% |
| Apparel & accessories | 60.0% | 3.9% | 0.45% |
| Home improvement | 60.0% | 4.7% | 0.45% |
| Health & beauty | 54.1% | 3.2% | 0.30% |
| All industries | 58.6% | 3.9% | 0.40% |
Source: Klaviyo post-purchase email benchmarks. Industry benchmark for CRM return on investment — around £8 for every £1 invested — per DMA / Marketing Week reporting.
Real benchmark: behavioural vs. bulk-send messaging
Not sample data — this is a genuine pattern from real programme performance. Messaging triggered off actual browse behaviour consistently and significantly outperforms generic bulk sends.
“This world is but a canvas to our imagination.” — Henry David Thoreau
Curious where your own numbers would land?
No pressure. No pitch. Just a human conversation.