TOP 20 FASHION CONSUMER EMAIL OPEN RATE STATISTICS 2025
When you think about fashion emails, you might picture flashy discounts, new arrivals, or a bold subject line promising 30% off. But what really matters is whether people are even opening those emails in the first place. That’s where fashion consumer email open rate statistics come in—they help brands understand if their messages are reaching and resonating with the right audience. Whether you're selling luxury dresses or humble socks, the ability to connect through email is a vital pulse-check for your brand’s digital presence. In this post, we’re diving into the top 20 stats that show just how well fashion emails are performing in 2025—and what it takes to get noticed in the inbox.
Top 20 Fashion Consumer Email Open Rate Statistics 2025 (Editor's Choice)
| Stat Context | Open Rate | Notes / Details |
|---|---|---|
| Fashion email campaigns (2025) | 40.48% | Average for fashion brand campaigns globally. |
| Fashion automated flows | 52.75% | Triggered emails like cart abandonment and welcome flows. |
| Top 10% fashion brands (campaigns) | 56.94% | Best performers achieve this benchmark. |
| Top 10% fashion brands (flows) | 68.75% | Elite performers for flows like post-purchase emails. |
| Clothing & accessories campaigns | 38.04% | Includes multi-brand apparel and footwear segments. |
| Clothing & accessories flows | 48.61% | More personalized sequences perform better. |
| Retail eCommerce sector | 35.90% | Includes both fashion and general online retailers. |
| B2C average (all retail) | 34.79% | Omnichannel brands including fashion-related segments. |
| Median across industries | 42.35% | Includes sectors outside fashion for comparison. |
| Top-performing industries (general) | 59.70% | Example: Religion, education outpace retail. |
| Email open rate inflation (post-iOS 15) | +7–10% | Due to Apple Mail Privacy updates. |
| Omnichannel fashion brands | 44.10% | Combining email with SMS sees higher engagement. |
| Personalized fashion emails | 51.25% | Emails using name, product affinity outperform others. |
| Abandoned cart sequences | 54.62% | Highest-performing triggered emails in fashion. |
| Welcome series (fashion) | 49.87% | Initial emails after signup perform strongly. |
| Gen Z audience emails | 39.10% | More visual, shorter emails drive better opens. |
| Millennial-targeted fashion emails | 41.87% | Best when paired with product recommendations. |
| Weekend sends (fashion) | +5.3% boost | Saturday PM open rates are often higher. |
| Subject line A/B testing | +9–14% lift | Optimizing subject lines significantly improves results. |
| Fashion newsletters (monthly) | 36.20% | Non-promotional, trend-based emails. |
Top 20 Fashion Consumer Email Open Rate Statistics 2025
Fashion Consumer Email Open Rate Statistics#1. Fashion Email Campaigns (2025) – 40.48%
Fashion email campaigns in 2025 have achieved an impressive average open rate of 40.48%. This indicates that nearly two out of every five recipients actively open fashion marketing emails. The high engagement rate reflects the visual appeal, seasonal promotions, and brand loyalty driving customer interest. Compared to other industries, fashion sits comfortably above the average, showcasing its ability to captivate audiences. This figure also suggests that well-designed campaigns can sustain audience attention in a crowded inbox environment.
Fashion Consumer Email Open Rate Statistics#2. Fashion Automated Flows – 52.75%
Automated fashion email flows average a strong 52.75% open rate. These flows typically include welcome emails, cart abandonment reminders, and product restock notifications. Higher performance comes from the personal, timely nature of these messages, often triggered by direct consumer actions. This makes them more relevant and appealing compared to general campaigns. For fashion brands, this proves automation is key to maximizing engagement.
Fashion Consumer Email Open Rate Statistics#3. Top 10% Fashion Brands (Campaigns) – 56.94%
The top 10% of fashion brands achieve a remarkable 56.94% open rate for campaigns. This level of performance is the result of excellent audience segmentation, compelling subject lines, and strategic send times. High-performing brands often A/B test every element to achieve maximum opens. Their success serves as a benchmark for other brands aiming to improve their email marketing. It demonstrates that with the right tactics, significantly higher engagement than average is possible.
Fashion Consumer Email Open Rate Statistics#4. Top 10% Fashion Brands (Flows) – 68.75%
Elite fashion brands see up to 68.75% open rates on automated flows. This is because these messages are often sent at the exact moment a consumer is most interested. Examples include follow-up emails after browsing certain products or immediate post-purchase thank-you messages. Such timing creates a sense of urgency and relevance, resulting in higher opens. These figures show the potential of strategic automation in fashion email marketing.
Fashion Consumer Email Open Rate Statistics#5. Clothing & Accessories Campaigns – 38.04%
Clothing and accessories campaigns average 38.04% open rates. While slightly below the broader fashion category, this still represents strong engagement. These campaigns often compete with a large volume of promotional emails, making clear branding and enticing offers crucial. The stat suggests there is room for improvement through personalization and better targeting. It also indicates the importance of visual storytelling in the subject line to stand out.
Fashion Consumer Email Open Rate Statistics#6. Clothing & Accessories Flows – 48.61%
Automated flows for clothing and accessories achieve an average open rate of 48.61%. This is higher than campaigns due to the personalization factor. Emails triggered by browsing history, abandoned carts, or product launches feel tailored to the customer. The relevance increases the likelihood of opening. This underscores the importance of integrating behavioral triggers into email marketing.
Fashion Consumer Email Open Rate Statistics#7. Retail eCommerce Sector – 35.90%
The wider retail eCommerce sector, including fashion, averages a 35.90% open rate. Fashion brands outperform this benchmark, showing the category’s strength. This figure highlights that while retail overall performs well, fashion-specific strategies yield better engagement. Understanding this gap can help retailers refine their approach. It reinforces the need for creative and targeted fashion marketing.
Fashion Consumer Email Open Rate Statistics#8. B2C Average (All Retail) – 34.79%
The B2C average across all retail sits at 34.79% open rates. Fashion’s stronger numbers indicate a clear advantage in consumer interest. While this is a general benchmark, it’s a useful comparison for gauging success. Brands performing below this level may need to revisit their audience targeting and content. Fashion brands can take pride in exceeding this standard.
Fashion Consumer Email Open Rate Statistics#9. Median Across Industries – 42.35%
The median open rate across all industries is 42.35%. Fashion email campaigns closely align with this figure, proving their competitive standing. It suggests that fashion marketers are matching or slightly exceeding the general performance norm. However, top brands push much higher, proving there’s always room for growth. This median serves as a useful baseline for assessing overall campaign health.
Fashion Consumer Email Open Rate Statistics#10. Top-Performing Industries (General) – 59.70%
Some industries, like religion and education, reach as high as 59.70% open rates. While not directly fashion-related, these figures show the potential ceiling for engagement. Fashion brands can draw lessons from these high performers in terms of community building and trust. Understanding what drives these high open rates can inform fashion email strategy. The takeaway is that ultra-high engagement is possible with the right relationship-building.
Fashion Consumer Email Open Rate Statistics#11. Email Open Rate Inflation (Post-iOS 15) – +7–10%
The Apple Mail Privacy update has inflated open rates by around 7–10%. For fashion brands, this means reported open rates may be higher than actual engagement. While it can seem like performance is improving, clicks remain a more reliable metric. Marketers must adapt reporting strategies to account for these changes. It’s a reminder to focus on holistic performance metrics, not just opens.
Fashion Consumer Email Open Rate Statistics#12. Omnichannel Fashion Brands – 44.10%
Fashion brands using an omnichannel strategy see open rates of 44.10%. This approach combines email with SMS, social media, and in-store experiences. Consistent brand messaging across channels helps build trust and familiarity. This results in more customers opening marketing emails. It’s proof that email success is enhanced by broader marketing integration.
Fashion Consumer Email Open Rate Statistics#13. Personalized Fashion Emails – 51.25%
Personalized fashion emails average 51.25% open rates. These include using the recipient’s name, referencing past purchases, or tailoring product recommendations. The data proves that relevance is a major driver of engagement. Consumers are more likely to open emails that feel made just for them. Personalization remains one of the most effective tactics in fashion marketing.
Fashion Consumer Email Open Rate Statistics#14. Abandoned Cart Sequences – 54.62%
Abandoned cart emails see a 54.62% open rate in the fashion industry. These are some of the highest-performing messages because they address immediate consumer interest. They often feature images of the exact items left behind, creating urgency. The high open rate shows that this strategy is highly effective for recovery. Every fashion brand should have these sequences in place.
Fashion Consumer Email Open Rate Statistics#15. Welcome Series (Fashion) – 49.87%
Welcome series emails in fashion average 49.87% opens. These are crucial as they set the tone for the customer-brand relationship. Strong first impressions lead to higher engagement in future campaigns. Effective welcome emails often include brand storytelling and exclusive offers. This stat emphasizes the value of a well-planned onboarding sequence.
Fashion Consumer Email Open Rate Statistics#16. Gen Z Audience Emails – 39.10%
Emails targeting Gen Z average 39.10% open rates in fashion. Short, visually-driven content performs best for this group. Brands that incorporate social trends, memes, or sustainability messages often see higher engagement. Gen Z values authenticity, so marketing must avoid feeling overly corporate. The open rate shows a strong, but improvable, connection with this demographic.
Fashion Consumer Email Open Rate Statistics#17. Millennial-Targeted Fashion Emails – 41.87%
Millennial-focused fashion emails have an average open rate of 41.87%. Millennials respond well to personalized recommendations and loyalty rewards. The slightly higher open rate compared to Gen Z suggests greater email receptiveness. Fashion brands often pair these campaigns with social proof to boost credibility. This segment remains a key target for email marketing.
Fashion Consumer Email Open Rate Statistics#18. Weekend Sends (Fashion) – +5.3% boost
Fashion emails sent on weekends see a 5.3% boost in open rates. Saturdays and Sundays often give recipients more time to browse. Brands can use this timing to launch special weekend offers or new arrivals. This stat proves timing can be as important as content. Testing send times remains essential for optimization.
Fashion Consumer Email Open Rate Statistics#19. Subject Line A/B Testing – +9–14% lift
A/B testing subject lines can lead to a 9–14% increase in open rates. Fashion brands benefit greatly from experimenting with emojis, urgency, and personalization. Testing helps identify what resonates most with a specific audience. Over time, this leads to a steady lift in campaign performance. The data makes a strong case for ongoing testing in fashion email strategy.
Fashion Consumer Email Open Rate Statistics#20. Fashion Newsletters (Monthly) – 36.20%
Monthly fashion newsletters achieve an average open rate of 36.20%. These non-promotional emails focus on trends, styling tips, and brand updates. They play a key role in long-term brand engagement. While the open rate is lower than promotional campaigns, they build trust and authority. This makes them a valuable part of the email mix.
Why These Open Rate Benchmarks Matter for Fashion Marketers
The numbers aren’t just numbers—they tell a story about trust, timing, and relevance. From abandoned cart flows with sky-high open rates to monthly newsletters that keep your brand top of mind, these fashion consumer email open rate statistics reveal where brands are winning (and where they’re falling short). It’s not just about hitting a percentage—it’s about connecting with people, whether they’re shopping for a statement jacket or a new pack of socks. As consumer expectations shift and inboxes get more crowded, the brands that adapt and personalize will continue to stand out. Use these benchmarks as your roadmap—and remember, the best emails are the ones that feel like they were written just for your customer.
SOURCES
https://venturestream.co.uk/blog/email-marketing-benchmarks-for-fashion-brands/
https://targetbay.com/ecommerce-email-marketing/fashion-apparel/
https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks
https://blog.hubspot.com/sales/average-email-open-rate-benchmark
https://www.klaviyo.com/blog/abandoned-cart-benchmarks
https://theretailexec.com/platform-management/abandoned-cart-email-best-practices/
https://www.klaviyo.com/blog/welcome-email-examples