TOP 20 FASHION EMAIL OPEN RATE TRENDS 2025

When you spend time analyzing fashion email open rate trends, you realize just how much of an art it is to get someone to actually click open. Fashion consumers are bombarded with emails every single day, yet the right subject line, timing, and flow can still cut through the noise. It reminds me a little of picking the perfect pair of socks—you don’t think about them too much until the wrong pair ruins the whole outfit, but when you choose well, everything feels just right. In the same way, a fashion email that lands at the right moment and speaks to the shopper’s intent makes all the difference. What stood out most in this data is how personalization and timing continue to prove themselves as the heartbeat of successful email campaigns.

 

Top 20 Fashion Email Open Rate Trends 2025 (Editor's Choice)

 

Top 20 Fashion Email Open Rate Trends 2025

 

Fashion Email Open Rate Trends#1 – Campaigns Open Rate (~38.04%)

Fashion campaigns in the clothing and accessories sector average around a 38.04% open rate. This figure is slightly above the all-industry average, showing fashion consumers are more responsive to brand emails. The number also reflects how seasonal and style-driven promotions keep audiences engaged. However, reliance on traditional campaigns can still underperform compared to more personalized flows. Brands should use this benchmark to measure if their open rates are competitive.

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Fashion Email Open Rate Trends#2 – Automated Flows (~48.61%)

Automated flows deliver about a 48.61% open rate, significantly higher than campaign emails. These flows include welcome sequences, abandoned cart reminders, and post-purchase follow-ups. Shoppers are more likely to open these because they feel timely and relevant. This shows the importance of lifecycle marketing in fashion email strategies. Brands not leveraging flows are missing out on higher engagement opportunities.

 

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Fashion Email Open Rate Trends#3 – Overall Fashion Brands (~40.48%)

Across fashion brands, the average open rate stands at about 40.48%. This metric shows that fashion emails generally perform slightly better than many other industries. It reflects consumer interest in style updates, promotions, and new arrivals. The number proves fashion email marketing is a valuable investment. Staying above this benchmark is a sign of strong audience engagement.

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Fashion Email Open Rate Trends#4 – Top 10% Performers (~56.94%)

The best 10% of fashion brands achieve email open rates as high as 56.94%. This demonstrates what’s possible when subject lines, timing, and segmentation are optimized. These brands stand out because they build strong trust and consistent brand storytelling. They often combine urgency with exclusivity to achieve higher engagement. The stat highlights that top performance is attainable with the right strategies.

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Fashion Email Open Rate Trends#5 – Retargeting Emails (~43%)

Retargeting emails in fashion average around 43% open rates. These are triggered by customer behaviors, such as browsing products without purchasing. The higher performance comes from the relevance of the content to the shopper’s intent. Personalization and timing are key factors driving these results. This proves behavioral targeting is a strong driver of open rates.

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Fashion Email Open Rate Trends#6 – Flows vs. Campaigns

Flows consistently achieve higher open rates than campaign emails across industries, including fashion. The reason is their real-time alignment with customer actions. Campaigns are broad, while flows are individualized, which resonates more with shoppers. Fashion customers respond strongly to automated nudges like “back in stock” or “you left this in your cart.” This makes automated flows a must-have for fashion marketers.

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Fashion Email Open Rate Trends#7 – All-Industry Campaigns (~37.93%)

The average open rate for campaigns across industries sits at ~37.93%. Compared to fashion’s ~38–40%, the industry is slightly ahead. This benchmark shows that fashion is relatively strong at grabbing inbox attention. However, it also means competition is fierce since customers expect polished content. To stay ahead, fashion brands must optimize beyond this baseline.

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Fashion Email Open Rate Trends#8 – MailerLite Benchmark (~42.35%)

MailerLite reports a median open rate across industries of ~42.35%. This figure puts fashion brands close to the global median. Being within range indicates that fashion email strategies align with larger trends. However, fashion’s reliance on visual appeal gives it opportunities to outperform. Brands should aim to exceed this benchmark with creative subject lines and visuals.

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Fashion Email Open Rate Trends#9 – Apple MPP Effect

Apple’s Mail Privacy Protection (MPP), introduced in 2021, inflated open rates by auto-loading tracking pixels. Fashion brands, like all industries, must interpret open rate data cautiously. The metric alone is no longer a perfect indicator of engagement. Instead, clicks and conversions matter more for true performance. Still, the trend shaped how open rates are reported and analyzed.

 

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Fashion Email Open Rate Trends#10 – Industry Flows (~48.57–65.74%)

Across industries, flows average ~48.57% open rates, with top performers reaching up to 65.74%. Fashion flows often sit in this higher range because they are visual and timely. This demonstrates the scalability of flow performance if optimized correctly. Brands that personalize with product recommendations see the best results. These numbers set the gold standard for open rate goals.

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Fashion Email Open Rate Trends#11 – Deliverability Q2 2025

Fashion email deliverability improved in Q2 2025, with inbox placement reaching 2.59% and spam rates dropping from 100% to 10.55%. This sharp shift shows better sender reputation and compliance practices. Cleaner lists and authentication methods improved deliverability. It highlights the importance of reputation in email success. Strong deliverability directly contributes to better open rate reliability.

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Fashion Email Open Rate Trends#12 – Emoji Usage (25.49%)

Emoji usage in subject lines increased to 25.49% in Q2, up from 19.85% in Q1. Fashion brands use emojis to convey emotion and visual context quickly. They stand out in crowded inboxes, especially among younger audiences. The rise signals a broader trend toward playful, visually engaging subject lines. When used sparingly, emojis can boost open rates significantly.

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Fashion Email Open Rate Trends#13 – Product Mentions (14.76%)

Subject lines including product names rose from 7.25% to 14.76% in Q2. This shows brands are becoming more direct in highlighting items. Customers engage more when subject lines include tangible product references. Fashion shoppers, in particular, want to know what’s new at a glance. This tactic strengthens the link between inbox attention and purchase intent.

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Fashion Email Open Rate Trends#14 – Discount Subject Lines (30.10%)

Discount-focused subject lines fell from 39.69% in Q1 to 30.10% in Q2. This indicates a move away from overusing discount messaging. Fashion brands are focusing more on engagement and brand storytelling. Heavy discounting can train customers to only respond to sales. The trend suggests a healthier balance between promotions and long-term brand value.

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Fashion Email Open Rate Trends#15 – Best Send Days (Wed & Sat)

In Q2, Saturday emails saw the highest engagement at 23.5%, followed by Wednesday at 20.2%. These days outperform others in terms of open rates. Fashion shoppers may be more relaxed on weekends and midweek, driving higher attention. This trend suggests testing timing is crucial for maximizing performance. Brands can use these insights to refine scheduling.

 

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Fashion Email Open Rate Trends#16 – Send-Time Windows

The best send times were identified as 5–9 am and 3–6 pm. These windows align with early morning routines and post-work browsing. Fashion customers tend to check emails during downtime. Sending at these times increases the chance of being noticed. Timing optimization remains a powerful lever for open rate growth.

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Fashion Email Open Rate Trends#17 – Email Type Shift (49.55% Engagement Emails)

In Q2, “other engagement” emails made up 49.55% of fashion sends. These included style guides, curated collections, and editorial content. The shift shows brands are moving beyond pure promotional emails. Engagement emails strengthen brand identity while keeping audiences entertained. This diversification builds loyalty and sustains open rates.

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Fashion Email Open Rate Trends#18 – CTA Trends (“Shop Now” 19.99%)

“Shop Now” CTAs appeared in 19.99% of subject lines, surpassing discount-centric CTAs. This reflects a preference for clear and action-driven messaging. Direct CTAs give fashion shoppers confidence in what to expect. It also positions the email as a straightforward entry point to shop. This change shows the growing role of clarity in open rate success.

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Fashion Email Open Rate Trends#19 – ROI of Fashion Email ($42 per $1)

Fashion email marketing generates about $42 in revenue for every $1 spent. This ROI proves email remains one of the strongest digital channels. The open rate trends tie directly to this profitability. Higher engagement means more clicks and more conversions. Brands that refine open rates can amplify ROI significantly.

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Fashion Email Open Rate Trends#20 – Segmentation Impact

Segmentation and personalization drive the highest open rates in fashion email marketing. Targeted flows like welcome emails, cart reminders, and loyalty updates perform best. Customers engage more when the message feels relevant to them. This trend proves broad mass-mailing is far less effective. Personalization is the key to sustained open rate growth.

 

 

Finding the Rhythm of Your Audience

Looking at these fashion email open rate trends, I can’t help but feel that the real lesson isn’t in the percentages alone—it’s in the stories they tell. Behind every open is a person curious about a new style, excited about a promotion, or simply checking in with a brand they trust. The brands that thrive are the ones that treat their emails like conversations, not just announcements. Just like how I reach for my favorite socks on days I want comfort, customers reach for emails that feel familiar, personal, and worth their time. If there’s one takeaway, it’s that fashion email success is really about rhythm—showing up consistently, listening to your audience, and finding the perfect beat where engagement naturally follows.

 

SOURCES

• https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates

• https://venturestream.co.uk/blog/email-marketing-benchmarks-for-fashion-brands/

• https://eksido.com/the-new-rules-of-open-rates-in-2025-reading-between-the-pixels/

• https://www.litmus.com/blog/trends-in-email-marketing

• https://www.constantcontact.com/blog/apple-mail-privacy-protection-for-email-marketing/

• https://www.salesforce.com/blog/email-open-rates/

• https://www.listrak.com/blog/performance-shifts-optimization-opportunities-post-ios-18

• https://www.litmus.com/apple-mail-privacy-protection-resources