TOP 20 SEASONAL LOOKBOOK OPEN RATE STATISTICS 2025

When I sat down to dive into seasonal lookbook open rate statistics, I couldn’t help but think about how much these numbers actually shape the way we experience fashion online. I’ve always loved flipping through seasonal collections, the same way I enjoy pulling out a fresh pair of socks when the weather changes—it’s simple, but it sets the tone. These stats aren’t just figures on a page; they show us how people interact with style, timing, and storytelling in their inboxes. For me, it’s fascinating to see how engagement spikes when campaigns align perfectly with the season’s mood. That’s why I pulled together the top 20 stats—to give us a clear, human look at how these campaigns really perform.

Top 20 Seasonal Lookbook Open Rate Statistics 2025 (Editor’s Choice)

 

 

Top 20 Seasonal Lookbook Open Rate Statistics 2025

Seasonal Lookbook Open Rate Statistics#1 Seasonal / Holiday Campaigns (35.9%)

Seasonal and holiday lookbook campaigns achieve an impressive 35.9% open rate, outperforming many standard emails. This higher engagement is largely driven by urgency, as customers expect timely updates on seasonal styles. Holiday promotions also benefit from emotional appeal, often tied to gifting or celebrations. Fashion brands leverage this window to showcase exclusive collections that align with customer sentiment. As a result, these campaigns consistently rank among the most effective in driving attention.

Seasonal Lookbook Open Rate Statistics#2 Fashion & Apparel Campaigns (32.1%)

Fashion and apparel brands typically see an open rate of 32.1%, reflecting the sector’s strong consumer interest. Lookbooks in this category emphasize visuals and seasonal trends, which capture attention quickly. Audiences in fashion are more receptive to emails highlighting style inspiration than generic promotions. This elevated open rate shows the power of imagery and seasonal storytelling. For brands, this indicates the importance of aligning emails with fashion calendars.

Seasonal Lookbook Open Rate Statistics#3 General Fashion Brands (26.9%)

General fashion brands average a 26.9% open rate, which is still higher than many other industries. This figure represents standard brand-to-consumer outreach, without the boost of holiday timing. While not as strong as seasonal campaigns, it demonstrates the steady consumer appetite for fashion updates. Maintaining engaging subject lines is crucial for sustaining this performance. Overall, it reflects that fashion emails have a built-in advantage compared to other categories.

 

 

Seasonal Lookbook Open Rate Statistics#4 Average Email Open Rate (All Industries) (26.6%)

The general open rate across industries sits at 26.6%, offering a baseline for comparison. Seasonal lookbook campaigns that surpass this number show above-average engagement. This figure is helpful for fashion marketers who want to measure relative success. If your lookbook campaigns exceed 30%, you are performing above most industries. This stat sets the context for why fashion lookbooks can be considered strong performers.

Seasonal Lookbook Open Rate Statistics#5 Year-Over-Year Growth (+6% to 26.6%)

Open rates increased by about 6% year-over-year, reaching 26.6%. This growth reflects shifting consumer habits and improved personalization strategies. For seasonal lookbooks, it highlights how timely, targeted campaigns are becoming more effective. Consumers are increasingly expecting well-designed, relevant emails, which contributes to growth. This upward trend signals opportunity for fashion brands to continue optimizing.

Seasonal Lookbook Open Rate Statistics#6 General Ecommerce Emails (36.6%)

General eCommerce emails achieve an impressive 36.6% open rate, showing strong consumer trust in digital retail. Seasonal lookbooks can benefit by aligning with this performance benchmark. Shoppers open eCommerce campaigns because they often contain clear product value. When combined with visual storytelling, lookbooks can outperform average promotional emails. This demonstrates the importance of format and timing in boosting results.

Seasonal Lookbook Open Rate Statistics#7 Retail Campaigns (35.9%)

Retail campaigns average 35.9% open rates, on par with strong seasonal campaigns. These campaigns are effective because they combine urgency with tangible offers. In the fashion world, retailers tie this to seasonal launches or end-of-season clearance. By making offers time-sensitive, they prompt higher open engagement. This reinforces that retail-oriented lookbooks can drive excellent performance.

Seasonal Lookbook Open Rate Statistics#8 Win-Back Automated Emails (42.5%)

Win-back automated emails boast 42.5% open rates, significantly higher than most campaigns. These are triggered messages aimed at re-engaging inactive subscribers. For seasonal lookbooks, this suggests automated reactivation strategies can be powerful. Re-engaged customers often respond positively to fresh seasonal styles. By combining automation with seasonal hooks, brands can recover lost attention.

Seasonal Lookbook Open Rate Statistics#9 Post-Purchase Receipts (70.9%)

Post-purchase emails achieve an extraordinary 70.9% open rate in fashion. These transactional messages are opened because they provide order confirmations and details. While not lookbooks directly, they show how high-value messages perform. Brands often include cross-selling seasonal suggestions within these receipts. This creates an opportunity to tie transactional reliability with lookbook inspiration.

 

 

Seasonal Lookbook Open Rate Statistics#10 “Good” Email Range (17–28%)

A “good” email open rate benchmark falls between 17% and 28%. This gives fashion marketers a realistic standard for evaluating seasonal lookbooks. If campaigns reach above 30%, they’re considered outperformers. Staying below 17% often indicates a need to adjust subject lines or targeting. This range helps contextualize how strong fashion lookbook results truly are.

Seasonal Lookbook Open Rate Statistics#11 Low Open Rate Warning (<18%)

Open rates below 18% are considered warning signs for campaign health. Seasonal lookbooks under this range may be suffering from poor timing or relevance. Deliverability issues or weak subject lines also play a role. For fashion brands, it signals the need to refine strategy quickly. Falling below this line means missing out on baseline industry engagement.

Seasonal Lookbook Open Rate Statistics#12 Fashion Retail Average (18.4%)

Fashion retail campaigns specifically average 18.4%, according to benchmarks. While lower than apparel-specific campaigns, this still shows steady consumer interest. Retailers sending broader promotional emails often see less excitement compared to curated lookbooks. This stat underlines why focused seasonal content performs better. By aiming above this benchmark, fashion brands can signal strong campaign strength.

Seasonal Lookbook Open Rate Statistics#13 Mailchimp Highs & Lows (27.3–40.6%)

Mailchimp benchmarks show highs of 40.6% and lows of 27.3% across industries. This spread demonstrates the variability in campaign success. Seasonal lookbooks that fall closer to the high end are strong outperformers. Industries like government tend to dominate open rates, while supplements lag. Fashion sits in the middle but benefits from strong visual appeal.

Seasonal Lookbook Open Rate Statistics#14 GetResponse Average (39.6%)

GetResponse reports an average open rate of 39.6%, well above the global standard. This suggests that higher benchmarks are possible with strong execution. Seasonal lookbooks should aim to align with or surpass this figure. Campaigns featuring clear visuals and offers are more likely to succeed. It’s a motivating standard for marketers working in fashion.

Seasonal Lookbook Open Rate Statistics#15 HubSpot Overall Average (42.4%)

HubSpot places the average open rate across industries at 42.4%. This is among the highest benchmarks reported. Seasonal lookbooks striving for excellence should aim toward this level. While fashion brands may not always reach it, aspirational benchmarks are useful. It shows what’s possible with optimized targeting and timing.

 

 

Seasonal Lookbook Open Rate Statistics#16 Omnisend 2023 Average (25.1%)

In 2023, Omnisend reported an average open rate of 25.1%. This figure is slightly below cross-industry benchmarks but still steady. For seasonal lookbooks, outperforming this number indicates campaign strength. Fashion brands have the advantage of higher consumer interest. This stat provides context for measuring year-over-year improvements.

Seasonal Lookbook Open Rate Statistics#17 Campaign Monitor “Good” Range (17–28%)

Campaign Monitor defines 17–28% as a solid range for engagement. Seasonal lookbooks consistently sit above this, proving their effectiveness. This benchmark is particularly useful for small to mid-sized fashion brands. It shows that achieving 30%+ places campaigns above industry standards. These ranges serve as grounding for realistic goal setting.

Seasonal Lookbook Open Rate Statistics#18 Historical Average (21.5%)

Historically, the average open rate across industries is about 21.5%. Seasonal lookbooks regularly surpass this by a large margin. This demonstrates their competitive edge in capturing audience attention. Fashion lookbooks thrive due to visual design and timely delivery. Historical context underscores how much stronger fashion campaigns perform today.

Seasonal Lookbook Open Rate Statistics#19 Beehiiv Benchmark Range (20–30%)

Beehiiv suggests that a good benchmark falls between 20% and 30%. Seasonal lookbooks that hit above this range are excelling. This aligns with most fashion campaigns, which often cross 30%. By staying within or beyond this range, marketers know their efforts are paying off. It’s a helpful reminder that performance should consistently surpass general email averages.

 

 

Seasonal Lookbook Open Rate Statistics#20 Click-to-Conversion Growth (+27.6%)

While not an open rate, click-to-conversion growth rose 27.6% in 2024. This shows that higher open rates often correlate with stronger downstream results. For seasonal lookbooks, engagement translates directly into sales. The stat emphasizes that opens are the gateway to conversions. Fashion marketers should link this insight to ROI measurement.

Final Thoughts On Seasonal Lookbook Open Rates

Looking over all these stats, what really stands out to me is how much timing and context matter. A seasonal lookbook isn’t just another email—it’s a story, a reflection of where people are in their lives at that moment. Personally, I find it exciting that even small tweaks—like stronger visuals or smarter timing—can make such a big difference. It reminds me that behind every open rate, there’s a person making a choice to engage. And if these numbers tell us anything, it’s that with the right approach, fashion brands can create connections that feel both timely and personal.

SOURCES

https://www.omnisend.com/blog/email-open-rate/ 

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https://www.opensend.com/post/email-open-rate-ecommerce 

https://www.tenonhq.com/article/how-to-improve-your-email-marketing-with-crm-data 

https://blog.hubspot.com/sales/average-email-open-rate-benchmark 

https://www.superoffice.com/blog/email-open-rates/ 

https://www.constantcontact.com/blog/email-marketing-statistics/ 

https://community.hubspot.com/t5/Reporting-Analytics/What-is-considered-a-good-email-open-rate/m-p/888083 

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https://www.mailmodo.com/guides/calculate-open-rate/  

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https://www.omnisend.com/blog/email-marketing-frequency/