31:31Miami 2025
San Diego 2025
2025 Email and SMS Benchmarks: San Diego Panel
Rytis Lauris, Jimmy Kim, and Chase Dimond interpret email and SMS benchmark data, covering automation, engagement, order value, and the experience behind the numbers.
Watch it. Put it to work.
ABOUT THIS SESSION
Read the signals. Improve the journey.
Rytis Lauris, Jimmy Kim, and Chase Dimond interpret email and SMS benchmark data, covering automation, engagement, order value, and the experience behind the numbers.
For lifecycle teams using benchmarks to decide where their own program needs attention.
- Speakers
- Rytis Lauris
Co-Founder & CEO, Omnisend - Jimmy Kim
Founder & CEO, eCom Email Marketer - Chase Dimond
Chief Email Nerd, eCom Email Marketer - Recorded at
- San Diego 2025 ↗
September 2025
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Read engagement in context
Use benchmark changes to guide an account-level investigation, not as a universal target.
Read this part · 04:39 ↓ - 02
Revisit the messages customers keep seeing
Audit recurring flow messages for repetition, outdated offers, and missing context.
Read this part · 09:42 ↓ - 03
Account for the mix of automations
Separate flow types before interpreting an overall conversion-rate change.
Read this part · 15:07 ↓ - 04
Coordinate SMS with email
Design signup and follow-up around the channels customers actually choose.
Read this part · 20:51 ↓ - 05
Evaluate another channel on its role
Give any added channel a specific customer purpose and review the combined cadence.
Read this part · 27:13 ↓
READ THE SESSION
The edited transcript.
A condensed, edited reading version based on the YouTube captions and session chapters. Repetition and unclear audience audio have been removed; the discussion is paraphrased for clarity, rather than presented as a verbatim transcript. Timestamps refer to the original video.
Original recording on YouTube ↗Read engagement in context
The panel considers what opens and clicks can reveal, while connecting those numbers to brand trust, subject lines, and the relevance of the message. A benchmark describes a group of senders; it does not explain every change in an individual account.
Compare like periods and similar message types, then investigate what changed inside the program. The discussion’s emphasis is on using data to ask better questions about the customer experience, rather than turning an industry average into a fixed target for every brand.
Revisit the messages customers keep seeing
An automation can be relevant when it is launched and stale months later. The panel gives the example of a customer receiving the same abandoned-cart message repeatedly over a long period. The trigger alone does not make the experience permanently useful.
Review the content, offer, and sequence as the business changes. Unsubscribes and engagement can help flag a problem, but the practical work is reading the program from the customer’s perspective and deciding whether it still earns attention.
Account for the mix of automations
An average automation conversion rate can fall when a brand adds more flows beyond its highest-intent triggers. Rytis explains why that does not automatically mean the program is getting worse. A broader set of journeys may include customers at earlier stages.
Look at the role of each flow and the total contribution of the program. Comparing a welcome or abandoned-cart sequence with a lower-intent education sequence without context can lead to the wrong conclusion about where to invest.
Coordinate SMS with email
The discussion treats SMS as part of the customer journey rather than a disconnected revenue line. The audience may be smaller, and the response can differ from email, so the offer and timing deserve their own review.
One signup example asks for email first and the phone number second. Someone who declines the second step can still join the email list. This connects collection design with the practical reality that customers choose different levels and channels of contact.
Evaluate another channel on its role
Push notifications enter the discussion as another way to reach customers. The useful question is where an additional channel adds a timely touch, rather than whether the team can send more messages overall.
The closing recommendations return to automation and ongoing review. A program becomes more useful by matching messages to behavior and refreshing the experience, not simply by increasing the number of tools. Treat the panel’s figures as historical context for your own tests.
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