In today’s digital ecosystem, email continues to be one of the most widely used communication tools in business—and unfortunately, it remains a leading vector for cyber threats. Phishing, in particular, has evolved significantly, growing in both sophistication and scale. As a result, organizations worldwide are turning to phishing simulations as a proactive defense mechanism. But the question remains: how do you measure success? What’s considered "normal" in phishing simulations in 2025?
In this article, we’ll explore the current phishing simulation benchmarks, interpret the latest data, and offer actionable strategies for organizations to improve their email security posture.
Why Phishing Simulations Are More Important Than Ever
Phishing simulations are controlled exercises that test how employees respond to fake phishing emails. These simulations mimic real-world attacks, giving organizations insights into user behavior, organizational risk, and training effectiveness.
As of 2025, simulations are no longer an optional part of a security awareness program. With email authentication standards tightening (e.g., DMARC, SPF, DKIM enforcement by providers like Google and Yahoo), the human element becomes even more critical. A single click on a phishing email can bypass technical controls and lead to data breaches, ransomware infections, or financial losses.
These simulations help identify weak points and provide a foundation for tailored training, reducing overall risk.
What to Measure in a Phishing Simulation
When running phishing tests, organizations typically monitor the following core metrics:
- Click Rate: The percentage of users who click on the phishing link.
- Report Rate: The percentage of users who correctly identify and report the phishing email.
- Failure Rate: Users who not only clicked but also submitted sensitive information, such as passwords or personal data.
- Resilience Score: A calculated score indicating how well your users are responding to phishing simulations. Typically, this is measured as (Report Rate - Failure Rate).
Understanding these metrics is essential to benchmarking and making meaningful improvements.
Phishing Simulation Benchmarks: 2025 Update
Based on industry data, surveys from security vendors, and compiled statistics from over 10,000 global simulations, here are the average phishing simulation results in 2025:
| Metric | 2025 Benchmark Range |
|---|---|
| Click Rate | 8% - 14% |
| Report Rate | 30% - 45% |
| Failure Rate | 2% - 5% |
| Resilience Score | +20 or higher |
These benchmarks offer a reference point, but they should be interpreted within the context of your organization’s size, industry, user behavior, and security maturity.
By Industry (2025 Trends):
- Healthcare: Click rate ~12%, due to a high volume of operational communication and lower IT budgets.
- Finance: Click rate ~9%, strong focus on compliance and employee training.
- Technology: Click rate ~6-8%, often below average due to better awareness and frequent testing.
- Education: Click rate ~14%, high turnover and decentralized training.
- Retail: Click rate ~11%, influenced by seasonal staff and variable digital literacy.
What’s Normal? And What Should Raise Red Flags?
Let’s break down each metric and understand what your results may indicate.
Click Rate:
- < 8%: Excellent. Your users demonstrate strong vigilance.
- 8-14%: Acceptable but could be improved.
- > 14%: High risk. Indicates the need for more frequent simulations and tailored training.
Failure Rate:
- < 2%: Low risk of actual compromise.
- 2-5%: Moderate risk. Continuous improvement needed.
- > 5%: High alert. Your users may be susceptible to credential phishing.
Report Rate:
- > 40%: Strong security culture.
- 30-40%: Average, but improvement is possible.
- < 30%: Indicates users aren’t confident or aware of reporting mechanisms.
Resilience Score:
- +20 or more: Healthy balance of security behavior.
- 0 to +20: Neutral. Users aren’t failing, but they’re also not reporting.
- Negative: More users are falling for attacks than reporting—dangerous territory.
How Often Should You Run Simulations?
In 2025, the industry best practice is to run simulations quarterly or bi-monthly, with ad-hoc testing during high-risk periods (e.g., tax season, holidays, or organizational changes). Frequent, short, and varied simulations are more effective than one large annual exercise.
Use different phishing templates:
- Spoofed executive emails (CEO fraud)
- Vendor impersonation
- Password expiration alerts
- Gift card scams
- Fake meeting invites (calendaring phishing)
Building a Culture of Security Awareness
Security is not just a technical issue—it’s a human issue. Simulations should be viewed as training tools, not traps.
Avoid the "Gotcha" Trap: Shaming employees who fall for phishing simulations is counterproductive. Instead, create a culture that encourages learning from mistakes. Provide real-time feedback with quick tips, friendly reminders, and even gamified leaderboards.
Offer Positive Reinforcement: Recognize users who report simulated phishing emails. Rewards, shoutouts, and team-based achievements foster engagement.
Make Reporting Easy: Ensure users know exactly how to report suspicious emails. Integrate a "Report Phish" button in the email client, and back it with a responsive security team.
Connecting Simulations with Technical Controls
Phishing simulations are just one piece of the email security puzzle. To gain a full picture, combine user behavior insights with domain protection tools:
- DMARC, SPF, DKIM Enforcement: Prevent attackers from spoofing your domain.
- Your DMARC Tools: Use dashboards to analyze authentication status, policy enforcement, and external sending sources.
- Email Gateway Logs: Correlate phishing simulation results with real-world phishing attempts.
This integrated approach ensures both your employees and your infrastructure are fortified.
Tracking Progress Over Time
Use each simulation as a stepping stone. Track improvements over time:
- Is the click rate declining?
- Are more users reporting?
- Are specific departments lagging?
- Which templates trigger the most clicks?
Segment reports by department, geography, or role to identify high-risk areas. This allows for tailored training, such as executive-focused phishing scenarios or seasonal awareness campaigns.
What to Do If Results Are Worse Than Average
Don’t panic. Poor simulation results are a signpost, not a failure.
Here’s what to do:
- Increase Simulation Frequency: Familiarity breeds awareness.
- Enhance Training Content: Use microlearning modules, short videos, and newsletters.
- Use Realistic Templates: Reflect the types of emails users actually receive.
- Reinforce Reporting Mechanisms: Run reporting-only simulations to practice response.
- Integrate with Incident Response: Connect reported emails to threat analysis tools.
Future Trends in Phishing Simulations (2025 and Beyond)
- AI-Generated Phishing Emails: As attackers use AI to craft more convincing emails, simulations must evolve to match realism.
- Personalized Testing: Simulations based on individual risk profiles and behavior.
- Integrated Training Platforms: Seamless learning tied directly to user responses.
- Real-Time Phishing Alerts: Instant in-browser alerts and coaching during simulations.
Conclusion: Benchmarks Help—But Awareness Saves
Phishing simulation benchmarks in 2025 offer a useful compass, but they’re not the final destination. Whether your organization is ahead, on par, or behind the curve, the goal is continual improvement.
Remember: every click, report, or miss is a learning opportunity. By combining smart simulation strategies with robust domain protection tools like Your DMARC, you empower your people to become your strongest line of defense.
Stay vigilant. Stay prepared. And stay ahead of threats.
