Human Written & Fact Checked · Updated November 2026

100 Email Flow Revenue Statistics for 2026

Your highest-revenue email flow may be reaching your easiest-to-convert customers. Before treating its dashboard as proof of marketing impact, separate attributed revenue from incremental sales and compare businesses with similar order values.

This hub brings together original flow benchmarks from Klaviyo and Omnisend, plus explicitly labelled campaign measurement context from MailerLite. The sources describe different customer populations and attribution systems. They cannot establish which platform produces better results, and the campaign figures are not flow revenue estimates.

Headline figures

Omnisend 2025 automated emails earned $2.87 per send. (Omnisend, Jan 2026)
Omnisend 2025 scheduled campaigns earned $0.18 per send. (Omnisend, Jan 2026)
Omnisend 2025 automated emails generated 30% of email-driven revenue. (Omnisend, Jan 2026)
Omnisend 2025 back in stock: revenue per email $8.46. (Omnisend, Jan 2026)
Omnisend 2025 welcome: click-to-conversion rate 52.98%. (Omnisend, Jan 2026)
Omnisend 2025 birthday: revenue per email $4.37. (Omnisend, Jan 2026)
Cart flow: annual revenue $1–$1M, AOV $291 with no upper bound: 75th-percentile RPR was $43.51. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1M–$5M, AOV $291 with no upper bound: 75th-percentile RPR was $60.48. (Klaviyo, Oct 2026)
Cart flow: annual revenue $5M–$20M, AOV $291 with no upper bound: 75th-percentile RPR was $51.07. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1–$1M, AOV $83–$112: 75th-percentile RPR was $3.60. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1–$1M, AOV $44–$83: 25th-percentile RPR was $0.05. (Klaviyo, Oct 2026)
MailerLite 2025 campaign median open rate: 43.46%. (MailerLite, Dec 2025)

What revenue per recipient do abandoned-cart flows generate?

Cart recovery starts with unusually strong purchase intent. Compare the same basket-value bracket before interpreting a revenue gap as evidence of better copy.

What is the cart benchmark at annual revenue $1–$1M?

Cart flow: annual revenue $1–$1M, AOV $44–$83: 25th-percentile RPR was $0.86. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1–$1M, AOV $44–$83: 75th-percentile RPR was $2.91. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1–$1M, AOV $83–$112: 25th-percentile RPR was $1.76. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1–$1M, AOV $83–$112: 75th-percentile RPR was $5.32. (Klaviyo, Oct 2026)

The smaller-business cart reference is a peer benchmark, not a forecast for every abandoned basket. Its percentile bands describe the distribution of attributed revenue per delivered email within the stated order-value brackets. Keep a separate holdout or other suitable experiment when estimating incremental sales. The published reference was updated in October 2026, but its underlying collection dates are undisclosed; the update is not evidence of a new sample.

What is the cart benchmark at annual revenue $1M–$5M?

Cart flow: annual revenue $1M–$5M, AOV $44–$83: 25th-percentile RPR was $1.12. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1M–$5M, AOV $44–$83: 75th-percentile RPR was $3.03. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1M–$5M, AOV $83–$112: 25th-percentile RPR was $2.39. (Klaviyo, Oct 2026)
Cart flow: annual revenue $1M–$5M, AOV $83–$112: 75th-percentile RPR was $5.86. (Klaviyo, Oct 2026)

The middle revenue band has its own cart-flow reference. Use it when the business fits that annual revenue range, while retaining the same order-value definitions and attribution window in your internal comparison. Treat the published percentiles as distribution markers, not minimum and maximum attainable results. Before acting on a gap, check delivery counts, order attribution and whether discounts changed the value of the basket.

What is the cart benchmark at annual revenue $5M–$20M?

Cart flow: annual revenue $5M–$20M, AOV $44–$83: 25th-percentile RPR was $1.30. (Klaviyo, Oct 2026)
Cart flow: annual revenue $5M–$20M, AOV $44–$83: 75th-percentile RPR was $2.88. (Klaviyo, Oct 2026)
Cart flow: annual revenue $5M–$20M, AOV $83–$112: 25th-percentile RPR was $3.03. (Klaviyo, Oct 2026)
Cart flow: annual revenue $5M–$20M, AOV $83–$112: 75th-percentile RPR was $5.07. (Klaviyo, Oct 2026)

Larger businesses still need an order-value match before judging cart recovery. The published bands describe peer outcomes instead of the amount a particular customer will spend after receiving a message. Use these values to investigate a flow, then examine the underlying customer journeys. A benchmark comparison alone cannot distinguish better targeting from a different product mix or a change in the way revenue is attributed.

How much revenue do post-purchase flows attribute?

A retention email should be judged in the context of the existing customer relationship. Revenue attributed after an order is useful operational evidence, but it does not prove that the message created the next purchase.

What is the post-purchase benchmark at annual revenue $1–$1M?

Post-purchase flow: annual revenue $1–$1M, AOV $44–$83: 75th-percentile RPR was $0.44. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1–$1M, AOV $83–$112: 25th-percentile RPR was $0.13. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1–$1M, AOV $83–$112: 75th-percentile RPR was $0.97. (Klaviyo, Oct 2026)

The smaller-business post-purchase table measures attributed revenue after customers have already ordered. These are flow benchmarks, not total customer lifetime value or margins on the original transaction. Separate replenishment reminders from service messages when diagnosing the commercial purpose of each step. Keep a separate holdout or other suitable experiment when estimating incremental sales. The published reference was updated in October 2026, but its underlying collection dates are undisclosed; the update is not evidence of a new sample.

What is the post-purchase benchmark at annual revenue $1M–$5M?

Post-purchase flow: annual revenue $1M–$5M, AOV $44–$83: 25th-percentile RPR was $0.11. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1M–$5M, AOV $44–$83: 75th-percentile RPR was $0.44. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1M–$5M, AOV $83–$112: 25th-percentile RPR was $0.24. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $1M–$5M, AOV $83–$112: 75th-percentile RPR was $0.72. (Klaviyo, Oct 2026)

The middle revenue band provides a separate post-purchase comparator. Match the purchase cycle as well as business size when deciding whether the flow is underperforming or simply reaching customers who rarely reorder. Treat the published percentiles as distribution markers, not minimum and maximum attainable results. Before acting on a gap, check delivery counts, order attribution and whether discounts changed the value of the basket.

What is the post-purchase benchmark at annual revenue $5M–$20M?

Post-purchase flow: annual revenue $5M–$20M, AOV $44–$83: 25th-percentile RPR was $0.18. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $5M–$20M, AOV $44–$83: 75th-percentile RPR was $0.45. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $5M–$20M, AOV $83–$112: 25th-percentile RPR was $0.28. (Klaviyo, Oct 2026)
Post-purchase flow: annual revenue $5M–$20M, AOV $83–$112: 75th-percentile RPR was $0.85. (Klaviyo, Oct 2026)

The larger-business reference remains a revenue-per-recipient measure. It should not be substituted for a repeat-purchase rate, because expensive orders and the number of delivered messages also influence the result. Use these values to investigate a flow, then examine the underlying customer journeys. A benchmark comparison alone cannot distinguish better targeting from a different product mix or a change in the way revenue is attributed.

What revenue do welcome flows generate across business sizes?

Welcome flows mix persuasion with selection: subscribers already chose to hear from the business. Evaluate the offer and acquisition source alongside the attributed revenue before extending the same sequence to every new contact.

What is the welcome benchmark at annual revenue $1–$1M?

Welcome flow: annual revenue $1–$1M, AOV $44–$83: 25th-percentile RPR was $0.17. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1–$1M, AOV $44–$83: 75th-percentile RPR was $1.95. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1–$1M, AOV $83–$112: 25th-percentile RPR was $0.44. (Klaviyo, Oct 2026)

Smaller-business welcome benchmarks depend on the order-value bracket. The remaining cells below complement the headline example without suggesting that every subscriber or every message should produce the same outcome. Acquisition source and eligibility rules should remain visible in any comparison of new subscriber cohorts. Keep a separate holdout or other suitable experiment when estimating incremental sales. The published reference was updated in October 2026, but its underlying collection dates are undisclosed; the update is not evidence of a new sample.

What is the welcome benchmark at annual revenue $1M–$5M?

Welcome flow: annual revenue $1M–$5M, AOV $44–$83: 25th-percentile RPR was $0.35. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1M–$5M, AOV $44–$83: 75th-percentile RPR was $2.53. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1M–$5M, AOV $83–$112: 25th-percentile RPR was $0.51. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $1M–$5M, AOV $83–$112: 75th-percentile RPR was $3.93. (Klaviyo, Oct 2026)

The middle revenue band offers a welcome-flow comparison for businesses of similar annual scale. Use the matching order-value bracket and confirm that the definition of a recipient matches your own reporting. Treat the published percentiles as distribution markers, not minimum and maximum attainable results. Before acting on a gap, check delivery counts, order attribution and whether discounts changed the value of the basket.

What is the welcome benchmark at annual revenue $5M–$20M?

Welcome flow: annual revenue $5M–$20M, AOV $44–$83: 25th-percentile RPR was $0.60. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $5M–$20M, AOV $44–$83: 75th-percentile RPR was $2.19. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $5M–$20M, AOV $83–$112: 25th-percentile RPR was $0.94. (Klaviyo, Oct 2026)
Welcome flow: annual revenue $5M–$20M, AOV $83–$112: 75th-percentile RPR was $4.55. (Klaviyo, Oct 2026)

The larger-business welcome reference captures attributed revenue, not the value of acquiring an additional subscriber. A strong result can reflect audience quality, discounts, product pricing or the attribution rules as well as message content. Use these values to investigate a flow, then examine the underlying customer journeys. A benchmark comparison alone cannot distinguish better targeting from a different product mix or a change in the way revenue is attributed.

Which automated triggers earn revenue and convert clicks?

A trigger is a statement about customer context. Omnisend's original automated-email table makes that context visible; its conversion and click-to-conversion columns use different denominators and should stay separate.

How do cart, welcome and abandonment triggers perform?

Omnisend 2025 abandoned Cart: revenue per email $2.54. (Omnisend, Jan 2026)
Omnisend 2025 abandoned Cart: conversion rate 1.51%. (Omnisend, Jan 2026)
Omnisend 2025 abandoned Cart: click-to-conversion rate 39.46%. (Omnisend, Jan 2026)
Omnisend 2025 welcome: revenue per email $6.30. (Omnisend, Jan 2026)
Omnisend 2025 welcome: conversion rate 2.00%. (Omnisend, Jan 2026)
Omnisend 2025 product abandonment: revenue per email $1.13. (Omnisend, Jan 2026)
Omnisend 2025 product abandonment: conversion rate 0.74%. (Omnisend, Jan 2026)
Omnisend 2025 product abandonment: click-to-conversion rate 13.65%. (Omnisend, Jan 2026)
Omnisend 2025 browse abandonment: revenue per email $0.74. (Omnisend, Jan 2026)
Omnisend 2025 browse abandonment: conversion rate 0.59%. (Omnisend, Jan 2026)
Omnisend 2025 browse abandonment: click-to-conversion rate 10.68%. (Omnisend, Jan 2026)

Purchase-stage triggers reach people at different points in the shopping journey. The source reports the following revenue and conversion outcomes for automated emails in its 2025 customer dataset. Conversion measures orders relative to sends; click-to-conversion conditions on a click. These are observed platform outcomes, not controlled estimates of the sales caused by the trigger.

What do order-related and review messages attribute?

Omnisend 2025 order confirmation: revenue per email $1.60. (Omnisend, Jan 2026)
Omnisend 2025 order confirmation: conversion rate 1.10%. (Omnisend, Jan 2026)
Omnisend 2025 order confirmation: click-to-conversion rate 14.25%. (Omnisend, Jan 2026)
Omnisend 2025 order follow up: revenue per email $1.08. (Omnisend, Jan 2026)
Omnisend 2025 order follow up: conversion rate 0.84%. (Omnisend, Jan 2026)
Omnisend 2025 order follow up: click-to-conversion rate 20.87%. (Omnisend, Jan 2026)
Omnisend 2025 shipping confirmation: revenue per email $2.86. (Omnisend, Jan 2026)
Omnisend 2025 shipping confirmation: conversion rate 2.28%. (Omnisend, Jan 2026)
Omnisend 2025 shipping confirmation: click-to-conversion rate 12.47%. (Omnisend, Jan 2026)
Omnisend 2025 feedback request/prod review: revenue per email $1.40. (Omnisend, Jan 2026)
Omnisend 2025 feedback request/prod review: conversion rate 1.07%. (Omnisend, Jan 2026)
Omnisend 2025 feedback request/prod review: click-to-conversion rate 29.16%. (Omnisend, Jan 2026)

Order-related messages can receive revenue attribution. Read these figures alongside each message's transactional purpose. The table reports each trigger separately. Preserve that separation when diagnosing a sequence, particularly when confirmation messages and feedback requests reach different customer populations.

How do reactivation, cross-sell and stock alerts compare?

Omnisend 2025 lapsed purchase: revenue per email $0.49. (Omnisend, Jan 2026)
Omnisend 2025 lapsed purchase: conversion rate 0.52%. (Omnisend, Jan 2026)
Omnisend 2025 lapsed purchase: click-to-conversion rate 26.74%. (Omnisend, Jan 2026)
Omnisend 2025 cross-sell: revenue per email $0.79. (Omnisend, Jan 2026)
Omnisend 2025 cross-sell: conversion rate 0.75%. (Omnisend, Jan 2026)
Omnisend 2025 cross-sell: click-to-conversion rate 25.50%. (Omnisend, Jan 2026)
Omnisend 2025 birthday: conversion rate 0.59%. (Omnisend, Jan 2026)
Omnisend 2025 birthday: click-to-conversion rate 16.02%. (Omnisend, Jan 2026)
Omnisend 2025 back in stock: conversion rate 6.46%. (Omnisend, Jan 2026)
Omnisend 2025 back in stock: click-to-conversion rate 30.50%. (Omnisend, Jan 2026)

Lifecycle and availability triggers respond to different reasons for returning. Revenue per email captures the value of attributed orders, while the conversion columns describe how often recipients or clickers purchase. A high revenue figure can reflect order value as well as conversion. Do not rank these triggers solely by attributed revenue without considering audience size and the opportunity to send them.

Which campaign metrics help interpret flow reporting?

Revenue needs supporting engagement and retention measures. MailerLite provides campaign medians as measurement context here; these are not automated-flow benchmarks and cannot supply a cross-platform revenue uplift.

What does the current campaign baseline measure?

MailerLite 2025 campaign median click rate: 2.09%. (MailerLite, Dec 2025)
MailerLite 2025 campaign median click-to-open rate: 6.81%. (MailerLite, Dec 2025)
MailerLite 2025 campaign median unsubscribe rate: 0.22%. (MailerLite, Dec 2025)

MailerLite's 2025 edition covers December 2024 through November 2025. Its campaign medians provide a reference for the measurement vocabulary used beside flow revenue, while the open-rate headline appears in the takeaways. Clicks describe interaction with a message; click-to-open uses detected opens as its denominator. Neither establishes a purchase. Unsubscribes describe list attrition and should be reviewed alongside the quality of newly acquired contacts. Keep the platform's definitions consistent when comparing your own sequence over time. These campaign measures can prompt an investigation into engagement or retention, but importing them as targets for a triggered email would assume an audience and send context the research does not establish.

What does the prior campaign comparison show?

MailerLite 2024 campaign median open rate: 42.35%. (MailerLite, Dec 2025)
MailerLite 2024 campaign median click rate: 2%. (MailerLite, Dec 2025)
MailerLite 2024 campaign median click-to-open rate: 5.63%. (MailerLite, Dec 2025)
MailerLite 2024 campaign median unsubscribe rate: 0.08%. (MailerLite, Dec 2025)

The same original report includes a comparison labelled 2024. It does not specify that comparison's exact collection window, so the values below retain the edition label instead of an invented calendar-period definition. The prior comparison is useful for reading the report's direction of change, with the limitation that matching customer cohorts are not established here. A change in a platform median does not establish that an individual sender improved. When evaluating a flow redesign, retain the original audience definition and attribution settings, and compare equivalent points in the customer lifecycle. Revenue, engagement and attrition should remain separate outcomes in that evaluation.

How should regional engagement inform flow measurement?

Regional campaign medians are context for monitoring a mailing programme, not evidence that geography causes conversion. Use them to choose a relevant comparator while keeping flow revenue analysis tied to the actual recipients.

What campaign click medians does MailerLite report by region?

Africa: campaign median click rate 2.29%. (MailerLite, Dec 2025)
Asia: campaign median click rate 1.23%. (MailerLite, Dec 2025)
Australia: campaign median click rate 2.82%. (MailerLite, Dec 2025)
Europe: campaign median click rate 2.04%. (MailerLite, Dec 2025)
LATAM: campaign median click rate 1.4%. (MailerLite, Dec 2025)
Poland: campaign median click rate 1.46%. (MailerLite, Dec 2025)
US and Canada: campaign median click rate 2.14%. (MailerLite, Dec 2025)

The regional click medians below refer to the same campaign research period as the current edition. They describe engagement with email content, not purchases or revenue from a marketing automation flow. MailerLite reports Poland separately from Europe, so these labels are not a set of mutually exclusive continents. Do not average them into a global result. For operational use, compare a consistent audience segment and investigate changes in acquisition sources, message relevance and delivery before attributing a movement in clicks to location itself.

What campaign unsubscribe medians does it report by region?

Africa: campaign median unsubscribe rate 0.19%. (MailerLite, Dec 2025)
Asia: campaign median unsubscribe rate 0.12%. (MailerLite, Dec 2025)
Australia: campaign median unsubscribe rate 0.37%. (MailerLite, Dec 2025)
Europe: campaign median unsubscribe rate 0.23%. (MailerLite, Dec 2025)
LATAM: campaign median unsubscribe rate 0.1%. (MailerLite, Dec 2025)
Poland: campaign median unsubscribe rate 0.17%. (MailerLite, Dec 2025)
US and Canada: campaign median unsubscribe rate 0.2%. (MailerLite, Dec 2025)

Unsubscribe medians describe a different outcome from clicks: the loss of permission to continue sending. The following regional campaign values provide retention context when reviewing how frequently a flow contacts an audience. A regional median is not a compliance threshold or a recommended maximum send frequency. Track the experience of contacts entering the sequence, including overlapping campaigns and other flows. The appropriate response to elevated attrition depends on consent, relevance and expectations, not simply on whether a platform comparator was exceeded. The regional categories retain the publisher's definitions.

Glossary

RPR: Revenue per recipient, the source's attributed revenue relative to delivered emails.
AOV: Average order value. The source's currency and bracket boundaries are preserved.

Methodology and sources

Every figure on this page comes from the organisation that produced it: regulators, statistics offices, public bodies, research institutes, and companies reporting their own data or surveys. Each one links to the original report or dataset and carries its release date. Survey results keep their population and fieldwork period, and financial figures keep the measure the producer used. Figures from different producers are not added together or ranked against each other. The page is reviewed monthly and updated when a producer releases newer data.

Klaviyo · Oct 2026
MailerLite · Dec 2025
Omnisend · Jan 2026