Ecommerce Email Automation Statistics: Flows vs. Campaigns

By Rene Siller, Zobi. Sources checked 2026-11-11.

Compare ecommerce email flows and campaigns using sourced benchmarks for clicks, orders, attributed revenue, unsubscribes and individual triggers.

## Quick answer

Automated emails accounted for 2% of sends and 30% of email-attributed revenue in Omnisend’s 2026 report on 2025 activity. To use that number well, check what the publisher counted as a send, what got credit for the order, and what prompted the email in the first place.

Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/)

[See the source and calculation.](index.html#automation-share-of-sends-and-revenue) · [Download the statistics and sources.](downloads/statistics-with-sources.csv)

## How much email revenue comes from automated flows?

An email report can give a flow a big share of credited sales even though relatively few people receive it. The starting point is how many messages went out and how much revenue the platform credited to them.

### What share of email sends and credited revenue came from automations?

In Omnisend’s 2026 report on 2025 activity, automated emails accounted for 2% of sends and 30% of email-attributed revenue. That is a 28-percentage-point gap between their send share and their revenue share.

Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset. Calendar year 2025. Zobi calculation: 30% revenue share minus 2% send share = 28 percentage points. The percentages use different totals. The gap describes concentration of credited revenue.

Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) · [Link to this statistic](index.html#automation-share-of-sends-and-revenue)

### How much revenue per send did Omnisend report for flows and campaigns?

Omnisend’s 150,000-brand report recorded $2.87 per automated email sent and $0.18 per campaign email sent in 2025. The flow figure was 15.9 times the campaign figure.

Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset. Calendar year 2025. Zobi calculation: $2.87 divided by $0.18 = 15.9 after rounding. These are attributed dollars. Shoppers who trigger a flow can already be closer to buying.

Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) · [Link to this statistic](index.html#revenue-per-send-main-report)

### Why does another Omnisend benchmark say 22 times?

Omnisend’s separate 27,000-plus-brand email benchmark reports $3.41 per automated email and $0.155 per campaign email. That works out to 22 times. Use 15.9 times when citing the 150,000-brand report and 22 times when citing the separate email benchmark.

Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands. Calendar year 2025. Zobi calculation: $3.41 divided by $0.155 = 22. Both publications use 2025 data and report different sample scopes. They give no crosswalk for reconciling the two results.

Omnisend 2026 Email Marketing Benchmarks (https://www.omnisend.com/blog/email-marketing-benchmarks/) · Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) · [Link to this statistic](index.html#revenue-per-send-separate-benchmark)

### How much credited email revenue came from new buyers?

Klaviyo reported that new buyers generated nearly 48% of flow-driven email revenue and 16% of campaign-driven email revenue. That is a gap of about 32 percentage points.

Klaviyo’s 2026 industry benchmark page, based on more than 183,000 customers. 2026 benchmark edition. The public page gives no exact send window for these figures. Zobi calculation: Approximately 48% minus 16% = approximately 32 percentage points. These are revenue shares within each email type. They leave the absolute number of first-time buyers open.

Klaviyo 2026 Email Marketing Benchmarks by Industry (https://www.klaviyo.com/products/email-marketing/benchmarks) · [Link to this statistic](index.html#new-buyer-revenue-share)

## What changes when you measure clicks and orders?

A subject line can affect an open. An offer or a link can affect a click. Once a shopper reaches the store, stock, price and checkout can all affect whether they order. Give each event its own rate.

### How close were recorded open rates for flows and campaigns?

Klaviyo reported an average open rate of 32.2% for flows and 31.0% for campaigns, a gap of 1.2 percentage points.

The all-industry email benchmark averages in Klaviyo’s October 2026 article. 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures. Zobi calculation: 32.2% minus 31.0% = 1.2 percentage points. Apple Mail Privacy Protection can hide actual reading activity from senders. A recorded open can include automatic activity.

Klaviyo 2026 open, click and order rate benchmarks (https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates) · Apple Mail Privacy Protection documentation (https://support.apple.com/guide/iphone/use-mail-privacy-protection-iphf084865c7/ios) · [Link to this statistic](index.html#flow-campaign-open-gap)

### How much higher were flow click rates in Klaviyo’s 2026 benchmark?

Klaviyo reported a 5.58% average click rate for flows and 1.69% for campaigns. That is a difference of 3.89 percentage points.

The all-industry email benchmark averages in Klaviyo’s October 2026 article. 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures. Zobi calculation: 5.58% minus 1.69% = 3.89 percentage points. A click is a different event from a purchase. These averages compare existing sends to different audiences.

Klaviyo 2026 open, click and order rate benchmarks (https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates) · [Link to this statistic](index.html#flow-campaign-click-gap)

### What was the gap in placed order rates?

In Klaviyo’s 2026 benchmarks, flows averaged a 2.11% placed order rate and campaigns averaged 0.16%. The difference was 1.95 percentage points.

The all-industry email benchmark averages in Klaviyo’s October 2026 article. 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures. Zobi calculation: 2.11% minus 0.16% = 1.95 percentage points. The comparison describes attributed orders and does not track recovery among all abandoned carts.

Klaviyo 2026 open, click and order rate benchmarks (https://www.klaviyo.com/uk/blog/email-marketing-benchmarks-open-click-and-conversion-rates) · [Link to this statistic](index.html#flow-campaign-order-gap)

### What happened to orders after clicks year over year?

Omnisend’s reported email click-to-conversion rate rose from 5.9% in 2024 to 9.0% in 2025, a gain of 3.1 percentage points. Its click-to-send and click-to-open rates fell over the same comparison.

Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset. 2024 compared with 2025 in the 2026 report. Zobi calculation: 9.0% minus 5.9% = 3.1 percentage points. A higher share of clicks converting can coexist with fewer clicks per send.

Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) · [Link to this statistic](index.html#click-to-conversion-year-over-year)

## Restock, welcome and cart emails reach different shoppers

Figure description: Revenue per send depends on the trigger. Restock alert: $9.14, Welcome email: $6.16, Abandoned cart email: $3.59, Reactivation email: $0.51

These four benchmarks come from one Omnisend sample of more than 27,000 brands. Message eligibility varies by trigger. Restock alerts averaged the most attributed revenue per send here, and only 0.6% of brands in the dataset used them.

Restock alerts go to shoppers waiting for a particular item. Welcome emails go to new signups. Cart emails depend on a recent shopping session. Compare the value of each send and how often the underlying event occurs.

### How did restock conversion compare with cart conversion?

In Omnisend’s 27,000-plus-brand benchmark, restock emails converted at 6.72%, compared with 1.72% for abandoned cart emails. The difference was 5.00 percentage points.

Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands. Calendar year 2025. Zobi calculation: 6.72% minus 1.72% = 5.00 percentage points. Only 0.6% of brands in this dataset used restock email. Trigger eligibility and audience intent differ.

Omnisend 2026 Email Marketing Benchmarks (https://www.omnisend.com/blog/email-marketing-benchmarks/) · [Link to this statistic](index.html#restock-vs-cart-conversion)

### What was the difference in revenue per send for welcome and cart emails?

In Omnisend’s separate email benchmark, welcome emails averaged $6.16 per send and abandoned cart emails averaged $3.59, a difference of $2.57 per email sent.

Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands. Calendar year 2025. Zobi calculation: $6.16 minus $3.59 = $2.57 per send. An average across sends can change with order value, attribution and the stores that use a given trigger.

Omnisend 2026 Email Marketing Benchmarks (https://www.omnisend.com/blog/email-marketing-benchmarks/) · [Link to this statistic](index.html#welcome-vs-cart-per-email)

### Which flows made up most of the automated orders?

Abandoned cart and welcome emails together accounted for 76% of automation-generated orders in Omnisend’s 150,000-brand report for 2025.

Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset. Calendar year 2025. The figure combines two flows. The public report does not give their separate shares in this statement.

Omnisend 2026 Ecommerce Marketing Report (https://www.omnisend.com/resources/reports/2026-ecommerce-marketing-report/) · [Link to this statistic](index.html#welcome-and-cart-order-share)

### Were unsubscribe rates lower for automated email?

Omnisend’s 27,000-plus-brand benchmark found a 0.59% unsubscribe rate for automations and 0.20% for campaigns. The automation rate was 0.39 percentage points higher.

Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands. Calendar year 2025. Zobi calculation: 0.59% minus 0.20% = 0.39 percentage points. An overall automation average mixes many triggers and subscriber stages.

Omnisend 2026 Email Marketing Benchmarks (https://www.omnisend.com/blog/email-marketing-benchmarks/) · [Link to this statistic](index.html#automation-campaign-unsubscribes)

## What does a useful peer benchmark look like?

A store selling a $160 item can credit more revenue to an order than a store selling a $30 item, even if both email programs convert at the same rate. For a tighter comparison, start with the flow and a similar order value.

### How far above average were the top abandoned cart senders?

Klaviyo’s 2026 cart study reported $6.77 in average revenue per recipient and $13.70 for the top 10% of abandoned cart email performers. That is a difference of $6.93 per recipient in the study.

Klaviyo’s 2026 flow study based on more than 110,000 customers across industries. 2026 benchmark edition, published October 2, 2026. The article gives no exact send window for these figures. Zobi calculation: $13.70 minus $6.77 = $6.93 per recipient. The comparison is between the reported average and the top-performing group. It is a revenue benchmark, not a margin benchmark.

Klaviyo 2026 abandoned cart benchmarks (https://www.klaviyo.com/blog/abandoned-cart-benchmarks) · Klaviyo Help Center flow peer benchmarks (https://help.klaviyo.com/hc/en-us/articles/360033669452) · [Link to this statistic](index.html#abandoned-cart-top-decile-difference)

### How much more credited revenue did cart emails earn than browse emails?

Klaviyo reported $6.77 per recipient for abandoned cart email and $2.08 for browse abandonment email. The difference was $4.69 in its 2026 flow study.

Klaviyo’s 2026 flow study based on more than 110,000 customers across industries. 2026 benchmark edition, published October 2, 2026. The article gives no exact send window for these figures. Zobi calculation: $6.77 minus $2.08 = $4.69 per recipient. Browse and cart triggers reach shoppers at different points. The gap cannot establish what happens if the same shopper receives one email instead of the other.

Klaviyo 2026 abandoned cart benchmarks (https://www.klaviyo.com/blog/abandoned-cart-benchmarks) · Klaviyo Help Center flow peer benchmarks (https://help.klaviyo.com/hc/en-us/articles/360033669452) · [Link to this statistic](index.html#abandoned-cart-vs-browse-per-recipient)

### How far apart are cart benchmarks across two average order values?

Among Klaviyo peers in the up-to-$1-million annual revenue band, the abandoned cart 75th percentile was $2.91 per delivered email for $44–$83 average orders and $8.90 for $112–$163 average orders. The two peer figures were $5.99 apart.

Klaviyo flow benchmark peers in the published $1–$1M annual revenue band. Public reference updated October 8, 2026. The reference gives no exact observation window. Zobi calculation: $8.90 minus $2.91 = $5.99 per delivered email. The bands can differ in product mix and store operations. The figures do not show the effect of raising a store’s order value.

Klaviyo Help Center flow peer benchmarks (https://help.klaviyo.com/hc/en-us/articles/360033669452) · [Link to this statistic](index.html#cart-peer-order-value-difference)

### What happens when you compare cart and welcome benchmarks within the same peer band?

For Klaviyo peers in the up-to-$1-million annual revenue band with $112–$163 average orders, 75th-percentile revenue per delivered email was $8.90 for abandoned cart and $5.10 for welcome. The gap was $3.80 per delivered email.

Klaviyo flow benchmark peers in the published $1–$1M annual revenue band and $112–$163 average order value band. Public reference updated October 8, 2026. The reference gives no exact observation window. Zobi calculation: $8.90 minus $5.10 = $3.80 per delivered email. Matching the bands narrows the comparison. The source does not say the two percentile figures come from the same stores.

Klaviyo Help Center flow peer benchmarks (https://help.klaviyo.com/hc/en-us/articles/360033669452) · [Link to this statistic](index.html#matched-cart-welcome-peer-gap)

## How to use the comparisons

For an existing flow, start with the trigger, a delivered or sent message count, the attribution window and the rate your team wants to improve. Compare with a peer benchmark using the same event and unit. If the question is how many orders the flow adds, randomly withhold it for a small group of otherwise eligible recipients and compare orders across both groups. That keeps the customers who were already likely to buy in both sides of the test.

## Sources, definitions and downloads

This page keeps Omnisend’s 150,000-brand report and its separate 27,000-plus-brand email benchmark apart. The Klaviyo all-industry rate article, abandoned cart study and peer percentile tables are identified individually. Comparisons subtract published rates or divide published dollar figures within the stated dataset. Klaviyo’s peer reference defines revenue per recipient as attributed revenue divided by delivered emails. Omnisend’s revenue per send uses messages sent.

[Download the statistics and sources](downloads/statistics-with-sources.csv).

## Sources and measurement context

### What share of email sends and credited revenue came from automations

Reported value: 28 percentage points.

Population: Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset.

Measurement period: Calendar year 2025.

Denominator: Send share uses all reported email sends. Revenue share uses all email-attributed revenue in the same report.

Limitations: The percentages use different totals. The gap describes concentration of credited revenue.

Read the original source

### How much revenue per send did Omnisend report for flows and campaigns

Reported value: 15.9 times.

Population: Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset.

Measurement period: Calendar year 2025.

Denominator: Messages sent within each email type.

Limitations: These are attributed dollars. Shoppers who trigger a flow can already be closer to buying.

Read the original source

### Why does another Omnisend benchmark say 22 times

Reported value: 22 times.

Population: Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands.

Measurement period: Calendar year 2025.

Denominator: Messages sent within each email type in the separate benchmark.

Limitations: Both publications use 2025 data and report different sample scopes. They give no crosswalk for reconciling the two results.

Read the original source

### How much credited email revenue came from new buyers

Reported value: 32 approximate percentage points.

Population: Klaviyo’s 2026 industry benchmark page, based on more than 183,000 customers.

Measurement period: 2026 benchmark edition. The public page gives no exact send window for these figures.

Denominator: Credited email revenue separately for flows and campaigns.

Limitations: These are revenue shares within each email type. They leave the absolute number of first-time buyers open.

Read the original source

### How close were recorded open rates for flows and campaigns

Reported value: 1.2 percentage points.

Population: The all-industry email benchmark averages in Klaviyo’s October 2026 article.

Measurement period: 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures.

Denominator: Klaviyo’s reported open rate for each email type.

Limitations: Apple Mail Privacy Protection can hide actual reading activity from senders. A recorded open can include automatic activity.

Read the original source

### How much higher were flow click rates in Klaviyo’s 2026 benchmark

Reported value: 3.89 percentage points.

Population: The all-industry email benchmark averages in Klaviyo’s October 2026 article.

Measurement period: 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures.

Denominator: Recipients who clicked an email link as a share of recipients for each email type.

Limitations: A click is a different event from a purchase. These averages compare existing sends to different audiences.

Read the original source

### What was the gap in placed order rates

Reported value: 1.95 percentage points.

Population: The all-industry email benchmark averages in Klaviyo’s October 2026 article.

Measurement period: 2026 benchmark edition, published October 15, 2026. The article gives no exact send window for these figures.

Denominator: The benchmark’s separate placed order rate for each email type.

Limitations: The comparison describes attributed orders and does not track recovery among all abandoned carts.

Read the original source

### What happened to orders after clicks year over year

Reported value: 3.1 percentage points.

Population: Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset.

Measurement period: 2024 compared with 2025 in the 2026 report.

Denominator: Email click-to-conversion uses clicks as its base.

Limitations: A higher share of clicks converting can coexist with fewer clicks per send.

Read the original source

### How did restock conversion compare with cart conversion

Reported value: 5.00 percentage points.

Population: Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands.

Measurement period: Calendar year 2025.

Denominator: Omnisend’s email conversion rate separately for each trigger.

Limitations: Only 0.6% of brands in this dataset used restock email. Trigger eligibility and audience intent differ.

Read the original source

### What was the difference in revenue per send for welcome and cart emails

Reported value: 2.57 USD per email sent.

Population: Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands.

Measurement period: Calendar year 2025.

Denominator: Sends in the two email automation types.

Limitations: An average across sends can change with order value, attribution and the stores that use a given trigger.

Read the original source

### Which flows made up most of the automated orders

Reported value: 76 percent.

Population: Emails sent through Omnisend in a 2025 ecommerce report covering 27 billion emails and 150,000 brands across its multichannel dataset.

Measurement period: Calendar year 2025.

Denominator: All orders credited to email automation in this report.

Limitations: The figure combines two flows. The public report does not give their separate shares in this statement.

Read the original source

### Were unsubscribe rates lower for automated email

Reported value: 0.39 percentage points.

Population: Omnisend’s separate email benchmark, covering 20 billion-plus campaign emails and 470 million automation sends across more than 27,000 brands.

Measurement period: Calendar year 2025.

Denominator: The published unsubscribe rate separately for automated and campaign email.

Limitations: An overall automation average mixes many triggers and subscriber stages.

Read the original source

### How far above average were the top abandoned cart senders

Reported value: 6.93 USD per recipient.

Population: Klaviyo’s 2026 flow study based on more than 110,000 customers across industries.

Measurement period: 2026 benchmark edition, published October 2, 2026. The article gives no exact send window for these figures.

Denominator: Klaviyo revenue per recipient for abandoned cart email.

Limitations: The comparison is between the reported average and the top-performing group. It is a revenue benchmark, not a margin benchmark.

Read the original source

### How much more credited revenue did cart emails earn than browse emails

Reported value: 4.69 USD per recipient.

Population: Klaviyo’s 2026 flow study based on more than 110,000 customers across industries.

Measurement period: 2026 benchmark edition, published October 2, 2026. The article gives no exact send window for these figures.

Denominator: Klaviyo revenue per recipient within each email flow type.

Limitations: Browse and cart triggers reach shoppers at different points. The gap cannot establish what happens if the same shopper receives one email instead of the other.

Read the original source

### How far apart are cart benchmarks across two average order values

Reported value: 5.99 USD per delivered email.

Population: Klaviyo flow benchmark peers in the published $1–$1M annual revenue band.

Measurement period: Public reference updated October 8, 2026. The reference gives no exact observation window.

Denominator: Attributed abandoned cart email revenue divided by delivered emails, compared at the 75th percentile in two average order value bands.

Limitations: The bands can differ in product mix and store operations. The figures do not show the effect of raising a store’s order value.

Read the original source

### What happens when you compare cart and welcome benchmarks within the same peer band

Reported value: 3.80 USD per delivered email.

Population: Klaviyo flow benchmark peers in the published $1–$1M annual revenue band and $112–$163 average order value band.

Measurement period: Public reference updated October 8, 2026. The reference gives no exact observation window.

Denominator: Attributed revenue divided by delivered flow emails, compared at the published 75th percentiles.

Limitations: Matching the bands narrows the comparison. The source does not say the two percentile figures come from the same stores.

Read the original source

## Publisher disclosure

Zobi publishes this research and provides shopper conversation services for Shopify stores.

Zobi · zobi.com