Research: Which 6% of Marketing Emails Outperform the Other 94% by 8x

We analyzed 168 million non-transactional marketing emails sent by North American e-commerce brands throughout 2025. The finding: flows make up just 6% of email volume, yet generate $513 per 1,000 sends compared to $62 for bulk.

Among brands using both campaigns and flows, flows outperformed per send in every case. The multiplier ranged from 1.8x to 18.4x — but the direction never flipped.

Maryna Hradovich

Co-Founder at Maestra

Some of Maestra top clients now generate over half their email revenue from flows. They've moved well beyond basic triggers — segmented cart recovery, price drop alerts, personalized sequences with product recommendations.

Flows also turned out to be a safety net. One client went through a restructuring — no capacity to run bulk campaigns for months. Their flows kept converting traffic and held the business together until the team was back.

This isn't an argument against bulk. Bulk creates the traffic that flows capitalize on. But flows are where the efficiency and resilience live.

This research is based on 168.5 million marketing emails sent through Maestra by North American e-commerce brands in 2025. Transactional emails were excluded. Revenue was attributed using last-click with identical attribution windows for both campaign types. Source: Maestra internal data.

Need more data for your story? Reach out marketing@maestra.io

Flows in Action

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