Email Marketing Benchmarks — June 2026

These are our June 2026 email marketing benchmarks: real data from 13 e-commerce brands and 8.1 million emails. The headline: June cooled off from May's holiday peak, but flows barely noticed. As campaign revenue pulled back with the post-Memorial-Day lull, flows held their ground and the portfolio flow multiplier climbed to 22.1x.

Across 13 brands and 8.10 million emails in June, the portfolio generated $1,002,909 in email-attributed revenue, down about 20% from May as seasonal campaign volume normalized. Campaigns drove 57.6% of email revenue, flows 42.4%. Flows gave up less ground than campaigns (down 17% vs. 21% month-over-month), nudging the flow share back up and lifting the portfolio flow multiplier from 20.1x to 22.1x.

Flows kept doing the heavy lifting per recipient: $1.63 per recipient versus campaigns' $0.07. Engagement improved on both sides even as revenue eased, with campaign open rates up 1.6 points and flow open rates up 3.9 points month-over-month. Email drove 28.3% of total store revenue across the portfolio, down from roughly 31% in May as the promotional peak passed.

June at a Glance

Portfolio: 13 brands · 7 verticals · $1,002,909 total email revenue · 8.10M recipients

Revenue split: Campaigns $578,030 (57.6%) · Flows $424,879 (42.4%)

Roster note: 13 active brands this month vs. 12 in May. One brand joined the set (a new onboard with an established Klaviyo history), and two smaller brands from May are out of the aggregate. The core roster is otherwise stable.

Scorecard

vs. May: Total email revenue fell about 20% ($1.23M → $1.00M) as the seasonal campaign peak passed. Campaign revenue dropped from $736K to $578K (-21%) while flow revenue slipped from $514K to $425K (-17%), lifting the flow share from 41.0% to 42.4%. Total recipients came down from 9.51M to 8.10M (-15%), almost entirely on the campaign side. Both open rates rose: campaign open climbed from 44.03% to 45.65%, flow open from 38.51% to 42.42%. Campaign RPR eased from $0.08 to $0.07, flow RPR held at $1.63. Email attribution stepped down from about 31% to 28.3% as promotional volume normalized.

vs. Industry Benchmarks

How does this portfolio compare to Klaviyo's published industry averages?

Campaign open rates sit almost 8 points above industry, and improved month-over-month. Click and conversion rates remain below industry averages, the audience-breadth tradeoff we documented in February and March: the portfolio is weighted toward very large campaign audiences, which compress rate metrics. The flow open rate rose to 42.42% but still trails the 48.57% industry flow benchmark.

Email attribution eased to 28.3% from about 31% in May as the promotional peak passed, holding just above the ~27% industry benchmark. Individual brand attribution ranges from 19.8% to 55.1%.

Klaviyo Benchmark Ratings (Campaigns)

Klaviyo benchmarks every account against similar-sized senders. Here's how our 13 brands stacked up on campaigns:

Flows distribution:

The familiar split holds: deliverability metrics (unsub, bounce, spam) skew Excellent or Good, while performance metrics (click rate, placed order rate, RPR) skew Poor, the audience-breadth math we explored in February's Spotlight on the click rate gap. Campaign RPR ratings stayed strong: 7 of 13 brands rate Good or Excellent. Flow spam complaint rate is the standout this month, with 9 of 13 brands rated Excellent. Flow click rate remains the weakest line, 8 of 13 brands rate Poor, a function of large, mixed-intent flow audiences.

The Flow Multiplier

We track what we call the Flow Multiplier: flow RPR divided by campaign RPR. For every dollar a campaign generates per recipient, how many dollars does a flow generate?

Range: 0.7x to 48.3x across all 13 brands. Median: 15.7x. The portfolio aggregate (22.1x) rose from May's 20.1x, and for the opposite reason May's fell: this month campaign RPR came down as promotional intensity eased, while flow RPR held, widening the ratio. Strip out the seasonal swing in campaign sends and the underlying flow-vs-campaign relationship is steady.

Distribution: 5 brands at 30x or higher, 3 brands in the 10x–30x range, 3 brands in the 5x–10x range, and 2 brands under 5x. The highest multipliers belong to brands where flows capture concentrated buying intent while campaigns spread across a broad, lower-converting audience; beauty and apparel lead the table this month. The two brands under 5x are the unusual cases: the new entrant's campaigns actually out-earn its flows per recipient ($1.74 vs. $1.19, the only brand where that holds this month), while the other is a very small, recently activated sender whose two channels sit at similar low per-recipient value.

The Benchmarks

Here are the full email marketing benchmarks for June, broken down by revenue, engagement, deliverability, and the flow vs. campaign split.

Revenue

Total email-attributed revenue across the portfolio: $1,002,909.

Campaigns drove $578,030 (57.6%). Flows drove $424,879 (42.4%). The flow share rose from 41.0% in May to 42.4% in June as campaign volume normalized off the Memorial-Day peak. The largest brand (Home Goods) came down from its seasonal peak, which is most of why total campaign revenue fell 21% month-over-month.

Campaigns went to 7.84M recipients. Flows went to 261K. Flows generated $1.63 per recipient vs. $0.07 for campaigns, a 22.1x portfolio-level gap, wider than May's 20.1x because campaign per-recipient value came down with the lighter promotional calendar.

Revenue by Brand (Email-Attributed)

The largest Scale-tier brand is again the gravity well of the portfolio: $581K of $1.00M in email revenue (58%), 4.42M of 8.10M recipients (55%). Its campaign volume came off its seasonal peak this month, which is the single biggest driver of the portfolio's revenue step-down, and its weighting still drives most of the aggregate rate calculations.

Notable individual brand stories this month: a small-list Beauty brand posted a $19.34 flow RPR, the highest single-channel efficiency in the portfolio, on roughly 2,500 flow recipients, alongside the portfolio's top email attribution at 55.1%. The B2B brand's total revenue came down as a one-time May product launch did not repeat, yet its flow revenue grew and its email attribution jumped to 37.4%. And a new entrant joined the set with Excellent Klaviyo campaign ratings across the board (71.5% open, $1.74 campaign RPR), a small, high-intent list whose campaigns out-earn its flows per recipient, the only brand where that is true this month.

Engagement

Open Rate: Portfolio weighted average 45.55% (campaigns 45.65%, flows 42.42%). Range: 28.43%–71.54% for campaigns.

Open rates rose on both sides month-over-month: campaigns from 44.03% to 45.65%, flows from 38.51% to 42.42%. Lighter, better-targeted sends in a non-peak month tend to read cleaner, and that shows here. Eight of 13 brands rate Good or Excellent on campaign open rate. As always, Apple's Mail Privacy Protection inflates these numbers; the signal is downstream.

Click Rate: Portfolio weighted average 0.53% (campaigns). Range: 0.28%–4.73%. Klaviyo's industry average is 1.29%.

Five of 13 brands rate Poor for campaign click rate, the larger-list senders where the audience math compresses rates, the same pattern from February's Spotlight on the click rate gap. The brands rating Excellent cluster among smaller-list senders (the new entrant, Jewelry, Food & Bev).

Conversion Rate: Campaign average 0.03%. Flow average 0.65%. Flows convert at roughly 23x the rate of campaigns, a wider gap than May as campaign conversion normalized off the promotional peak.

Month-over-month: Engagement signals improved across the board. Campaign click rate ticked up (0.48% → 0.53%), flow click rate rose (2.36% → 2.53%), and flow conversion rate climbed from 0.55% to 0.65%. Fewer, more targeted sends in a non-peak month lifted per-send engagement even as total revenue eased.

Deliverability

Unsubscribe Rate: 0.14% portfolio average, unchanged from May. Seven brands rate Good or Excellent on campaigns, and one rates Poor. Healthy across the portfolio overall.

Bounce Rate: 0.31% campaign portfolio average, essentially flat. Seven brands rate Good or Excellent for campaigns, and one rates Poor. Flow bounce rates remain the watch-list item: four brands rate Poor on flows, led by one Beauty brand at 8.13% and the new entrant at 5.31%. It is concentrated rather than portfolio-wide, and it is where our attention goes on the flow-hygiene side.

Spam Complaint Rate: 0.006% campaign portfolio average, effectively unchanged and well below the 0.1% ISP danger line. Six brands rate Excellent for campaign spam rates, and nine rate Excellent on the flow side, the strongest single line in the ratings tables this month.

Deliverability remains the strongest section of the portfolio. The list hygiene work continues to show in stable bounce and unsub metrics across roster changes.

Flows vs. Campaigns

The core comparison:

May's seasonal campaign surge reversed in June. Campaigns gave back most of the Memorial-Day gain, and flows retook 42.4% of email revenue. The per-recipient gap widened to 22.1x (from 20.1x), this time because campaign RPR fell as promotional intensity dropped, not because flows strengthened. The underlying relationship is the one that holds every month: flows earn far more per recipient, campaigns reach far more people, and a healthy program runs both.

How to Read This Report

This report aggregates anonymized data from 13 e-commerce brands managed by our agency. Brands are identified by vertical and revenue tier:

• Emerging: <$25K/mo in email-attributed revenue
• Growth: $25K–$100K/mo
• Scale: $100K+/mo

Klaviyo Benchmark Ratings compare each brand's metrics against Klaviyo's industry percentiles:

• Excellent = 75th–100th percentile
• Good = 50th–75th percentile
• Fair = 25th–50th percentile
• Poor = 0–25th percentile

Weighted averages weight each brand by recipient count, so larger senders have proportionally more influence on portfolio metrics. The largest Scale-tier brand, with 4.42M of the portfolio's 8.10M recipients, carries the most weight.

Revenue figures are Klaviyo-attributed (last-touch email attribution with Klaviyo's default attribution window). These numbers represent revenue that Klaviyo attributes to email, not total store revenue.

This is the sixth edition of our monthly email marketing benchmarks report. Historical comparisons reference May 2026 data, April 2026 data, March 2026 data, February 2026 data, and January 2026 data.

Frequently Asked Questions

Why did campaign revenue fall this month?

Seasonality, reversing. May was the peak: the portfolio's largest brand (Home Goods) hits its high-demand window in late spring, so May ran hot and June normalized. Campaign revenue came down about 21% month-over-month. Flows fell less (17%), so the flow share of email revenue actually rose from 41.0% to 42.4%. Per recipient, flows are still far more efficient ($1.63 vs. $0.07); June simply had fewer big campaign blasts.

What is the flow multiplier and why did it rise to 22.1x?

Flow multiplier is flow RPR divided by campaign RPR: how many dollars a flow earns per recipient for every dollar a campaign earns per recipient. It rose from 20.1x in May to 22.1x in June, and not because flows got stronger. Campaign RPR fell from $0.08 to $0.07 as promotional intensity eased, which widens the ratio. The June per-brand range was 0.7x to 48.3x, with a median of 15.7x.

Why is click rate so far below the industry average?

Audience size. Click rate has a mathematical relationship with how many people you send to: the larger the audience, the lower the rate. Klaviyo's industry average (1.29%) is computed across senders of all sizes; our portfolio is weighted toward larger lists where rate metrics naturally compress. Total clicks and total revenue are the metrics that actually matter at scale, which we explored fully in February's Spotlight.

Are the rate metrics seasonally adjusted?

No. We publish monthly raw figures so month-over-month comparisons are transparent. June is the post-Memorial-Day trough for the portfolio's seasonal brands, which is exactly why campaign volume and revenue came down this month. We leave that seasonality in rather than smoothing it out.

How does this benchmark compare to my own brand?

Compare your own metrics against the table in this post and against your Klaviyo benchmark percentiles. The most useful single comparison is your flow multiplier: flow RPR divided by campaign RPR. The June portfolio range was 0.7x to 48.3x, with a median of 15.7x. If you want a deeper read tailored to your brand, get in touch.