B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
6%
6% -- flow email volume share for North American e-commerce brands (emails sent via Maestra) (2025)
Flow emails accounted for 6% of non-transactional marketing email volume sent by North American e-commerce brands via Maestra in 2025.
- Transactional emails were excluded
- Based on Maestra internal customer data
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
6%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
168,500,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Maestra
Primary
Tier A
https://maestra.io/blog/news/flows-vs-bulk-research ↗
Source Article
Which 6% of Marketing Emails Outperform the Other 94% by 8x
April 21, 2026
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 …
Original Research
Maestra
· Original study ↗
Methodology
Based on 168.5 million non-transactional marketing emails sent through Maestra by North American e-commerce brands in 2025; transactional emails excluded; Maestra internal data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
North American e-commerce brands (emails sent via Maestra): 6% flow email volume share. Source: Maestra (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/flows-share-of-email-volume-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/flows-share-of-email-volume-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>6%</strong> -- flow email volume share for North American e-commerce brands (emails sent via Maestra)<br><small>Source: Maestra (2025) · <a href="https://lighthousedata.io/data/flows-share-of-email-volume-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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