While email campaigns are sent to a targeted audience, an automated flow is an email triggered when a subscriber takes a certain action—like subscribing, visiting a product page, or making a purchase.

Because flows are based on what’s important and relevant to customers, they’re incredibly effective at driving engagement and revenue.

Personalization = engagement. Nothing new there, right?

Well—as you’ll see in this section, top-performing flows can convert 4X more recipients*—so there is a high degree of variability between what a good and great flow can mean for your bottom line. Use the benchmarks and guidance in this section to break into the top 10% of automations, and your revenue is sure to thank you for it. 

*As measured by the performance of the median placed order rate (1.71%) compared to the top 10% placed order rate (5.71%) for all flows across all industries.

Flows engagement rates & revenues