A May store scorecard is not June solo ad traffic

Answer A May store scorecard is not a price for June solo ad traffic. BS and Co published their May 2026 edition on May 31. Twelve brands sent 9.54 million emails and attributed $1,231,556 in revenue, up 36 percent from April. That is their portfolio of store mail. It is not a rate card for a rented send.

The note that started this: Email Marketing Benchmarks: May 2026, BS&Co, May 31, 2026.

June opens on a number that will get pasted into quotes by people who liked the direction of the arrow. Revenue was up. Campaigns took the lead back from flows. If you are about to buy solo ads, the useful move is to name the list the number came from. A store that mails its own buyers is a different business from a seller who rents one email to a file you will never see.

Campaigns, the one-off sends, brought $726,086, which they count as 59.0 percent of the email-attributed revenue. Flows, the automated mail, brought $505,470, which they count as 41.0 percent. They say campaigns took the revenue lead back, on a seasonal surge at the largest brand in the set. That sentence is about their stores. It is not a law that a broadcast beats automation, and it is not a reason to buy a bigger solo because the calendar says grilling season.

Can a May store benchmark set a June solo ad price?

No. The May scorecard describes mail those brands sent to people who joined them. A solo ad is one rented send to someone else's list. The two numbers do not transfer.

A buyer who treats $1,231,556 as proof that June will pay has read the direction and applied it to the wrong object. The revenue is attributed inside those accounts. You do not own the file. You buy a click from a guest appearance. The guest does not inherit the store's May.

The roster itself moved. They had 12 active brands, against 13 in April. One brand sent nothing. A portfolio that changes shape month to month is a poor thing to freeze into your price. Your order names one seller. Their page names a set.

• The scorecard names 12 brands. Your order names one seller.
• Their mail goes to people who joined those brands.
• Their revenue is attributed inside a store. Your result is a click.
• A refund line belongs on your order. Their benchmark does not include one.

Solo ad pricing that copies a store open rate is a price wearing someone else's clothes.

What did the May 2026 store scorecard actually count?

BS and Co reported 12 brands, 9.54 million emails, and $1,231,556 in email-attributed revenue, up 36 percent from April. Campaigns were $726,086 and flows were $505,470.

The scorecard splits the mail. Portfolio opens were 43.24 percent. Campaign opens were 43.42 percent. Flow opens were 37.86 percent. Clicks were a different shape. The portfolio click rate was 0.53 percent. Campaign clicks were 0.47 percent. Flow clicks were 2.28 percent. Spam complaints were small on their account: 0.008 percent across the portfolio and on campaigns, and 0.029 percent on flows. Recipients were 9,539,133 in total, almost all of them on campaigns. Those are their measurements. A seller who quotes the flow click and skips the campaign click is choosing the prettier half.

They also print revenue per recipient on that page: $0.13 for the portfolio, $0.08 on campaigns, and $1.58 on flows. That is their ratio for their mail. Do not multiply it into a second headline they did not print, and do not turn it into the return you should expect from a stranger's list.

What should a buyer do with a store open rate in June?

Leave it on their page. Ask the seller for the list, the domain, and the refund line on your order. A portfolio open rate is not a delivery promise.

They even set their campaign opens next to a Klaviyo industry average of 37.93 percent, and their campaign clicks next to an industry average of 1.29 percent. Their opens sat above that column. Their clicks sat below it. The comparison is still store mail beside store mail. It is not a solo ad. A high open and a thin click is a familiar store pattern. It is not a promise that your rented send will be opened, and it is not a reason to ignore the click.

Put three questions under the number if a seller slides this page across the desk. Whose brands? Which month? What do you receive if the rented send does not resemble that month? Then price June from the seller's list, the seller's domain, and the seller's refund line. May can stay on their site.