A June store scorecard is not July solo ad traffic

Answer A June store scorecard is not a price for July solo ad traffic. BS and Co published their June 2026 edition on June 30. Thirteen brands sent 8.10 million emails and attributed $1,002,909 in revenue, down about 20 percent from May. 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: June 2026, BS&Co, June 30, 2026.

July opens on a number that will get pasted into quotes by people who did not read the page. 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. The clicks you want are not hiding inside their average.

The page is a scorecard for brands that already have a relationship with the reader. Campaigns, the one-off sends, brought $578,030, which they count as 57.6 percent of the email-attributed revenue. Flows, the automated mail, brought $424,879, which they count as 42.4 percent. They print a headline flow multiplier of 22.1 times. That multiplier is their comparison inside this portfolio. It is not a law about what a solo ad should return, and it is not a second number you should invent from a revenue-per-recipient ratio they did not ask you to multiply.

Can a store email benchmark set a solo ad price?

No. A store benchmark 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 $1,002,909 as proof that email still works has read the page correctly and then applied it to the wrong object. The revenue is attributed inside those accounts, to people who already had a reason to be on the file. A solo ad buyer does not own that file. You buy a click from a guest appearance. The guest does not inherit the store's history with the reader.

Write the distinction on the quote before the money moves.

• The scorecard names 13 brands. Your order names one seller.
• Their mail goes to people who joined those brands. Your mail goes to people who joined the seller.
• Their revenue is attributed inside a store. Your result is a click on a page you control.
• 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. Ask what the seller's last comparable send did, to which provider mix, and what happens if the drop is short.

What did the June 2026 store scorecard actually count?

BS and Co reported 13 brands, 8.10 million emails, and $1,002,909 in email-attributed revenue, down about 20 percent from May. Campaigns were $578,030 and flows were $424,879.

The opens on their page are high, and they belong to this portfolio. Portfolio opens were 45.55 percent. Campaign opens were 45.65 percent. Flow opens were 42.42 percent. Clicks were a different shape. Campaign clicks were 0.53 percent. Flow clicks were 2.53 percent. Spam complaints were small on their account: 0.007 percent across the portfolio, 0.006 percent on campaigns, and 0.032 percent on flows. Those are their measurements of their mail. A solo seller who quotes the flow click and skips the campaign click is choosing the prettier half.

Down about 20 percent from May is also their sentence, about their revenue. It is not a forecast for your July. A month that was softer for thirteen stores does not tell you what a list in a different niche will do on a Tuesday. It tells you that even a real store file moves. A rented file with no store behind it has fewer reasons to hold still.

What should a solo ad buyer do with someone else's open rate?

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.

Put three questions under the number if a seller slides this scorecard across the desk. Whose brands? Which month? What does the buyer receive if the rented send does not resemble that month? If the answer is a shrug and a screenshot, you are being sold a neighbor's report card.

Keep the June page for what it is. A careful look at store mail, published the day before this month starts, with the revenue split between campaigns and flows written out. Use it to remember that automated mail and a broadcast are different jobs even inside one account. Then price the solo ad from the seller's list, the seller's domain, and the seller's refund line. The scorecard can stay on their site.