Uncensored InboxResearch and benchmarks
The numbers show why censored wellness brands lean on email: ads often lose money for them, while automated flows outperform one off campaigns by a wide margin.
Last updated: November 2026
They favor automated flows and owned channels. Klaviyo's 2026 benchmarks report flows reach 5.58% click rates against 1.69% for campaigns, while Wellness Marketing Reports' interviews with 63 founders found traditional ads under medical censorship commonly return a ROAS below 1.0. Every figure below names its source.
Turning Stigma into Strategy: Marketing Lessons from 63 Entrepreneurs in Sexual Wellness and Women's Health is Wellness Marketing Reports' own research, based on in depth interviews with 63 industry leaders.
78%
Name digital censorship as their number one growth inhibitor.
2025 white paper
Below 1.0
ROAS commonly seen from traditional digital ads under medical censorship, a net loss.
2025 white paper
40%
Run strategic partnerships as a core marketing channel, or 25 of the 63 companies.
2025 white paper
30%
Cite educational content and trust building as the most effective way to reach customers.
2025 white paper
14
Companies use podcasts as a key channel.
2025 white paper
| Statistic | Figure | Source |
|---|---|---|
| Flow click rate vs campaign click rate | 5.58% vs 1.69% | Klaviyo 2026 email benchmarks |
| Placed order rate, flows vs campaigns | 13x higher for flows | Klaviyo 2026 email benchmarks |
| Flow revenue from new buyers | Nearly 48%, vs 16% for campaigns | Klaviyo 2026 email benchmarks |
| Top 10% flows | RPR up to $7.79, click rates over 10% | Klaviyo 2026 email benchmarks |
| Worked example click rate | 2.5%, with 0.2% attributed orders per delivered email | Digital Applied, 2026 |
| Worked example return | $0.20 per delivered email; 4x revenue to cost | Digital Applied, 2026 (fictional example) |
| Klaviyo platform pricing | Free to 250 contacts; £2,300 monthly at 250,000 contacts, email only | Enchant Agency, 2026 |
Klaviyo reports on its enterprise page that it processes 2.5 billion events daily at 99.95% uptime and maintains more than 7.3 billion consumer profiles.
HubSpot's 2026 marketing statistics report that conversion rate optimization is the second most used optimization technique among marketers (50%), and that 32.9% of internet users aged 16 and over discover new brands, products and services through search engines. That is why email works best paired with conversion and search work, which Wellness Marketing Reports also offers.
See how these benchmarks compare with real client results on the case studies page, or read the pillar guide to wellness email marketing.
A flow is an automated series triggered by a behavior, such as signing up, browsing or abandoning a cart. A campaign is a one time send to a list or segment, such as a newsletter. Klaviyo’s 2026 benchmarks report flows deliver 5.58% click rates versus 1.69% for campaigns, and 13 times higher placed order rates.
More in the FAQ: What is the difference between an email flow and a campaign?Email matters more because paid social and search often restrict what these brands can say about bodies, hormones and sex. In interviews with 63 founders, Wellness Marketing Reports found 78% name digital censorship as their number one growth inhibitor. Email and SMS reach people who opted in, so the brand can explain its product in full medical detail.
More in the FAQ: Why does email matter more for censored health brands?For many censored brands, yes. The Wellness Marketing Reports white paper found traditional digital ads under medical censorship commonly return a ROAS below 1.0, which is a net loss. Email is not a replacement for acquisition, but it turns visitors from podcasts, search, partners and creators into buyers without platform restrictions.
More in the FAQ: Is email better than paid ads for censored wellness brands?Divide attributed revenue by the number of delivered emails. Digital Applied’s 2026 statistics article uses a fictional example where attributed revenue is $2,000, giving $0.20 per delivered email, and revenue divided by a $500 campaign cost equals 4x. The worksheet on the attribution page runs the same math on your figures.
More in the FAQ: How do you calculate revenue per delivered email?Wellness Marketing Reports benchmarks abandoned cart flows against a Klaviyo industry average of 3.33%. In its three month email case study, the abandonment recovery rate moved from 2.3% to 12.2% within two months, which the business reports as 266% above that average. Your own rate depends on traffic quality, price point and offer.
More in the FAQ: What is a good abandoned cart recovery rate?Klaviyo pricing scales with contact count. According to Enchant Agency’s 2026 Klaviyo review, it starts free for up to 250 contacts and reaches £2,300 monthly for 250,000 contacts on the email only plan. SMS is priced separately. Check Klaviyo’s own pricing page for current rates in your currency before budgeting.
More in the FAQ: How much does Klaviyo itself cost?Tell us your brand, store URL and email platform. We will reply with the questions that matter for your category.
Published by Wellness Marketing Reports