6,447
TTM Orders from Flows
1. Quarterly Revenue Overview
Flow revenue has scaled significantly since Q2 2025, driven by the RIQ suite launch in Q3 and peak holiday volume in Q4. Q1 2026 covers only 87 days (Jan 1–Mar 27) — annualized it represents a ~$289K/year pace.
| Quarter | Revenue | Orders | Recipients | CVR |
|---|
| Q2 2025 (Apr–Jun) | $55,404 | 905 | 113,302 | 0.80% |
| Q3 2025 (Jul–Sep) | $104,994 | 1,714 | 149,147 | 1.15% |
| Q4 2025 (Oct–Dec) ★ Peak | $178,429 | 2,677 | 230,482 | 1.16% |
| Q1 2026 (Jan–Mar 27, 87 days) | $68,815 | 1,151 | 157,308 | 0.73% |
| TTM Total | $407,642 | 6,447 | 650,239 | 0.99% |
2. The RIQ Migration (Most Important Story)
In Q3 2025, Grow migrated from legacy automation flows to a new RIQ (re-engagement & intelligent queue) framework. The results are clear: the RIQ flows significantly outperform the ones they replaced.
✅ Migration outcome: strong
The [RIQ] Cart Flow peaked at $32,598 in Q4 — more than 2.5× what the legacy Abandoned Cart ever generated ($12,920). Same story for Browse. The jump from $55K (Q2) to $105K (Q3) is almost entirely attributable to the RIQ activation.
| Flow | Ch | Q2 2025 | Q3 2025 | Q4 2025 | Q1 2026 |
|---|
| (RIQ) Welcome Flow RIQ | Email |
— | $36,706 | $52,349 | $20,623 |
| [RIQ] Cart Flow RIQ | Email |
— | $13,612 | $32,598 | $11,825 |
| [RIQ] Checkout Flow RIQ | Email |
— | $7,489 | $21,360 | $7,538 |
| [RIQ] Browse Flow RIQ | Email |
— | $7,340 | $14,116 | $5,123 |
| Abandoned Cart legacy | Email |
$12,920 | $5,338 | — | — |
| Browse Abandonment legacy | Email |
$11,868 | $4,823 | — | — |
3. Top Flows — Quarterly Trend
| Flow | Ch | Q2 2025 | Q3 2025 | Q4 2025 | Q1 2026 | TTM |
|---|
| (RIQ) Welcome Flow | Email | — | $36,706 | $52,349 | $20,623 | $109,678 |
| [RIQ] Cart Flow | Email | — | $13,612 | $32,598 | $11,825 | $58,035 |
| [RIQ] Checkout Flow | Email | — | $7,489 | $21,360 | $7,538 | $36,387 |
| Post Purchase – 1st Order | Email | $7,942 | $6,356 | $10,535 | $2,781 | $27,614 |
| [RIQ] Browse Flow | Email | — | $7,340 | $14,116 | $5,123 | $26,579 |
| SMS Welcome Series SMS | SMS | $273 | $8,922 | $10,620 | $5,223 | $25,038 |
| Scent Quiz ⚠ watch | Email | $11,587 | $7,267 | $980 | $539 | $20,373 |
| Post Purchase – 2nd Order | Email | $2,627 | $2,445 | $5,093 | $1,061 | $11,226 |
| Post Purchase – 3rd Order | Email | $2,131 | $1,195 | $2,399 | $1,015 | $6,740 |
| Winback Flow RIQ new Q1 | Email | — | — | — | $4,889 | $4,889 |
4. Conversion Rate & Open Rate Trends
Open rates are excellent and stable across all email flows (50–60%+), indicating strong deliverability and subject line quality. CVR softening in Q1 is a click-to-conversion issue, not an engagement problem.
| Flow | Q2 CVR | Q3 CVR | Q4 CVR | Q1 CVR | Q2 OR | Q3 OR | Q4 OR | Q1 OR |
|---|
| (RIQ) Welcome Flow | — | 3.05% | 2.64% | 2.36% | — | 53.7% | 49.6% | 52.9% |
| [RIQ] Cart Flow | — | 2.25% | 1.89% | 1.62% | — | 58.3% | 54.5% | 56.1% |
| [RIQ] Checkout Flow | — | 2.72% | 2.27% | 2.29% | — | 58.6% | 46.3% | 55.9% |
| [RIQ] Browse Flow | — | 1.11% | 1.05% | 1.12% | — | 55.2% | 52.0% | 57.5% |
| SMS Welcome Series | 0.24% | 1.59% | 1.47% | 1.49% | — | — | — | — |
| Post Purchase – 1st Order | 0.31% | 0.34% | 0.24% | 0.21% | 58.0% | 59.1% | 58.0% | 58.1% |
| Scent Quiz | 2.30% | 1.51% | 0.92% | 0.62% | 56.9% | 53.8% | 51.1% | 48.6% |
5. Key Findings
✅ What's Working
RIQ suite significantly outperforms the legacy flows it replaced. Open rates are excellent (50–60%+) across all flows — deliverability and list health are strong. SMS Welcome Series has stabilized at ~1.5% CVR, an important and growing channel. Winback Flow RIQ launched in Q1 and immediately produced $4,889 — strong debut.
⚠️ Issues to Watch
Welcome Flow CVR softening: 3.05% (Q3) → 2.36% (Q1). Cart Flow softening: 2.25% → 1.62%. Open rates are holding — so this is a click-to-conversion or landing page issue, not an email engagement problem.
Scent Quiz is in sharp decline: $11.6K (Q2) → $539 (Q1). CVR fell from 2.3% to 0.6% and open rate is drifting down. Content refresh or audience review needed.
Post Purchase 1st Order CVR declining (0.31% → 0.21%) — this hits your most valuable segment.
💡 Opportunities
Black Friday flow variants (Welcome, Cart, Checkout) showed exceptional performance in Q4 — Welcome BF posted 15.6% CVR at 75% OR. The segmentation logic behind this should inform Spring and Summer launch variants.
Cross-Sell Flow RIQ and Post Purchase 3rd+ Order flows show consistent, if small, revenue. They're worth nurturing.
6. Recommended Actions
🔴 Audit Welcome Flow + Cart Flow post-click experience
Open rates are holding at 50–56%, so the email itself is fine. The drop is after the click — landing page relevance, offer clarity, or site experience. A/B test the CTA destination or offer structure.
🔴 Rebuild or retire the Scent Quiz flow
CVR dropped from 2.3% to 0.6% over four quarters. Either the quiz experience has degraded or the audience feeding into it has changed. Either refresh the content or redirect the segment into another high-performing flow.
🟡 Strengthen Post Purchase 1st Order offer
This flow targets brand new customers — the highest LTV leverage point. CVR declining from 0.31% to 0.21%. A stronger cross-sell or loyalty incentive in message 1 or 2 could recover meaningful LTV.
🟡 Apply Black Friday segmentation logic to Spring/Summer launches
The BF Welcome variant posted 15.6% CVR at 75% OR. Study what made it work (segment definition, timing, offer) and replicate for the Spring Collection launch flow.
🔵 Monitor Winback Flow RIQ trajectory
$4,889 in its first quarter is a strong debut. Watch Q2 2026 to see if it scales as lapsed customers accumulate in the segment. No action needed yet — just track it.