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Canadian womenswear retailer

Email brought in 43% of store revenue across seven months.

42.9%Klaviyo-attributed share of store revenue · May–Nov 2021

For a Canadian womenswear store we rebuilt every Klaviyo flow, tested each email and ran the campaign calendar. From May to November 2021 Klaviyo attributed CA$349,072 to email, 42.9% of the CA$812,896 the store took in. The brand is not named here.

See the results How we did it

42.9%Canadian womenswear retailer

Talk about an account like this

The brief.

A womenswear store with a large catalog and frequent sales was running inherited Klaviyo automations alongside its paid ads, with each channel reported on its own.

Our approach.

We rebuilt the Klaviyo flows in two rounds, put a test on every email, added category cross-sell flows and SMS, and ran the campaign calendar. One monthly report read ads, email and SMS against the same store revenue.

The results.

Klaviyo-attributed revenue and store gross revenue from seven monthly account reports, in Canadian dollars. Ads, email and SMS can each take credit for the same order, so their attributed totals add up to more than the store’s revenue in every month. The share shown is attribution, not added revenue.

Klaviyo-attributed revenue
CA$349,072May–November 2021 · seven monthly account reports
Store gross revenue
CA$812,896Same seven months · denominator for the share

A closer look at the work.

Across seven months Klaviyo attributed CA$349,072 to email, 42.9% of the store’s CA$812,896. Flows earned 9 to 16 times more per recipient than campaigns in the two months where both were counted in full.

Reported outcomeMay–November 2021

Email’s share of store revenue, month by month

Klaviyo-attributed revenue beside store gross revenue for each of the seven months.

Email’s share of store revenue, month by month · May–November 2021
MonthKlaviyo-attributed revenueStore gross revenueShare
May 2021
CA$72,236.00CA$156,830.5446.1%
June 2021
CA$31,482.85CA$133,829.6123.5%
July 2021
CA$67,439.87CA$127,798.2952.8%
August 2021
CA$34,378.74CA$93,734.0936.7%
September 2021
CA$44,335.31CA$103,323.8442.9%
October 2021
CA$41,940.99CA$86,851.4048.3%
November 2021 · to the 29th
CA$57,257.89CA$110,527.8951.8%
Seven months
CA$349,071.65CA$812,895.6642.9%

Source: Monthly account reports, May to November 2021

Ads, email and SMS can each be credited with the same order. July included two sale campaigns.

Reported outcomeJuly and August 2021

Flows earn more per person than campaigns

Revenue per recipient for flows and for campaigns in the two months where every send was counted.

Flows earn more per person than campaigns · July and August 2021
MonthCampaignsFlows
July 2021
CA$37,914.90 from 492,235 recipients · CA$0.077 eachCA$29,524.97 from 40,601 recipients · CA$0.727 each
August 2021
CA$15,444.37 from 375,733 recipients · CA$0.041 eachCA$18,934.37 from 29,027 recipients · CA$0.652 each

Source: Daily Klaviyo data in the July and August 2021 reports

This compares two kinds of email, not a before and an after.

Reported outcomeMay 3–July 29, 2021

What the flow tests found

Three results from the test log for the first rebuilt version of the flows.

What the flow tests found · May 3–July 29, 2021
FlowResultRecipients
Browse abandonment, old against rebuilt
Click rate rose from 5.5 to 6.5% to 7.9%, and the rebuilt email recorded CA$3,894.325,765 before · 2,307 after
Abandoned checkout, subject line
The winning line: 55.6% opened, 9.9% clicked, CA$5,951.18. The other: 48.9%, 9.7%, CA$4,613.29524 and 539
Upsell 48 hours after purchase
CA$2,444.95 against CA$1,856.80 for the second version1,043 and 1,049

Source: Flow test log from the engagement

Open rates here predate Apple’s mail privacy changes. The old browse-abandonment version logged no revenue figure.

What we did.

The main pieces of work on this account.

  1. Every flow rebuilt and tested

    Welcome, abandoned checkout, abandoned cart, site and browse abandonment, back in stock, thank you, winback, upsell and a sunset flow went live in May 2021, with a second version in late July. Each email ran a subject-line or button test.

  2. A flow for each category

    Category cross-sell flows followed a purchase with the next category: blouses, denim, dresses, sneakers and the rest.

  3. Campaigns and SMS around the calendar

    Daily campaign sends through the autumn and Black Friday, with SMS for abandoned carts, winback and sale days.

  4. One monthly report for ads, email and SMS

    Each month’s report set store revenue beside ad spend, Klaviyo revenue and SMS revenue, so the channels were read together.

How the work fits together.

Canadian womenswear retailer · how the work runs
  1. Rebuild the flows

    Replace the inherited automations with a full, tested set.

  2. Test every email

    Run a subject-line or button test on each message and keep the winner.

  3. Send the calendar

    Plan campaigns and SMS around sales, launches and the season.

  4. Report channels together

    Read email, SMS and ads against the same store revenue each month.

Review the results before the next round of work.

Flows reach far fewer people than campaigns and earn far more per person. Both belong in the plan, and both should be read against store revenue.

How this was measured.

Seven monthly account reports and the flow test log from the engagement, read November 11, 2026. Customer exports were not opened.

Measurement and evidence
QuestionSource scope
Which period?
May–November 2021
What is measured?
Klaviyo-attributed revenue and store gross revenue from seven monthly account reports, in Canadian dollars. Ads, email and SMS can each take credit for the same order, so their attributed totals add up to more than the store’s revenue in every month. The share shown is attribution, not added revenue.
What kind of record?
Klaviyo account report
What engagement?
Past email and SMS client
Sources and limits
  • Ads, Klaviyo and SMS attribution together exceed store revenue in every month. The share is attribution, not incremental revenue.
  • There is no email baseline from before the engagement, so this is a level and not a before-and-after.
  • The monthly share is not a steady rise: June was 23.5% and July 52.8%.
  • The engagement ran in 2021. The brand is not named, and its creative is not shown.

Want this kind of work
on your account?

Have Alex and the team manage your campaigns, flows, capture, design and testing.

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