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The Latest Scoop

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

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

For The Latest Scoop, 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.

See the results How we did it

42.9%The Latest Scoop

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The brief.

The Latest Scoop sells womenswear from a large catalog with frequent sales. It 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
SMS revenue: CA$6,572August–November 2021 · its first four months in the reports

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
Month	Klaviyo-attributed revenue	Store gross revenue	Share
May 2021	CA$72,236.00	CA$156,830.54	46.1%
June 2021	CA$31,482.85	CA$133,829.61	23.5%
July 2021	CA$67,439.87	CA$127,798.29	52.8%
August 2021	CA$34,378.74	CA$93,734.09	36.7%
September 2021	CA$44,335.31	CA$103,323.84	42.9%
October 2021	CA$41,940.99	CA$86,851.40	48.3%
November 2021 · to the 29th	CA$57,257.89	CA$110,527.89	51.8%
Seven months	CA$349,071.65	CA$812,895.66	42.9%

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
Month	Campaigns	Flows
July 2021	CA$37,914.90 from 492,235 recipients · CA$0.077 each	CA$29,524.97 from 40,601 recipients · CA$0.727 each
August 2021	CA$15,444.37 from 375,733 recipients · CA$0.041 each	CA$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 outcomeAugust–November 2021

SMS, month by month

SMS revenue from its first month in the account reports.

SMS, month by month · August–November 2021
Month	SMS revenue
August 2021 · flows only	CA$556.81
September 2021	CA$2,537.84
October 2021	CA$1,304.14
November 2021 · to the 29th	CA$2,173.08
Four months	CA$6,571.87

Source: Monthly account reports, August to November 2021

Attributed by the SMS platform, so it can overlap email and ads. The reports hold no reliable SMS figure before August.

Reported outcomeMay 3–July 29, 2021

What the flow tests found

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

What the flow tests found · May 3–July 29, 2021
Flow	Result	Recipients
Browse abandonment, old against rebuilt	Click rate rose from 5.5 to 6.5% to 7.9%, and the rebuilt email recorded CA$3,894.32	5,765 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$4,613.29	524 and 539
Abandoned cart, subject line	The winning line: 62.8% opened, 11.7% clicked, CA$767.42. The other: 56.9%, 10.6%, CA$702.23	283 and 274
Upsell 48 hours after purchase	CA$2,444.95 against CA$1,856.80 for the second version	1,043 and 1,049
Winback, 60 days against 45	Waiting 60 days brought in CA$1,184.96 against CA$774.25 at 45 days, with the same open and click rates	623 and 820
Welcome, first email, button colour	CA$9,146.47 and CA$8,535.24 in orders from the two versions, CA$17,681.71 together. Click rates were 11.5% and 11.2%	Not restated

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.

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.
A flow for each category
Category cross-sell flows followed a purchase with the next category: blouses, denim, dresses, sneakers and the rest.
Campaigns and SMS around the calendar
Daily campaign sends through the autumn and Black Friday, with SMS for abandoned carts, winback and sale days.
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.

The Latest Scoop · how the work runs

Rebuild the flows
Replace the inherited automations with a full, tested set.
Test every email
Run a subject-line or button test on each message and keep the winner.
Send the calendar
Plan campaigns and SMS around sales, launches and the season.
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
Question	Source 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. No email designs from it are on file, so none are shown.

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The brief.

Our approach.

The results.

Email’s share of store revenue, month by month

Flows earn more per person than campaigns

SMS, month by month

What the flow tests found

What we did.

Every flow rebuilt and tested

A flow for each category

Campaigns and SMS around the calendar

One monthly report for ads, email and SMS

How the work fits together.

How this was measured.

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