Do You Know If Your Emails Are Performing?

It came to my attention recently that a lot of brand owners and even beginner email marketing don’t really know what “good” email results are.

I wanted to clear it up and give you some key metrics to shoot for in your Klaviyo account.

Total Revenue Attributed to Email

Now this is the number you’ll see email marketers flex (myself included), and that’s because it’s a great indicator of how effective your email marketing is.

However there are multiple factors that go into this. A brand that is hard scaling front end acquisition across multiple channels means that your % attributed to email will likely be lower.

But as a general rule, 30% is good, 40%+ is great.

I’ve also seen brands that have 40% attributed to their email accounts and they’re still missing a lot of pieces.

So take this metric with a grain of salt to an extent.

Campaign & Flow Revenue Ratio

Typically you want to shoot for a 1:1 ratio. Meaning that they both account for 50% of the email generated through revenue.

This is rarely the case, and it usually means they’re severely lacking in one area.

Sign-Up Forms

Welcome Email 1

Abandoned Cart/Checkout Email 1

Bonus:

If your total open rate is below 30%, you have a deliverability problem.

Now go check your Klaviyo accounts, and if you need help meeting any of those metrics you should book a call with me here:

Thanks for reading!

If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

Today’s Helpful Links

• 4 Email Marketing Tips to Make More Ecom Sales

• Complete Guide to Welcome Flow Mastery

• The Tool I Use to Add Countdown Timers to Emails