Email Rev. / Recipient
What one contact is worth each time an email goes out.
What it means
Email Rev. / Recipient is the revenue Klaviyo credits to your email in the period, divided by the total recipients of every email sent in it. Campaigns and flows are both counted. Recipients is added up per send, not per person, so a subscriber who received six emails counts six times. It's a currency amount, and a small one by design — cents, not euros.
The per-message version of the same idea is Rev. / RecipientRev. / RecipientHigher is better; each recipient is worth more on average., which belongs to one send rather than to the whole period.
Show the math
Formula and a worked example
Attributed revenue is the money Klaviyo credits to your email messages — campaigns and automated flows together, not every order placed that month.
Recipients is the number of people each message went to, summed across every send in the period.
Worked example. March: email earns €18,000, across sends totalling 150,000 recipients. 18,000 ÷ 150,000 = €0.12 per recipient.
Those 150,000 recipients are a list of 25,000 people emailed six times. Per actual person, March earned 18,000 ÷ 25,000 = €0.72. Both numbers are true; this card reports the first one.
It answers the question
Is each email you send worth the attention it uses? A store can raise total email revenue by sending more often, and this is the figure that tells you whether the extra sends earned their place.
Why it matters
It's the only email number that gets worse when you send more and better when you send smarter. CRM RevenueCRM RevenueIncome from an audience you already own. and email's revenue share both climb with volume, so neither can tell you that the fifth send of the month earned a fraction of the first.
It also puts a small, sharp list and a big, tired one on the same scale. Two stores with identical email revenue can sit ten times apart here, and the one below is spending far more goodwill to get there.
What good looks like
There's no published band for this one — it's a currency amount, and it moves with your price point and how tightly you segment, so a €200 order-value brand runs many times a €25 one. Take your own median across the last six months and treat that as the line. Then read it against send volume: a figure falling while you send more often is dilution, and a figure holding while volume rises is genuine capacity.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Stop sending campaigns to the whole list | Target profiles that opened or clicked recently instead of everyone on file | Fewer recipients, similar revenue, a higher figure | 1–2 weeks | Total email revenue usually dips first, and the unsegmented part of your list goes quiet — some of those people were slow buyers, not dead ones. |
| Fast Cut the weakest send from the calendar | Find the campaign that earns least per recipient and stop repeating that format | The average rises because the worst send stops pulling it down | 2–4 weeks | You improved the ratio by doing less. That send was earning something, and the revenue goes with it. |
| Slow Move revenue into flows | Build or sharpen welcome, cart and post-purchase automations so more revenue comes from small triggered sends | Revenue from far fewer recipients | 1 quarter | Flows take weeks to build and longer to fill up, and a shift towards them pulls your campaigns' share of revenue down. |
| Slow Suppress profiles that never open | Stop mailing people who haven't engaged in six months or more | The denominator falls, the figure rises | 1 quarter | Your subscriber count drops and list growth looks worse. Cut too deep and you remove buyers with long gaps between orders. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Per-recipient value on its own can be improved by shrinking. Against email's share of the shop, it tells you whether the channel is getting better or just quieter.
Better, not just louder
Each send is worth more and email is taking a bigger slice of the shop. This is the combination that survives next year, because it isn't built on frequency.
Sharper but smaller
Every send earns more, but email's share fell. Either you trimmed the calendar and left money on the table, or another channel grew faster.
Selling by volume
Email's share is rising because you're sending more, not because the sends improved. It works until the list stops absorbing it.
Losing on both
Fewer euros per recipient and a smaller share of the shop. Delivery problems produce this exact shape, so rule that out first.
One is the period, the other is a single message. The account figure can sit at €0.10 while your best campaign hits €1.50 — that gap is the whole opportunity, and only the per-message column shows you which sends made it.
Growth beside per-head value separates real gain from dilution. Adding subscribers while this holds means the new names are as good as the old ones. Adding them while it falls means a discount pop-up is filling the list with people who wanted the code.
Common misreads
Recipients counts sends, not people. If you emailed a list of 25,000 six times, the figure is spread over 150,000 recipients — each person was worth six times that across the month.
Adding a weekly send raises recipients immediately and revenue more slowly, so the average falls even when total email revenue rises. Check send volume before you rewrite anything.
It won't. The card covers every campaign and flow in the period at once; the table shows one message. A single well-aimed send will nearly always sit above the account average.
Also called
Revenue per recipient · RPR · revenue per email sent
See yoursYour email revenue per recipient for the period, with the trend beside it.
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