% CRM Revenue
How much of your revenue comes from the audience you own, rather than one you rent.
What it means
% CRM Revenue is the share of your revenue brought in by the two channels you own outright, email and SMS, with flows and campaigns counted together. It's Klaviyo's attributed figure divided by Klaviyo's own revenue total, so it won't tie exactly to Total Sales. Take €30,000 from your list in a €120,000 month and it reads 25%.
Show the math
Formula and a worked example
Email + SMS revenue is every order Klaviyo credits to a message you sent — flows and campaigns together, across both channels.
Total revenue is Klaviyo's own revenue figure for the period. It sits close to Total Sales elsewhere in the app, rarely identical.
Worked example. April does €120,000. Klaviyo credits €26,000 to email and €4,000 to SMS. % CRM Revenue = 30,000 ÷ 120,000 = 25%.
Credit goes to the last message someone clicked before buying, inside Klaviyo's attribution window. A shopper who clicks Monday's email and buys on Wednesday lands here, even if they found the product through search.
It answers the question
How much of this month did you have to buy? A high share means the list you already own is carrying the business; a low one means every order still has to come from a platform.
Why it matters
Paid revenue reprices itself: the auction can get more expensive, a platform changes how it targets, and the same €10,000 can buy fewer orders than it did in spring. Revenue from your own list doesn't move like that, because you paid to acquire those people once. It's the difference between customers who walk back into your shop and customers you pay someone to hand a flyer to outside it.
It cuts both ways. A very high share often means new customers stopped arriving rather than that your emails got better — the share only rises if your list grows faster than the rest of the business, or the rest of the business shrinks.
What good looks like
Klaviyo counts this with its own attribution and its own revenue total, so read it as a share and a trend, not a figure to reconcile against Total Sales. The split underneath matters more than the total: % Flows Revenue% Flows RevenueSales your always-on flows earn on autopilot.18% or more is healthy is the part that runs without you, % Campaigns Revenue% Campaigns RevenueWhat your one-time sends contribute.12% or more is healthy is the part that stops when you do.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Send one more campaign a week | Add a second send aimed only at people who opened or clicked in the last 90 days | 2–4 points | 2 weeks | Unsubscribes and spam complaints rise with frequency. You're spending list health you'll want back in Q4. |
| Fast Switch on the three flows that pay | Welcome, abandoned checkout and browse abandonment, in that order | 3–6 points | 2–4 weeks | Some of those orders were already coming. The share climbs faster than total revenue does, so don't bank the gain as new money. |
| Slow Grow the list instead of the sending | Put a sign-up offer on your highest-traffic pages and let the existing flows work the new subscribers | Share rises with list size, no extra sends | 1 quarter | The sign-up discount comes out of every first order. Watch % Product Discounts and Gross Margin as the list grows. |
| Slow Add SMS to the flows that already convert | Cart and post-purchase first, never the newsletter | 2–3 points on top of email | 6–8 weeks | Every text costs real money to send, unlike email, and a list tires of SMS far faster than it tires of inbox. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
The total tells you how big your owned channel is. The split tells you whether it survives a week when nobody sends anything.
Owned and automatic
A large slice of your sales comes from your list, and most of it arrives without anyone pressing send. This is the shape you want.
Rented from your own calendar
Campaigns are carrying the whole channel. Skip a week of sending and the month goes with it.
Small but solid
Your list drives little of the business, but what it drives runs itself. The constraint is subscriber count, not automation quality.
No owned channel yet
Every order is being bought from a platform. Growth costs you the same next month as it did this month, and the month after that.
A rising CRM share looks like a win alone, and next to new customers it can be the opposite. A share that climbs while new customers fall means you're selling harder to the same people instead of replacing them, and eventually there's nobody new left in the list to sell to.
This pair separates a list that creates repeat purchase from a list that intercepts orders already on their way. Strong CRM share with flat Returning Orders means your messages are closing first-time buyers you'd have won anyway.
Common misreads
Check the euro figure before you celebrate. The share rises when paid collapses, and 40% of a shrinking month can be less money than 20% of a growing one.
It's a ratio. A strong paid or organic month pushes the share down while your list earns more euros than ever. Look at Attributed Revenue first, and only then at the sends.
It won't. Klaviyo credits the last message clicked inside its own window, against its own revenue total. Use it to judge direction and share, never as a reconciliation.
Also called
Owned revenue share · email and SMS share · retention revenue %
See yoursYour email and SMS share of revenue, period by period, with the flows and campaigns split underneath it.
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