% Email Revenue
How much of the shop the inbox pays for.
What it means
% Email Revenue is email's share of your total revenue: everything Klaviyo credits to an email, flows and campaigns together, divided by its own revenue total for the period. Take €30,000 from email in a €120,000 month and it reads 25%. It's the email half of % CRM Revenue% CRM RevenueHow much of your sales your own list drives.30% or more is healthy; % SMS Revenue% SMS RevenueWhat texting contributes to your sales.8% or more is healthy is the other one.
Show the math
Formula and a worked example
Email revenue is every order Klaviyo ties back to an email — flows and campaigns together. Total revenue is Klaviyo's own revenue figure for the period, which sits close to Total Sales elsewhere in the app and rarely matches it exactly.
Worked example. April does €120,000. Klaviyo credits €30,000 to email. % Email Revenue = 30,000 ÷ 120,000 = 25% — close to the 28% healthy line, but not yet over it.
Now hold email flat at €30,000 and let a good paid month push total revenue to €200,000. The share drops to 15% while email earned every euro it earned before. Both movements are real; only one is about your emails.
It answers the question
Of everything you sold, how much did the inbox close? A high share means an audience you own is carrying the shop; a low one means most orders still have to be bought.
Why it matters
Email is the sign in your own window. Paid is the sign you rent down the street, repriced by someone else every month. A shop where a quarter of revenue comes through the window has a floor under it that doesn't move when an auction gets expensive.
The catch is that it's a ratio with your whole business in the denominator. It rises when email grows and it rises when everything else shrinks, and those two look identical on the card. Read the euro figure beside it before you decide which happened.
What good looks like
Klaviyo counts this with its own attribution against its own revenue total, so it won't tie exactly to Total Sales. Read it as a share and a trend. What's 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 the week nobody sends.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Rewrite the first email in the welcome flow | Put the offer, your three bestsellers and one reason to trust you in the message new subscribers actually open | 2–4 points, and it applies to every new name from now on | 1 week to build, 3 weeks to read | A stronger welcome discount lands on first orders you'd sometimes have won at full price. |
| Fast Add a second campaign to recent engagement | One extra send a week, aimed only at people who opened or clicked in 60 days | 2–3 points | 2 weeks | Frequency buys revenue with list health. Unsubscribes rise now and you'll want those names in Q4. |
| Slow Capture on product pages, not just the home page | Put the sign-up unit where intent is highest, including a back-in-stock option on sold-out items | Share climbs with list size, no extra sending | 1 quarter | Another interruption on the page that converts. Watch Cart To View Rate on the products you add it to. |
| Slow Send different emails to different buyers | Split by category bought and by whether they've ordered before, instead of one message for everyone | 3–5 points on the same cadence | 6–8 weeks | Every campaign becomes three campaigns. It's the first thing that gets dropped when the calendar gets busy. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Email and SMS share one audience and one attribution window. Read them together or you'll congratulate yourself for moving revenue between them.
Owned channel growing
Both channels gained share at once, which a shuffle between them can't fake. Check the shop didn't just have a quiet month elsewhere.
Email carrying it
Email is doing the work and texts aren't adding much. Usually the SMS list is small rather than the texts being bad — check how many numbers you hold.
Texts propping it up
Your cheapest channel is losing ground while the one with a per-message cost covers for it. Deliverability trouble looks exactly like this.
Renting every order
Almost everything is being bought from a platform. Growth costs the same next month as this month, and the month after that.
Share next to list direction tells you whether the number is built or borrowed. A rising share on growing subscribers is a channel getting bigger. A rising share while subscribers go negative is the same audience being asked more often, and that share peaks and then falls.
Email sells hardest to people who already know you, so this pair separates a strong programme from a stalled front door. Share climbing while new customers fall means you're selling deeper into a fixed pool — an email win for two quarters, an acquisition problem after that.
Common misreads
A strong paid or organic month pushes this down while email earns more euros than ever. Check the revenue figure before you touch the calendar.
Past a point, a very high email share means new customers stopped arriving. The list can only be a growing share of a growing business for so long before it's just a big share of a small one.
Klaviyo uses its own attribution window and its own revenue total. It's a share and a trend, not a figure to reconcile against the P&L.
Also called
Email revenue share · email % of revenue · email attribution %
See yoursEmail's share of revenue for the period, with the campaigns and flows behind it listed underneath.
Open Klaviyo →