Rev. / Recipient
What a send was worth per person it reached.
What it means
Rev. / Recipient is a message's Attributed RevenueAttributed RevenueHigher is better; it means the message drove more direct sales. divided by its number of recipients. Recipients counts everyone the message went to, not just the ones who opened it, and the figure belongs to one send rather than to the period. It puts a €3,000 send to 2,000 subscribers and a €14,400 send to 20,000 on the same scale.
Show the math
Formula and a worked example
Attributed Revenue is the money Klaviyo credits to that message — not every order placed while it was live.
Worked example. Friday's campaign earns €14,400 from 20,000 recipients: 14,400 ÷ 20,000 = €0.72. Tuesday's VIP send earns €3,000 from 2,000 recipients: 3,000 ÷ 2,000 = €1.50.
Friday moved nearly five times the money. Tuesday was twice the message. Both facts matter, and only this column tells you the second one.
It answers the question
Was this send worth the attention it used? A high figure means you asked the right people at the right moment; a low one means you spent inbox goodwill and got little back.
Why it matters
It's takings per customer through the door, not takings for the day. Judged on totals the biggest list always wins and you learn nothing; judged per head, the message that actually worked rises to the top of the table.
Every send also spends a finite amount of attention, and attention doesn't refill on demand. A campaign at €0.05 per recipient burned the whole list to earn what a well-aimed segment could have made from a fraction of the names.
What good looks like
There's no universal number — it moves with your price point, your channel and how tightly you segment, so a €200 AOV brand runs many times a €25 one. Track the median across your campaigns for a quarter and treat that as your line, then ask what the sends above it had in common. Compare flows only to flows: a triggered message catches someone mid-intent and will normally beat a Tuesday broadcast.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Stop mailing everyone | Send campaigns to profiles that opened or clicked in the last 90 days instead of the whole list | Per-recipient value up 2–3× almost immediately | 1–2 sends | Total Attributed Revenue can dip while you trade reach for efficiency, and dormant buyers get no chance to wake up. |
| Fast Match the message to what they last looked at | Split the campaign by category browsed or last product bought, and change the hero image for each | Per-recipient value up 20–40% on the same audience | 2 weeks | Three versions of every campaign is three times the production work, and it's the first thing that slips in a busy month. |
| Slow Move volume out of campaigns and into flows | Rebuild your repeating sends as triggers that fire at the moment of intent | The best rows in the table stop being one-offs | 4–8 weeks | Flows go stale silently — old copy and sold-out products keep sending long after anyone last checked. |
| Slow Raise the basket, not the send | Bundle and threshold offers so the orders a message closes are bigger | Per-recipient value rises with no change in cadence | 1 quarter | Threshold discounts come straight off Gross Margin, so the revenue line improves while profit per order doesn't. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Value per head tells you if the message worked. List direction tells you how long you can keep asking.
Earning and growing
New people are arriving and each person on the list is worth more than last period. Growth here compounds, because the value per name isn't being diluted.
Harvesting
You're extracting more per head from an audience that's shrinking. The numbers look great for a quarter or two, then there's nobody left to extract from.
New and cold
The list is growing and the newcomers aren't buying yet. Normal for a month or two after a capture push; a problem if it lasts a quarter.
Tired list
Fewer people, each worth less. Check inbox placement first — mail landing in Promotions or spam produces exactly this pattern.
Quality next to size, and the pair sorts your table properly. High per-head with a small total is a good message aimed at too few people — widen it. Low per-head with a large total is a mediocre message aimed at everyone, and it costs list health that no single row shows.
Together they explain how a send earned more per person: more buyers, or bigger baskets. Per-recipient value up while average order quantity is flat means the message recruited more buyers. Both up means the offer changed what people put in the basket, the harder and more durable win.
Common misreads
It's a denominator problem more often than a copy problem. A broadcast to the entire list divides the same revenue across every dormant profile you've ever collected. Segment first, then judge the writing.
A message to 300 loyal customers will top this column and earn a fraction of the month's money. Best per head and best for the business are different questions — read the euro figure beside it.
Flows reach one person at the exact moment they're interested, so they convert better by design. Rank flows against flows and campaigns against campaigns.
Also called
Revenue per recipient · RPR · revenue per send
See yoursEvery campaign and flow with its per-recipient value beside the euro total, so you can sort by either.
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