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Email Metrics to Shoot For 🔢
Max Sturtevant
June 14, 2024
The Inbox Newsletter
Hey it’s Max from The Inbox Newsletter.
Today I’m going to give you some metrics to focus on with a ton of resources on how to get your metrics up.
Let’s do it.
Total Email Revenue
Metric: 40% of total revenue
In general, you want to be around the 40% mark for Klaviyo attributed revenue.
If you’re above 55%, you may want to consider funneling more profits into ads and new acquisition / conversion channels.
If you’re below 35% you likely are leaving email revenue on the table.
Clean up common mistakes that are high leveraged in returns with this guide.
Campaign / Flow Revenue
Campaigns: 40-60% of total email revenue
Flows: 40-60% of total email revenue
Comparing your campaign vs your flow revenue is a great way to see where your lowest-hanging fruit is.
If you’re pulling 70% of revenue from campaigns, your flows likely need work and vise versa.
If you need help with campaigns, follow this guide.
If you need help with flows, follow this guide.
Open Rates
Metric: 45%
If you’re open rates in your flows and campagin engaged lists are below this, you likely have deliverability issues.
The best fix is to immediately tighten your email list and ONLY send to a segment of people who have opened an email in the past 30 days.
Usually, our base segment for clients is a 90-120 day engaged list.
If you’re having open rate issues, follow this guide on how we got to over 50% opens from a fresh Klaviyo account in only a few weeks.
Click Rates
Metric: 1%
Click rates will depend on the email, but for campaigns we want to be above the 1% mark.
If you’re below this, you have a content problem.
Either your design isn’t optimized or your copy isn’t good enough.
Use this guide for insight on design optimization follow this quick guide and this quick guide.
If you want a full course on email design you can follow the course in this guide.
Pop-Up Form Conversion Rates
Metric: Above 6-8% CTR
Pop-up forms are so key, but most brands are below 4%.
Take 4%-8% and your list doubles in growth and revenue.
If you have a low pop-up conversion rate, follow this guide.
Abandoned Cart / Checkout Recovery
Metric: 10% Recovery
Abandonments are free money waiting to be recovered.
By having an unoptimized system in place you’re letting money walk away.
If you want higher recovery and more revenue, follow this guide.
Let me know what other metrics you guys are looking for!
Email Inspiration Of The Day
Brand:
Blume
Notes:
YOU DON’T NEED CRAZY DESIGNS TO MAKE SALES.
Value based email with a simple but effective layout.
Hero section with a headline, photo, body copy, and button.
Then a bridge section with a quick list and small pictures.
It doesn’t take Pablo Picasso to make high-converting emails… remember that!
Helpful Links Of The Day
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
PS - If you want to join a community of 100+ members with daily tips from me, get feedback / support 24/7, AND get design templates that can make 5,000+ unique email designs click here »
PPS - If you run an ecom brand and want to have a 15 minute strategy session with me, book a call here »