Klaviyo email reporting
Email revenue, flow by flow
Campaigns, automated flows, deliverability, attributed revenue and list growth — for email and SMS, scoped to one client. Sign in to open the report workspace, or preview what’s inside.
Klaviyo email reporting
Email is usually a client’s highest-margin channel and the hardest one to explain, because the numbers that matter are spread across campaign summaries, flow analytics, a deliverability tab and a list-growth chart. This workspace gives lifecycle teams one structure for all of it — sends, opens, clicks, placed orders, attributed revenue, inbox placement and subscriber movement, scoped to a single client and laid out the same way every month.
A campaign report should answer one question quickly: did that send earn its place in the calendar? Each broadcast is listed with the audience it went to, how many recipients it actually reached after bounces, its open and click rates, and the revenue placed against it — ordered by revenue, so the sends that carried the month rise to the top instead of hiding in send-date order. Scheduled and draft campaigns sit in the same list with no fabricated numbers behind them.
Because sends are grouped by message type rather than mixed together, a promotional blast is never averaged against a newsletter or a text message. Filter to campaigns and every figure on the page rebases — the trend line, the revenue mix, the send-time chart and the eight summary cards — so a monthly recap can be built around the broadcast program alone without exporting anything or re-filtering three separate screens.
Automated flows are where lifecycle revenue actually concentrates, and they need their own view. Each flow is reported with the behavior that triggers it, the number of message steps it holds, how many profiles entered it in the period, its conversion rate on those entries and the revenue per recipient it earns. A welcome series that converts twice as well as an abandoned-cart flow is immediately visible, and so is a flow that has quietly stopped sending.
Reporting entries separately from messages is what makes flow numbers comparable. A five-step welcome series and a two-step back-in-stock alert send very different volumes, so raw sends flatter the longer flow; entries and conversion rate put them on the same footing. Flow status is on the row too, so a paused or unpublished automation is obvious instead of looking like a flow that simply underperformed this month.
Open rate means nothing if the message never reached the inbox, so delivery is reported first: what share of the send was delivered, what bounced, what was marked as spam and what unsubscribed. Inbox placement splits delivered volume across the primary inbox, the promotions tab, the spam folder and messages that never arrived, which turns a vague sense that engagement is slipping into a specific, fixable diagnosis.
A per-provider breakdown carries that further. Gmail, Outlook, Yahoo and the long tail of smaller mailbox providers each filter differently, and a reputation problem almost always shows up at one of them before it shows up in the account average. Seeing delivery, open rate and complaint rate side by side per provider tells an account team whether to fix authentication, prune inactive profiles or simply send less often to a tired segment.
Attributed revenue is the headline, but it is only useful next to the two numbers that explain it. Average order value says whether a send pulled in bigger baskets or simply more of them, and revenue per recipient normalizes across list sizes so a 4,000-person segment can be compared fairly with a 60,000-person broadcast. All three sit on the summary cards, and the revenue tab restates them beside a ranked list of the sends that earned the most.
The revenue view also splits the account between broadcast campaigns, automated flows and SMS, with each channel’s share of the total. That split is the most useful conversation an agency can have about a lifecycle program: when flows are earning the majority of revenue on a fraction of the send volume, the growth path is more automation rather than more campaigns — and the report shows that rather than asserting it.
Lists and segments are reported as levels, not as period totals, because a subscriber count is a running balance rather than something that accumulates over a date range. Every list and dynamic segment shows its current profile count, its movement over the last thirty days and an engagement tier, so a segment that is quietly decaying is flagged next to the ones worth sending to more often.
Growth is reported on its own terms: profiles gained against profiles lost, day by day across the selected window, with a net figure and a breakdown of where the new ones came from — signup forms, the store integration, imported lists or manual additions. An agency running acquisition and lifecycle together can finally see whether the list is growing because the forms are working or only because a one-off import padded the number.
The report is scoped to a single client and painted in your agency’s branding, so the same layout serves every account you run without a per-client rebuild. Date ranges and period comparison sit in the toolbar, the export control is where account managers expect it, and the seven tabs stay in the same order — campaigns, flows, audiences, deliverability, revenue, send timing and list growth — so a client learns the report once.
A consistent structure is what makes month-over-month conversations short. Instead of rebuilding a deck around whatever the ESP exported this time, the account team opens the same page, changes the date range and talks about what actually moved. Every figure is derived from the messages in scope rather than typed into a slide, so the numbers a client sees in the meeting are the numbers the report holds afterwards. Connecting a data source remains a separate setup step, handled per client in the workspace settings rather than inside the report itself.
A campaign is a one-off broadcast to a segment; a flow is an automation triggered by behaviour — welcome, abandoned cart, browse abandonment, winback, back in stock. Each gets its own tab because they behave nothing alike: campaigns spike on send day, flows earn steadily on a fraction of the send volume and rarely get the credit.
Attributed revenue and placed orders are reported per campaign and per flow, with average order value and revenue per recipient beside them. Attribution follows the connected Klaviyo account's own window rather than a rule invented here, which is what keeps the figure in this report the same figure the client sees when they log into Klaviyo themselves.
Revenue per recipient is attributed revenue divided by delivered messages — the value of sending one more email. It is the fairest way to compare a small, high-intent segment against a large broadcast, because a send to ten thousand people almost always wins on total revenue while losing badly on the per-recipient number.
The deliverability tab reports delivered, bounced, spam complaints and unsubscribes as rates against what was sent, so list damage shows up before it becomes an inbox-placement problem. Read next to list growth — profiles gained and lost, and where they came from — it shows whether an aggressive send schedule is buying revenue at the cost of the list.
Yes. Both channels live in the same account, and the revenue view splits it between broadcast campaigns, automated flows and SMS. Where a metric does not exist for text messages the report says so rather than printing a zero: an SMS-only scope reports that opens are not tracked on SMS instead of implying a nought per cent open rate.
