Question · Email & retention
What percentage of e-commerce revenue should come from email marketing?
Answered by Nathan Frater ·
The short answer
At least 25 to 30%, and in a strong account I aim for around 40%, split roughly 50/50 between campaigns and flows. If email is down in the high teens, the account isn't healthy.
Start with your Klaviyo dashboard. It’s the quickest read on the overall health of the account, and it shows you straight away whether campaigns or flows are carrying the load.
If campaigns are the weak side, the usual culprits are weak subject lines, no clear button above the fold, and sending to your full list instead of engaged subscribers. Fix those first.
Plenty of stores have the opposite problem. They send campaigns consistently, so campaigns look fine, but the flows underperform. That’s money left on the table, because flows work every day without you. If campaigns are healthy and email is sitting around 30% of revenue, go after the flows next: welcome, browse abandonment, cart abandonment and post-purchase.
Once the flows are pulling their weight, look at how many people are joining the list in the first place. Test your pop-ups and push opt-in towards 7 to 8% on desktop and mobile.