GOFOR360
Email report
Enter the password to continue.
gofor360 · Klaviyo Email Marketing
Email Buyer, Revenue & Recency Report
Last 6 months · Generated 2026-07-06 · Sources: Klaviyo (attribution) + Shopify (order history)
How much revenue email drives
"Email sales" counted two ways for the last ~6 months. They differ because they attribute differently.
5,012Klaviyo-attributed email orders
€301,599Klaviyo-attributed email revenue
1,297Last-click email orders (Shopify)
€85,591Last-click email revenue
Why the two differ (~3.9×). Klaviyo credits any order placed within its conversion window after an email open/click — including buyers who return later as "direct" (70% of all orders carry no UTM). Shopify's last-click only credits orders whose final click was the email. Klaviyo's ~5,012 / €301,599 matches your dashboard; the last-click set is a clean subset (~26%) used to derive the per-customer tenure splits below.
Email revenue by month
Klaviyo-attributed email revenue, calendar months 2026 (July partial).
Each month's email buyers — how long they'd been customers
The clearest view: for every month, take everyone who bought through a Klaviyo email that month, and split them by when they first became a customer. "New this month" first purchased in that same month; "1 mo before" first purchased the previous month; and so on.
December 2025
39%11%11%14%11%11%
28
January 2026
82%
180
February 2026
67%9%
143
March 2026
55%13%18%
146
April 2026
55%11%15%9%
218
May 2026
48%11%14%9%9%
301
June 2026
50%17%9%9%
268
July 2026 (partial)
38%13%18%11%13%
55
New this month1 mo before2 mo before3 mo before4 mo before5 mo before6+ mo before
| Email buyers in… | Buyers | New this month | 1 mo before | 2 mo before | 3 mo before | 4 mo before | 5 mo before | 6+ mo before |
|---|---|---|---|---|---|---|---|---|
| December 2025 | 28 | 39% | 4% | 11% | 11% | 14% | 11% | 11% |
| January 2026 | 180 | 82% | 2% | 3% | 2% | 4% | 3% | 5% |
| February 2026 | 143 | 67% | 9% | 6% | 4% | 4% | 3% | 6% |
| March 2026 | 146 | 55% | 13% | 18% | 3% | 2% | 0% | 8% |
| April 2026 | 218 | 55% | 11% | 15% | 7% | 1% | 2% | 9% |
| May 2026 | 301 | 48% | 11% | 14% | 9% | 9% | 3% | 7% |
| June 2026 | 268 | 50% | 6% | 17% | 6% | 9% | 3% | 9% |
| July 2026 (partial) | 55 | 38% | 4% | 13% | 18% | 11% | 4% | 13% |
Read it like this — take June: of 268 people who bought from an email in June, 50% were brand-new customers that month, and the other 50% had first bought in an earlier month (17% one month earlier, and so on). The pattern across the year is the headline: brand-new buyers fell from 82% in January to around 50% by June — so email is steadily doing more of its work re-engaging customers you already had, rather than only catching first-timers. (December and July have low email volume, so treat those two rows as indicative.)
Revenue by buyer tenure, per 30-day window
For each of the last six 30-day windows, how the email revenue splits by how long ago the buyer first became a customer. Euro figures are Klaviyo's attributed revenue for that window, split using the last-click sample's tenure mix — so each row's bands sum to that window's real attributed total.
0–30 days (most recent)
50%14%14%
€52,263
30–60 days
51%13%12%10%
€60,812
60–90 days
56%12%14%11%
€59,390
90–120 days
55%18%16%
€42,482
120–150 days
72%9%
€36,493
150–180 days
82%
€48,182
New (0–30d)30–60d60–90d90–120d120–150d150–180d180d+
| Window | New (0–30d) | 30–60d | 60–90d | 90–120d | 120–150d | 150–180d | 180d+ | Total |
|---|---|---|---|---|---|---|---|---|
| 0–30 days (most recent) | €26,011 | €7,282 | €7,530 | €2,904 | €3,245 | €1,645 | €3,647 | €52,263 |
| 30–60 days | €31,225 | €8,144 | €7,047 | €6,385 | €2,884 | €1,065 | €4,062 | €60,812 |
| 60–90 days | €32,982 | €6,855 | €8,134 | €2,799 | €812 | €1,124 | €6,685 | €59,390 |
| 90–120 days | €23,374 | €7,700 | €6,937 | €333 | €657 | €252 | €3,229 | €42,482 |
| 120–150 days | €26,199 | €3,154 | €2,024 | €2,768 | €455 | €258 | €1,634 | €36,493 |
| 150–180 days | €39,501 | €914 | €2,030 | €767 | €1,165 | €1,918 | €1,886 | €48,182 |
About half of email revenue now comes from returning customers — and rising. In the most recent 30 days, new buyers (first purchase ≤30 days) drove 50% of email revenue and existing customers the other 50%. Six months ago new buyers were ~82%. As the base matures, email is shifting from first-purchase acquisition to monetising customers who first bought 1–6 months earlier — the €21,143 tagged "180d+" across the period is revenue from customers older than six months, and that slice will keep growing.
Reactivation: gap since previous order
The same email buyers, grouped by how long they'd been dormant before this purchase (% of orders per window).
0–30 days (most recent)
44%10%22%16%
263
30–60 days
45%14%17%14%9%
293
60–90 days
50%14%17%10%
256
90–120 days
52%13%21%8%
156
120–150 days
69%13%9%
138
150–180 days
75%9%
191
First-ever orderReorder ≤30d30–60d60–90d90–180dDormant 180d+
| Window | First-ever order | Reorder ≤30d | 30–60d | 60–90d | 90–180d | Dormant 180d+ |
|---|---|---|---|---|---|---|
| 0–30 days (most recent) | 44% | 10% | 22% | 16% | 8% | 1% |
| 30–60 days | 45% | 14% | 17% | 14% | 9% | 1% |
| 60–90 days | 50% | 14% | 17% | 10% | 6% | 2% |
| 90–120 days | 52% | 13% | 21% | 8% | 3% | 3% |
| 120–150 days | 69% | 6% | 13% | 3% | 9% | 1% |
| 150–180 days | 75% | 9% | 5% | 4% | 6% | 2% |
Email is a reorder engine. Roughly half of email buyers each window are repeat customers, most reactivated after 1–3 months dormant. Deep-dormant (6 months+) wins are still small — because the base is young — but that pool is the natural next target for a dedicated win-back flow.
After how many months do people stop buying?
Across all channels (the true buying behaviour): of customers who had the chance, the share who placed any order in each month after their first purchase. Month 0 is the first order (100% by definition).
Repeat-purchase rate · label shows buyers / eligible customers
Most buying stops early — and email's job is to slow that. Only 22% of customers who are at least 3 months old have ever placed a second order (4,666 of 21,327); about 78% remain one-time buyers. Among those who do come back, repeat activity is highest in month 1 (~7%) and falls by roughly half by month 3–4, settling to a low steady ~2–3%/month from month 5 onward. In practice, the window to convert a buyer into a repeat customer is the first 60–90 days; after ~4–5 months, unaided repeat buying is minimal, which is exactly where a replenishment/win-back email flow earns its keep. (Months 10+ have few eligible customers, since the store scaled from December, so treat the tail as indicative.)