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.
Reactivation — broadcast campaigns only (excludes flows)
The same gap-since-previous-order view, but limited to buyers who came from a broadcast email campaign (newsletters, promos, back-in-stock) — the automated flows (Welcome, Cart/Checkout/Browse Abandonment, Replenishment, Order 1→2) are removed. Welcome and abandonment flows mostly catch first-timers, so stripping them shows how well your actual campaigns reactivate existing customers.
0–30 days (most recent)
25%22%14%22%16%
79
30–60 days
25%29%12%17%15%
89
60–90 days
24%29%17%13%10%
78
90–120 days
32%30%23%11%
53
120–150 days
56%17%28%
18
150–180 days
0
First-ever orderReorder ≤30d30–60d60–90d90–180dDormant 180d+
| Window | First-ever order | Reorder ≤30d | 30–60d | 60–90d | 90–180d | Dormant 180d+ | Buyers |
|---|---|---|---|---|---|---|---|
| 0–30 days (most recent) | 25% | 22% | 14% | 22% | 16% | 1% | 79 |
| 30–60 days | 25% | 29% | 12% | 17% | 15% | 2% | 89 |
| 60–90 days | 24% | 29% | 17% | 13% | 10% | 6% | 78 |
| 90–120 days | 32% | 30% | 23% | 11% | 4% | 0% | 53 |
| 120–150 days | 56% | 17% | 28% | 0% | 0% | 0% | 18 |
| 150–180 days | – | – | – | – | – | – | 0 |
Your broadcast campaigns are a genuine reactivation channel. Stripped of flows, 72% of campaign buyers are returning customers (vs ~56% for all email), and a large share were dormant 1–6 months before the campaign pulled them back — exactly what you want broadcasts to do. This is the lever to lean on: well-timed promotional and win-back campaigns to your existing base convert customers the flows never reach. (Of 1373 tagged email orders, 317 were broadcast campaigns, 621 automated flows, and 435 carried no campaign tag and are excluded here. Campaign UTM tagging began part-way through the period, so the two oldest windows have little or no campaign data.)
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.)
When to send: AM vs PM
Campaign performance by send time across all 106 broadcast campaigns (last 6 months). The key measure is revenue per recipient (total revenue ÷ people emailed) — the fairest way to compare sends of different list sizes.
| Send window | Campaigns | Recipients | Revenue | Rev / recipient | Open | Click | Conv. |
|---|---|---|---|---|---|---|---|
| AM — before noon | 84 | 1,619,248 | €61,210 | €0.0378 | 42.7% | 0.6% | 0.061% |
| PM — noon & later | 22 | 619,648 | €21,229 | €0.0343 | 42.3% | 0.58% | 0.052% |
Revenue per recipient by time of day
Reliable (5+ campaigns)* Too few sends (1–2) — not reliable
Mornings win — send your revenue campaigns AM. AM campaigns return €0.0378/recipient vs €0.0343 for PM (+10% weighted, +69% on a per-campaign average) and convert better (0.061% vs 0.052%). Open rates are almost identical (~43% either way) — timing barely changes who opens, but clearly changes who buys. The engine is 6–9am (€0.0405, strongest clicks); the 3–9pm window is the weak zone and holds most of the flops. Ignore the tall 12–3pm and 9pm–midnight bars — those are 1–2 sends each (marked *), just noise. Put the primary offer out in the morning (Wednesday best from the weekday cut); reserve afternoon only for a last-call reminder to people who already opened.
Welcome flow: Jan–Feb vs last 60 days
Your automated Welcome flow ("YOCTO | Welcome Flow"), compared per-recipient so the difference in volume doesn't distort it. The question: with more customers now, is it doing better or worse?
| Metric | Jan–Feb | Last 60 days | Change |
|---|---|---|---|
| People entering (email #1) | 16,526 | 11,079 | -33% |
| Open rate | 51.4% | 43.7% | -15% |
| Click rate | 4.6% | 2.9% | -37% |
| Conversion rate | 1.33% | 0.56% | -58% |
| Revenue per recipient | €0.698 | €0.347 | -50% |
| Total revenue | €46,123 | €21,739 | -53% |
| Orders | 882 | 350 | -60% |
| Average order value | €52.29 | €62.11 | +19% |
| Unsubscribe rate | 2.63% | 1.49% | -43% |
The Welcome flow is performing markedly worse — about half the revenue per recipient. Despite having more customers, it's reaching 33% fewer new signups and its conversion rate more than halved (1.33% → 0.56%), dragging revenue per recipient from €0.70 to €0.35 and total revenue from €46,123 to €21,739. Two bright spots: the orders it does produce are bigger (AOV €52.29 → €62.11) and unsubscribes fell. Likely causes: the flow hasn't been meaningfully updated since early February (~5 months of offer fatigue — its discount step fell from a 4.2% to 1.5% conversion), the audience entering now is lower-intent (open rate 51% → 44%), and signup capture is bringing fewer people in. Action: rebuild the flow — fresh hero offer, refreshed money email, one strong CTA, A/B the discount — fold in subscribe-and-save + protocol cross-sell, and investigate the deliverability/signup-capture drop.