CRM Monthly Business Review

Reporting month: May 2026  •  Audience: CEO, Head of Growth  •  Presenter: Head of CRM
Generated 2026-06-04
4-section structure

CRM Digest TL;DR — May 2026

Sequential bridge — each bar attributes a non-overlapping slice of the MoM revenue delta. Highlights and lowlights map to bars; click any bullet to expand the underlying numbers.
April$508.1K+$201.7KCredit memo(4 promos)+$93.6KSMS scale(volume↑)+$13.7KFlowengine+$8.8KBrevo +PostPilot+$2.3KBaselinevolume−$12.5KBaselinefunnel ↓May$815.7K
Of the +$307.6K (+61%) MoM lift, 66% came from the 4-part Credit memo series (22–25 May, ~3× normal conversion). SMS contributed +$93.6K on more sends. Stripping out credit, baseline campaigns sent slightly more emails but converted softer (−$12.5K from per-recipient drop).

🟢 Highlights

Credit memo carried the month — +$201.7K (66% of MoM growth)▼ detail
4-part Credit series sent 22–25 May converted at 0.16% (~4× the baseline 0.040%). Same audience, dramatically harder conversion — pure offer mechanic.
MetricBaseline campaignsCredit memo (4)Credit vs base
Recipients (sum)14.65M3.22M5.9× per-campaign
Conversion rate / delivered0.040%0.162%4.1×
Revenue / recipient$0.0218$0.07773.6×
AOV$54.75$47.89-12.5%
Revenue total (Klav-tracked)$320.1K$249.8K
CampaignZA - Credit 2/4 [23rd May]
CampaignZA - Credit 1/4 [22nd May]
CampaignZA - Credit 3/4 [24th May]
CampaignZA - Credit 4/4 [25th May]
SMS scaled — +$93.6K (+63% MoM)▼ detail
Driven by send volume (+184% recipients) — per-message engagement softening; volume is what's working.
DriverAprilMayΔ
Attentive recipients554,5371,576,403+184%
SMS revenue$147,879$241,478+$93.6K (+63%)
Rev / recipient$0.2667$0.1532
CRM share of DTC 24.1% (+8.0pp), ROI 18.4× (+7.0×)▼ detail
CRM grew +61% on cost -1% — gaining share of total sales, not riding the tide.
MetricAprilMayΔ
CRM revenue$508,083$815,677+61%
CRM cost$44,513$44,260-1%
ROI11.4×18.4×+7.0×
% of DTC sales16.2%24.1%+8.0pp
K subscribers spend +12% more per customer than non-K (gap +1.0pp vs LM)▼ detail
K cohort $47.47 vs non-K $42.34/customer. Subscriber economics justify CRM investment — the gap is widening.
CohortApril rev/customerMay rev/customerΔ
Klaviyo subscribers (K)$47.22$47.47+0.5%
Non-subscribers (non-K)$42.51$42.34-0.4%
K premium %+11.1%+12.1%+1.0pp

🔴 Lowlights

Strip credit, the program is soft — top 4 credit campaigns = 46% of Klaviyo revenue; the rest lost $12.5K MoM▼ detail
Credit memo carried May. Strip those 4 campaigns and Klaviyo baseline lost $12.5K MoM with conversion rate dropping from 0.042% to 0.040% on similar volume — the regular email program is fatiguing, credit hides it. If June doesn't rerun the credit playbook, expect ~66% of May's lift to evaporate.
Klaviyo email mix by campaign purpose — all 8 buckets
Purpose # camps Recipients Orders CVR Rev / rec Revenue (TW) Share MoM rev
Credit memo 4 3,216,610 5,250 0.163% $0.0632 $203,203 50% new
Birthday sale 7 2,887,716 1,744 0.060% $0.0217 $62,535 16% +250%
Gift / seasonal 3 2,096,931 1,026 0.049% $0.0213 $44,623 11% new
Bundles 4 2,899,597 1,011 0.035% $0.0104 $30,121 7% -19%
Discount / coupon 3 2,038,221 817 0.040% $0.0136 $27,647 7% -65%
Product launch 6 3,472,332 963 0.028% $0.0075 $26,198 7% +286%
Editorial 2 1,259,501 323 0.026% $0.0066 $8,306 2% -72%
Triggered / service 2 135 2 1.504% $0.0000 $0 0% -100%
Total (Klaviyo email) 31 17,871,043 11,136 0.062% $0.0225 $402,636 100% +88%
Credit-memo AOV -13% vs baseline ($48 vs $55)▼ detail
Same audience converts harder but at a smaller basket. Order count nearly doubled but margin per order is tighter — watch contribution margin in finance.
CohortAOVvs baseline
Baseline campaign orders$54.75—
Credit memo orders$47.89-12.5%
NPS still recovering from Nov 2025 cliff — +9.8 vs peak +40.7 (2025-11)▼ detail
NPS collapsed 55pp between 2025-11 (+40.7) and Jan 2026 (-14.5) — 5 months later we're at +9.8, still 11.4pp below year-ago and 21pp below the Health & Beauty industry average +31. Mike's framing (June 3 #ws-crm): NPS is a leading indicator of future revenue — "anyone having a bad first-order experience just won't reorder." Cliff timing aligns with the Nov 2025 Klaviyo bulk import (+470K profiles).
MonthResponsesReply rateNPS
2025-125530.94%-0.9
2026-014061.02%-14.5
2026-025951.51%+2.9
2026-031,0732.38%+3.3
2026-047532.11%+8.1
2026-055741.97%+9.8
First-impression gap — Recent NPS -2.6 vs Champions +42.9▼ detail
Recent (new) customers are 74% of May's 574 responses and drag the headline. Existing customers love it (+43); first-order experience is the gap. Top complaints: eyeliner sharpening, product longevity, missing items.
SegmentResponsesSharePromotersDetractorsNPS
Recent42374%186197-2.6
Champions14024%9535+42.9
Loyal112%92+63.6
NPS reply rate 1.97% — well below 6–15% benchmark▼ detail
29,122 invitations sent in May, only 574 responses came back. Closing the gap to the 6% floor would yield ~1,173 more responses. Likely root causes: invitation timing, generic subject lines, or no incentive. The thin sample also makes month-to-month NPS movements noisier than they should be.
MonthInvitationsResponsesReply rate
2025-1258,5635530.94%
2026-0139,8094061.02%
2026-0239,5205951.51%
2026-0345,0781,0732.38%
2026-0435,6187532.11%
2026-0529,1225741.97%

1. CRM Revenue, Cost & ROI Headline

May 2026 — US store. Revenue: Triple Whale Linear All / 28-day. Cost: platform subscriptions from internal cost sheet. % of DTC denominator: Shopify net sales.
Revenue: Triple Whale Cost: internal sheet % of DTC: Shopify net sales
LineThis monthMoMYoY13-month trend
Revenue
Email $533,680 ▲ 64.9% ▲ 56.8%
Klaviyo $527,809 ▲ 63.6% ▲ 55.1%
Campaign $439,198 ▲ 77.4% ▲ 66.6%
Flow $88,611 ▲ 18.2% ▲ 15.6%
Brevo $5,872 ▲ 463.1% —
SMS $241,478 ▲ 63.3% ▲ 134.6%
Mail $40,519 ▲ 10.7% —
PostPilot $40,519 ▲ 10.7% —
Total CRM revenue $815,677 ▲ 60.5% ▲ 84.0%
Revenue % of DTC (Shopify net sales) 24.1% ▲ 8.0pp ▼ 6.5pp
Cost
Klaviyo $12,392 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $11,723 ▲ 142.5% ▲ 55.3%
Maverick $500 — —
InviteJet (legacy) $0 ▼ 100.0% ▼ 100.0%
Yotpo Reviews $1,898 ▲ 0.0% ▼ 35.4%
Nifty Images $180 ▲ 0.0% ▲ 0.0%
Retention.com $1,500 ▲ 0.0% ▼ 40.0%
PostPilot $16,068 ▼ 31.5% ▲ 50.9%
Total CRM cost $44,260 ▼ 0.6% ▲ 27.5%
CRM ROI (Revenue ÷ Cost) 18.43× ▲ 61.5% ▲ 44.3%
Customer experience
NPS score (industry avg +31) +9.8 ▲ 1.7pp ▼ 11.4pp
NPS reply rate (industry 6–15%) 1.97% ▼ 0.1pp ▲ 0.6pp
NPS responses received 574 ▼ 23.8% ▲ 197.4%
Commentary: Total CRM revenue $815.7K (▲ 60.5% MoM). Revenue drivers: Campaign (+$191.6K, +77%); SMS (+$93.6K, +63%); Flow (+$13.7K, +18%). Total cost $44.3K (▼ 0.6% MoM). Largest moves: PostPilot (−$7.4K, -32%); Attentive SMS (incl. Yotpo legacy) (+$6.9K, +143%). ROI 18.43× (+7.02× vs LM, ▲ 61.5% MoM). % of DTC 24.1% (+8.0pp vs LM).
Triple Whale (Linear All 28-day) is the revenue source for cross-channel attribution. Shopify net sales is the % of DTC denominator. Cost rows include all CRM platform subscriptions; revenue and cost rows share the same column layout so they read top-to-bottom.

2. CRM Customer Base Klaviyo ∩ Shopify

May 2026 — Customer-level deep dive. Klaviyo subscribers (K) vs non-subscribers (non-K), split by lifetime tenure.
Source: Klaviyo subscriptions × Shopify orders (joined on email)

2.1 Email Funnel Performance

Section Metric May 2026 % of subscribed Stage-to-stage MoM (vs April 2026) YoY (vs May 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 1,464,465 100.0% — 1,443,978 ▲ 1.4% 677,726 ▲ 116.1%
New subscribed 63,200 — — 65,388 ▼ 3.3% 39,082 ▲ 61.7%
New unsubscribed 42,695 — — 41,589 ▲ 2.7% 47,618 ▼ 10.3%
2. Sent ≥1 email this month 1,082,762 73.9% 73.94% 954,861 ▲ 13.4% 1,383,422 ▼ 21.7%
Campaign 861,930 — — 848,873 ▲ 1.5% 1,351,898 ▼ 36.2%
Flow 478,393 — — 355,407 ▲ 34.6% 156,362 ▲ 206.0%
3. Opened ≥1 email this month 735,694 50.2% 67.95% 680,016 ▲ 8.2% 1,069,686 ▼ 31.2%
Campaign 661,245 — 76.72% 619,119 ▲ 6.8% 1,053,020 ▼ 37.2%
Flow 241,924 — 50.57% 219,946 ▲ 10.0% 107,723 ▲ 124.6%
4. Clicked ≥1 email this month 103,629 7.1% 14.09% 81,606 ▲ 27.0% 62,495 ▲ 65.8%
Campaign 73,635 — 11.14% 50,572 ▲ 45.6% 45,073 ▲ 63.4%
Flow 43,008 — 17.78% 41,133 ▲ 4.6% 24,048 ▲ 78.8%
5. Placed an order this month 9,646 0.7% 9.31% 5,463 ▲ 76.5% 5,910 ▲ 63.2%
Campaign 2,828 — 3.84% 4,147 ▼ 31.8% 4,561 ▼ 38.0%
Flow 6,817 — 15.85% 1,316 ▲ 417.9% 1,349 ▲ 405.3%
6. Sent to order (overall) 6.74% — 6.74% 7.16% ▼ 0.4pp 3.89% ▲ 2.9pp
Campaign 0.33% — — 0.49% ▼ 0.2pp 0.34% ▼ 0.0pp
Flow 1.43% — — 0.37% ▲ 1.1pp 0.86% ▲ 0.6pp
Email Fatigue Emails sent per user 18.29 — — 17.19 ▲ 6.4% 17.16 ▲ 6.6%
Opt-out rate 3.94% — — 4.36% ▼ 0.4pp 3.44% ▲ 0.5pp
Definitions: Sent ≥1 email = unique profiles who had at least one Received Email event this month (delivery-attempt proxy; bounced-only profiles are <0.5% of volume and excluded). Open / Click / Order stage rates = unique at this stage / unique at previous stage. Stage 7 "Sent to order" = unique placed-order / unique sent (overall conversion). Emails per user = total delivery events ÷ unique recipients (mean exposure). Opt-out rate = unique unsubscribers ÷ unique recipients.
Parent vs sub-row methodology: For Sent / Opened / Clicked, parent and Campaign / Flow sub-rows are Klaviyo unique-profile counts from the same metric-aggregates feed, queried at interval=month with a single-month window per call (multi-month spans return truncated values; daily summed inflates uniques by counting the same profile across each day). Sub-rows split events by Klaviyo's $flow attribute: empty = campaign-sourced, set = flow-sourced. Campaign + Flow can exceed Total because a single subscriber may receive both a campaign and a flow message in the same month (unique within each bucket, but only once in the Total). Typical overlap is 15–25%.
Stage 5 (Placed an order): True email-driven conversion. Parent = Campaign + Flow, both computed from Triple Whale's per-campaign / per-flow attribution (orders TW links to a Klaviyo email touch — open or click within the 28-day window). This is the click-then-purchased funnel: only orders Klaviyo's emails actually drove. Klaviyo's raw placed_order_unique metric (73K for May 2026) counts ALL profiles regardless of email engagement and would inflate stage-to-stage conversion to ~70%; the §2.2 K-customer count (53K) is all subscribers who bought (regardless of email touch) and still inflates because most of those purchases would have happened anyway. The TW-attributed parent (~9–10K for May) is the figure that answers "did the email drive the buy?" Campaign + Flow sum to the parent by construction (no "Other" sub-row needed).
Column structure: Each metric shows the current month value, then for both MoM and YoY a "prior value" + "Δ" pair. Δ is shown as % change for count metrics (e.g. ▲ 13.4%) and as percentage points for rate metrics (e.g. ▼ 0.4pp). The unit follows the metric's natural unit, and the prior value next to each Δ lets you do the math directly.
Stage 1 trend (Total subscribed): Sourced directly from Klaviyo's Profiles → Subscriber Growth dashboard export (data/klaviyo_subscriber_growth_us.csv and _eu.csv). The dashboard's weekly "Email subscribers" series is Klaviyo's own population count; we use the last weekly snapshot whose Start Date falls in each calendar month as the end-of-month value. Refresh those CSVs from the dashboard before each monthly report build to keep history accurate.

2.2 Customer value — K (Klaviyo subscribers) vs non-K (everyone else)

Each cell shows the current month's value with a small MoM delta beneath vs April 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in May 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers53,476
▲ 7.5%
20,056
▲ 6.6%
—34,203
▼ 0.3%
15,538
▲ 1.9%
—19,273
▲ 24.6%
4,518
▲ 26.2%
—
Orders56,732
▲ 8.4%
20,705
▲ 6.9%
—35,896
▲ 0.7%
15,961
▲ 2.1%
—20,836
▲ 24.8%
4,744
▲ 26.7%
—
Net sales$2,538,737
▲ 8.0%
$849,186
▲ 6.1%
—$1,543,182
▲ 0.2%
$642,718
▲ 0.8%
—$995,555
▲ 23.0%
$206,468
▲ 26.8%
—
Orders / customer1.06
▲ 0.9%
1.03
▲ 0.3%
▲ 2.8%
▲ 0.6pp
1.05
▲ 1.0%
1.03
▲ 0.2%
▲ 2.2%
▲ 0.8pp
1.08
▲ 0.2%
1.05
▲ 0.4%
▲ 3.0%
▼ 0.2pp
AOV$44.75
▼ 0.3%
$41.01
▼ 0.7%
▲ 9.1%
▲ 0.4pp
$42.99
▼ 0.5%
$40.27
▼ 1.3%
▲ 6.8%
▲ 0.8pp
$47.78
▼ 1.5%
$43.52
▲ 0.1%
▲ 9.8%
▼ 1.7pp
Units / order3.56
▼ 0.1%
3.47
▲ 3.2%
▲ 2.6%
▼ 3.4pp
3.49
▼ 0.1%
3.43
▲ 3.1%
▲ 1.7%
▼ 3.3pp
3.69
▼ 1.0%
3.61
▲ 2.6%
▲ 2.2%
▼ 3.7pp
Revenue / customer$47.47
▲ 0.5%
$42.34
▼ 0.4%
▲ 12.1%
▲ 1.0pp
$45.12
▲ 0.4%
$41.36
▼ 1.1%
▲ 9.1%
▲ 1.6pp
$51.66
▼ 1.3%
$45.70
▲ 0.5%
▲ 13.0%
▼ 2.0pp
Commentary: Email funnel: Sent-to-order 6.74% (▼ 5.8% MoM). Funnel drivers: 2. Sent ≥1 email this month (+127,901, +13%); 3. Opened ≥1 email this month (+55,678, +8%). K vs non-K: Klaviyo subscribers spend $47.47 per customer vs $42.34 for non-subscribers — +12% premium.
May 2026: K cohort = customers with consent=SUBSCRIBED in Klaviyo who placed an order this month; non-K = everyone else who ordered. New = first-ever Shopify order in this month (lifetime numberOfOrders == orders this window). Revenue uses Shopify net sales (currentSubtotalPriceSet — post-discount, post-refund, pre-tax/shipping).

3. Campaigns Sent By platform

May 2026 — manual campaigns sent this month, ranked by revenue (Triple Whale Linear All 28-day).
Engagement: platform native Revenue: Triple Whale (Attentive uses native; ~0.5% gap)

3.1 Summary by platform

PlatformCampaignsRecipientsRevenueRev/rec
Klaviyo (Email) 31
▲ 3.3%
 17,871,043
▲ 22.3%
 $439,198
▲ 77.4%
 $0.0246
▲ 45.0%
Brevo (Email) 8
▲ 300.0%
 3,380,568
▲ 292.5%
 $5,872
▲ 463.1%
 $0.0017
▲ 43.5%
Attentive (SMS) 12
▲ 140.0%
 1,576,403
▲ 184.3%
 $104,213
▲ 236.2%
 $0.0661
▲ 18.3%
Total $549,283
▲ 96.4%
Each cell shows the value for May 2026 with MoM delta beneath.

3.2 Klaviyo email — all 32 campaigns this month, grouped by purpose

Campaigns auto-grouped from name pattern (see digest for the strategic rollup). Within each purpose band, campaigns sorted by revenue.CTOR = Click-To-Open Rate (clicks ÷ opens). OR = Open Rate, CTR = Click-Through Rate (clicks ÷ delivered). Heat banding is global (across all campaigns this month) so a campaign's metric quartile is comparable to the rest of the program, not just its purpose group."Other (unattributed)" = revenue Triple Whale tagged Klaviyo whose embedded campaign-ID didn't join to any Klaviyo campaign sent this month — typically late-attributed orders from prior-month campaigns within the 28-day window, or sends without a TW-trackable identifier.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
🎯 Credit memo — 4 campaigns, $203,203 (49% of Klaviyo email rev)
ZA - Credit 2/4 [23rd May]
2026-05-20		 806,844 51.9% 1.35% 2.60% 1,538 $63,123 $0.0782
ZA - Credit 1/4 [22nd May]
2026-05-20		 810,444 52.6% 1.26% 2.39% 1,392 $56,695 $0.0700
ZA - Credit 3/4 [24th May]
2026-05-20		 800,219 48.4% 0.84% 1.74% 1,210 $45,349 $0.0567
ZA - Credit 4/4 [25th May]
2026-05-20		 799,103 49.6% 0.80% 1.61% 1,110 $38,036 $0.0476
🎯 Birthday sale — 7 campaigns, $62,535 (15% of Klaviyo email rev)
ZA - birthday sale last chance [3rd May]
2026-05-02		 716,157 52.9% 0.40% 0.76% 522 $20,853 $0.0291
ZA - final day birthday sale [4th May]
2026-05-02		 799,913 47.6% 0.28% 0.58% 475 $15,619 $0.0195
ZA - birthday sale non purchasers [4th May]
2026-05-02		 783,695 47.7% 0.31% 0.65% 411 $14,841 $0.0189
ZA - Eyes segment birthday sale [2nd May]
2026-05-02		 318,210 44.7% 0.28% 0.64% 159 $5,798 $0.0182
ZA - Face segment birthday sale [2nd May]
2026-05-02		 91,818 48.5% 0.61% 1.26% 125 $3,561 $0.0388
ZA - Lips segment birthday sale [2nd May]
2026-05-02		 175,695 68.6% 0.12% 0.18% 46 $1,693 $0.0096
ZA - birthday sale non-openers [4th May]
2026-05-02		 2,228 12.5% 0.90% 7.19% 6 $170 $0.0762
🎯 Gift / seasonal — 3 campaigns, $44,623 (11% of Klaviyo email rev)
ZA - Mothers day free gift phlush 1 [9th May]
2026-05-08		 781,167 54.6% 0.67% 1.23% 442 $20,839 $0.0267
ZA - Hush free gift [7th May]
2026-05-07		 600,217 63.2% 0.44% 0.69% 283 $14,055 $0.0234
ZA - Mothers day free gift phlush 2 [10th May]
2026-05-08		 715,547 55.3% 0.29% 0.53% 301 $9,729 $0.0136
🎯 Bundles — 4 campaigns, $30,121 (7% of Klaviyo email rev)
ZA - 4 Gifts 1/4 [29th May]
2026-05-29		 601,590 45.8% 0.60% 1.30% 236 $9,350 $0.0155
ZA - 4 Gifts 2/4 [30th May]
2026-05-29		 759,768 48.4% 0.39% 0.80% 245 $8,199 $0.0108
ZA - Icons bundle 5 [1st May]
2026-04-30		 730,038 52.0% 0.27% 0.53% 325 $7,605 $0.0104
ZA - 4 Gifts 3/4 [31st May]
2026-05-29		 808,201 43.1% 0.26% 0.60% 205 $4,968 $0.0061
🎯 Discount / coupon — 3 campaigns, $27,647 (7% of Klaviyo email rev)
ZA - 20% Off Final Day [17th May]
2026-05-17		 710,083 53.9% 0.29% 0.54% 408 $15,247 $0.0215
ZA - 20% Off [15th May]
2026-05-14		 720,736 47.7% 0.21% 0.44% 239 $9,022 $0.0125
ZA - Subscribe and save [21st May]
2026-05-20		 607,402 61.6% 0.18% 0.30% 170 $3,379 $0.0056
🎯 Product launch — 6 campaigns, $26,198 (6% of Klaviyo email rev)
ZA - Blush Early Access [18th May]
2026-05-18		 144,449 52.6% 0.91% 1.72% 160 $6,917 $0.0479
ZA - New + almost out [12th May]
2026-05-11		 665,862 56.7% 0.26% 0.45% 213 $6,710 $0.0101
ZA - Blush Tease [13th May]
2026-05-13		 717,767 56.1% 0.67% 1.20% 183 $5,336 $0.0074
ZA - Blush Bundles [27th May]
2026-05-27		 642,383 57.9% 0.22% 0.37% 149 $3,244 $0.0050
ZA - Blush Reveal [16th May]
2026-05-15		 673,112 57.8% 0.24% 0.42% 176 $2,529 $0.0038
ZA - Blush Launch [20th May]
2026-05-20		 628,759 49.4% 0.12% 0.25% 82 $1,462 $0.0023
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $8,429 (2% of Klaviyo email rev)
Other (unattributed)
 — — — — — $8,429 —
🎯 Editorial — 2 campaigns, $8,306 (2% of Klaviyo email rev)
ZA - Trending now [6th May]
2026-05-06		 590,860 63.4% 0.28% 0.44% 149 $5,319 $0.0090
ZA - Shop The Look [14th May]
2026-05-11		 668,641 56.4% 0.31% 0.55% 174 $2,987 $0.0045
🎯 Triggered / service — 2 campaigns, $0 (0% of Klaviyo email rev)
RV - Delayed Order Update [12th May]
2026-05-12		 87 72.9% 1.18% 1.61% 1 $0 $0.0000
ZA - Abandoners blush [22nd May]
2026-05-20		 48 64.6% 0.00% 0.00% 1 $0 $0.0000

3.3 Brevo email — all 8 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($5,872, 8 campaigns) by delivered share — this applies to both US and UK Brevo data. TW's campaign_id for Brevo is a UTM string that doesn't join to Brevo's numeric IDs, so true per-campaign TW attribution isn't available. Brevo campaigns here delivered to similar audience sizes, so each row receives ≈$734 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
mothers day upgraded gift
2026-05-09 · Your order just got an upgrade 👀		 444,221 5.9% 0.10% 1.79% 13 $781 $0.0018
brevo may week 2
2026-05-16 · 20% off your favorites		 442,496 5.6% 0.10% 1.72% 13 $778 $0.0018
Bday Sale
2026-05-04 · Final Call: Sitewide Sale End Tonight💄		 441,372 5.7% 0.08% 1.50% 13 $776 $0.0018
May 2026 - 4 gifts (1)
2026-05-29 · 4 FREE Gifts		 403,161 4.5% 0.08% 1.81% 12 $709 $0.0018
RV - May Credit 2026 (2)
2026-05-23 · Account Update: Reminder You have $10.43 Credit		 402,962 5.2% 0.16% 3.03% 12 $709 $0.0018
RV - May Credit 2026 (3)
2026-05-24 · Account Update: Your Credit Expires Tomorrow		 402,794 5.0% 0.12% 2.43% 12 $708 $0.0018
RV - May Credit 2026 (4)
2026-05-25 · Account Alert: $10.43 Credit Expires Tonight		 402,733 4.5% 0.09% 1.94% 12 $708 $0.0018
RV - May Credit 2026 (1)
2026-05-22 · Account Update: A credit has been added to your account		 399,406 5.5% 0.15% 2.72% 12 $702 $0.0018

3.4 Attentive SMS — all 12 campaigns this month

Revenue: Attentive native. Cost: Delivered × $0.007/SMS (US rate). ROI = Revenue ÷ Cost. Heat banding applied to Revenue, ROI, Rev/rec.
CampaignDeliveredCTRCVROrdersRevenueCostROIRev/rec
Credit 4
2026-05-25		 219,042 2.18% 19.75% 942 $48,537 $1,533 31.66× $0.2216
Credit 2
2026-05-23		 197,720 3.01% 15.29% 909 $47,178 $1,384 34.09× $0.2386
Birthday Sale (2)
2026-05-03		 109,759 2.42% 23.86% 633 $34,856 $768 45.37× $0.3176
Birthday Sale (1)
2026-05-01		 211,038 1.59% 17.10% 573 $32,015 $1,477 21.67× $0.1517
Message 05-19-26 04:44
2026-05-22		 198,181 3.56% 8.38% 591 $29,505 $1,387 21.27× $0.1489
upgraded free gift
2026-05-09		 194,752 1.65% 11.22% 361 $21,930 $1,363 16.09× $0.1126
May 4 Gifts (1)
2026-05-30		 199,818 2.21% 5.99% 265 $19,779 $1,399 14.14× $0.0990
(1) 20% OFF WEEKEND
2026-05-15		 112,846 1.69% 16.02% 306 $17,277 $790 21.87× $0.1531
Birthday Sale (3)
2026-05-04		 10,217 8.68% 21.87% 194 $12,046 $72 168.43× $1.1790
Credit 3
2026-05-24		 11,246 12.56% 15.00% 212 $10,683 $79 135.70× $0.9499
Tiktok Live Invite
2026-05-28		 89,826 2.51% 5.67% 128 $7,011 $629 11.15× $0.0781
Credit 1 control
2026-05-22		 21,958 2.87% 11.57% 73 $3,634 $154 23.64× $0.1655
Commentary: Campaign revenue $549.3K (▲ 96.4% MoM). Platform mix: Klaviyo (Email) (+$191.6K, +77%); Attentive (SMS) (+$73.2K, +236%); Brevo (Email) (+$4.8K, +463%). Top Klaviyo campaigns: ZA - Credit 2/4 [23rd May] ($63.1K); ZA - Credit 1/4 [22nd May] ($56.7K); ZA - Credit 3/4 [24th May] ($45.3K).
Revenue uses Triple Whale Linear All 28-day attribution joined to platform campaign_id. Heat banding: top quartile green, bottom quartile red, applied to Revenue + Rev/rec (+ ROI for Attentive).

4. Flows & Automations Automated engine

May 2026 — triggered flows / automations. Revenue: Klaviyo flows = Triple Whale; Attentive journeys = Attentive native (TW doesn't split journey vs campaign).

4.1 Summary

PlatformActive flowsMessages sentRevenue
Klaviyo Flows 24
▼ 4.0%
 1,531,318
▲ 4.6%
 $88,611
▲ 18.2%
Attentive Journeys TW Attentive total × native-journey share 10
▲ 0.0%
 113,318
▼ 3.0%
 $135,278
▲ 17.0%
Total $223,888
▲ 17.5%
Each cell shows the value for May 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 25 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 8 flows · $30,938 (36% of Klaviyo flow rev) · ▲ 18.7% vs LM
Cart Abandonment
Metric		 48,859
▲ 17.7%
 45.9%
▼ 3.0pp
 1.97%
▼ 0.1pp
 498
▲ 12.9%
 $8,211
▲ 24.7%
 $0.1681
▲ 5.9%
Checkout Abandonment
Metric		 53,005
▲ 38.2%
 46.4%
▼ 1.0pp
 3.47%
▼ 0.9pp
 837
▲ 15.8%
 $6,553
▲ 8.1%
 $0.1236
▼ 21.8%
Browse Abandonment [Retention]
Metric		 71,528
▲ 6.1%
 48.1%
▼ 0.7pp
 1.82%
▼ 0.2pp
 278
▲ 7.8%
 $5,798
▲ 27.6%
 $0.0811
▲ 20.3%
Checkout Abandonment (Retention)
Metric		 16,210
▲ 47.3%
 53.6%
▲ 1.1pp
 3.21%
▼ 0.5pp
 160
▲ 41.6%
 $3,239
▲ 64.0%
 $0.1998
▲ 11.3%
Cart Abandonment [Triple Whale]
Metric		 37,493
▲ 42.6%
 46.5%
▲ 0.6pp
 1.43%
▼ 0.1pp
 295
▲ 41.8%
 $2,552
▲ 5.0%
 $0.0681
▼ 26.4%
Cart Abandonment (Retention)
Metric		 34,701
▼ 2.8%
 42.1%
▲ 0.1pp
 1.12%
▼ 0.1pp
 173
▼ 9.9%
 $2,011
▼ 10.0%
 $0.0580
▼ 7.4%
Active on Site [Triple Whale]
Metric		 54,230
▲ 16.0%
 36.8%
▲ 0.1pp
 1.26%
▲ 0.0pp
 242
▲ 32.2%
 $1,799
▲ 0.8%
 $0.0332
▼ 13.1%
(RV2025 Started) Lip Stain Checkout Abandonment
Metric		 2,573
▲ 6.0%
 47.4%
▼ 2.2pp
 3.83%
▼ 0.6pp
 55
▼ 3.5%
 $775
▲ 71.7%
 $0.3013
▲ 62.0%
🎯 Welcome · 4 flows · $25,910 (30% of Klaviyo flow rev) · ▲ 9.7% vs LM
Checkout + Footer Welcome Flow
Added to List		 277,452
▼ 25.2%
 48.5%
▼ 2.2pp
 1.26%
▲ 0.1pp
 547
▼ 16.7%
 $12,011
▼ 8.7%
 $0.0433
▲ 22.0%
(AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow
Added to List		 90,185
▲ 68.0%
 47.8%
▼ 2.0pp
 1.96%
▼ 0.4pp
 648
▲ 15.7%
 $10,266
▲ 29.8%
 $0.1138
▼ 22.7%
First Time Buyer Brand Introduction
Metric		 344,680
▼ 9.7%
 50.1%
▼ 0.1pp
 1.05%
▲ 0.1pp
 228
▼ 5.4%
 $3,320
▲ 37.1%
 $0.0096
▲ 51.7%
Brow Stain - Welcome Flow
Metric		 4,477
▲ 51.6%
 57.6%
▼ 0.1pp
 3.54%
▼ 2.0pp
 15
▲ 275.0%
 $313
▲ 126.2%
 $0.0700
▲ 49.3%
🎯 Post-purchase / transactional · 5 flows · $13,984 (16% of Klaviyo flow rev) · ▲ 24.2% vs LM
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 63,351
▼ 15.8%
 51.5%
▲ 0.6pp
 21.36%
▲ 3.3pp
 30
▼ 21.1%
 $8,836
▲ 24.3%
 $0.1395
▲ 47.7%
Malomo Post Purchase: 4. Delivered
Metric		 71,418
▼ 3.9%
 46.0%
▼ 0.9pp
 6.48%
▲ 0.0pp
 102
▲ 3.0%
 $2,452
▼ 1.0%
 $0.0343
▲ 3.1%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 61,709
▲ 229.5%
 47.3%
▼ 0.3pp
 5.60%
▲ 0.7pp
 19
▲ 90.0%
 $1,382
▲ 166.1%
 $0.0224
▼ 19.3%
Fullfilled order
Metric		 66,930
▼ 4.2%
 62.6%
▼ 1.8pp
 17.18%
▲ 2.4pp
 39
▲ 2.6%
 $1,300
▲ 12.9%
 $0.0194
▲ 17.9%
Malomo Post Purchase: 6. Return to Sender
Metric		 19
▼ 72.9%
 63.2%
▼ 6.8pp
 26.32%
▼ 8.0pp
 2
▼ 50.0%
 $13
—
 $0.7070
—
🎯 TW unattributed (late-arrived orders) · 1 flow · $9,613 (11% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $9,613
—
 —
—
🎯 Driving second purchase · 3 flows · $3,577 (4% of Klaviyo flow rev) · ▲ 168.0% vs LM
2nd Purchase Don't Dump Us
Metric		 179,656
▲ 351.2%
 42.3%
▲ 0.7pp
 0.32%
▲ 0.0pp
 108
—
 $3,074
▲ 467.2%
 $0.0171
▲ 25.7%
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 15,522
▼ 51.2%
 47.1%
▼ 0.6pp
 0.78%
▼ 0.0pp
 17
▼ 54.1%
 $486
▼ 38.7%
 $0.0313
▲ 25.6%
Cleansing Balm - Refill Flow
Metric		 198
▲ 171.2%
 50.8%
▲ 8.3pp
 5.08%
▲ 5.1pp
 0
—
 $17
—
 $0.0859
—
🎯 Back-in-stock · 1 flow · $1,556 (2% of Klaviyo flow rev) · ▲ 437.5% vs LM
Back In Stock
Metric		 570
▲ 92.6%
 61.2%
▲ 11.5pp
 20.46%
▲ 1.4pp
 71
—
 $1,556
▲ 437.5%
 $2.7303
▲ 179.1%
🎯 Membership · 2 flows · $367 (0% of Klaviyo flow rev) · ▲ 204.2% vs LM
Membership Orders - Credit Updates
Metric		 907
—
 47.1%
—
 8.54%
—
 13
—
 $267
—
 $0.2946
—
Membership
Metric		 92
▼ 5.2%
 68.1%
▼ 13.3pp
 14.29%
▼ 12.5pp
 3
▼ 62.5%
 $100
▼ 17.4%
 $1.0822
▼ 12.9%
🎯 Feedback / NPS · 1 flow · $0 (0% of Klaviyo flow rev) · — vs LM
Omniconvert - Post Delivery NPS - Aug 30, 2024
Metric		 35,553
▼ 16.3%
 46.2%
▼ 1.4pp
 1.66%
▼ 0.1pp
 27
▲ 22.7%
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 8 active this month

Revenue: Attentive native. Cost: Delivered × $0.007/SMS (US). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 48,400
▲ 43.4%
 26.48%
▼ 2.6pp
 9.65%
▼ 1.4pp
 4,671
▲ 25.1%
 $278,636
▲ 22.1%
 $339
▲ 43.4%
 822.42×
▼ 14.9%
 $5.7570
▼ 14.9%
Cart Abandonment
Added to cart		 9,027
▲ 14.6%
 16.03%
▲ 0.6pp
 7.33%
▲ 0.4pp
 662
▲ 20.6%
 $44,333
▲ 14.7%
 $63
▲ 14.6%
 701.60×
▲ 0.0%
 $4.9112
▲ 0.0%
Browse Abandonment
Viewed a product		 27,833
▲ 0.1%
 10.40%
▲ 0.2pp
 2.00%
▲ 0.1pp
 558
▲ 7.5%
 $31,181
▲ 1.3%
 $195
▲ 0.1%
 160.04×
▲ 1.2%
 $1.1203
▲ 1.2%
Shopify - Checkout Abandonment
Checkout started		 1,136
▲ 52.7%
 13.47%
▼ 5.5pp
 7.48%
▼ 1.0pp
 85
▲ 34.9%
 $4,887
▲ 25.3%
 $8
▲ 52.7%
 614.57×
▼ 17.9%
 $4.3020
▼ 17.9%
Post Purchase
Made a purchase		 16,693
▼ 24.4%
 8.08%
▼ 0.6pp
 0.63%
▲ 0.2pp
 105
▲ 11.7%
 $4,624
▲ 2.3%
 $117
▼ 24.4%
 39.57×
▲ 35.3%
 $0.2770
▲ 35.3%
Joined a Segment
Joined a Segment		 7,166
▼ 3.8%
 4.66%
▲ 0.8pp
 0.87%
▲ 0.2pp
 62
▲ 31.9%
 $3,547
▲ 15.9%
 $50
▼ 3.8%
 70.71×
▲ 20.4%
 $0.4949
▲ 20.4%
Price Drop
Price drop		 3,061
▼ 82.1%
 7.81%
▲ 1.1pp
 1.14%
▼ 0.2pp
 35
▼ 84.7%
 $2,034
▼ 83.8%
 $21
▼ 82.1%
 94.92×
▼ 9.4%
 $0.6645
▼ 9.4%
WELCOME Journey - Early Access Sign Ups
Signed up for texts		 2
—
 50.00%
—
 0.00%
—
 0
—
 $0
—
 $0
—
 0.00×
—
 $0.0000
—
Commentary: Flow / journey revenue $223.9K (▲ 17.5% MoM). By purpose: Abandonment (+$4.9K, +19%); Post-purchase / transactional (+$2.7K, +24%). Top flow swings: 2nd Purchase Don't Dump Us (+$2.5K, +467%); (AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow (+$2.4K, +30%); Malomo Post Purchase: 2. Just Shipped (In_transit) (+$1.7K, +24%).
Klaviyo flow revenue from TW Linear All 28-day, joined to flow_id. Attentive journeys use Attentive-native revenue (TW exposes Attentive at channel level only). Engagement metrics are platform-native.

5. NPS Performance Customer voice — May 2026

US store. Source: OmniConvert Reveal post-purchase NPS survey. Standard NPS (promoters 9-10, detractors 0-6). Benchmark: Health & Beauty industry average +31 (npspack 2025), reply-rate benchmark 6–15% for linked email surveys.
Source: OmniConvert Reveal (api.reveal.omniconvert.com) Benchmark: npspack 2025 Health & Beauty

5.1 Headline

NPS score
+9.8
vs industry +31 (gap −21). MoM +1.7pp
Reply rate
1.97%
vs industry 6–15%. At 19% of the industry midpoint
Responses
574
29,122 invitations sent

5.2 NPS by RFM segment — current snapshot

All NPS surveys go to R=3 (recent buyers, post-delivery) only, so the survey universe is split among Champions, Loyal, and Recent. The other three OmniConvert segments (Needs attention, At risk, Inactive — all R<3) never receive NPS invitations.
SegmentRFM definitionResponses (May)ShareNPS (May)vs industry +31
RecentR=3, F=1 — first-time buyers, just purchased42374%-2.6-34
ChampionsR=3, M=3 (or F=3) — multi-order, high-spend recent buyers14024%+42.9+12
LoyalR=3, F=2 — 2-time buyers, recent, mid-spend112%+63.6+33

5.3 NPS trend — overall and by segment

13-month view. Each segment column shows NPS for that month with the response count. Months with fewer than 5 segment-responses show n=N* (too thin to interpret). Heat band: green = at/above industry +0, light green = +15–30, amber = 0–15, red = below 0.
MonthTotal resp.Overall NPSRecent
n | NPS		Loyal
n | NPS		Champions
n | NPS
2025-05193+21.2-6.5 (n=107)n=1*+55.3 (n=85)
2025-06216+30.1-1.9 (n=108)+60.0 (n=5)+62.1 (n=103)
2025-07259+32.8+23.0 (n=148)-25.0 (n=8)+51.5 (n=103)
2025-08339+26.0+0.6 (n=176)+20.0 (n=5)+54.4 (n=158)
2025-09209+35.4-2.0 (n=98)n=2*+69.7 (n=109)
2025-10155+38.7-1.4 (n=73)n=1*+74.1 (n=81)
2025-11204+40.7+4.9 (n=103)n=3*+78.6 (n=98)
2025-12553-0.9-27.6 (n=340)+50.0 (n=6)+41.5 (n=207)
2026-01406-14.5-28.9 (n=304)n=4*+26.5 (n=98)
2026-02595+2.9-12.6 (n=446)+28.6 (n=7)+50.0 (n=142)
2026-031,073+3.3-9.2 (n=792)+41.7 (n=12)+38.3 (n=269)
2026-04753+8.1-7.3 (n=546)+38.5 (n=13)+49.5 (n=194)
2026-05574+9.8-2.6 (n=423)+63.6 (n=11)+42.9 (n=140)

5.4 Voice of customer — themes & verbatims (current month)

🔴 Detractor themes & verbatims (score ≤ 6, n=234)
product ·54eyeliner ·53order ·34received ·28sharpen ·25color ·23products ·22liner ·22stay ·21about ·21
[5] Recent
I think I'm the most disappointed in the lip stain. I did pick the lightest shade, but it doesn't last nearly as long as it's advertised to do. The eyeshadow is also the lightest, but I don't think it spreads very evenly for a complete cover.
[1] Recent
Did not like eye oencils at all
[0] Recent
1.) The product didn’t stay on my eyelid like it showed it would. I had it running and looked like a coon within 4 hours. 2.) Make sure there is more than just the tip. It won’t wind up at all. All you’re getting is just the tip. Absolutely disgusting for what I paid
[0] Recent
You could actually deliver my products. And you could reply to my emails when I tell you about the issue. Worst company ever!
[5] Recent
Send me the missing eyeliner that was missing from my package.
[2] Recent
It's just not for me. Sorry. I'll keep it but won't be using it much. It's too big so I can't outline my lips as with other lipsticks.
🟢 Promoter themes & verbatims (score ≥ 9, n=290)
love ·79eyeliner ·60stays ·37products ·33great ·31stain ·31product ·28colors ·26long ·24color ·21
[10] Recent
Process was easy. Product as was described. Very satisfied.
[10] Recent
Both eyeliner, lip stains & gloss. I'm in love ❤️ with your products.
[10] Recent
How the eyeliner doesn't smudge
[10] Champions
Every single product I have purchased from Wonderskin has been great, truly. The products have a perfect texture and feel, and incredible staying power. My favorites are Lip Rehab in Kissed, the lip stains, the eyeliners and lipliners. Wonderskin is my favorite brand!
[10] Recent
I ordered the eye liners and I love the stay power and vivid colors.
[9] Recent
The eyeliner is as it was described, glides on smooth, like a liquid and really holds up.
Commentary: Leadership context. NPS has been elevated to a top-line success metric: "anyone having a bad first-order experience just won't reorder from us, even if they like the product" — Michael M, June 3 #ws-crm. NPS is being treated as a leading indicator of future revenue, not a vanity score. The November 2025 cliff. NPS peaked at +40.7 in 2025-11 (industry-average level) before collapsing to -14.5 in Jan 2026 — a 55-point drop in 2 months. May's +9.8 is a partial recovery, not net new improvement; the score remains 11.4pp below year-ago (+21.2 in 2025-05) and 31pp below the 2025-11 peak. Timing lines up with the Nov 2025 bulk subscriber import (Klaviyo +470K profiles); the new cohort responding through Dec/Jan likely seeded the detractor surge. Industry gap. NPS +9.8 sits 21 points below the Health & Beauty average of +31 and 31 points below the top-tier benchmark of +41 (Sephora-style premium beauty), which is the level leadership has anchored on. Wonderskin is climbing — but starting well behind. Reply rate 1.97% is well below the 6–15% benchmark for linked email NPS surveys — 4pp below the floor. At ~2% we have roughly 1,173 potential responses left on the table this month, and the thin sample makes month-to-month NPS movements noisier than they should be. Worth diagnosing the send rule from Reveal: invitation timing relative to delivery, subject-line quality, incentive presence, and whether emails are reaching the inbox at all. First-impression gap. Recent (new) customers at -2.6 NPS are 74% of responses and drag the headline. Champions (repeat buyers, 24% of responses) sit at +42.9 — the product converts well into loyalty once customers re-purchase; the first-order experience is the bottleneck. Operational root cause already mapped: per Michelle (June 3 #ws-crm), 40% of CS tickets are tied to order experience — out-of-stock items and delayed deliveries — which seeds the detractor verbatims about "missing items", "didn't receive", and order-fulfillment frustration seen above. CX workstream is already in motion (Sophie + Dannica + Michelle on order-communication improvements; review-scraping; feedback-implementation loops).
NPS = (promoters 9-10) − (detractors 0-6) as % of respondents. Calendar month grouping uses Reveal's Responded At timestamp. Invitations counted from /nps-invitations-lists by sent_at month. Themes are raw word-frequency over the free-text comment fields (after stopword strip); verbatims are quoted unmodified. Industry benchmarks from npspack 2025 study of 1,000+ e-commerce brands.

CRM Digest TL;DR — May 2026

Sequential bridge — each bar attributes a non-overlapping slice of the MoM revenue delta. Highlights and lowlights map to bars; click any bullet to expand the underlying numbers.
April$150.5K+$71.0KCredit memo(4 promos)+$12.7KSMS scale(volume↑)+$3.6KFlowengine+$2.3KBrevo+$8.9KBaselinevolume−$5.2KBaselinefunnel ↓May$243.8K
Of the +$93.3K (+62%) MoM lift, 76% came from the 4-part Credit memo series (22–25 May, ~3× normal conversion). SMS contributed +$12.7K on more sends. Stripping out credit, baseline campaigns sent slightly more emails but converted softer (−$5.2K from per-recipient drop).

🟢 Highlights

Credit memo carried the month — +$71.0K (76% of MoM growth)▼ detail
4-part Credit series sent 22–25 May converted at 0.15% (~3× the baseline 0.050%). Same audience, dramatically harder conversion — pure offer mechanic.
MetricBaseline campaignsCredit memo (4)Credit vs base
Recipients (sum)6.01M1.25M5.6× per-campaign
Conversion rate / delivered0.050%0.153%3.1×
Revenue / recipient$0.0276$0.07672.8×
AOV$55.28$50.03-9.5%
Revenue total (Klav-tracked)$165.7K$96.1K
CampaignZA - Credit 2/4 [23rd May]
CampaignZA - Credit 1/4 [22nd May]
CampaignZA - Credit 3/4 [24th May]
CampaignZA - Credit 4/4 [25th May]
SMS scaled — +$12.7K (+43% MoM)▼ detail
Driven by send volume (+130% recipients) — per-message engagement softening; volume is what's working.
DriverAprilMayΔ
Attentive recipients213,665490,412+130%
SMS revenue$29,844$42,577+$12.7K (+43%)
Rev / recipient$0.1397$0.0868
CRM share of DTC 19.4% (+6.3pp), ROI 10.7× (+1.7×)▼ detail
CRM grew +62% on cost +36% — gaining share of total sales, not riding the tide.
MetricAprilMayΔ
CRM revenue$150,524$243,824+62%
CRM cost$16,764$22,863+36%
ROI9.0×10.7×+1.7×
% of DTC sales13.2%19.4%+6.3pp
K subscribers spend +20% more per customer than non-K (gap +0.9pp vs LM)▼ detail
K cohort $54.52 vs non-K $45.48/customer. Subscriber economics justify CRM investment — the gap is widening.
CohortApril rev/customerMay rev/customerΔ
Klaviyo subscribers (K)$54.61$54.52-0.2%
Non-subscribers (non-K)$45.88$45.48-0.9%
K premium %+19.0%+19.9%+0.9pp

🔴 Lowlights

Strip credit, the program is soft — top 4 credit campaigns = 39% of Klaviyo revenue; the rest lost $5.2K MoM▼ detail
Credit memo carried May. Strip those 4 campaigns and Klaviyo baseline lost $5.2K MoM with conversion rate dropping from 0.053% to 0.050% on similar volume — the regular email program is fatiguing, credit hides it. If June doesn't rerun the credit playbook, expect ~76% of May's lift to evaporate.
Klaviyo email mix by campaign purpose — all 8 buckets
Purpose # camps Recipients Orders CVR Rev / rec Revenue (TW) Share MoM rev
Credit memo 4 1,253,098 1,928 0.154% $0.0498 $62,429 43% new
Birthday sale 7 1,099,999 869 0.079% $0.0266 $29,262 20% +167%
Gift / seasonal 3 864,725 494 0.057% $0.0192 $16,630 12% +18296%
Discount / coupon 3 842,901 505 0.060% $0.0171 $14,410 10% -48%
Bundles 4 1,218,842 507 0.042% $0.0088 $10,680 7% -31%
Product launch 6 1,432,024 497 0.035% $0.0061 $8,795 6% +255%
Editorial 2 556,411 149 0.027% $0.0042 $2,331 2% -65%
Triggered / service 2 93 0 0.000% $0.0000 $0 0% -100%
Total (Klaviyo email) 31 7,268,093 4,949 0.068% $0.0199 $144,539 100% +78%
Credit-memo AOV -9% vs baseline ($50 vs $55)▼ detail
Same audience converts harder but at a smaller basket. Order count nearly doubled but margin per order is tighter — watch contribution margin in finance.
CohortAOVvs baseline
Baseline campaign orders$55.28—
Credit memo orders$50.03-9.5%
UK list fatigue — opt-out 4.7% (+1.4pp), send freq +52%, base -0.9%▼ detail
Three signals point the same way: subscribers are tiring of the cadence. Recommend pausing imports, re-engagement on the Nov 2025 cohort, capping send frequency.
SignalAprilMayΔ
Opt-out rate3.35%4.74%+1.40pp
Emails sent / user11.016.7+52%
Subscriber base485,303481,002-0.9%

1. CRM Revenue, Cost & ROI Headline

May 2026 — US store. Revenue: Triple Whale Linear All / 28-day. Cost: platform subscriptions from internal cost sheet. % of DTC denominator: Shopify net sales.
Revenue: Triple Whale Cost: internal sheet % of DTC: Shopify net sales
LineThis monthMoMYoY13-month trend
Revenue
Email $201,247 ▲ 66.8% ▲ 49.7%
Klaviyo $197,959 ▲ 65.4% ▲ 47.3%
Campaign $159,639 ▲ 87.9% ▲ 49.5%
Flow $38,320 ▲ 10.3% ▲ 38.7%
Brevo $3,288 ▲ 230.7% —
SMS $42,577 ▲ 42.7% ▲ 2.4%
Total CRM revenue $243,824 ▲ 62.0% ▲ 38.6%
Revenue % of DTC (Shopify net sales) 19.4% ▲ 6.3pp ▼ 15.9pp
Cost
Klaviyo $4,131 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $17,288 ▲ 58.0% ▼ 39.0%
InviteJet (legacy) $0 ▼ 100.0% —
Yotpo Reviews $1,265 ▲ 0.0% ▼ 56.9%
Nifty Images $180 ▲ 0.0% ▲ 0.0%
Total CRM cost $22,863 ▲ 36.4% ▼ 34.5%
CRM ROI (Revenue ÷ Cost) 10.66× ▲ 18.8% ▲ 111.6%
Commentary: Total CRM revenue $243.8K (▲ 62.0% MoM). Revenue drivers: Campaign (+$74.7K, +88%); SMS (+$12.7K, +43%); Flow (+$3.6K, +10%). Total cost $22.9K (▲ 36.4% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (+$6.3K, +58%); Klaviyo (+$0, +0%). ROI 10.66× (+1.69× vs LM, ▲ 18.8% MoM). % of DTC 19.4% (+6.3pp vs LM).
Triple Whale (Linear All 28-day) is the revenue source for cross-channel attribution. Shopify net sales is the % of DTC denominator. Cost rows include all CRM platform subscriptions; revenue and cost rows share the same column layout so they read top-to-bottom.

2. CRM Customer Base Klaviyo ∩ Shopify

May 2026 — Customer-level deep dive. Klaviyo subscribers (K) vs non-subscribers (non-K), split by lifetime tenure.
Source: Klaviyo subscriptions × Shopify orders (joined on email)

2.1 Email Funnel Performance

Section Metric May 2026 % of subscribed Stage-to-stage MoM (vs April 2026) YoY (vs May 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 481,002 100.0% — 485,303 ▼ 0.9% 317,616 ▲ 51.4%
New subscribed 16,422 — — 16,838 ▼ 2.5% 21,082 ▼ 22.1%
New unsubscribed 22,503 — — 18,187 ▲ 23.7% 12,460 ▲ 80.6%
2. Sent ≥1 email this month 474,256 98.6% 98.60% 543,634 ▼ 12.8% 346,783 ▲ 36.8%
Campaign 341,627 — — 488,085 ▼ 30.0% 335,065 ▲ 2.0%
Flow 207,180 — — 115,938 ▲ 78.7% 60,793 ▲ 240.8%
3. Opened ≥1 email this month 330,920 68.8% 69.78% 323,295 ▲ 2.4% 210,467 ▲ 57.2%
Campaign 287,188 — 84.06% 285,500 ▲ 0.6% 197,522 ▲ 45.4%
Flow 99,552 — 48.05% 76,861 ▲ 29.5% 43,876 ▲ 126.9%
4. Clicked ≥1 email this month 53,697 11.2% 16.23% 39,771 ▲ 35.0% 21,124 ▲ 154.2%
Campaign 38,547 — 13.42% 27,616 ▲ 39.6% 13,117 ▲ 193.9%
Flow 20,009 — 20.10% 15,282 ▲ 30.9% 10,314 ▲ 94.0%
5. Placed an order this month 3,562 0.7% 6.63% 2,026 ▲ 75.8% 2,469 ▲ 44.2%
Campaign 1,151 — 2.99% 1,173 ▼ 1.9% 1,164 ▼ 1.0%
Flow 2,410 — 12.05% 852 ▲ 182.6% 1,305 ▲ 84.6%
6. Sent to order (overall) 6.51% — 6.51% 5.17% ▲ 1.3pp 11.91% ▼ 5.4pp
Campaign 0.34% — — 0.24% ▲ 0.1pp 0.35% ▼ 0.0pp
Flow 1.16% — — 0.74% ▲ 0.4pp 2.15% ▼ 1.0pp
Email Fatigue Emails sent per user 16.68 — — 11.01 ▲ 51.5% 17.53 ▼ 4.8%
Opt-out rate 4.74% — — 3.35% ▲ 1.4pp 3.59% ▲ 1.2pp
Definitions: Sent ≥1 email = unique profiles who had at least one Received Email event this month (delivery-attempt proxy; bounced-only profiles are <0.5% of volume and excluded). Open / Click / Order stage rates = unique at this stage / unique at previous stage. Stage 7 "Sent to order" = unique placed-order / unique sent (overall conversion). Emails per user = total delivery events ÷ unique recipients (mean exposure). Opt-out rate = unique unsubscribers ÷ unique recipients.
Parent vs sub-row methodology: For Sent / Opened / Clicked, parent and Campaign / Flow sub-rows are Klaviyo unique-profile counts from the same metric-aggregates feed, queried at interval=month with a single-month window per call (multi-month spans return truncated values; daily summed inflates uniques by counting the same profile across each day). Sub-rows split events by Klaviyo's $flow attribute: empty = campaign-sourced, set = flow-sourced. Campaign + Flow can exceed Total because a single subscriber may receive both a campaign and a flow message in the same month (unique within each bucket, but only once in the Total). Typical overlap is 15–25%.
Stage 5 (Placed an order): True email-driven conversion. Parent = Campaign + Flow, both computed from Triple Whale's per-campaign / per-flow attribution (orders TW links to a Klaviyo email touch — open or click within the 28-day window). This is the click-then-purchased funnel: only orders Klaviyo's emails actually drove. Klaviyo's raw placed_order_unique metric (73K for May 2026) counts ALL profiles regardless of email engagement and would inflate stage-to-stage conversion to ~70%; the §2.2 K-customer count (53K) is all subscribers who bought (regardless of email touch) and still inflates because most of those purchases would have happened anyway. The TW-attributed parent (~9–10K for May) is the figure that answers "did the email drive the buy?" Campaign + Flow sum to the parent by construction (no "Other" sub-row needed).
Column structure: Each metric shows the current month value, then for both MoM and YoY a "prior value" + "Δ" pair. Δ is shown as % change for count metrics (e.g. ▲ 13.4%) and as percentage points for rate metrics (e.g. ▼ 0.4pp). The unit follows the metric's natural unit, and the prior value next to each Δ lets you do the math directly.
Stage 1 trend (Total subscribed): Sourced directly from Klaviyo's Profiles → Subscriber Growth dashboard export (data/klaviyo_subscriber_growth_us.csv and _eu.csv). The dashboard's weekly "Email subscribers" series is Klaviyo's own population count; we use the last weekly snapshot whose Start Date falls in each calendar month as the end-of-month value. Refresh those CSVs from the dashboard before each monthly report build to keep history accurate.

2.2 Customer value — K (Klaviyo subscribers) vs non-K (everyone else)

Each cell shows the current month's value with a small MoM delta beneath vs April 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in May 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers11,028
▲ 21.7%
19,909
▲ 3.7%
—5,725
▲ 10.4%
17,240
▲ 4.0%
—5,303
▲ 37.0%
2,669
▲ 2.2%
—
Orders11,758
▲ 24.0%
20,312
▲ 3.5%
—6,071
▲ 12.5%
17,542
▲ 3.8%
—5,687
▲ 39.1%
2,770
▲ 1.4%
—
Net sales$601,273
▲ 21.6%
$905,396
▲ 2.8%
—$306,935
▲ 9.8%
$782,121
▲ 3.4%
—$294,338
▲ 36.8%
$123,275
▼ 0.6%
—
Orders / customer1.07
▲ 1.8%
1.02
▼ 0.3%
▲ 4.5%
▲ 2.2pp
1.06
▲ 2.0%
1.02
▼ 0.2%
▲ 4.2%
▲ 2.2pp
1.07
▲ 1.5%
1.04
▼ 0.8%
▲ 3.3%
▲ 2.4pp
AOV$51.14
▼ 2.0%
$44.57
▼ 0.6%
▲ 14.7%
▼ 1.6pp
$50.56
▼ 2.4%
$44.59
▼ 0.4%
▲ 13.4%
▼ 2.3pp
$51.76
▼ 1.7%
$44.50
▼ 1.9%
▲ 16.3%
▲ 0.3pp
Units / order3.56
▲ 0.8%
3.31
▲ 7.9%
▲ 7.5%
▼ 7.6pp
3.58
▲ 1.6%
3.31
▲ 8.7%
▲ 8.0%
▼ 7.5pp
3.54
▼ 0.1%
3.30
▲ 3.4%
▲ 7.1%
▼ 3.8pp
Revenue / customer$54.52
▼ 0.2%
$45.48
▼ 0.9%
▲ 19.9%
▲ 0.9pp
$53.61
▼ 0.5%
$45.37
▼ 0.6%
▲ 18.2%
▲ 0.1pp
$55.50
▼ 0.1%
$46.19
▼ 2.8%
▲ 20.2%
▲ 3.2pp
Commentary: Email funnel: Sent-to-order 6.51% (▲ 26.0% MoM). Funnel drivers: 2. Sent ≥1 email this month (−69,378, -13%); 4. Clicked ≥1 email this month (+13,926, +35%). K vs non-K: Klaviyo subscribers spend $54.52 per customer vs $45.48 for non-subscribers — +20% premium.
May 2026: K cohort = customers with consent=SUBSCRIBED in Klaviyo who placed an order this month; non-K = everyone else who ordered. New = first-ever Shopify order in this month (lifetime numberOfOrders == orders this window). Revenue uses Shopify net sales (currentSubtotalPriceSet — post-discount, post-refund, pre-tax/shipping).

3. Campaigns Sent By platform

May 2026 — manual campaigns sent this month, ranked by revenue (Triple Whale Linear All 28-day).
Engagement: platform native Revenue: Triple Whale (Attentive uses native; ~0.5% gap)

3.1 Summary by platform

PlatformCampaignsRecipientsRevenueRev/rec
Klaviyo (Email) 31
▲ 10.7%
 7,268,093
▲ 29.9%
 $159,639
▲ 87.9%
 $0.0220
▲ 44.7%
Brevo (Email) 8
▲ 300.0%
 272,966
▲ 296.6%
 $3,288
▲ 230.7%
 $0.0120
▼ 16.6%
Attentive (SMS) 9
▲ 125.0%
 490,412
▲ 129.5%
 $17,137
▲ 191.5%
 $0.0349
▲ 27.0%
Total $180,063
▲ 96.1%
Each cell shows the value for May 2026 with MoM delta beneath.

3.2 Klaviyo email — all 32 campaigns this month, grouped by purpose

Campaigns auto-grouped from name pattern (see digest for the strategic rollup). Within each purpose band, campaigns sorted by revenue.CTOR = Click-To-Open Rate (clicks ÷ opens). OR = Open Rate, CTR = Click-Through Rate (clicks ÷ delivered). Heat banding is global (across all campaigns this month) so a campaign's metric quartile is comparable to the rest of the program, not just its purpose group."Other (unattributed)" = revenue Triple Whale tagged Klaviyo whose embedded campaign-ID didn't join to any Klaviyo campaign sent this month — typically late-attributed orders from prior-month campaigns within the 28-day window, or sends without a TW-trackable identifier.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
🎯 Credit memo — 4 campaigns, $62,429 (42% of Klaviyo email rev)
ZA - Credit 2/4 [23rd May]
2026-05-20		 313,636 58.5% 1.22% 2.09% 532 $17,697 $0.0564
ZA - Credit 1/4 [22nd May]
2026-05-21		 316,101 59.5% 1.36% 2.28% 506 $16,427 $0.0520
ZA - Credit 3/4 [24th May]
2026-05-21		 312,297 57.4% 0.97% 1.68% 474 $14,621 $0.0468
ZA - Credit 4/4 [25th May]
2026-05-22		 311,064 57.6% 0.94% 1.64% 416 $13,684 $0.0440
🎯 Birthday sale — 7 campaigns, $29,262 (20% of Klaviyo email rev)
ZA - birthday sale last chance [3rd May]
2026-05-02		 297,005 59.8% 0.72% 1.21% 305 $12,199 $0.0411
ZA - final day birthday sale [4th May]
2026-05-02		 318,679 56.4% 0.53% 0.95% 221 $6,603 $0.0207
ZA - birthday sale non purchasers [4th May]
2026-05-02		 314,764 55.9% 0.53% 0.95% 213 $5,985 $0.0190
ZA - Face segment birthday sale [2nd May]
2026-05-02		 56,249 54.1% 0.72% 1.33% 69 $2,350 $0.0418
ZA - Eyes segment birthday sale [2nd May]
2026-05-02		 46,512 52.2% 0.56% 1.07% 38 $1,451 $0.0312
ZA - Lips segment birthday sale [2nd May]
2026-05-02		 66,183 52.7% 0.42% 0.80% 23 $673 $0.0102
ZA - birthday sale non-openers [4th May]
2026-05-02		 607 24.3% 1.49% 6.12% 0 $0 $0.0000
🎯 Gift / seasonal — 3 campaigns, $16,630 (11% of Klaviyo email rev)
ZA - Free gift fyp [9th May]
2026-05-08		 303,078 61.8% 0.85% 1.37% 200 $7,406 $0.0244
ZA - Hush free gift [7th May]
2026-05-07		 266,412 58.9% 0.41% 0.70% 132 $4,857 $0.0182
ZA - Free gift fyp follow up [10th May]
2026-05-08		 295,235 61.8% 0.55% 0.88% 162 $4,367 $0.0148
🎯 Discount / coupon — 3 campaigns, $14,410 (10% of Klaviyo email rev)
ZA - 20% Off [15th May]
2026-05-14		 294,737 60.3% 0.42% 0.70% 218 $6,730 $0.0228
ZA - 20% Off Final Day [17th May]
2026-05-17		 285,215 60.4% 0.42% 0.69% 201 $6,292 $0.0221
ZA - Subscribe and save [21st May]
2026-05-20		 262,949 66.2% 0.25% 0.38% 86 $1,389 $0.0053
🎯 Bundles — 4 campaigns, $10,680 (7% of Klaviyo email rev)
ZA - 4 Gifts 1/4 [29th May]
2026-05-29		 317,151 51.8% 0.78% 1.50% 122 $4,032 $0.0127
ZA - Icons bundle 5 [1st May]
2026-04-30		 290,469 61.5% 0.47% 0.77% 232 $2,862 $0.0099
ZA - 4 Gifts 2/4 [30th May]
2026-05-30		 294,748 53.6% 0.57% 1.07% 80 $2,458 $0.0083
ZA - 4 Gifts 3/4 [31st May]
2026-05-30		 316,474 47.8% 0.38% 0.80% 73 $1,329 $0.0042
🎯 Product launch — 6 campaigns, $8,795 (6% of Klaviyo email rev)
ZA - Blush Early Access [18th May]
2026-05-18		 64,975 62.0% 1.39% 2.25% 121 $3,712 $0.0571
ZA - New + almost out [12th May]
2026-05-11		 281,352 63.2% 0.34% 0.54% 92 $1,847 $0.0066
ZA - Blush Tease [13th May]
2026-05-13		 300,534 60.7% 0.90% 1.48% 69 $1,104 $0.0037
ZA - Blush Bundles [27th May]
2026-05-27		 275,029 61.6% 0.34% 0.55% 94 $931 $0.0034
ZA - Blush Reveal [16th May]
2026-05-15		 282,204 63.3% 0.39% 0.61% 96 $796 $0.0028
ZA - Blush Launch [20th May]
2026-05-20		 227,930 49.8% 0.15% 0.30% 25 $406 $0.0018
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $2,761 (2% of Klaviyo email rev)
Other (unattributed)
 — — — — — $2,761 —
🎯 Editorial — 2 campaigns, $2,331 (2% of Klaviyo email rev)
ZA - Trending now [6th May]
2026-05-06		 262,722 67.2% 0.40% 0.59% 85 $1,958 $0.0075
ZA - Shop The Look [14th May]
2026-05-11		 293,689 59.7% 0.40% 0.67% 64 $373 $0.0013
🎯 Triggered / service — 2 campaigns, $0 (0% of Klaviyo email rev)
ZA - Abandoners blush [22nd May]
2026-05-21		 37 56.8% 2.70% 4.76% 0 $0 $0.0000
CS - [26th May] Order Update CS Communication
2026-05-26		 56 73.2% 0.00% 0.00% 0 $0 $0.0000

3.3 Brevo email — all 8 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($3,288, 8 campaigns) by delivered share — this applies to both US and UK Brevo data. TW's campaign_id for Brevo is a UTM string that doesn't join to Brevo's numeric IDs, so true per-campaign TW attribution isn't available. Brevo campaigns here delivered to similar audience sizes, so each row receives ≈$411 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
Birthday Sale
2026-05-05 · Final Call: Sitewide Sale Ends Today💄		 34,075 2.7% 0.09% 3.26% 7 $414 $0.0121
upgraded free gift
2026-05-09 · Your order just got an upgrade 👀		 33,987 3.0% 0.07% 2.44% 7 $413 $0.0121
May 2026 Credit (1)
2026-05-22 · Account Update: A credit has been added to your account		 33,884 3.5% 0.17% 4.71% 7 $411 $0.0121
WEEKEND 20% OFF
2026-05-16 · 20% off your favourites		 33,823 2.5% 0.13% 5.25% 7 $411 $0.0121
May 2026 Credit (3)
2026-05-24 · Account Update: Your Credit Expires Tomorrow		 33,799 3.3% 0.16% 4.86% 7 $410 $0.0121
May 2026 Credit (2)
2026-05-23 · Account Update: Reminder You have £10.43 Credit		 33,773 3.6% 0.24% 6.56% 7 $410 $0.0121
May 2026 Credit (4)
2026-05-25 · Account Alert: £10.43 Credit Expires Tonight		 33,769 3.1% 0.18% 6.01% 7 $410 $0.0121
May 2026 4 GIFTS
2026-05-29 · 4 FREE Gifts		 33,730 2.5% 0.09% 3.43% 7 $409 $0.0121

3.4 Attentive SMS — all 9 campaigns this month

Revenue: Attentive native. Cost: Delivered × $0.050/SMS (EU rate). ROI = Revenue ÷ Cost. Heat banding applied to Revenue, ROI, Rev/rec.
CampaignDeliveredCTRCVROrdersRevenueCostROIRev/rec
Credit 3
2026-05-25		 107,670 1.15% 25.93% 320 $20,788 $5,384 3.86× $0.1931
Credit 1 Control
2026-05-22		 90,533 1.43% 18.56% 240 $16,873 $4,527 3.73× $0.1864
Birthday Sale
2026-05-01		 68,013 1.30% 22.42% 198 $14,692 $3,401 4.32× $0.2160
20% OFF WEEKEND
2026-05-15		 39,961 1.13% 23.11% 104 $7,392 $1,998 3.70× $0.1850
free gift upgrade
2026-05-09		 67,235 0.93% 12.00% 75 $6,860 $3,362 2.04× $0.1020
May 4 Gifts Offer
2026-05-30		 96,629 1.29% 6.28% 78 $6,090 $4,831 1.26× $0.0630
Birthday Sale (3)
2026-05-04		 3,825 5.52% 30.33% 64 $4,916 $191 25.70× $1.2851
Credit 1
2026-05-22		 15,977 2.57% 8.54% 35 $1,976 $799 2.47× $0.1237
Credit 2
2026-05-23		 569 6.68% 44.74% 17 $1,287 $28 45.25× $2.2623
Commentary: Campaign revenue $180.1K (▲ 96.1% MoM). Platform mix: Klaviyo (Email) (+$74.7K, +88%); Attentive (SMS) (+$11.3K, +191%); Brevo (Email) (+$2.3K, +231%). Top Klaviyo campaigns: ZA - Credit 2/4 [23rd May] ($17.7K); ZA - Credit 1/4 [22nd May] ($16.4K); ZA - Credit 3/4 [24th May] ($14.6K).
Revenue uses Triple Whale Linear All 28-day attribution joined to platform campaign_id. Heat banding: top quartile green, bottom quartile red, applied to Revenue + Rev/rec (+ ROI for Attentive).

4. Flows & Automations Automated engine

May 2026 — triggered flows / automations. Revenue: Klaviyo flows = Triple Whale; Attentive journeys = Attentive native (TW doesn't split journey vs campaign).

4.1 Summary

PlatformActive flowsMessages sentRevenue
Klaviyo Flows 23
▲ 0.0%
 656,450
▲ 67.0%
 $38,320
▲ 10.3%
Attentive Journeys TW Attentive total × native-journey share 11
▲ 10.0%
 34,984
▼ 12.6%
 $24,601
▲ 5.8%
Total $62,921
▲ 8.5%
Each cell shows the value for May 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 24 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Welcome · 4 flows · $12,438 (33% of Klaviyo flow rev) · ▲ 4.4% vs LM
(AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow
Added to List		 53,144
▲ 6.0%
 46.9%
▼ 4.0pp
 2.85%
▼ 0.1pp
 384
▼ 27.8%
 $6,223
▼ 27.4%
 $0.1171
▼ 31.5%
Checkout + Footer Welcome Flow
Added to List		 208,425
—
 61.3%
▲ 7.5pp
 0.76%
▼ 2.6pp
 284
▲ 85.6%
 $5,504
▲ 104.6%
 $0.0264
▼ 81.1%
One Time Buyer Brand Introduction
Metric		 61,089
▲ 0.8%
 48.6%
▼ 1.8pp
 1.07%
▼ 0.0pp
 53
▼ 23.2%
 $452
▲ 8.4%
 $0.0074
▲ 7.5%
Brow Stain - Welcome Flow
Metric		 5,149
▲ 118.8%
 60.7%
▲ 1.9pp
 4.89%
▲ 0.8pp
 7
▼ 30.0%
 $258
▲ 11.2%
 $0.0502
▼ 49.2%
🎯 Abandonment · 4 flows · $11,826 (31% of Klaviyo flow rev) · ▲ 4.8% vs LM
Viewed Product
Metric		 76,661
▲ 4.4%
 46.7%
▼ 1.6pp
 2.33%
▲ 0.0pp
 377
▲ 20.4%
 $6,325
▼ 1.1%
 $0.0825
▼ 5.3%
Checkout Abandonment
Metric		 24,722
▲ 48.1%
 45.6%
▲ 0.4pp
 3.62%
▼ 0.4pp
 511
▲ 31.4%
 $3,223
▲ 18.0%
 $0.1304
▼ 20.3%
Cart Abandonment
Metric		 6,812
▼ 44.3%
 50.4%
▼ 1.3pp
 2.55%
▲ 0.3pp
 99
▼ 38.9%
 $1,595
▼ 10.9%
 $0.2342
▲ 59.8%
Checkout Abandonment Lip Stain
Metric		 2,406
▲ 19.5%
 41.4%
▼ 2.7pp
 3.18%
▼ 0.6pp
 55
▼ 17.9%
 $684
▲ 87.8%
 $0.2842
▲ 57.1%
🎯 Win-back / sunset · 2 flows · $7,287 (19% of Klaviyo flow rev) · ▲ 60.0% vs LM
Winback
Metric		 60,997
▲ 4.5%
 46.9%
▲ 0.1pp
 2.82%
▲ 0.0pp
 86
▼ 7.5%
 $5,057
▲ 15.9%
 $0.0829
▲ 10.9%
Sunset Unengaged Subscribers - Customer vs. Non-Customer
Added to List		 81,579
—
 6.3%
▲ 0.7pp
 1.04%
▲ 0.1pp
 42
—
 $2,230
—
 $0.0273
▼ 37.7%
🎯 Quiz / lead gen · 5 flows · $4,076 (11% of Klaviyo flow rev) · ▲ 28.8% vs LM
Quiz UK Lip Stain - UK PDP Long v3
Metric		 8,101
▲ 22.7%
 51.1%
▲ 0.8pp
 4.96%
▼ 0.1pp
 279
▲ 42.3%
 $3,710
▲ 68.6%
 $0.4579
▲ 37.5%
Quiz UK Lip Stain - UK Google Long v3
Metric		 1,006
▼ 38.0%
 38.1%
▲ 2.1pp
 3.92%
▼ 0.1pp
 9
▲ 28.6%
 $159
▼ 28.0%
 $0.1578
▲ 16.1%
Quiz UK Lip Stain - UK Main Long v3
Metric		 456
▼ 83.4%
 58.3%
▲ 3.4pp
 3.51%
▼ 1.3pp
 4
▼ 89.2%
 $120
▼ 82.8%
 $0.2632
▲ 3.6%
Quiz UK ULS- UK Ultimate Lip Set V1
Metric		 682
▼ 11.5%
 28.5%
▲ 0.6pp
 6.16%
▲ 2.2pp
 4
▲ 33.3%
 $70
▲ 44.9%
 $0.1020
▲ 63.8%
[OLD] 1440 Eyeliner Quiz - RV
Metric		 11
▲ 37.5%
 45.5%
▲ 8.0pp
 9.09%
▲ 9.1pp
 1
▲ 0.0%
 $18
—
 $1.6000
—
🎯 Post-purchase / transactional · 4 flows · $1,894 (5% of Klaviyo flow rev) · ▼ 4.9% vs LM
Fulfilled order
Metric		 31,581
▲ 7.9%
 69.9%
▲ 0.7pp
 21.67%
▲ 3.3pp
 83
▼ 20.2%
 $1,536
▼ 6.6%
 $0.0486
▼ 13.5%
Order confirmation
Metric		 31,932
▲ 9.9%
 71.7%
▲ 0.3pp
 18.41%
▲ 2.8pp
 73
▼ 5.2%
 $357
▲ 3.2%
 $0.0112
▼ 6.1%
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 596
—
 56.8%
—
 22.69%
—
 0
—
 $0
—
 $0.0000
—
Malomo Post Purchase: 4. Delivered
Metric		 2
—
 50.0%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—
🎯 Back-in-stock · 1 flow · $300 (1% of Klaviyo flow rev) · ▲ 59.2% vs LM
Back In Stock
Metric		 289
▲ 122.3%
 44.9%
▼ 7.8pp
 11.85%
▼ 6.0pp
 10
▼ 37.5%
 $300
▲ 59.2%
 $1.0371
▼ 28.4%
🎯 TW unattributed (late-arrived orders) · 1 flow · $167 (0% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $167
—
 —
—
🎯 Membership · 2 flows · $121 (0% of Klaviyo flow rev) · ▼ 17.6% vs LM
Membership UK
Metric		 331
▲ 33.5%
 69.2%
▼ 1.2pp
 20.43%
▲ 4.2pp
 1
▼ 66.7%
 $121
▼ 17.6%
 $0.3649
▼ 38.2%
Membership Orders - Credit Updates
Metric		 352
—
 52.7%
—
 13.96%
—
 9
—
 $0
—
 $0.0000
—
🎯 Driving second purchase · 1 flow · $30 (0% of Klaviyo flow rev) · — vs LM
Cleansing Balm - Refill Flow
Metric		 127
▲ 477.3%
 46.5%
▼ 8.1pp
 5.51%
▲ 5.5pp
 2
—
 $30
—
 $0.2379
—

4.3 Attentive journeys — all 8 active this month

Revenue: Attentive native. Cost: Delivered × $0.050/SMS (EU). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 8,719
▲ 9.0%
 26.25%
▲ 0.9pp
 11.81%
▼ 1.1pp
 1,030
▼ 0.2%
 $81,023
▲ 1.6%
 $436
▲ 9.0%
 185.85×
▼ 6.8%
 $9.2927
▼ 6.8%
Cart Abandonment
Added to cart		 3,007
▲ 21.2%
 7.72%
▲ 1.0pp
 5.45%
▼ 0.3pp
 164
▲ 15.5%
 $13,994
▲ 14.3%
 $150
▲ 21.2%
 93.08×
▼ 5.7%
 $4.6538
▼ 5.7%
Browse Abandonment
Viewed a product		 6,446
▼ 7.5%
 4.58%
▲ 0.0pp
 1.60%
▲ 0.5pp
 103
▲ 30.4%
 $8,322
▲ 46.4%
 $322
▼ 7.5%
 25.82×
▲ 58.2%
 $1.2910
▲ 58.2%
Session Abandonment
Visited your website		 6,968
▲ 20.5%
 4.32%
▲ 0.3pp
 1.06%
▼ 0.2pp
 74
▲ 4.2%
 $5,187
▲ 6.3%
 $348
▲ 20.5%
 14.89×
▼ 11.8%
 $0.7444
▼ 11.8%
Joined a Segment
Joined a Segment		 3,247
▼ 3.3%
 3.94%
▲ 1.4pp
 1.20%
▲ 0.3pp
 39
▲ 25.8%
 $3,329
▲ 32.9%
 $162
▼ 3.3%
 20.51×
▲ 37.5%
 $1.0254
▲ 37.5%
Shopify - Checkout Abandonment
Checkout started		 591
▲ 77.5%
 7.78%
▼ 1.5pp
 6.09%
▼ 0.2pp
 36
▲ 71.4%
 $2,387
▲ 50.3%
 $30
▲ 77.5%
 80.77×
▼ 15.3%
 $4.0384
▼ 15.3%
Post Purchase
Made a purchase		 6,005
▼ 15.0%
 3.36%
▲ 0.6pp
 0.43%
▲ 0.1pp
 26
▲ 4.0%
 $1,637
▲ 24.2%
 $300
▼ 15.0%
 5.45×
▲ 46.1%
 $0.2725
▲ 46.1%
WELCOME Journey - Early Access Sign Ups
Signed up for texts		 1
—
 0.00%
—
 0.00%
—
 0
—
 $0
—
 $0
—
 0.00×
—
 $0.0000
—
Commentary: Flow / journey revenue $62.9K (▲ 8.5% MoM). By purpose: Win-back / sunset (+$2.7K, +60%); Quiz / lead gen (+$911, +29%). Top flow swings: Checkout + Footer Welcome Flow (+$2.8K, +105%); (AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow (−$2.3K, -27%); Sunset Unengaged Subscribers - Customer vs. Non-Customer (+$2.0K, +1061%).
Klaviyo flow revenue from TW Linear All 28-day, joined to flow_id. Attentive journeys use Attentive-native revenue (TW exposes Attentive at channel level only). Engagement metrics are platform-native.

5. NPS Performance Customer voice

May 2026 — EU store. OmniConvert Reveal post-purchase survey is not wired for this shop yet; add credentials to /Users/chaoyu/Claude/credentials/omniconvert.json under shops.EU to enable.