CRM Monthly Business Review

Reporting month: June 2026  •  Audience: CEO, Head of Growth  •  Presenter: Head of CRM
Generated 2026-07-06
4-section structure

CRM Digest TL;DR — June 2026

Each bar is one channel's own MoM revenue contribution — independent of every other bar, summing to the total Δ. All revenue is Triple Whale (Linear all, 28-day, matching §1); recipient/send counts and open/click/unsub rates come from Klaviyo/Attentive, and sub-channel splits apportion the TW channel total by the platform mix — so there is one revenue source throughout. Bars map to the highlight/lowlight bullets below; NPS is the one non-revenue callout. Click any bullet to expand the numbers.
May$815.7K−$278.2KCampaigns+$8.2KFlows−$72.5KSMS+$3.8KPostPilot−$2.0KBrevoJune$475.0K
CRM revenue fell −$340.7K (-42%) MoM. Biggest drags: campaigns −$278.2K, SMS −$72.5K, Brevo −$2.0K. Partly offset by flows +$8.2K, PostPilot +$3.8K.

🟢 Highlights

Per-send efficiency rose — campaign rev/recipient +77% (ex-credit), SMS rev/message +46%▼ detail
Per send, conversion improved even as volume was cut. The volume cut was concentrated in the highest-volume, lowest-intent broadcasts (e.g. Blush Launch, Blush Bundles, Blush Tease); we leaned instead on smaller, better-targeted campaigns and higher-converting SMS, which convert harder per send. The payoff: opt-out rate fell 3.9%→2.7% and emails/user 18→7 — less list fatigue.
① Rev/msg & rates (improving channels)MayJuneΔ
Campaign rev/recipient (ex-credit), TW$0.0166$0.0295+77%
SMS rev/message (TW)$0.143$0.209+46%
Campaign conversion rate (ex-credit)0.040%0.059%+47%
② Low-intent broadcasts stopped (May→none)recipientsrev/recip
ZA - Blush Launch [20th May]629K$0.0067
ZA - Blush Bundles [27th May]642K$0.0118
ZA - Blush Tease [13th May]718K$0.0129
ZA - Shop The Look [14th May]669K$0.0130
ZA - Trending now [6th May]591K$0.0130
ZA - Blush Reveal [16th May]673K$0.0139
… all stopped broadcasts14.2M21 sends
③ Fatigue payoffMayJuneΔ
Emails / user18.37.1-61%
Opt-out rate (unique users)3.94%2.70%-1.24pp
Flows +9% → new flows carried it; existing softened▼ detail
Net +9% (TW), but the mix matters: existing flows -28% (per-send -24%) — the always-on flows softened and the new builds are masking it. 22 new flows added $34.3K (led by Quiz US Lip Stain - US PDP Long v3, $7.1K). No flows were retired.
Flow cohort · US — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)241.53M→1.46M$93.9K→$67.7K (-28%)$0.061→$0.046 (-24%)
New (June only)22—→0.94M—→$34.3K$0.036
Retired (May only)0nonenone—
↳ new: Quiz US Lip Stain - US PDP Long v310,410$7.1K
↳ new: Attentive Popup Welcome Flow - 15%20,072$4.2K
↳ new: Attentive Popup Welcome Flow - 10%18,491$3.3K
↳ new: Attentive Popup Welcome Flow - ULS16,681$3.2K
↳ new: Order confirmation77,041$3.1K
PostPilot +9% → direct mail $40.5K→$44.3K
Direct-mail attributed revenue grew MoM while email & SMS pulled back. We don't hold piece-level mail volume, so no volume/conversion split — but the channel is net-positive this month.

🔴 Lowlights

Campaigns -64% → credit series gone (68%) + fewer sends▼ detail
May's one-off 4-part credit series ($190.2K TW, no June repeat) is 68% of the drop. Apples-to-apples — strip credit from both months — the baseline program's revenue fell -36% on -64% fewer recipients, but per-recipient it actually improved (rev/recipient +77%, conversion rate +47%) — the regular program didn't deteriorate, it's smaller but more efficient. So the drop is the credit one-off plus deliberate volume, not a collapse in the regular program.
Campaigns · US — revenue = Triple WhaleMayJuneΔ
Campaign revenue (TW)$433.9K$155.7K-64%
— Credit series (4 campaigns)$190.2K$0−$190.2K
— Baseline (regular program)$243.8K$155.7K-36%
Baseline sends2719-8
Baseline recipients14.65M5.29M-64%
Baseline rev/recipient (TW)$0.0166$0.0295+77%
Baseline conversion rate0.040%0.059%+47%
Split of the Δ →credit 68%baseline 32%−$278.2K
SMS -30% & Brevo -33% → fewer sends▼ detail
SMS delivered -52% (1.69M→0.81M); per-message revenue actually rose +46%. The cut is almost all in broadcast campaigns (delivered -55%); triggered journeys held (revenue +4%, CVR 5.45%→6.72%) and convert ~22× better per message ($1.25 vs $0.06). Brevo (secondary email) also cut sends -39% ($5.9K→$3.9K rev), with engagement up (open 5.3%→6.0%, click 0.11%→0.14%). Deliberate broadcast pullback, not weakening channels.
SMS / Attentive · US (TW-attributed)MayJuneΔ
Delivered (volume)1,689,721810,196-52%
Rev / message (conversion)$0.143$0.209+46%
SMS revenue$241,478$169,009-30%
→ volume effect−$125.7K+173% of Δ
→ conversion effect$53.2K-73% of Δ
SMS funnel · US — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns1,576K→706K (-55%)2.44%→2.68%0.329%→0.293%$0.07→$0.06
Triggered journeys113K→104K (-8%)16.98%→17.64%5.452%→6.717%$1.20→$1.25
Brevo · US — rev = Triple WhaleMayJuneΔ
Sent (volume)3,380,5682,064,523-39%
Open rate5.3%6.0%+0.7pp
Click rate0.11%0.14%+0.03pp
Unsub rate0.068%0.085%+0.017pp
Revenue (TW)$5.9K$3.9K-33%
NPS fell +9.8 → +2.4 → Recent (first-order) buyers▼ detail
Recent buyers are 67% of June 2026's 457 responses and their NPS crashed -3 → -13 — the primary driver. But it spans the whole base: Loyal fell +64→+12 (small sample, n=8) and even Champions cooled +43→+36 — not more detractors (flat ~25%) but promoters slipping to passive on the same gripes. Detractors (44% of responses) cite product issues: eyeliner, stain, liner, color, last, stay — eyeliner / lip-stain longevity ("doesn't last / won't stay"), the sharpener, color. Ties to the §2.4 drift (Loyal -5,835, Inactive +51,994): a poor first order → no reorder → no graduation into Loyal/Champions.
SegmentResponsesShareNPS MayNPS JuneΔ
Recent (first-order)30667%-3-13-11
Loyal (small sample)82%+64+12-51
Champions (repeat)14331%+43+36-7
Overall457100%+9.8+2.4-7.4
Detractor themes (June, word freq): eyeliner (40), product (30), stain (27), liner (18), order (18), color (17), last (16), stay (16), work (16), received (16)
NPS reply rate rose 1.97% → 3.19% — improving, still below 6–15% benchmark▼ detail
Reply rate is up MoM (good direction) but stays under the 6% floor; the 457-response sample keeps month-to-month NPS noisy. Larger invitation volume / an incentive would tighten the read.
MonthInvitationsResponsesReply rate
2026-0139,8094061.02%
2026-0239,5205951.51%
2026-0345,0781,0732.38%
2026-0435,6187532.11%
2026-0529,1225741.97%
2026-0614,3304573.19%

1. CRM Revenue, Cost & ROI Headline

June 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 $261,672 ▼ 51.0% ▲ 26.5%
Klaviyo $257,763 ▼ 51.2% ▲ 24.9%
Campaign $155,730 ▼ 64.1% ▲ 14.7%
Flow $102,033 ▲ 8.7% ▲ 44.4%
Brevo $3,909 ▼ 33.4% —
SMS $169,009 ▼ 30.0% ▲ 160.1%
Mail $44,274 ▲ 9.3% —
PostPilot $44,274 ▲ 9.3% —
Total CRM revenue $474,955 ▼ 41.8% ▲ 74.7%
Revenue % of DTC (Shopify net sales) 14.6% ▼ 11.4pp ▲ 3.3pp
Cost
Klaviyo $12,392 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $4,462 ▼ 61.9% ▲ 12.2%
Maverick $500 ▲ 0.0% —
InviteJet (legacy) $0 — ▼ 100.0%
Yotpo Reviews $1,898 ▲ 0.0% —
Nifty Images $180 ▲ 0.0% —
Retention.com $1,500 ▲ 0.0% —
PostPilot $25,500 ▲ 58.7% —
Total CRM cost $46,432 ▲ 4.9% ▲ 211.9%
CRM ROI (Revenue ÷ Cost) 10.23× ▼ 44.5% ▼ 44.0%
Customer experience
NPS score (industry avg +31) +2.4 ▼ 7.4pp ▼ 27.7pp
NPS reply rate (industry 6–15%) 3.19% ▲ 1.2pp ▲ 1.9pp
NPS responses received 457 ▼ 20.4% ▲ 111.6%
Commentary: Total CRM revenue $475.0K (▼ 41.8% MoM). Revenue drivers: Campaign (−$278.2K, -64%); SMS (−$72.5K, -30%); Flow (+$8.2K, +9%). Total cost $46.4K (▲ 4.9% MoM). Largest moves: PostPilot (+$9.4K, +59%); Attentive SMS (incl. Yotpo legacy) (−$7.3K, -62%). ROI 10.23× (−8.20× vs LM, ▼ 44.5% MoM). % of DTC 14.6% (−11.4pp 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

June 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 June 2026 % of subscribed Stage-to-stage MoM (vs May 2026) YoY (vs June 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 1,513,724 100.0% — 1,464,465 ▲ 3.4% 689,646 ▲ 119.5%
New subscribed 74,797 — — 63,200 ▲ 18.3% 40,335 ▲ 85.4%
New unsubscribed 29,520 — — 42,695 ▼ 30.9% 46,702 ▼ 36.8%
2. Sent ≥1 email this month 1,091,900 72.1% 72.13% 1,082,762 ▲ 0.8% 1,311,179 ▼ 16.7%
Campaign 787,698 — — 861,930 ▼ 8.6% 1,253,847 ▼ 37.2%
Flow 787,328 — — 478,393 ▲ 64.6% 179,813 ▲ 337.9%
3. Opened ≥1 email this month 670,511 44.3% 61.41% 735,694 ▼ 8.9% 1,012,356 ▼ 33.8%
Campaign 532,856 — 67.65% 661,245 ▼ 19.4% 993,976 ▼ 46.4%
Flow 409,164 — 51.97% 241,924 ▲ 69.1% 105,904 ▲ 286.4%
4. Clicked ≥1 email this month 61,178 4.0% 9.12% 103,629 ▼ 41.0% 47,024 ▲ 30.1%
Campaign 23,366 — 4.39% 73,635 ▼ 68.3% 25,915 ▼ 9.8%
Flow 43,235 — 10.57% 43,008 ▲ 0.5% 25,323 ▲ 70.7%
5. Placed an order this month 4,509 0.3% 7.37% 9,646 ▼ 53.3% 3,426 ▲ 31.6%
Campaign 2,740 — 11.73% 2,828 ▼ 3.1% 2,196 ▲ 24.8%
Flow 1,768 — 4.09% 6,817 ▼ 74.1% 1,229 ▲ 43.8%
6. Sent to order (overall) 6.82% — 6.82% 6.74% ▲ 0.1pp 4.24% ▲ 2.6pp
Campaign 0.35% — — 0.33% ▲ 0.0pp 0.18% ▲ 0.2pp
Flow 0.22% — — 1.43% ▼ 1.2pp 0.68% ▼ 0.5pp
Email Fatigue Emails sent per user 7.08 — — 18.29 ▼ 61.3% 14.98 ▼ 52.7%
Opt-out rate 2.70% — — 3.94% ▼ 1.2pp 3.56% ▼ 0.9pp
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 May 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in June 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers52,357
▼ 2.1%
22,565
▲ 12.5%
—38,530
▲ 12.7%
17,561
▲ 13.0%
—13,827
▼ 28.3%
5,004
▲ 10.8%
—
Orders54,490
▼ 4.0%
23,117
▲ 11.6%
—39,875
▲ 11.1%
17,922
▲ 12.3%
—14,615
▼ 29.9%
5,195
▲ 9.5%
—
Net sales$2,333,118
▼ 8.1%
$925,409
▲ 9.0%
—$1,652,006
▲ 7.1%
$709,361
▲ 10.4%
—$681,112
▼ 31.6%
$216,048
▲ 4.6%
—
Orders / customer1.04
▼ 1.9%
1.02
▼ 0.8%
▲ 1.6%
▼ 1.2pp
1.03
▼ 1.4%
1.02
▼ 0.6%
▲ 1.4%
▼ 0.8pp
1.06
▼ 2.2%
1.04
▼ 1.1%
▲ 1.8%
▼ 1.1pp
AOV$42.82
▼ 4.3%
$40.03
▼ 2.4%
▲ 7.0%
▼ 2.2pp
$41.43
▼ 3.6%
$39.58
▼ 1.7%
▲ 4.7%
▼ 2.1pp
$46.60
▼ 2.5%
$41.59
▼ 4.4%
▲ 12.1%
▲ 2.3pp
Units / order3.36
▼ 5.6%
3.24
▼ 6.6%
▲ 3.7%
▲ 1.1pp
3.27
▼ 6.2%
3.21
▼ 6.3%
▲ 1.8%
▲ 0.0pp
3.61
▼ 2.2%
3.33
▼ 7.7%
▲ 8.3%
▲ 6.2pp
Revenue / customer$44.56
▼ 6.1%
$41.01
▼ 3.1%
▲ 8.7%
▼ 3.5pp
$42.88
▼ 5.0%
$40.39
▼ 2.3%
▲ 6.1%
▼ 2.9pp
$49.26
▼ 4.6%
$43.18
▼ 5.5%
▲ 14.1%
▲ 1.1pp
Commentary: Email funnel: Sent-to-order 6.82% (▲ 1.2% MoM). Funnel drivers: 3. Opened ≥1 email this month (−65,183, -9%); 1. Total subscribed (consent = SUBSCRIBED) (+49,259, +3%). K vs non-K: Klaviyo subscribers spend $44.56 per customer vs $41.01 for non-subscribers — +9% premium.
June 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).

2.4 Customer RFM segment mix (US)

Month-over-month: prior month-end → June 2026 month-end (31 May → 30 Jun).
Source: Klaviyo RFM segments (Reveal RFM, synced via RVL RFM Group Name), US — 2026-05-31 → 2026-06-30
SegmentStart (31 May)End (30 Jun)Δ customersΔ %
Champions32,50334,943+2,440▲ 7.5%
Loyal44,65538,820-5,835▼ 13.1%
Recent135,638135,098-540▼ 0.4%
Needs attention232,706240,216+7,510▲ 3.2%
At risk265,268250,080-15,188▼ 5.7%
Inactive877,545929,539+51,994▲ 5.9%
All scored segments1,588,3151,628,696+40,381▲ 2.5%
Segment shift: Active / high-value segments (Champions, Loyal, Recent) moved -3,935 customers while at-risk / inactive (Needs attention, At risk, Inactive) moved +44,316 over 31 May–30 Jun.
Reveal RFM groups (recency/frequency/monetary), read from Klaviyo's synced segment membership (clean daily counts; the Reveal BigQuery export is currently unreliable). Colour reflects segment health: growth in Champions/Loyal/Recent is positive (green); growth in Needs attention/At risk/Inactive is negative (red).

3. Campaigns Sent By platform

June 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) 19
▼ 38.7%
 5,287,511
▼ 70.4%
 $155,730
▼ 64.1%
 $0.0295
▲ 21.3%
Brevo (Email) 5
▼ 37.5%
 2,064,523
▼ 38.9%
 $3,909
▼ 33.4%
 $0.0019
▲ 9.0%
Attentive (SMS) 9
▼ 25.0%
 706,088
▼ 55.2%
 $39,161
▼ 62.4%
 $0.0555
▼ 16.1%
Total $198,800
▼ 63.5%
Each cell shows the value for June 2026 with MoM delta beneath.

3.2 Klaviyo email — all 20 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
🎯 Other — 12 campaigns, $71,412 (60% of Klaviyo email rev)
Friends + family discount [5th June] - [offer]
2026-06-05		 370,020 48.5% 0.65% 1.35% 386 $18,832 $0.0509
Friends + family discount 2 [7th June] - [offer + text based]
2026-06-05		 291,992 48.7% 0.55% 1.13% 344 $10,973 $0.0376
Lip Stain B2G1F [28th June] [Offer]
2026-06-25		 342,890 51.4% 0.55% 1.07% 252 $10,834 $0.0316
US Summer sale 3 [21st June] [Offer]
2026-06-19		 221,442 47.3% 0.52% 1.09% 215 $8,479 $0.0383
US Summer sale [16th June] [Offer]
2026-06-15		 214,448 45.5% 0.60% 1.33% 176 $8,267 $0.0386
US Summer sale 2 [18th June] [Offer]
2026-06-18		 221,478 47.8% 0.57% 1.19% 182 $8,009 $0.0362
Katie Boulter [23rd June] [Content]
2026-06-23		 320,417 52.7% 0.25% 0.47% 94 $1,916 $0.0060
UGC Vacation Edit [27th June] [Content]
2026-06-25		 246,922 55.1% 0.29% 0.53% 57 $1,369 $0.0055
UGC [25th June] [Content]
2026-06-25		 260,984 51.5% 0.24% 0.46% 83 $1,328 $0.0051
Eyeliner Education [10th June] [Education + Content]
2026-06-09		 86,730 44.6% 0.31% 0.69% 45 $1,154 $0.0133
Katie Boulter [29th June] [Content]
2026-06-27		 247,617 53.6% 0.20% 0.36% 63 $235 $0.0009
Survey - FINAL
2026-06-19		 191,365 54.9% 0.22% 0.41% 18 $15 $0.0001
🎯 Discount / coupon — 3 campaigns, $28,093 (24% of Klaviyo email rev)
Coupons 1 [13th June] [Offer]
2026-06-10		 335,998 53.1% 0.62% 1.17% 308 $14,513 $0.0432
20% Off Eyes [24th June] [Offer]
2026-06-23		 430,139 51.3% 0.37% 0.71% 218 $7,469 $0.0174
Coupons 2 [14th June] - [offer + text based]
2026-06-10		 295,683 47.9% 0.44% 0.92% 176 $6,111 $0.0207
🎯 Bundles — 1 campaign, $9,269 (8% of Klaviyo email rev)
ZA - 4 Gifts 4/4 [1st June]
2026-05-29		 566,024 48.4% 0.26% 0.55% 234 $9,269 $0.0164
🎯 Triggered / service — 1 campaign, $5,855 (5% of Klaviyo email rev)
FYP Back in stock [20th June] - [Offer]
2026-06-19		 326,147 53.3% 0.44% 0.82% 154 $5,855 $0.0180
🎯 Product launch — 1 campaign, $2,839 (2% of Klaviyo email rev)
Blush Reviews [3rd June] - [content + engagement]
2026-06-02		 295,564 52.2% 0.25% 0.48% 92 $2,839 $0.0096
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $875 (1% of Klaviyo email rev)
Other (unattributed)
 — — — — — $875 —
🎯 Gift / seasonal — 1 campaign, $795 (1% of Klaviyo email rev)
Holiday packing [6th June] - [engagement]
2026-06-05		 21,651 50.2% 0.87% 1.73% 29 $795 $0.0367

3.3 Brevo email — all 5 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($3,909, 5 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 ≈$782 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
Friends & family
2026-06-06 · Friends and Family Sale		 440,040 6.5% 0.13% 2.01% 10 $842 $0.0019
May 2026 - 4 free gifts (2)
2026-06-01 · Final Day To Get Your FREE Gifts		 401,036 4.9% 0.07% 1.38% 9 $768 $0.0019
US summer sale
2026-06-20 · Your coupons are waiting		 400,994 6.4% 0.21% 3.35% 9 $767 $0.0019
COUPONS JUNE
2026-06-15 · Your coupons are waiting		 400,882 5.6% 0.09% 1.62% 9 $767 $0.0019
20% off humpday
2026-06-24 · Eyes on the prize. 20% off.		 399,600 6.2% 0.18% 2.91% 9 $765 $0.0019

3.4 Attentive SMS — all 9 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
Friends. & Family
2026-06-06		 201,309 1.52% 16.26% 497 $27,614 $1,409 19.60× $0.1372
May 4 Gifts (2)
2026-06-01		 119,424 3.41% 7.41% 302 $19,083 $836 22.83× $0.1598
B2G1F Lip Stain
2026-06-29		 114,814 2.52% 11.68% 338 $18,704 $804 23.27× $0.1629
Coupons
2026-06-13		 51,362 6.52% 10.03% 336 $18,638 $360 51.84× $0.3629
US Summer Sale
2026-06-22		 45,369 4.16% 12.87% 243 $13,568 $318 42.72× $0.2991
20% OFF EYES
2026-06-24		 87,837 1.57% 10.97% 151 $7,086 $615 11.53× $0.0807
Reminder
2026-06-07		 3,867 10.16% 28.24% 111 $6,424 $27 237.34× $1.6614
Tiktok Live Invite - June 24
2026-06-24		 80,340 1.84% 4.20% 62 $3,452 $562 6.14× $0.0430
Coupons Reminder
2026-06-15		 1,766 21.69% 8.09% 31 $1,841 $12 148.96× $1.0427
Commentary: Campaign revenue $198.8K (▼ 63.5% MoM). Platform mix: Klaviyo (Email) (−$278.2K, -64%); Attentive (SMS) (−$65.1K, -62%); Brevo (Email) (−$2.0K, -33%). Top Klaviyo campaigns: Friends + family discount [5th June] - [offer] ($18.8K); Coupons 1 [13th June] [Offer] ($14.5K); Friends + family discount 2 [7th June] - [offer + ($11.0K).
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

June 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 46
▲ 91.7%
 2,401,641
▲ 56.8%
 $102,033
▲ 8.7%
Attentive Journeys TW Attentive total × native-journey share 12
▲ 20.0%
 104,108
▼ 8.1%
 $128,857
▼ 4.7%
Total $230,890
▲ 0.8%
Each cell shows the value for June 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 47 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Welcome · 10 flows · $32,396 (32% of Klaviyo flow rev) · ▲ 12.8% vs LM
Checkout + Footer Welcome Flow
Added to List		 282,783
▲ 1.9%
 49.6%
▲ 1.1pp
 1.39%
▲ 0.1pp
 622
▲ 13.7%
 $11,548
▼ 3.9%
 $0.0408
▼ 5.7%
Attentive Popup Welcome Flow - Free Gift (control A)
Added to List		 36,497
▼ 59.5%
 47.6%
▼ 0.2pp
 2.55%
▲ 0.6pp
 264
▼ 59.3%
 $5,036
▼ 50.9%
 $0.1380
▲ 21.2%
First Time Buyer Brand Introduction
Metric		 389,483
▲ 13.0%
 51.4%
▲ 1.3pp
 1.17%
▲ 0.1pp
 240
▲ 5.3%
 $3,678
▲ 10.8%
 $0.0094
▼ 1.9%
Welcome Flow [Retention]
Added to List		 88,071
—
 61.5%
—
 0.66%
—
 107
—
 $3,011
▲ 7.2%
 $0.0342
—
Attentive Popup Welcome Flow - ULS 40% OFF (E)
Added to List		 16,681
—
 45.9%
—
 2.51%
—
 154
—
 $2,987
—
 $0.1791
—
Attentive Popup Welcome Flow - 15% OFF (C)
Added to List		 20,072
—
 48.6%
—
 2.22%
—
 227
—
 $2,578
—
 $0.1285
—
Attentive Popup Welcome Flow - 10% OFF (B)
Added to List		 18,491
—
 46.8%
—
 1.75%
—
 184
—
 $1,707
—
 $0.0923
—
Attentive Popup Welcome Flow - Mystery Gift (D)
Added to List		 14,999
—
 47.2%
—
 2.22%
—
 107
—
 $1,638
—
 $0.1092
—
Brow Stain - Welcome Flow
Metric		 7,816
▲ 74.6%
 57.5%
▼ 0.1pp
 4.22%
▲ 0.7pp
 8
▼ 46.7%
 $211
▼ 32.7%
 $0.0270
▼ 61.4%
KLAVIYO Collection Page POPUP - Welcome Flow
Added to List		 11
—
 54.5%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—
🎯 Abandonment · 9 flows · $26,657 (26% of Klaviyo flow rev) · ▼ 19.1% vs LM
Checkout Abandonment
Metric		 47,087
▼ 11.2%
 47.2%
▲ 0.8pp
 3.62%
▲ 0.2pp
 776
▼ 7.3%
 $6,340
▼ 3.3%
 $0.1346
▲ 8.9%
Cart Abandonment
Metric		 32,616
▼ 33.2%
 45.1%
▼ 0.8pp
 2.07%
▲ 0.1pp
 318
▼ 36.1%
 $4,755
▼ 42.1%
 $0.1458
▼ 13.2%
Browse Abandonment [Retention]
Metric		 56,591
▼ 20.9%
 47.5%
▼ 0.7pp
 1.68%
▼ 0.1pp
 247
▼ 11.2%
 $3,379
▼ 41.7%
 $0.0597
▼ 26.3%
Cart Abandonment [Triple Whale]
Metric		 29,908
▼ 20.2%
 44.9%
▼ 1.7pp
 1.53%
▲ 0.1pp
 258
▼ 12.5%
 $2,901
▲ 13.7%
 $0.0970
▲ 42.5%
Checkout Abandonment (Retention)
Metric		 12,467
▼ 23.1%
 51.5%
▼ 2.0pp
 3.56%
▲ 0.3pp
 116
▼ 27.5%
 $2,670
▼ 17.6%
 $0.2142
▲ 7.2%
Viewed Product
Metric		 25,872
—
 45.5%
—
 1.86%
—
 159
—
 $2,222
▲ 10.7%
 $0.0859
—
Active on Site [Triple Whale]
Metric		 56,029
▲ 3.3%
 37.6%
▲ 0.8pp
 1.41%
▲ 0.2pp
 266
▲ 9.9%
 $2,061
▲ 14.5%
 $0.0368
▲ 10.9%
Cart Abandonment (Retention)
Metric		 23,922
▼ 31.1%
 41.7%
▼ 0.5pp
 1.27%
▲ 0.1pp
 129
▼ 25.4%
 $1,667
▼ 17.1%
 $0.0697
▲ 20.2%
(RV2025 Started) Lip Stain Checkout Abandonment
Metric		 2,336
▼ 9.2%
 49.5%
▲ 2.0pp
 4.30%
▲ 0.5pp
 63
▲ 14.5%
 $663
▼ 14.5%
 $0.2837
▼ 5.8%
🎯 Other · 6 flows · $16,319 (16% of Klaviyo flow rev) · — vs LM
Retention flow to recapture customers Needs Attention - US
Added to List		 125,717
—
 39.9%
—
 0.47%
—
 66
—
 $6,744
—
 $0.0536
—
Retention flow to recapture customers At Risk - US
Added to List		 125,733
—
 43.5%
—
 0.46%
—
 78
—
 $5,550
—
 $0.0441
—
Inactive Prevent Churn US
Added to List		 343,578
—
 41.5%
—
 0.15%
—
 45
—
 $2,915
—
 $0.0085
—
Next best product cross-sell - Standard
Date Based		 45,230
—
 43.4%
—
 0.61%
—
 39
—
 $1,110
—
 $0.0245
—
Foundation Subscription - Upcoming Order Reminders
Metric		 65
—
 58.5%
—
 7.69%
—
 1
—
 $0
—
 $0.0000
—
Foundation Subscription Confirmation
Metric		 35
—
 57.1%
—
 2.86%
—
 0
—
 $0
—
 $0.0000
—
🎯 Post-purchase / transactional · 6 flows · $10,276 (10% of Klaviyo flow rev) · ▼ 35.9% vs LM
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 64,491
▲ 1.8%
 51.1%
▼ 0.4pp
 19.44%
▼ 1.9pp
 24
▼ 20.0%
 $5,265
▼ 40.4%
 $0.0816
▼ 41.5%
Malomo Post Purchase: 4. Delivered
Metric		 66,008
▼ 7.6%
 47.7%
▲ 1.6pp
 5.64%
▼ 0.8pp
 84
▼ 17.6%
 $2,048
▼ 16.5%
 $0.0310
▼ 9.6%
Order confirmation
Metric		 77,041
—
 57.8%
—
 8.99%
—
 176
—
 $1,145
▼ 43.8%
 $0.0149
—
Fullfilled order
Metric		 72,754
▲ 8.7%
 59.4%
▼ 3.2pp
 15.05%
▼ 2.1pp
 21
▼ 46.2%
 $1,079
▼ 17.0%
 $0.0148
▼ 23.7%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 52,292
▼ 15.3%
 48.3%
▲ 1.0pp
 5.06%
▼ 0.5pp
 14
▼ 26.3%
 $739
▼ 46.6%
 $0.0141
▼ 36.9%
Malomo Post Purchase: 6. Return to Sender
Metric		 6
▼ 68.4%
 1.0%
▼ 62.2pp
 16.67%
▼ 9.6pp
 0
▼ 100.0%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%
🎯 TW unattributed (late-arrived orders) · 1 flow · $5,125 (5% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $5,125
—
 —
—
🎯 Quiz / lead gen · 6 flows · $4,767 (5% of Klaviyo flow rev) · ▼ 13.8% vs LM
Quiz US Lip Stain - US PDP Long v3
Metric		 10,410
—
 50.2%
—
 4.08%
—
 346
—
 $3,917
▲ 16.4%
 $0.3763
—
Quiz US ULS Main
Metric		 3,643
—
 29.1%
—
 3.88%
—
 14
—
 $294
▲ 1.4%
 $0.0807
—
Quiz US Lip Stain - US Google Long V3
Metric		 5,572
—
 41.6%
—
 2.81%
—
 25
—
 $254
▼ 66.5%
 $0.0455
—
Quiz US Lip Stain - US Main Long v3
Metric		 8,877
—
 40.6%
—
 2.20%
—
 26
—
 $230
▲ 8.8%
 $0.0259
—
Quiz US Foundation - US Foundation V1
Metric		 235
—
 49.1%
—
 2.56%
—
 9
—
 $73
▼ 53.8%
 $0.3112
—
Quiz Lip Stain - US Applovin Long v3
Metric		 100
—
 54.0%
—
 0.00%
—
 1
—
 $0
▼ 100.0%
 $0.0000
—
🎯 Driving second purchase · 3 flows · $4,409 (4% of Klaviyo flow rev) · ▲ 23.3% vs LM
2nd Purchase Don't Dump Us
Metric		 192,105
▲ 6.9%
 42.0%
▼ 0.3pp
 0.40%
▲ 0.1pp
 103
▼ 4.6%
 $4,178
▲ 35.9%
 $0.0217
▲ 27.1%
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 4,464
▼ 71.2%
 46.3%
▼ 0.8pp
 0.79%
▲ 0.0pp
 4
▼ 76.5%
 $141
▼ 71.1%
 $0.0315
▲ 0.6%
Cleansing Balm - Refill Flow
Metric		 308
▲ 55.6%
 54.5%
▲ 3.8pp
 1.30%
▼ 3.8pp
 1
—
 $90
▲ 429.0%
 $0.2921
▲ 240.1%
🎯 Membership · 2 flows · $1,540 (2% of Klaviyo flow rev) · ▲ 319.9% vs LM
Membership Orders - Credit Updates
Metric		 2,586
▲ 185.1%
 42.7%
▼ 4.5pp
 6.73%
▼ 1.8pp
 54
▲ 315.4%
 $1,430
▲ 435.1%
 $0.5529
▲ 87.7%
Membership
Metric		 82
▼ 10.9%
 72.0%
▲ 3.8pp
 13.41%
▼ 0.9pp
 2
▼ 33.3%
 $110
▲ 10.6%
 $1.3431
▲ 24.1%
🎯 Back-in-stock · 1 flow · $251 (0% of Klaviyo flow rev) · ▼ 83.9% vs LM
Back In Stock
Metric		 41
▼ 92.8%
 59.0%
▼ 2.2pp
 28.21%
▲ 7.7pp
 8
▼ 88.7%
 $251
▼ 83.9%
 $6.1114
▲ 123.8%
🎯 Win-back / sunset · 1 flow · $67 (0% of Klaviyo flow rev) · ▼ 75.0% vs LM
Sunset Unengaged Subscribers - Customer vs. Non-Customer (US)
Added to List		 10,235
—
 5.3%
—
 0.39%
—
 1
—
 $67
▼ 75.0%
 $0.0066
—
🎯 Feedback / NPS · 2 flows · $0 (0% of Klaviyo flow rev) · — vs LM
Omniconvert - Post Delivery NPS - Aug 30, 2024
Metric		 27,429
▼ 22.9%
 49.2%
▲ 3.0pp
 1.76%
▲ 0.1pp
 17
▼ 37.0%
 $0
—
 $0.0000
—
NPS Alerts Flow
Metric		 872
—
 0.1%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 11 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		 14,824
▼ 69.4%
 26.97%
▲ 0.5pp
 10.38%
▲ 0.7pp
 1,539
▼ 67.1%
 $89,690
▼ 67.8%
 $104
▼ 69.4%
 864.33×
▲ 5.1%
 $6.0503
▲ 5.1%
[15% OFF] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 10,506
—
 22.66%
—
 14.42%
—
 1,515
—
 $72,323
—
 $74
—
 983.42×
—
 $6.8839
—
[10% OFF] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 8,504
—
 20.38%
—
 13.33%
—
 1,134
—
 $55,851
—
 $60
—
 938.24×
—
 $6.5677
—
[LIP SET] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 7,645
—
 37.32%
—
 11.46%
—
 876
—
 $50,626
—
 $54
—
 946.02×
—
 $6.6221
—
[MYSTERY GIFT] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 7,393
—
 28.49%
—
 10.82%
—
 800
—
 $45,555
—
 $52
—
 880.28×
—
 $6.1619
—
Cart Abandonment
Added to cart		 5,781
▼ 36.0%
 18.28%
▲ 2.2pp
 8.16%
▲ 0.8pp
 472
▼ 28.7%
 $32,007
▼ 27.8%
 $40
▼ 36.0%
 790.93×
▲ 12.7%
 $5.5365
▲ 12.7%
Browse Abandonment
Viewed a product		 20,671
▼ 25.7%
 10.65%
▲ 0.2pp
 2.00%
▲ 0.0pp
 413
▼ 26.0%
 $23,990
▼ 23.1%
 $145
▼ 25.7%
 165.80×
▲ 3.6%
 $1.1606
▲ 3.6%
Joined a Segment
Joined a Segment		 7,163
▼ 0.0%
 4.23%
▼ 0.4pp
 1.05%
▲ 0.2pp
 75
▲ 21.0%
 $4,390
▲ 23.8%
 $50
▼ 0.0%
 87.55×
▲ 23.8%
 $0.6129
▲ 23.8%
Shopify - Checkout Abandonment
Checkout started		 1,032
▼ 9.2%
 12.02%
▼ 1.5pp
 7.56%
▲ 0.1pp
 78
▼ 8.2%
 $4,281
▼ 12.4%
 $7
▼ 9.2%
 592.60×
▼ 3.6%
 $4.1482
▼ 3.6%
Post Purchase
Made a purchase		 19,475
▲ 16.7%
 7.95%
▼ 0.1pp
 0.43%
▼ 0.2pp
 84
▼ 20.0%
 $4,133
▼ 10.6%
 $136
▲ 16.7%
 30.32×
▼ 23.4%
 $0.2122
▼ 23.4%
Price Drop
Price drop		 1,114
▼ 63.6%
 5.30%
▼ 2.5pp
 0.63%
▼ 0.5pp
 7
▼ 80.0%
 $202
▼ 90.1%
 $8
▼ 63.6%
 25.93×
▼ 72.7%
 $0.1815
▼ 72.7%
Commentary: Flow / journey revenue $230.9K (▲ 0.8% MoM). By purpose: Other (+$16.3K, +48634%); Abandonment (−$6.3K, -19%). Top flow swings: Retention flow to recapture customers Needs Attention - US (+$6.7K); Retention flow to recapture customers At Risk - US (+$5.6K); Attentive Popup Welcome Flow - Free Gift (control A) (−$5.2K, -51%).
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 — June 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
+2.4
vs industry +31 (gap −29). MoM -7.4pp
Reply rate
3.19%
vs industry 6–15%. At 30% of the industry midpoint
Responses
457
14,330 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 purchased30667%-13.4-44
ChampionsR=3, M=3 (or F=3) — multi-order, high-spend recent buyers14331%+35.7+5
LoyalR=3, F=2 — 2-time buyers, recent, mid-spend82%+12.5-18

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
2025-06216+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)
2026-06457+2.4-13.4 (n=306)+12.5 (n=8)+35.7 (n=143)

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

🔴 Detractor themes & verbatims (score ≤ 6, n=200)
eyeliner ·40product ·30stain ·27liner ·18order ·18color ·17last ·16stay ·16work ·16received ·16
[1] Recent
The eye liner is gone in 2 hours and the lip stain in 4
[5] Champions
The eyeliners don’t live up to there hype
[2] Recent
The eyeliner pencils do not sharpen well, so I bought your sharpener and it won’t do anything. It will not sharpen those pencils and then they hurt because they’re not sharp enough. I love the eyeliner it stays on for a long time, but if you can’t sharpen it with any kind o…
[2] Recent
I ordered three eyeliners. They are splotchy and hard to apply. One (the blue) seems better than the maroon and gray
[4] Recent
The stain looks nice but doesn't last like I thought it would. I have to reapply just as often as my other stains/sticks.
[0] Recent
The eyeliner was supposed to stay on for hours. It stayed on for less than an hour, so....lesson learned. Will buy no more of your products. Davy Smiley
🟢 Promoter themes & verbatims (score ≥ 9, n=211)
love ·63eyeliner ·42products ·27product ·26stays ·25great ·19liner ·18colors ·17easy ·15long ·15
[10] Recent
Eyeliners
[10] Recent
Love the eyeliner. Meets the expectation of easy application and lasting all day
[10] Recent
True advertising Great product Will order again
[10] Champions
I LOVE your products! I use the skin cleanser every day - love that I can buy a refill for it! I love the lipstain - have 3 fave colors that I rotate depending on what I wear. I just got the cheek stain - it’s great! Lovely color and stays lovely all day! Big fan of Wonderskin…
[9] Recent
How fast the product arrived.
[10] Recent
I love that the eyeliners I purchased go on my waterline with ease. Tried several other brands and none of them gave me good coverage.
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 +2.4 is a partial recovery, not net new improvement; the score remains 27.7pp below year-ago (+30.1 in 2025-06) and 38pp 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 +2.4 sits 29 points below the Health & Beauty average of +31 and 39 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 3.19% is well below the 6–15% benchmark for linked email NPS surveys — 3pp below the floor. At ~2% we have roughly 402 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 -13.4 NPS are 67% of responses and drag the headline. Champions (repeat buyers, 31% of responses) sit at +35.7 — 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 — June 2026

Each bar is one channel's own MoM revenue contribution — independent of every other bar, summing to the total Δ. All revenue is Triple Whale (Linear all, 28-day, matching §1); recipient/send counts and open/click/unsub rates come from Klaviyo/Attentive, and sub-channel splits apportion the TW channel total by the platform mix — so there is one revenue source throughout. Bars map to the highlight/lowlight bullets below; NPS is the one non-revenue callout. Click any bullet to expand the numbers.
May$242.1K−$88.4KCampaigns−$5.3KFlows−$10.1KSMSJune$138.3K
CRM revenue fell −$103.8K (-43%) MoM. Biggest drags: campaigns −$88.4K, SMS −$10.1K, flows −$5.3K.

🟢 Highlights

Per-send efficiency rose — SMS rev/message +84%, existing-flow rev/recipient +36%▼ detail
Per send, conversion improved even as volume was cut. The volume cut was concentrated in the highest-volume, lowest-intent broadcasts (e.g. Blush Launch, Shop The Look, Blush Tease); we leaned instead on triggered flows/journeys and higher-converting SMS, which convert harder per send. The payoff: opt-out rate fell 4.7%→3.1% and emails/user 17→12 — less list fatigue.
① Rev/msg & rates (improving channels)MayJuneΔ
SMS rev/message (TW)$0.080$0.148+84%
Existing-flow rev/recipient (TW)$0.058$0.079+36%
② Low-intent broadcasts stopped (May→none)recipientsrev/recip
ZA - Blush Launch [20th May]228K$0.0057
ZA - Shop The Look [14th May]294K$0.0103
ZA - Blush Tease [13th May]301K$0.0103
ZA - 4 Gifts 3/4 [31st May]316K$0.0137
ZA - Blush Reveal [16th May]282K$0.0153
ZA - New + almost out [12th May]281K$0.0156
… all stopped broadcasts5.8M20 sends
③ Fatigue payoffMayJuneΔ
Emails / user16.712.3-26%
Opt-out rate (unique users)4.74%3.12%-1.63pp
New flows we built — 9 shipped, $5.5K generated▼ detail
Even with the net flow bar down, the 9 newly-launched flows produced $5.5K in June (led by Cart Abandonment NEW, $4.2K) — TW revenue.
Flow cohort · EU — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)230.66M→0.35M$38.2K→$27.4K (-28%)$0.058→$0.079 (+36%)
New (June only)9—→0.09M—→$5.5K$0.059
Retired (May only)0nonenone—
↳ new: Cart Abandonment NEW22,238$4.2K
↳ new: Retention flow to recapture custom13,824$436
↳ new: Next best product cross-sell - Sta17,298$363
↳ new: Retention flow to recapture custom21,195$355
↳ new: Inactive Prevent Churn UK19,358$85

🔴 Lowlights

Campaigns -56% → credit series gone (66%) + fewer sends▼ detail
May's one-off 4-part credit series ($58.1K TW, no June repeat) is 66% of the drop. Apples-to-apples — strip credit from both months — the baseline program's revenue fell -30% on -26% fewer recipients, and per-recipient also softened (rev/recipient -6%, conversion rate +3%) — the baseline program weakened on top of the volume cut. So the drop is the credit one-off plus deliberate volume, not a collapse in the regular program.
Campaigns · EU — revenue = Triple WhaleMayJuneΔ
Campaign revenue (TW)$158.4K$70.0K-56%
— Credit series (4 campaigns)$58.1K$0−$58.1K
— Baseline (regular program)$100.3K$70.0K-30%
Baseline sends2722-5
Baseline recipients6.01M4.45M-26%
Baseline rev/recipient (TW)$0.0167$0.0157-6%
Baseline conversion rate0.050%0.051%+3%
Split of the Δ →credit 66%baseline 34%−$88.4K
Flows -14% → fewer sends; existing more efficient▼ detail
Net -14% (TW) on -33% recipients. Existing flows -28% revenue but per-send +36% (fewer sends, better conversion). 9 new flows added $5.5K (led by Cart Abandonment NEW, $4.2K). No flows were retired.
Flow cohort · EU — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)230.66M→0.35M$38.2K→$27.4K (-28%)$0.058→$0.079 (+36%)
New (June only)9—→0.09M—→$5.5K$0.059
Retired (May only)0nonenone—
↳ new: Cart Abandonment NEW22,238$4.2K
↳ new: Retention flow to recapture custom13,824$436
↳ new: Next best product cross-sell - Sta17,298$363
↳ new: Retention flow to recapture custom21,195$355
↳ new: Inactive Prevent Churn UK19,358$85
SMS -24% → fewer sends▼ detail
SMS delivered -59% (0.53M→0.22M); per-message revenue actually rose +84%. The cut is almost all in broadcast campaigns (delivered -62%); triggered journeys held (revenue +8%, CVR 4.22%→4.93%) and convert ~25× better per message ($0.82 vs $0.03). Deliberate broadcast pullback, not weakening channels.
SMS / Attentive · EU (TW-attributed)MayJuneΔ
Delivered (volume)525,396217,274-59%
Rev / message (conversion)$0.080$0.148+84%
SMS revenue$42,283$32,164-24%
→ volume effect−$24.8K+245% of Δ
→ conversion effect$14.7K-145% of Δ
SMS funnel · EU — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns490K→185K (-62%)1.30%→1.63%0.231%→0.213%$0.04→$0.03
Triggered journeys35K→32K (-8%)10.02%→11.30%4.216%→4.926%$0.71→$0.82

1. CRM Revenue, Cost & ROI Headline

June 2026 — UK 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 $106,157 ▼ 46.9% ▲ 38.7%
Klaviyo $102,911 ▼ 47.7% ▲ 34.5%
Campaign $69,993 ▼ 55.8% ▲ 40.8%
Flow $32,918 ▼ 13.8% ▲ 22.8%
Brevo $3,246 ▼ 0.6% —
SMS $32,164 ▼ 23.9% ▲ 29.4%
Total CRM revenue $138,321 ▼ 42.9% ▲ 36.4%
Revenue % of DTC (Shopify net sales) 11.2% ▼ 10.3pp ▼ 0.7pp
Cost
Klaviyo $4,131 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $5,618 ▼ 67.5% ▼ 24.8%
InviteJet (legacy) $0 — —
Yotpo Reviews $1,265 ▲ 0.0% —
Nifty Images $180 ▲ 0.0% —
Total CRM cost $11,193 ▼ 51.0% ▲ 2.3%
CRM ROI (Revenue ÷ Cost) 12.36× ▲ 16.7% ▲ 33.3%
Commentary: Total CRM revenue $138.3K (▼ 42.9% MoM). Revenue drivers: Campaign (−$88.4K, -56%); SMS (−$10.1K, -24%); Flow (−$5.3K, -14%). Total cost $11.2K (▼ 51.0% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (−$11.7K, -68%); Klaviyo (+$0, +0%). ROI 12.36× (+1.77× vs LM, ▲ 16.7% MoM). % of DTC 11.2% (−10.3pp 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

June 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 June 2026 % of subscribed Stage-to-stage MoM (vs May 2026) YoY (vs June 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 486,481 100.0% — 481,002 ▲ 1.1% 333,333 ▲ 45.9%
New subscribed 16,858 — — 16,422 ▲ 2.7% 24,342 ▼ 30.7%
New unsubscribed 12,420 — — 22,503 ▼ 44.8% 11,425 ▲ 8.7%
2. Sent ≥1 email this month 398,119 81.8% 81.84% 474,256 ▼ 16.1% 317,360 ▲ 25.4%
Campaign 332,355 — — 341,627 ▼ 2.7% 302,247 ▲ 10.0%
Flow 143,354 — — 207,180 ▼ 30.8% 62,080 ▲ 130.9%
3. Opened ≥1 email this month 304,989 62.7% 76.61% 330,920 ▼ 7.8% 200,636 ▲ 52.0%
Campaign 265,470 — 79.88% 287,188 ▼ 7.6% 187,378 ▲ 41.7%
Flow 87,901 — 61.32% 99,552 ▼ 11.7% 43,573 ▲ 101.7%
4. Clicked ≥1 email this month 32,284 6.6% 10.59% 53,697 ▼ 39.9% 17,027 ▲ 89.6%
Campaign 18,646 — 7.02% 38,547 ▼ 51.6% 7,038 ▲ 164.9%
Flow 15,678 — 17.84% 20,009 ▼ 21.6% 11,386 ▲ 37.7%
5. Placed an order this month 1,826 0.4% 5.66% 3,562 ▼ 48.7% 1,243 ▲ 46.8%
Campaign 1,284 — 6.89% 1,151 ▲ 11.5% 662 ▲ 93.8%
Flow 541 — 3.46% 2,410 ▼ 77.5% 580 ▼ 6.7%
6. Sent to order (overall) 7.60% — 7.60% 6.51% ▲ 1.1pp 13.25% ▼ 5.7pp
Campaign 0.39% — — 0.34% ▲ 0.0pp 0.22% ▲ 0.2pp
Flow 0.38% — — 1.16% ▼ 0.8pp 0.94% ▼ 0.6pp
Email Fatigue Emails sent per user 12.27 — — 16.68 ▼ 26.5% 14.61 ▼ 16.1%
Opt-out rate 3.12% — — 4.74% ▼ 1.6pp 3.60% ▼ 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 May 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in June 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers9,583
▼ 13.1%
20,714
▲ 4.0%
—5,548
▼ 3.1%
17,888
▲ 3.8%
—4,035
▼ 23.9%
2,826
▲ 5.9%
—
Orders10,158
▼ 13.6%
21,171
▲ 4.2%
—5,827
▼ 4.0%
18,242
▲ 4.0%
—4,331
▼ 23.8%
2,929
▲ 5.7%
—
Net sales$524,679
▼ 12.7%
$963,348
▲ 6.4%
—$301,552
▼ 1.8%
$828,827
▲ 6.0%
—$223,127
▼ 24.2%
$134,521
▲ 9.1%
—
Orders / customer1.06
▼ 0.6%
1.02
▲ 0.2%
▲ 3.7%
▼ 0.8pp
1.05
▼ 1.0%
1.02
▲ 0.2%
▲ 3.0%
▼ 1.2pp
1.07
▲ 0.1%
1.04
▼ 0.1%
▲ 3.6%
▲ 0.2pp
AOV$51.65
▲ 1.0%
$45.50
▲ 2.1%
▲ 13.5%
▼ 1.2pp
$51.75
▲ 2.4%
$45.44
▲ 1.9%
▲ 13.9%
▲ 0.5pp
$51.52
▼ 0.5%
$45.93
▲ 3.2%
▲ 12.2%
▼ 4.1pp
Units / order3.10
▼ 12.9%
2.85
▼ 14.1%
▲ 8.9%
▲ 1.4pp
3.14
▼ 12.2%
2.85
▼ 14.1%
▲ 10.3%
▲ 2.4pp
3.04
▼ 14.0%
2.84
▼ 14.0%
▲ 7.0%
▼ 0.1pp
Revenue / customer$54.75
▲ 0.4%
$46.51
▲ 2.3%
▲ 17.7%
▼ 2.2pp
$54.35
▲ 1.4%
$46.33
▲ 2.1%
▲ 17.3%
▼ 0.9pp
$55.30
▼ 0.4%
$47.60
▲ 3.1%
▲ 16.2%
▼ 4.0pp
Commentary: Email funnel: Sent-to-order 7.60% (▲ 16.7% MoM). Funnel drivers: 2. Sent ≥1 email this month (−76,137, -16%); 3. Opened ≥1 email this month (−25,931, -8%). K vs non-K: Klaviyo subscribers spend $54.75 per customer vs $46.51 for non-subscribers — +18% premium.
June 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

June 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) 22
▼ 29.0%
 4,453,134
▼ 38.7%
 $69,993
▼ 55.8%
 $0.0157
▼ 27.9%
Brevo (Email) 5
▼ 37.5%
 169,377
▼ 37.9%
 $3,246
▼ 0.6%
 $0.0192
▲ 60.2%
Attentive (SMS) 5
▼ 44.4%
 185,220
▼ 62.2%
 $5,930
▼ 65.2%
 $0.0320
▼ 7.7%
Total $79,169
▼ 55.7%
Each cell shows the value for June 2026 with MoM delta beneath.

3.2 Klaviyo email — all 23 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
🎯 Other — 9 campaigns, $19,075 (33% of Klaviyo email rev)
Friends + family discount 2 [7th June] - [offer + text based]
2026-06-07		 285,945 61.4% 0.45% 0.73% 230 $7,386 $0.0258
Friends + family discount [5th June] - [offer]
2026-06-05		 278,781 62.6% 0.56% 0.90% 212 $7,278 $0.0261
Lip Stain B2G1F [28th June] [Offer]
2026-06-25		 144,452 56.9% 0.72% 1.26% 124 $2,871 $0.0199
Eyeliner Education [10th June] - [Education + Content]
2026-06-09		 68,521 51.4% 0.39% 0.76% 29 $612 $0.0089
UGC Vacation Edit [27th June] [Content]
2026-06-25		 128,178 56.7% 0.24% 0.43% 39 $362 $0.0028
UGC [25th June] [Content]
2026-06-25		 124,144 56.7% 0.18% 0.32% 26 $285 $0.0023
Katie Boulter [23rd June] [Content]
2026-06-23		 136,511 56.0% 0.24% 0.44% 38 $165 $0.0012
Katie Boulter [29th June] [Content]
2026-06-26		 127,483 56.4% 0.18% 0.32% 53 $116 $0.0009
Sheerluxe [18th June] [Offer + Engagement]
2026-06-18		 136,111 56.6% 0.58% 1.02% 53 $0 $0.0000
🎯 Discount / coupon — 3 campaigns, $12,479 (21% of Klaviyo email rev)
Coupons 1 [13th June] - [Offer]
2026-06-13		 286,877 54.3% 0.37% 0.68% 129 $6,273 $0.0219
Coupons 2 [14th June] - [offer + text based]
2026-06-11		 285,845 61.6% 0.40% 0.65% 114 $4,957 $0.0173
20% Off Eyes [24th June] [Offer]
2026-06-23		 135,785 56.0% 0.38% 0.68% 74 $1,249 $0.0092
🎯 Product launch — 7 campaigns, $11,835 (20% of Klaviyo email rev)
Supergirl Early Access [15th June] - [launch + revenue]
2026-06-13		 276,584 64.0% 0.47% 0.73% 217 $3,403 $0.0123
Supergirl Launch [17th June] - [launch + revenue]
2026-06-17		 291,262 59.9% 0.48% 0.80% 184 $3,341 $0.0115
Blush Reviews [3rd June] - [content + engagement]
2026-06-02		 280,221 63.0% 0.31% 0.50% 129 $1,462 $0.0052
Supergirl Tease [8th June] - [engagement]
2026-06-08		 277,382 63.6% 0.53% 0.83% 101 $1,443 $0.0052
Supergirl Reveal [12th June] - [engagement]
2026-06-11		 288,697 53.6% 0.29% 0.54% 64 $1,195 $0.0041
Supergirl Movie Release [26th June] - [launch + revenue]
2026-06-25		 188,256 54.4% 0.23% 0.43% 112 $962 $0.0051
Supergirl Launch [16th June] - [launch + revenue]
2026-06-15		 17,465 3.8% 0.22% 5.90% 1 $27 $0.0016
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $8,795 (15% of Klaviyo email rev)
Other (unattributed)
 — — — — — $8,795 —
🎯 Bundles — 1 campaign, $2,983 (5% of Klaviyo email rev)
ZA - 4 Gifts 4/4 [1st June]
2026-05-30		 295,625 57.7% 0.35% 0.60% 127 $2,983 $0.0101
🎯 Gift / seasonal — 1 campaign, $2,123 (4% of Klaviyo email rev)
Holiday packing [6th June] - [engagement]
2026-06-05		 260,592 66.3% 0.39% 0.58% 139 $2,123 $0.0081
🎯 Triggered / service — 1 campaign, $1,118 (2% of Klaviyo email rev)
FYP Back in stock [20th June] - [Offer]
2026-06-19		 138,417 57.7% 0.48% 0.84% 108 $1,118 $0.0081

3.3 Brevo email — all 5 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($3,246, 5 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 ≈$649 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
May 2026 4 GIFTS (2)
2026-06-01 · Final Day To Get Your FREE Gifts		 33,702 2.9% 0.06% 1.94% 11 $672 $0.0199
Friends and Family Sale
2026-06-06 · Friends and Family Sale		 33,698 3.0% 0.10% 3.28% 11 $672 $0.0199
Coupons June
2026-06-15 · Your coupons are waiting		 33,635 2.7% 0.06% 2.33% 11 $671 $0.0199
20% OFF Eyes and Brows
2026-06-24 · Eyes on the prize. 20% off.		 33,509 3.1% 0.26% 8.45% 11 $668 $0.0199
ULS
2026-06-20 · Stain, line, gloss...		 28,174 3.2% 0.10% 3.13% 9 $562 $0.0199

3.4 Attentive SMS — all 5 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
Friends and Family
2026-06-06		 97,758 0.87% 18.94% 161 $10,779 $4,888 2.21× $0.1103
Coupons
2026-06-13		 19,552 3.72% 11.95% 87 $6,689 $978 6.84× $0.3421
20% OFF Humpday
2026-06-24		 50,881 1.25% 12.46% 79 $5,255 $2,544 2.07× $0.1033
4 Gifts May Offer (2)
2026-06-01		 16,159 4.19% 6.94% 47 $4,202 $808 5.20× $0.2600
Coupons Reminder
2026-06-15		 870 15.63% 15.44% 21 $1,927 $44 44.30× $2.2151
Commentary: Campaign revenue $79.2K (▼ 55.7% MoM). Platform mix: Klaviyo (Email) (−$88.4K, -56%); Attentive (SMS) (−$11.1K, -65%); Brevo (Email) (−$19, -1%). Top Klaviyo campaigns: Other (unattributed) ($8.8K); Friends + family discount 2 [7th June] - [offer + ($7.4K); Friends + family discount [5th June] - [offer] ($7.3K).
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

June 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 32
▲ 39.1%
 440,109
▼ 33.0%
 $32,918
▼ 13.8%
Attentive Journeys TW Attentive total × native-journey share 8
▼ 27.3%
 32,054
▼ 8.4%
 $25,665
▲ 5.0%
Total $58,583
▼ 6.4%
Each cell shows the value for June 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 33 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 5 flows · $10,988 (33% of Klaviyo flow rev) · ▼ 6.4% vs LM
Cart Abandonment NEW
Metric		 22,238
—
 46.4%
—
 3.94%
—
 293
—
 $4,114
—
 $0.1850
—
Viewed Product
Metric		 66,188
▼ 13.7%
 43.5%
▼ 3.2pp
 1.91%
▼ 0.4pp
 272
▼ 27.9%
 $3,466
▼ 44.8%
 $0.0524
▼ 36.1%
Checkout Abandonment
Metric		 22,735
▼ 8.0%
 44.1%
▼ 1.5pp
 4.44%
▲ 0.8pp
 516
▲ 1.0%
 $3,093
▼ 3.4%
 $0.1360
▲ 5.1%
Checkout Abandonment Lip Stain
Metric		 2,289
▼ 4.9%
 47.1%
▲ 5.7pp
 3.22%
▲ 0.0pp
 47
▼ 14.5%
 $250
▼ 63.2%
 $0.1092
▼ 61.3%
Cart Abandonment
Metric		 525
▼ 92.3%
 49.6%
▼ 0.8pp
 3.47%
▲ 0.9pp
 8
▼ 91.9%
 $65
▼ 95.9%
 $0.1244
▼ 46.5%
🎯 Welcome · 4 flows · $8,904 (27% of Klaviyo flow rev) · ▼ 27.9% vs LM
(AB TEST - A - FREE GIFT) NEW ATTENTIVE Popup Welcome Flow
Added to List		 43,160
▼ 18.8%
 43.6%
▼ 3.3pp
 2.82%
▼ 0.0pp
 383
▼ 0.3%
 $5,350
▼ 13.4%
 $0.1239
▲ 6.6%
Checkout + Footer Welcome Flow
Added to List		 38,569
▼ 81.5%
 43.0%
▼ 18.3pp
 2.67%
▲ 1.9pp
 195
▼ 31.3%
 $2,993
▼ 45.3%
 $0.0776
▲ 195.8%
First Time Buyer Brand Introduction
Metric		 48,891
▼ 20.0%
 47.8%
▼ 0.7pp
 1.24%
▲ 0.2pp
 87
▲ 64.2%
 $467
▲ 3.9%
 $0.0096
▲ 29.9%
Brow Stain - Welcome Flow
Metric		 4,943
▼ 4.0%
 56.5%
▼ 4.1pp
 3.78%
▼ 1.1pp
 15
▲ 114.3%
 $95
▼ 63.0%
 $0.0192
▼ 61.4%
🎯 Quiz / lead gen · 5 flows · $3,378 (10% of Klaviyo flow rev) · ▼ 16.5% vs LM
Quiz UK Lip Stain - UK PDP Long v3
Metric		 7,695
▼ 5.0%
 53.7%
▲ 2.6pp
 5.78%
▲ 0.8pp
 268
▼ 3.9%
 $3,026
▼ 17.9%
 $0.3932
▼ 13.5%
Quiz UK Lip Stain - UK Main Long v3
Metric		 458
▲ 0.4%
 54.9%
▼ 3.4pp
 6.59%
▲ 3.1pp
 11
▲ 175.0%
 $178
▲ 49.1%
 $0.3879
▲ 48.4%
Quiz UK Lip Stain - UK Google Long v3
Metric		 1,214
▲ 20.7%
 40.5%
▲ 2.5pp
 4.83%
▲ 0.9pp
 13
▲ 44.4%
 $174
▲ 10.5%
 $0.1435
▼ 8.4%
Quiz UK ULS- UK Ultimate Lip Set V1
Metric		 1,292
▲ 89.4%
 27.1%
▼ 1.5pp
 4.09%
▼ 2.1pp
 1
▼ 75.0%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%
[OLD] 1440 Eyeliner Quiz - RV
Metric		 18
▲ 63.6%
 44.4%
▼ 1.0pp
 5.56%
▼ 3.5pp
 0
▼ 100.0%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%
🎯 Win-back / sunset · 2 flows · $3,235 (10% of Klaviyo flow rev) · ▼ 55.3% vs LM
Winback
Metric		 40,604
▼ 33.4%
 47.3%
▲ 0.4pp
 2.53%
▼ 0.3pp
 73
▼ 15.1%
 $3,003
▼ 40.2%
 $0.0740
▼ 10.2%
Sunset Unengaged Subscribers - Customer vs. Non-Customer
Added to List		 1,399
▼ 98.3%
 4.4%
▼ 1.9pp
 1.09%
▲ 0.1pp
 0
▼ 100.0%
 $231
▼ 89.6%
 $0.1653
—
🎯 Other · 7 flows · $3,009 (9% of Klaviyo flow rev) · — vs LM
Retention flow to recapture customers At Risk - UK
Added to List		 21,195
—
 41.8%
—
 0.88%
—
 26
—
 $1,540
—
 $0.0726
—
Retention flow to recapture customers Needs Attention - UK
Added to List		 13,824
—
 37.9%
—
 1.03%
—
 29
—
 $956
—
 $0.0691
—
Next best product cross-sell - Standard
Date Based		 17,298
—
 47.1%
—
 1.03%
—
 26
—
 $386
▲ 458.4%
 $0.0223
—
Inactive Prevent Churn UK
Added to List		 19,358
—
 38.4%
—
 0.48%
—
 7
—
 $70
▲ 88.3%
 $0.0036
—
KLDN
Added to List		 53
—
 70.6%
—
 21.57%
—
 4
—
 $41
—
 $0.7672
—
Foundation Subscription Confirmation
Metric		 21
—
 52.4%
—
 19.05%
—
 1
—
 $18
—
 $0.8509
—
Foundation Subscription - Upcoming Order Reminders
Metric		 29
—
 62.1%
—
 20.69%
—
 0
—
 $0
—
 $0.0000
—
🎯 Post-purchase / transactional · 5 flows · $2,392 (7% of Klaviyo flow rev) · ▲ 27.2% vs LM
Fulfilled order
Metric		 26,472
▼ 16.2%
 68.3%
▼ 1.6pp
 17.31%
▼ 4.4pp
 102
▲ 22.9%
 $1,648
▲ 8.0%
 $0.0622
▲ 28.8%
Order confirmation
Metric		 31,062
▼ 2.7%
 70.6%
▼ 1.0pp
 14.13%
▼ 4.3pp
 77
▲ 5.5%
 $486
▲ 36.8%
 $0.0156
▲ 40.6%
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 3,378
▲ 466.8%
 62.3%
▲ 5.5pp
 33.57%
▲ 10.9pp
 6
—
 $172
—
 $0.0509
—
Malomo Post Purchase: 4. Delivered
Metric		 3,421
—
 54.3%
▲ 4.3pp
 7.56%
▲ 7.6pp
 21
—
 $87
—
 $0.0253
—
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 1
—
 0.0%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—
🎯 Membership · 2 flows · $637 (2% of Klaviyo flow rev) · ▲ 150.7% vs LM
Membership Orders - Credit Updates
Metric		 1,129
▲ 220.7%
 50.7%
▼ 2.0pp
 14.29%
▲ 0.3pp
 61
—
 $332
▲ 147.7%
 $0.2943
▼ 22.8%
Membership UK
Metric		 468
▲ 41.4%
 66.8%
▼ 2.4pp
 14.78%
▼ 5.7pp
 9
—
 $305
▲ 154.1%
 $0.6513
▲ 79.7%
🎯 TW unattributed (late-arrived orders) · 1 flow · $247 (1% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $247
—
 —
—
🎯 Back-in-stock · 1 flow · $130 (0% of Klaviyo flow rev) · ▼ 56.4% vs LM
Back In Stock
Metric		 20
▼ 93.1%
 70.0%
▲ 25.1pp
 20.00%
▲ 8.2pp
 1
▼ 90.0%
 $130
▼ 56.4%
 $6.4920
—
🎯 Driving second purchase · 1 flow · $0 (0% of Klaviyo flow rev) · ▼ 100.0% vs LM
Cleansing Balm - Refill Flow
Metric		 162
▲ 27.6%
 43.8%
▼ 2.6pp
 3.09%
▼ 2.4pp
 4
▲ 100.0%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%

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		 8,733
▲ 0.2%
 28.39%
▲ 2.1pp
 12.86%
▲ 1.0pp
 1,123
▲ 9.0%
 $91,423
▲ 13.6%
 $437
▲ 0.2%
 209.37×
▲ 13.4%
 $10.4687
▲ 13.4%
Cart Abandonment
Added to cart		 2,317
▼ 22.9%
 9.41%
▲ 1.7pp
 6.34%
▲ 0.9pp
 147
▼ 10.4%
 $11,974
▼ 13.8%
 $116
▼ 22.9%
 103.36×
▲ 11.8%
 $5.1680
▲ 11.8%
Browse Abandonment
Viewed a product		 5,829
▼ 9.6%
 5.25%
▲ 0.7pp
 1.84%
▲ 0.2pp
 107
▲ 3.9%
 $7,618
▼ 7.8%
 $291
▼ 9.6%
 26.14×
▲ 1.9%
 $1.3069
▲ 1.9%
Session Abandonment
Visited your website		 5,062
▼ 27.4%
 5.79%
▲ 1.5pp
 1.54%
▲ 0.5pp
 78
▲ 5.4%
 $5,336
▲ 3.6%
 $253
▼ 27.4%
 21.08×
▲ 42.6%
 $1.0541
▲ 42.6%
Joined a Segment
Joined a Segment		 3,418
▲ 5.3%
 3.54%
▼ 0.4pp
 1.52%
▲ 0.3pp
 52
▲ 33.3%
 $4,095
▲ 23.9%
 $171
▲ 5.3%
 23.96×
▲ 17.7%
 $1.1981
▲ 17.7%
Shopify - Checkout Abandonment
Checkout started		 466
▼ 21.2%
 7.94%
▲ 0.2pp
 8.58%
▲ 2.5pp
 40
▲ 11.1%
 $2,744
▲ 15.8%
 $23
▼ 21.2%
 117.75×
▲ 46.8%
 $5.8876
▲ 46.8%
Post Purchase
Made a purchase		 6,172
▲ 2.8%
 2.58%
▼ 0.8pp
 0.50%
▲ 0.1pp
 31
▲ 19.2%
 $1,681
▲ 3.4%
 $309
▲ 2.8%
 5.45×
▲ 0.6%
 $0.2724
▲ 0.6%
Price Drop
Price drop		 57
—
 15.79%
▲ 15.8pp
 1.75%
▲ 1.8pp
 1
▼ 66.7%
 $0
▼ 100.0%
 $3
—
 0.00×
—
 $0.0000
—
Commentary: Flow / journey revenue $58.6K (▼ 6.4% MoM). By purpose: Win-back / sunset (−$4.0K, -55%); Welcome (−$3.4K, -28%). Top flow swings: Cart Abandonment NEW (+$4.1K); Viewed Product (−$2.8K, -45%); Checkout + Footer Welcome Flow (−$2.5K, -45%).
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

June 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.