CRM Monthly Business Review

Reporting month: July 2026  •  Audience: CEO, Head of Growth  •  Presenter: Head of CRM
Generated 2026-08-06
4-section structure

CRM Digest TL;DR — July 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.
June$475.0K+$111.2KCampaigns+$21.1KFlows+$59.9KSMS−$4.7KPostPilot−$390BrevoJuly$662.1K
CRM revenue rose $187.1K (+39%) MoM. Biggest gains: campaigns +$111.2K, SMS +$59.9K, flows +$21.1K. Partly offset by PostPilot −$4.7K.

🟢 Highlights

Per-send efficiency rose — SMS rev/message +10%, existing-flow rev/recipient +88%▼ detail
Per send, conversion improved. The lowest-intent broadcasts were retired outright (e.g. UGC Vacation Edit, Katie Boulter, Katie Boulter), and we leaned on triggered flows/journeys and higher-converting SMS, which convert harder per send. The cost: opt-out rate rose 2.70%→3.72% and emails/user 7.1→10.8 (+52%) — the extra revenue was bought with more list pressure, so watch fatigue.
① Rev/msg & rates (improving channels)JuneJulyΔ
SMS rev/message (TW)$0.209$0.230+10%
Existing-flow rev/recipient (TW)$0.036$0.068+88%
② Low-intent broadcasts stopped (June→none)recipientsrev/recip
UGC Vacation Edit [27th June] [Content]247K$0.0123
Katie Boulter [23rd June] [Content]320K$0.0128
Katie Boulter [29th June] [Content]248K$0.0130
Blush Reviews [3rd June] - [content + engageme296K$0.0154
UGC [25th June] [Content]261K$0.0157
ZA - 4 Gifts 4/4 [1st June]566K$0.0214
… all stopped broadcasts5.0M16 sends
③ List pressureJuneJulyΔ
Emails / user7.110.8+52%
Opt-out rate (unique users)2.70%3.72%+1.01pp
Campaigns +71% → VOLUME ↑▼ detail
Recipients +53% (5.3M→8.1M) over 19→26 sends; revenue/recipient +12% ($0.0295→$0.0330). So this is a send-volume expansion — 74% of the Δ is volume, per-send revenue rose.
Campaigns · USJuneJulyΔ
Sends1926+7
Recipients (volume)5,287,5118,085,753+53%
Open rate50.6%52.7%+2.1pp
Click rate0.41%0.81%+0.40pp
Rev / recipient (conversion, TW)$0.0295$0.0330+12%
Revenue (TW-attributed)$155.7K$267.0K+71%
→ volume effect$82.4K+74% of Δ
→ conversion effect$28.8K+26% of Δ
Flows +21% → new flows carried it; existing held▼ detail
Net +21% (TW), but the mix matters: existing flows +64% (per-send +88%) — existing flows held. 3 new flows added $4.4K (led by NEW MASTER WELCOME FLOW [15% Off -, $2.4K). 7 flows retired ($29.7K in June, rev/recip $0.076 vs existing $0.036 — not the weakest).
Flow cohort · US — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)392.01M→1.76M$72.3K→$118.8K (+64%)$0.036→$0.068 (+88%)
New (July only)3—→0.18M—→$4.4K$0.024
Retired (June only)70.39M→—$29.7K→—$0.076
↳ new: NEW MASTER WELCOME FLOW [15% Off -3,907$2.4K
↳ new: Retention flow to recapture custom158,432$1.7K
↳ new: 1440 Eyeliner - Post Purchase / Ed21,079$197
SMS +35%▼ detail
Delivered +23%, rev/message +10%. The volume growth is almost all in broadcast campaigns (delivered +22%); triggered journeys grew (revenue +65%, CVR 6.72%→8.85%) and convert ~21× better per message ($1.30 vs $0.06).
SMS / Attentive · US (TW-attributed)JuneJulyΔ
Delivered (volume)810,196994,905+23%
Rev / message (conversion)$0.209$0.230+10%
SMS revenue$169,009$228,909+35%
→ volume effect$38.5K+64% of Δ
→ conversion effect$21.4K+36% of Δ
SMS funnel · US — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns706K→861K (+22%)2.68%→3.87%0.293%→0.422%$0.06→$0.06
Triggered journeys104K→134K (+29%)17.64%→17.74%6.717%→8.850%$1.25→$1.30
NPS rose +2.4 → +3.1 → Recent (first-order) buyers▼ detail
Recent buyers are 77% of July 2026's 748 responses and their NPS jumped -13 → -9 — the primary driver. The move spans the base: Loyal rose +12→+28 (small sample, n=18) and Champions warmed +36→+46. Detractors are 43% of responses (roughly flat) and cite product issues: eyeliner, last, stay, color, long, lips — eyeliner / lip-stain longevity ("doesn't last / won't stay"), the sharpener, color. What changed vs the prior 3 months: rising — last +5.7pp, lips +5.0pp, sharpener +4.1pp, advertised +3.6pp, long +3.4pp. Receding — order -6.2pp, received -4.9pp, product -3.7pp, ordered -2.5pp. The perennial terms (eyeliner, product, longevity) recur every month and are the standing backlog; the rising ones are this month's new signal. §2.4 context: Loyal +1,175 while Inactive +65,191 — the loyal base is holding, but the inactive tail is still growing faster than it is being recovered.
SegmentResponsesShareNPS JuneNPS JulyΔ
Recent (first-order)57877%-13-9+4
Loyal (small sample)182%+12+28+15
Champions (repeat)15220%+36+46+10
Overall748100%+2.4+3.1+0.7
Detractor themeJuly % of commentsPrior 3 mo %Δ
last13.5%7.8%+5.7pp
lips9.1%4.2%+5.0pp
sharpener7.9%3.8%+4.1pp
advertised9.1%5.6%+3.6pp
long10.3%7.0%+3.4pp
order8.7%15.0%-6.2pp
received8.3%13.2%-4.9pp
product17.9%21.6%-3.7pp
ordered4.8%7.3%-2.5pp
Detractor themes (July, word freq): eyeliner (56), product (49), last (40), stay (37), color (32), long (30), lips (27), stain (27), order (26), doesn't (24)
Underlying NPS improved +6.5 pts — the headline +0.7 understates it▼ detail
Every segment scored better, but the respondent base tilted toward Recent (67%→77% of responses, NPS -9) and away from Champions (31%→20%, NPS +46). Splitting the +0.7pt headline: +6.5pt from genuine within-segment improvement, -5.2pt from that mix shift. This is Simpson's paradox — judging the programme on the headline alone would miss a real gain. The mix shift is itself downstream of §2.4: fewer Champions in the base means fewer Champion respondents, so the survey skews to first-order buyers who always score lower. Most likely driver: operational complaints have fallen steadily for 4 months — 39% → 24% of detractor comments mention delivery/order/refund issues (-15pp), and this holds inside the Recent segment too, so it is not a mix artefact. Meanwhile product/claims complaints rose 32% → 47% (+15pp). Fulfilment fixes appear to be earning the score back; product performance is now the ceiling.
SegmentShare JuneShare JulyNPS JuneNPS JulyNPS Δ
Recent67.0%77.3%-13-9+4
Champions31.3%20.3%+36+46+10
Loyal1.8%2.4%+12+28+15
Effect on headlinewithin +6.5ptmix -5.2pt
MonthDetractor commentsMentions delivery/orderMentions product/claims
2026-0423738.8%31.6%
2026-0519129.3%37.2%
2026-0614725.9%36.1%
2026-0725223.8%46.8%
Store credit was the month's most efficient campaign lever — 2.8× revenue per email▼ detail
5 credit sends delivered 2,196,853 emails and $179.7K on 3,915 orders — $81.81 per 1k emails vs $29.64 for the rest of the campaign programme. On a fifth of the campaign send volume it produced 51% of campaign revenue. As a way to convert an existing list it is the strongest tool in the mix, and the efficiency gap is wide enough that cutting it would cost real revenue.
MetricCredit campaignsAll other campaigns
Campaigns521
Emails delivered2,196,8535,880,899
Revenue (Klaviyo-attr)$179.7K$174.3K
Revenue per 1k emails$81.81$29.64
Orders3,915—

🔴 Lowlights

PostPilot -11% → direct mail $44.3K→$39.5K
Direct-mail attributed revenue fell MoM while email & SMS pulled back. We don't hold piece-level mail volume, so no volume/conversion split — but the channel is net-negative this month.
…but 51% of campaign revenue now rests on one recurring discount, and its incrementality is untested▼ detail
Three separate reasons this needs a decision rather than a repeat. (1) Concentration: June ran no credit campaign, so the headline MoM campaign jump is largely the credit play returning rather than underlying growth — ex-credit campaign revenue moved $161.6K → $174.3K (+8%). (2) Revenue is gross: the credit face value redeemed is not netted off and sits outside the CRM cost sheet, so contribution margin is lower than the figure shown — the efficiency comparison above is revenue, not profit. (3) Pull-forward is unmeasured: the play runs in alternating months, so we cannot separate incremental demand from demand borrowed from next month. Across 16 months, campaign revenue averages 2.1× in credit months, and 5 of 5 no-credit months posted a negative store-revenue MoM — a sawtooth that is equally consistent with credit creating demand and with it harvesting demand that was already coming. Resolving it needs a holdout — withhold credit from a random 10–20% of the eligible audience next cycle and compare 60–90-day revenue per customer, not campaign-attributed revenue.
MonthCredit run?Credit revCampaign revStore revStore MoM
2025-06——$210.5K$2.69M-3.2%
2025-07yes$266.8K$585.0K$4.35M+62.1%
2025-08——$255.5K$3.03M-30.3%
2025-09yes$117.5K$349.9K$2.53M-16.8%
2025-10yes$215.5K$403.0K$2.29M-9.3%
2025-11yes$116.2K$945.8K$5.18M+125.8%
2025-12yes$173.9K$513.6K$5.67M+9.5%
2026-01——$292.2K$4.79M-15.4%
2026-02yes$391.0K$710.9K$5.79M+20.9%
2026-03yes$230.7K$606.8K$5.00M-13.7%
2026-04——$333.7K$3.52M-29.5%
2026-05yes$249.8K$569.9K$3.78M+7.4%
2026-06——$161.6K$3.63M-4.0%
2026-07yes$179.7K$354.0K$4.65M+27.9%
Champions halved: 34,943 → 17,355 (-50%) — value migrating down, not churning out▼ detail
The total segmented base was essentially flat (-490 on 1,628,696), so this is internal migration, not attrition — nobody left, they were re-graded. Champions -17,588 and Recent -43,451 drained while Inactive absorbed +65,191. The daily series shows a steady slide every recalculation rather than a single step, so this is RFM recency decay working as designed — a purchase spike aging past the recency window — not a definition change. Per-customer tracing (Reveal export, 30 Jun → 14 Jul) shows the ladder is stepwise: Champions leave to Loyal (7.5%) and Recent (7.3%) — never straight to Inactive — while Recent → At risk (8.6%) and At risk → Inactive (6.8%) feed the bottom, and Inactive is absorbing (99.9% stays put). Rates cover that window only, so they understate a full month. So the leak to fix is the Recent → At risk step, which is the second-purchase window, not the Champions tier itself. See §2.4b for the flow diagram.
RFM groupJune endJuly endΔΔ%
Champions34,94317,355-17,588-50.3%
Loyal38,82039,995+1,175+3.0%
Recent135,09891,647-43,451-32.2%
Needs attention240,216244,335+4,119+1.7%
At risk250,080240,144-9,936-4.0%
Inactive929,539994,730+65,191+7.0%
Total base1,628,6961,628,206-490-0.03%

1. CRM Revenue, Cost & ROI Headline

July 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 $393,629 ▲ 50.4% ▼ 25.9%
Klaviyo $390,110 ▲ 51.3% ▼ 26.4%
Campaign $266,950 ▲ 71.4% ▼ 35.9%
Flow $123,159 ▲ 20.7% ▲ 8.9%
Brevo $3,519 ▼ 10.0% ▲ 109.0%
SMS $228,909 ▲ 35.4% ▲ 55.7%
Mail $39,537 ▼ 10.7% —
PostPilot $39,537 ▼ 10.7% —
Total CRM revenue $662,075 ▲ 39.4% ▼ 2.4%
Revenue % of DTC (Shopify net sales) 17.9% ▲ 3.3pp ▲ 0.7pp
Cost
Klaviyo $12,392 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $5,435 ▲ 21.8% ▼ 42.4%
Maverick $500 ▲ 0.0% —
InviteJet (legacy) $0 — ▼ 100.0%
Yotpo Reviews $1,898 ▲ 0.0% —
Nifty Images $180 ▲ 0.0% ▲ 0.0%
Retention.com $1,500 ▲ 0.0% ▼ 40.0%
PostPilot $21,924 ▼ 14.0% ▲ 70.3%
Total CRM cost $43,828 ▼ 5.6% ▲ 22.1%
CRM ROI (Revenue ÷ Cost) 15.11× ▲ 47.7% ▼ 20.1%
Customer experience
NPS score (industry avg +31) +3.1 ▲ 0.7pp ▼ 29.7pp
NPS reply rate (industry 6–15%) — — —
NPS responses received 748 ▲ 63.7% ▲ 188.8%
Commentary: Total CRM revenue $662.1K (▲ 39.4% MoM). Revenue drivers: Campaign (+$111.2K, +71%); SMS (+$59.9K, +35%); Flow (+$21.1K, +21%). Total cost $43.8K (▼ 5.6% MoM). Largest moves: PostPilot (−$3.6K, -14%); Attentive SMS (incl. Yotpo legacy) (+$973, +22%). ROI 15.11× (+4.88× vs LM, ▲ 47.7% MoM). % of DTC 17.9% (+3.3pp 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

July 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 July 2026 % of subscribed Stage-to-stage MoM (vs June 2026) YoY (vs July 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 1,570,471 100.0% — 1,513,724 ▲ 3.7% 712,171 ▲ 120.5%
New subscribed 89,505 — — 74,797 ▲ 19.7% 57,694 ▲ 55.1%
New unsubscribed 36,295 — — 29,520 ▲ 23.0% 81,128 ▼ 55.3%
2. Sent ≥1 email this month 976,200 62.2% 62.16% 1,091,900 ▼ 10.6% 2,000,927 ▼ 51.2%
Campaign 808,182 — — 787,698 ▲ 2.6% 1,989,728 ▼ 59.4%
Flow 510,222 — — 787,328 ▼ 35.2% 1,199,902 ▼ 57.5%
3. Opened ≥1 email this month 690,842 44.0% 70.77% 670,511 ▲ 3.0% 1,261,284 ▼ 45.2%
Campaign 594,263 — 73.53% 532,856 ▲ 11.5% 1,243,380 ▼ 52.2%
Flow 311,851 — 61.12% 409,164 ▼ 23.8% 458,309 ▼ 32.0%
4. Clicked ≥1 email this month 99,857 6.4% 14.45% 61,178 ▲ 63.2% 104,890 ▼ 4.8%
Campaign 57,299 — 9.64% 23,366 ▲ 145.2% 75,380 ▼ 24.0%
Flow 54,401 — 17.44% 43,235 ▲ 25.8% 44,161 ▲ 23.2%
5. Placed an order this month 7,349 0.5% 7.36% 4,509 ▲ 63.0% 9,946 ▼ 26.1%
Campaign 2,133 — 3.72% 2,740 ▼ 22.1% 7,880 ▼ 72.9%
Flow 5,215 — 9.59% 1,768 ▲ 194.9% 2,066 ▲ 152.4%
6. Sent to order (overall) 9.62% — 9.62% 6.82% ▲ 2.8pp 4.45% ▲ 5.2pp
Campaign 0.26% — — 0.35% ▼ 0.1pp 0.40% ▼ 0.1pp
Flow 1.02% — — 0.22% ▲ 0.8pp 0.17% ▲ 0.8pp
Email Fatigue Emails sent per user 10.76 — — 7.08 ▲ 51.9% 13.21 ▼ 18.6%
Opt-out rate 3.72% — — 2.70% ▲ 1.0pp 4.05% ▼ 0.3pp
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 June 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in July 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers67,490
▲ 28.9%
26,537
▲ 17.6%
—49,057
▲ 27.3%
20,545
▲ 17.0%
—18,433
▲ 33.3%
5,992
▲ 19.7%
—
Orders71,200
▲ 30.7%
27,362
▲ 18.4%
—51,491
▲ 29.1%
21,113
▲ 17.8%
—19,709
▲ 34.9%
6,249
▲ 20.3%
—
Net sales$3,068,269
▲ 31.5%
$1,087,991
▲ 17.6%
—$2,172,888
▲ 31.5%
$828,226
▲ 16.8%
—$895,381
▲ 31.5%
$259,765
▲ 20.2%
—
Orders / customer1.05
▲ 1.4%
1.03
▲ 0.6%
▲ 2.3%
▲ 0.7pp
1.05
▲ 1.4%
1.03
▲ 0.7%
▲ 2.1%
▲ 0.7pp
1.07
▲ 1.2%
1.04
▲ 0.5%
▲ 2.5%
▲ 0.7pp
AOV$43.09
▲ 0.6%
$39.76
▼ 0.7%
▲ 8.4%
▲ 1.4pp
$42.20
▲ 1.9%
$39.23
▼ 0.9%
▲ 7.6%
▲ 2.9pp
$45.43
▼ 2.5%
$41.57
▼ 0.0%
▲ 9.3%
▼ 2.8pp
Units / order3.55
▲ 5.6%
3.44
▲ 6.1%
▲ 3.2%
▼ 0.5pp
3.50
▲ 7.0%
3.42
▲ 6.5%
▲ 2.3%
▲ 0.5pp
3.67
▲ 1.9%
3.49
▲ 4.9%
▲ 5.3%
▼ 3.1pp
Revenue / customer$45.46
▲ 2.0%
$41.00
▼ 0.0%
▲ 10.9%
▲ 2.2pp
$44.29
▲ 3.3%
$40.31
▼ 0.2%
▲ 9.9%
▲ 3.7pp
$48.57
▼ 1.4%
$43.35
▲ 0.4%
▲ 12.0%
▼ 2.0pp
Commentary: Email funnel: Sent-to-order 9.62% (▲ 40.9% MoM). Funnel drivers: 2. Sent ≥1 email this month (−115,700, -11%); 1. Total subscribed (consent = SUBSCRIBED) (+56,747, +4%). K vs non-K: Klaviyo subscribers spend $45.46 per customer vs $41.00 for non-subscribers — +11% premium.
July 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 → July 2026 month-end (30 Jun → 31 Jul).
Source: Klaviyo RFM segments (Reveal RFM, synced via RVL RFM Group Name), US — 2026-06-30 → 2026-07-31
SegmentStart (30 Jun)End (31 Jul)Δ customersΔ %
Champions34,94317,355-17,588▼ 50.3%
Loyal38,82039,995+1,175▲ 3.0%
Recent135,09891,647-43,451▼ 32.2%
Needs attention240,216244,335+4,119▲ 1.7%
At risk250,080240,144-9,936▼ 4.0%
Inactive929,539994,730+65,191▲ 7.0%
All scored segments1,628,6961,628,206-490-0.0%
Segment shift: Active / high-value segments (Champions, Loyal, Recent) moved -59,864 customers while at-risk / inactive (Needs attention, At risk, Inactive) moved +59,374 over 30 Jun–31 Jul.
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).

2.4b Where customers moved — segment-to-segment flow (Sankey)

The table above gives net counts; a net change can hide very different behaviour. This traces individual customers between two snapshots, so migration is separated from churn.
⚠ Window is 2026-06-30 → 2026-07-14, not full-month. Reveal's upstream RFM export stopped recalculating after 2026-07-14 (it has served byte-identical content since), so these are the two most recent genuine snapshots. Flow rates are real for this window; they understate a full month, and the diagram is not a substitute for the month-end counts above.
Source: Reveal customer_segments_daily (per-customer RFM), US — 2026-06-30 → 2026-07-14; 756,073 customers present in both snapshots
30 Jun (start)14 Jul (end)At risk → Inactive: 7,947 customers (6.8% of At risk)Recent → At risk: 5,933 customers (8.6% of Recent)Recent → Needs attention: 2,766 customers (4.0% of Recent)Needs attention → Inactive: 2,617 customers (2.1% of Needs attention)Champions → Loyal: 1,508 customers (7.5% of Champions)Champions → Recent: 1,468 customers (7.3% of Champions)Loyal → Needs attention: 1,312 customers (6.0% of Loyal)At risk → Needs attention: 339 customers (0.3% of At risk)Loyal → Recent: 262 customers (1.2% of Loyal)Needs attention → Champions: 216 customers (0.2% of Needs attention)Inactive → Champions: 214 customers (0.1% of Inactive)Recent → Champions: 147 customers (0.2% of Recent)At risk → Champions: 136 customers (0.1% of At risk)Loyal → Champions: 130 customers (0.6% of Loyal)Inactive → Loyal: 32 customers (0.0% of Inactive)At risk → Loyal: 29 customers (0.0% of At risk)Recent → Loyal: 5 customers (0.0% of Recent)Needs attention → Recent: 2 customers (0.0% of Needs attention)Loyal → Inactive: 1 customers (0.0% of Loyal)Champions2,976 left · 85% stayedLoyal1,705 left · 92% stayedRecent8,851 left · 87% stayedNeeds attention2,835 left · 98% stayedAt risk8,451 left · 93% stayedInactive246 left · 100% stayedChampions843 arrivedLoyal1,574 arrivedRecent1,732 arrivedNeeds attention4,417 arrivedAt risk5,933 arrivedInactive10,565 arrivedRibbon width = customers who changed segment (25,064 of the tracked base). Hover a ribbon for exact counts. Customers who stayed put are shown as “% stayed”, not as ribbons.
Reading it: 25,064 of 756,073 tracked customers (3.3%) changed segment. Largest moves — At risk → Inactive 7,947 (7% of At risk); Recent → At risk 5,933 (9% of Recent); Recent → Needs attention 2,766 (4% of Recent); Needs attention → Inactive 2,617 (2% of Needs attention). Inactive is absorbing: virtually none of it comes back, so every arrival there is effectively permanent. The ladder is stepwise — Champions never jump straight to Inactive; they step down to Loyal/Recent, and the volume into Inactive arrives from At risk and Needs attention.
From segmentCustomers at 2026-06-30StayedMoved to (top 3)
Champions20,04085.2%Loyal 7.5%; Recent 7.3%
Loyal21,73692.2%Needs attention 6.0%; Recent 1.2%; Champions 0.6%
Recent68,92787.2%At risk 8.6%; Needs attention 4.0%; Champions 0.2%
Needs attention122,20597.7%Inactive 2.1%; Champions 0.2%; Recent 0.0%
At risk117,07892.8%Inactive 6.8%; Needs attention 0.3%; Champions 0.1%
Inactive406,08799.9%Champions 0.1%; Loyal 0.0%
Movers only: a fully proportional Sankey is unreadable because Inactive is over half the base, which shrinks the Champions ribbons below one pixel. Each start node is annotated with the share that stayed put. Customers absent from either snapshot are excluded — the export swaps ~200k customers in and out between runs, which would otherwise show as spurious entry/exit flows.

3. Campaigns Sent By platform

July 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) 26
▲ 36.8%
 8,085,753
▲ 52.9%
 $266,950
▲ 71.4%
 $0.0330
▲ 12.1%
Brevo (Email) 8
▲ 60.0%
 2,931,727
▲ 42.0%
 $3,519
▼ 10.0%
 $0.0012
▼ 36.6%
Attentive (SMS) 10
▲ 11.1%
 860,618
▲ 21.9%
 $53,470
▲ 36.5%
 $0.0621
▲ 12.0%
Total $323,940
▲ 62.9%
Each cell shows the value for July 2026 with MoM delta beneath.

3.2 Klaviyo email — all 27 campaigns this month, grouped by purpose

Grouped by the campaign's mark in its name — [Offer], [Credit], [Launch]/[Early access], [Education]/[Content], else Other (Content excludes anything also marked Offer or Launch). Within each group, 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 — 4 campaigns, $119,609 (47% of Klaviyo email rev)
Credit 1/4 [24th July]
2026-07-24		 607,486 50.1% 1.59% 3.18% 1,075 $41,483 $0.0683
Credit 3/4 [26th July]
2026-07-24		 488,570 48.2% 1.51% 3.12% 942 $29,607 $0.0606
Credit 2/4 [25th July]
2026-07-24		 392,346 46.7% 1.29% 2.76% 727 $25,960 $0.0662
Credit 4/4 [27th July]
2026-07-25		 486,250 45.1% 1.24% 2.76% 667 $22,560 $0.0464
🎯 Offers — 7 campaigns, $69,000 (27% of Klaviyo email rev)
Unclaimed offers [18th July] - [Offer + Engagement]
2026-07-17		 434,768 54.3% 1.31% 2.40% 463 $23,803 $0.0547
B2G1F [11th July] [Offer]
2026-07-10		 328,553 54.9% 0.55% 1.01% 330 $12,217 $0.0372
Unclaimed offers 2 [19th July] - [Offer + Engagement]
2026-07-17		 329,555 54.5% 0.66% 1.22% 237 $8,649 $0.0262
Summer bundles Marina [9th July] - [launch + offer]
2026-07-08		 329,817 59.9% 0.77% 1.28% 217 $8,128 $0.0246
National Lipstick Day [29th July] - [Offer]
2026-07-29		 336,093 53.0% 0.51% 0.97% 216 $7,453 $0.0222
ZA - 4 Gifts 2/2 [6th July] - [offer]
2026-07-06		 202,227 48.5% 1.56% 3.23% 104 $4,636 $0.0229
FYP free gift [31st July] - [Offer]
2026-07-30		 337,995 55.4% 0.53% 0.95% 210 $4,114 $0.0122
🎯 Other — 5 campaigns, $34,357 (14% of Klaviyo email rev)
Mini Credit Low RFM [10th July]
2026-07-10		 225,283 52.5% 1.62% 3.09% 504 $24,959 $0.1108
ZA - 4 Gifts 1/2 [4th July]
2026-07-02		 423,653 53.4% 1.15% 2.15% 185 $7,724 $0.0182
Emoji day [17th July] - [Engagement]
2026-07-17		 307,708 54.9% 0.22% 0.40% 131 $1,674 $0.0054
CS - [16th July] Delayed Orders CS
2026-07-16		 338 71.2% 0.00% 0.00% 0 $0 $0.0000
CS - [29th July] Delayed Orders CS
2026-07-29		 557 68.2% 0.00% 0.00% 1 $0 $0.0000
🎯 Content — 10 campaigns, $29,445 (12% of Klaviyo email rev)
Summer bundles launch [2nd July] [Content]
2026-07-01		 320,079 53.3% 0.37% 0.69% 119 $4,328 $0.0135
Blush Press Round Up [15th July] - [Content]
2026-07-15		 322,673 55.1% 0.34% 0.61% 189 $4,095 $0.0127
Summerproof [23rd July] - [Content]
2026-07-22		 318,386 54.3% 0.36% 0.66% 180 $4,012 $0.0126
Summer campaign launch [1st July] [Content]
2026-06-28		 325,881 53.8% 0.32% 0.59% 148 $3,882 $0.0119
Award Winner [21st July] - [Content]
2026-07-21		 308,840 54.6% 0.31% 0.57% 138 $3,244 $0.0105
Sweatproof makeup [10th July] [Content]
2026-07-09		 246,020 54.7% 0.29% 0.53% 98 $2,521 $0.0102
Brow Stain Article [28th July] - [Content + Education]
2026-07-28		 296,759 52.9% 0.37% 0.71% 100 $2,317 $0.0078
Tennis [3rd July] [Content]
2026-06-30		 244,568 54.9% 0.22% 0.40% 70 $1,819 $0.0074
Summer humidity [8th July] [Content]
2026-07-07		 226,897 55.5% 0.29% 0.53% 80 $1,623 $0.0072
Shop The Look Katie [12th May] [Education + Engagement]
2026-07-10		 244,451 54.5% 0.31% 0.57% 75 $1,605 $0.0066
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $1,564 (1% of Klaviyo email rev)
Other (unattributed)
 — — — — — $1,564 —

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 ($3,519, 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 ≈$440 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
4th July FREE GIFTS (2)
2026-07-05 · Oops, you forgot your 4th of July prize 🇺🇸		 399,829 6.4% 0.20% 3.04% 8 $485 $0.0012
4th July FREE GIFTS
2026-07-04 · 🇺🇸 July 4th: Tap to Win		 399,598 6.4% 0.19% 2.97% 8 $485 $0.0012
Credit 3 - July 26
2026-07-26 · Account update: your credit has been deposited		 397,293 5.3% 0.17% 3.20% 8 $482 $0.0012
Credit 1 - July 26
2026-07-24 · A credit of $10.61 was added to your account		 396,928 5.9% 0.13% 2.14% 8 $482 $0.0012
Credit 2 - July 26
2026-07-25 · Reminder: your $10.61 credit has been processed		 396,200 6.2% 0.19% 3.06% 8 $481 $0.0012
Credit 4 - July 26
2026-07-27 · Your $10.61 account credit: processed		 395,962 4.7% 0.12% 2.59% 8 $480 $0.0012
B2G1F Lip Stain
2026-07-11 · Get a free Lip Stain		 257,465 5.1% 0.34% 6.79% 5 $312 $0.0012
Unclaimed offers
2026-07-18 · You have [3] unclaimed offers		 257,228 4.6% 0.17% 3.79% 5 $312 $0.0012

3.4 Attentive SMS — all 10 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 1
2026-07-24		 123,186 4.82% 10.43% 619 $30,849 $862 35.77× $0.2504
Credit 3
2026-07-26		 45,996 6.69% 16.33% 502 $25,231 $322 78.36× $0.5486
B2G1F Lip Stain
2026-07-11		 112,424 3.24% 11.15% 406 $23,722 $787 30.14× $0.2110
Unclaimed Offers
2026-07-18		 135,209 4.13% 8.53% 476 $23,708 $946 25.05× $0.1753
Credit 4
2026-07-27		 40,238 7.10% 15.79% 451 $22,653 $282 80.42× $0.5630
4th JULY 4 GIFTS (1)
2026-07-04		 175,547 2.02% 8.68% 308 $19,905 $1,229 16.20× $0.1134
Credit 2
2026-07-25		 39,808 7.59% 12.54% 379 $19,654 $279 70.53× $0.4937
4th JULY 4 GIFTS (2)
2026-07-05		 93,676 3.54% 8.91% 295 $17,968 $656 27.40× $0.1918
Unclaimed offers 2
2026-07-19		 7,221 9.92% 15.92% 114 $5,460 $51 108.01× $0.7561
Tiktok Live Invite (1) - July 1st
2026-07-01		 87,313 1.86% 5.05% 82 $4,032 $611 6.60× $0.0462
Commentary: Campaign revenue $323.9K (▲ 62.9% MoM). Platform mix: Klaviyo (Email) (+$111.2K, +71%); Attentive (SMS) (+$14.3K, +37%); Brevo (Email) (−$390, -10%). Top Klaviyo campaigns: Credit 1/4 [24th July] ($41.5K); Credit 3/4 [26th July] ($29.6K); Credit 2/4 [25th July] ($26.0K).
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

July 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 42
▼ 8.7%
 1,940,117
▼ 19.2%
 $123,159
▲ 20.7%
Attentive Journeys TW Attentive total × native-journey share 12
▲ 0.0%
 134,287
▲ 29.0%
 $174,518
▲ 35.4%
Total $297,677
▲ 28.9%
Each cell shows the value for July 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 43 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 9 flows · $36,379 (42% of Klaviyo flow rev) · ▲ 36.5% vs LM
Checkout Abandonment
Metric		 68,046
▲ 44.5%
 47.0%
▼ 0.2pp
 3.42%
▼ 0.2pp
 1,115
▲ 43.7%
 $8,977
▲ 41.6%
 $0.1319
▼ 2.0%
Cart Abandonment
Metric		 47,048
▲ 44.2%
 44.7%
▼ 0.4pp
 1.89%
▼ 0.2pp
 452
▲ 42.1%
 $5,807
▲ 22.1%
 $0.1234
▼ 15.3%
Browse Abandonment [Retention]
Metric		 70,770
▲ 25.1%
 48.3%
▲ 0.8pp
 1.87%
▲ 0.2pp
 334
▲ 35.2%
 $5,233
▲ 54.9%
 $0.0739
▲ 23.8%
Cart Abandonment [Triple Whale]
Metric		 66,330
▲ 121.8%
 44.9%
▲ 0.0pp
 1.38%
▼ 0.2pp
 514
▲ 99.2%
 $4,181
▲ 44.1%
 $0.0630
▼ 35.0%
Active on Site [Triple Whale]
Metric		 111,765
▲ 99.5%
 34.7%
▼ 2.9pp
 1.44%
▲ 0.0pp
 575
▲ 116.2%
 $4,116
▲ 99.7%
 $0.0368
▲ 0.1%
Checkout Abandonment (Retention)
Metric		 20,979
▲ 68.3%
 51.5%
▼ 0.1pp
 3.25%
▼ 0.3pp
 214
▲ 84.5%
 $3,472
▲ 30.0%
 $0.1655
▼ 22.7%
Browse Abandonment
Metric		 29,619
▲ 14.5%
 45.1%
▼ 0.3pp
 1.96%
▲ 0.1pp
 184
▲ 15.7%
 $2,456
▲ 10.5%
 $0.0829
▼ 3.5%
Cart Abandonment (Retention)
Metric		 25,186
▲ 5.3%
 43.6%
▲ 1.9pp
 1.16%
▼ 0.1pp
 144
▲ 11.6%
 $1,531
▼ 8.1%
 $0.0608
▼ 12.7%
(RV2025 Started) Lip Stain Checkout Abandonment
Metric		 2,689
▲ 15.1%
 46.9%
▼ 2.6pp
 3.40%
▼ 0.9pp
 56
▼ 11.1%
 $607
▼ 8.5%
 $0.2256
▼ 20.5%
🎯 Other · 7 flows · $13,907 (16% of Klaviyo flow rev) · ▼ 14.8% vs LM
Retention flow to recapture customers At Risk - US
Added to List		 158,432
—
 42.3%
—
 0.62%
—
 87
—
 $6,789
—
 $0.0429
—
Inactive Prevent Churn US
Added to List		 48,925
▼ 85.8%
 43.3%
▲ 1.8pp
 0.36%
▲ 0.2pp
 12
▼ 73.3%
 $2,239
▼ 23.2%
 $0.0458
▲ 439.4%
Retention flow to recapture customers Needs Attention - US
Added to List		 17,047
▼ 86.4%
 44.6%
▲ 4.7pp
 0.74%
▲ 0.3pp
 16
▼ 75.8%
 $2,211
▼ 67.2%
 $0.1297
▲ 141.8%
Next best product cross-sell - Standard
Date Based		 40,594
▼ 10.2%
 44.9%
▲ 1.5pp
 0.66%
▲ 0.0pp
 31
▼ 20.5%
 $1,335
▲ 20.2%
 $0.0329
▲ 34.0%
Retention flow to recapture customers At Risk - US (archived)
Added to List		 10,524
▼ 91.6%
 45.6%
▲ 2.1pp
 0.72%
▲ 0.3pp
 10
▼ 87.2%
 $1,332
▼ 76.0%
 $0.1265
▲ 186.7%
Foundation Subscription Confirmation
Metric		 61
▲ 74.3%
 60.0%
▲ 2.9pp
 6.67%
▲ 3.8pp
 0
—
 $0
—
 $0.0000
—
Foundation Subscription - Upcoming Order Reminders
Metric		 150
▲ 130.8%
 55.7%
▼ 2.8pp
 16.78%
▲ 9.1pp
 0
▼ 100.0%
 $0
—
 $0.0000
—
🎯 Post-purchase / transactional · 6 flows · $13,724 (16% of Klaviyo flow rev) · ▲ 33.6% vs LM
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 98,503
▲ 52.7%
 51.1%
▲ 0.0pp
 21.48%
▲ 2.0pp
 60
▲ 150.0%
 $7,491
▲ 42.3%
 $0.0760
▼ 6.8%
Malomo Post Purchase: 4. Delivered
Metric		 92,068
▲ 39.5%
 47.6%
▼ 0.1pp
 6.38%
▲ 0.7pp
 161
▲ 91.7%
 $3,107
▲ 51.7%
 $0.0337
▲ 8.8%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 92,283
▲ 76.5%
 48.9%
▲ 0.6pp
 6.64%
▲ 1.6pp
 37
▲ 164.3%
 $1,393
▲ 88.6%
 $0.0151
▲ 6.9%
Order confirmation
Metric		 97,934
▲ 27.1%
 59.2%
▲ 1.3pp
 8.61%
▼ 0.4pp
 211
▲ 19.9%
 $1,158
▲ 1.1%
 $0.0118
▼ 20.5%
Fullfilled order
Metric		 88,830
▲ 22.1%
 60.2%
▲ 0.8pp
 14.37%
▼ 0.7pp
 37
▲ 76.2%
 $576
▼ 46.6%
 $0.0065
▼ 56.3%
Malomo Post Purchase: 6. Return to Sender
Metric		 4
▼ 33.3%
 75.0%
▲ 74.0pp
 50.00%
▲ 33.3pp
 0
—
 $0
—
 $0.0000
—
🎯 Welcome · 5 flows · $8,342 (10% of Klaviyo flow rev) · ▲ 20.9% vs LM
First Time Buyer Brand Introduction
Metric		 458,070
▲ 17.6%
 51.6%
▲ 0.2pp
 1.22%
▲ 0.1pp
 332
▲ 38.3%
 $5,036
▲ 36.9%
 $0.0110
▲ 16.4%
Welcome Flow [Retention]
Added to List		 92,478
▲ 5.0%
 60.0%
▼ 1.4pp
 1.51%
▲ 0.8pp
 143
▲ 33.6%
 $2,085
▼ 30.8%
 $0.0225
▼ 34.1%
NEW MASTER WELCOME FLOW [15% Off - July 2026]
Added to List		 3,907
—
 54.3%
—
 5.74%
—
 98
—
 $956
—
 $0.2448
—
1440 Eyeliner - Post Purchase / Educational / Welcome Flow
Metric		 21,079
—
 51.8%
—
 1.57%
—
 15
—
 $149
—
 $0.0071
—
Brow Stain - Post Purchase / Educational / Welcome Flow
Metric		 9,744
▲ 24.7%
 57.1%
▼ 0.4pp
 3.50%
▼ 0.7pp
 8
▲ 0.0%
 $116
▼ 44.8%
 $0.0119
▼ 55.7%
🎯 Quiz / lead gen · 6 flows · $5,237 (6% of Klaviyo flow rev) · ▲ 9.9% vs LM
Quiz US Lip Stain - US PDP Long v3
Metric		 11,382
▲ 9.3%
 51.4%
▲ 1.2pp
 4.39%
▲ 0.3pp
 390
▲ 12.7%
 $4,257
▲ 8.7%
 $0.3740
▼ 0.6%
Quiz US Lip Stain - US Main Long v3
Metric		 8,784
▼ 1.0%
 39.9%
▼ 0.7pp
 2.29%
▲ 0.1pp
 24
▼ 7.7%
 $408
▲ 77.4%
 $0.0464
▲ 79.3%
Quiz US ULS Main
Metric		 1,304
▼ 64.2%
 50.7%
▲ 21.6pp
 5.26%
▲ 1.4pp
 27
▲ 92.9%
 $267
▼ 9.3%
 $0.2046
▲ 153.4%
Quiz US Lip Stain - US Google Long V3
Metric		 5,201
▼ 6.7%
 37.5%
▼ 4.1pp
 2.13%
▼ 0.7pp
 15
▼ 40.0%
 $195
▼ 23.3%
 $0.0374
▼ 17.8%
Quiz US Foundation - US Foundation V1
Metric		 387
▲ 64.7%
 52.3%
▲ 3.2pp
 4.15%
▲ 1.6pp
 7
▼ 22.2%
 $101
▲ 37.9%
 $0.2606
▼ 16.3%
Quiz Lip Stain - US Applovin Long v3
Metric		 171
▲ 71.0%
 44.6%
▼ 9.4pp
 4.17%
▲ 4.2pp
 1
▲ 0.0%
 $11
—
 $0.0626
—
🎯 TW unattributed (late-arrived orders) · 1 flow · $5,049 (6% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $5,049
—
 —
—
🎯 Driving second purchase · 3 flows · $2,863 (3% of Klaviyo flow rev) · ▼ 35.1% vs LM
2nd Purchase Don't Dump Us
Metric		 78,680
▼ 59.0%
 44.7%
▲ 2.7pp
 0.51%
▲ 0.1pp
 46
▼ 55.3%
 $2,774
▼ 33.6%
 $0.0353
▲ 62.1%
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 3,646
▼ 18.3%
 48.3%
▲ 2.0pp
 0.66%
▼ 0.1pp
 1
▼ 75.0%
 $78
▼ 44.3%
 $0.0215
▼ 31.8%
Cleansing Balm - Refill Flow
Metric		 122
▼ 60.4%
 47.5%
▼ 7.0pp
 1.64%
▲ 0.3pp
 1
▲ 0.0%
 $10
▼ 88.4%
 $0.0852
▼ 70.8%
🎯 Membership · 2 flows · $1,093 (1% of Klaviyo flow rev) · ▼ 29.0% vs LM
Membership Orders - Credit Updates
Metric		 2,044
▼ 21.0%
 43.8%
▲ 1.2pp
 5.73%
▼ 1.0pp
 37
▼ 31.5%
 $981
▼ 31.4%
 $0.4800
▼ 13.2%
Membership
Metric		 104
▲ 26.8%
 76.2%
▲ 4.3pp
 15.84%
▲ 2.4pp
 2
▲ 0.0%
 $112
▲ 1.9%
 $1.0791
▼ 19.7%
🎯 Win-back / sunset · 1 flow · $101 (0% of Klaviyo flow rev) · ▲ 50.6% vs LM
Sunset Unengaged Subscribers - Customer vs. Non-Customer (US)
Added to List		 13,466
▲ 31.6%
 4.9%
▼ 0.3pp
 0.31%
▼ 0.1pp
 1
▲ 0.0%
 $101
▲ 50.6%
 $0.0075
▲ 14.5%
🎯 Back-in-stock · 1 flow · $100 (0% of Klaviyo flow rev) · ▼ 60.3% vs LM
Back In Stock
Metric		 99
▲ 141.5%
 49.5%
▼ 9.5pp
 9.09%
▼ 19.1pp
 3
▼ 62.5%
 $100
▼ 60.3%
 $1.0056
▼ 83.5%
🎯 Feedback / NPS · 2 flows · $0 (0% of Klaviyo flow rev) · — vs LM
Omniconvert - Post Delivery NPS - Aug 30, 2024
Metric		 41,616
▲ 51.7%
 48.7%
▼ 0.5pp
 1.76%
▲ 0.0pp
 33
▲ 94.1%
 $0
—
 $0.0000
—
NPS Alerts Flow
Metric		 46
▼ 94.7%
 2.2%
▲ 2.1pp
 0.00%
▲ 0.0pp
 0
—
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 10 active this month

Revenue: Attentive native. Cost: Delivered × $0.007/SMS (US). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[15% OFF] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 69,179
—
 23.97%
▲ 1.3pp
 14.13%
▼ 0.3pp
 9,778
—
 $504,136
—
 $484
—
 1041.06×
▲ 5.9%
 $7.2874
▲ 5.9%
Cart Abandonment
Added to cart		 8,080
▲ 39.8%
 18.18%
▼ 0.1pp
 8.27%
▲ 0.1pp
 668
▲ 41.5%
 $45,330
▲ 41.6%
 $57
▲ 39.8%
 801.45×
▲ 1.3%
 $5.6101
▲ 1.3%
Browse Abandonment
Viewed a product		 26,891
▲ 30.1%
 10.10%
▼ 0.6pp
 2.10%
▲ 0.1pp
 565
▲ 36.8%
 $30,811
▲ 28.4%
 $188
▲ 30.1%
 163.68×
▼ 1.3%
 $1.1458
▼ 1.3%
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 4,812
▼ 67.5%
 26.08%
▼ 0.9pp
 8.40%
▼ 2.0pp
 404
▼ 73.7%
 $25,594
▼ 71.5%
 $34
▼ 67.5%
 759.84×
▼ 12.1%
 $5.3189
▼ 12.1%
Shopify - Checkout Abandonment
Checkout started		 1,705
▲ 65.2%
 14.84%
▲ 2.8pp
 9.03%
▲ 1.5pp
 154
▲ 97.4%
 $8,068
▲ 88.5%
 $12
▲ 65.2%
 675.97×
▲ 14.1%
 $4.7318
▲ 14.1%
Joined a Segment
Joined a Segment		 8,962
▲ 25.1%
 4.71%
▲ 0.5pp
 1.27%
▲ 0.2pp
 114
▲ 52.0%
 $6,563
▲ 49.5%
 $63
▲ 25.1%
 104.61×
▲ 19.5%
 $0.7323
▲ 19.5%
[10% OFF] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 522
▼ 93.9%
 16.86%
▼ 3.5pp
 11.49%
▼ 1.8pp
 60
▼ 94.7%
 $3,191
▼ 94.3%
 $4
▼ 93.9%
 873.26×
▼ 6.9%
 $6.1128
▼ 6.9%
Post Purchase
Made a purchase		 13,201
▼ 32.2%
 6.01%
▼ 1.9pp
 0.50%
▲ 0.1pp
 66
▼ 21.4%
 $2,639
▼ 36.1%
 $92
▼ 32.2%
 28.56×
▼ 5.8%
 $0.1999
▼ 5.8%
[MYSTERY GIFT] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 467
▼ 93.7%
 22.06%
▼ 6.4pp
 8.14%
▼ 2.7pp
 38
▼ 95.2%
 $2,176
▼ 95.2%
 $3
▼ 93.7%
 665.52×
▼ 24.4%
 $4.6587
▼ 24.4%
[LIP SET] Welcome New Subscribers MAY 2026 A/B test
Signed up for texts		 468
▼ 93.9%
 30.34%
▼ 7.0pp
 7.91%
▼ 3.6pp
 37
▼ 95.8%
 $2,004
▼ 96.0%
 $3
▼ 93.9%
 611.71×
▼ 35.3%
 $4.2820
▼ 35.3%
Commentary: Flow / journey revenue $297.7K (▲ 28.9% MoM). By purpose: Abandonment (+$9.7K, +36%); Post-purchase / transactional (+$3.4K, +34%). Top flow swings: Retention flow to recapture customers At Risk - US (+$6.8K); Retention flow to recapture customers Needs Attention - US (−$4.5K, -67%); Retention flow to recapture customers At Risk - US (archived) (−$4.2K, -76%).
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 — July 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
+3.1
vs industry +31 (gap −28). MoM +0.7pp
Reply rate
—
no invitations data
Responses
748
n/a

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 purchased57877%-9.0-40
ChampionsR=3, M=3 (or F=3) — multi-order, high-spend recent buyers15220%+46.1+15
LoyalR=3, F=2 — 2-time buyers, recent, mid-spend182%+27.8-3

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
2025-07259+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)
2026-07748+3.1-9.0 (n=578)+27.8 (n=18)+46.1 (n=152)

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

🔴 Detractor themes & verbatims (score ≤ 6, n=323)
eyeliner ·56product ·49last ·40stay ·37color ·32long ·30lips ·27stain ·27order ·26doesn't ·24
[3] Recent
I ordered an eye pencil sharpener on July 18. You sent me two and charged me for two. Was not allowed to return it for a credit on my M Card. Instead I needed to spend $30 to get a $10.61 credit. Stuck with two and to make it worse I still can’t get a sharp point, it’s no…
[0] Recent
I ordered 2 different colors and neither one worked. I could not even tell that I had anything on my lips
[1] Recent
I had received a credit of $10.60. However, in order to apply that credit I had to order $36 worth of new product. I had checked about applying my credit and have been told I had free shipping and handling since I lived in the US. However, that did not happen so it was hardly wor…
[0] Recent
The eyeliner staying on for 24 hrs is a hoax. It stays for maybe 2-3 max, if I'm lucky. False advertising one again.
[6] Recent
The site is great and easy to find the products. I'm just not as happy with the products as I hoped. I realize things don't work the same for everyone but was hoping I finally found something that would stay for me. I would recommend others to check out the products / site, but c…
[3] Champions
This eyeliner is not what is advertised. My eyeliner disappears by the middle of the day and doesn't last as long as described.
🟢 Promoter themes & verbatims (score ≥ 9, n=346)
love ·84eyeliner ·64product ·63stays ·38color ·33great ·32easy ·28long ·27products ·26liner ·26
[10] Recent
Love that the eyeliner is buttery soft and does not smear all day long!
[10] Recent
Love the colors! 😍
[10] Loyal
Great products
[10] Recent
I am loving these products. I’ve never had eyeliner that would actually stay on!
[10] Recent
It stays on!!
[9] Recent
The lip stain
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 +3.1 is a partial recovery, not net new improvement; the score remains 29.7pp below year-ago (+32.8 in 2025-07) 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 +3.1 sits 28 points below the Health & Beauty average of +31 and 38 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. First-impression gap. Recent (new) customers at -9.0 NPS are 77% of responses and drag the headline. Champions (repeat buyers, 20% of responses) sit at +46.1 — 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 — July 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.
June$138.3K+$25.5KCampaigns+$18.9KFlows+$15.8KSMS+$1.6KBrevoJuly$200.1K
CRM revenue rose $61.8K (+45%) MoM. Biggest gains: campaigns +$25.5K, flows +$18.9K, SMS +$15.8K.

🟢 Highlights

Campaigns +36% → CONVERSION ↑ (volume ↓)▼ detail
Recipients -14% (4.5M→3.8M) over 22→28 sends; revenue/recipient +58% ($0.0157→$0.0249). Split: volume −$9.7K + conversion $35.2K — driven mainly by per-send conversion, with volume down 14% and per-send revenue up 58%.
Campaigns · EUJuneJulyΔ
Sends2228+6
Recipients (volume)4,453,1343,836,923-14%
Open rate59.0%56.3%-2.8pp
Click rate0.40%0.84%+0.44pp
Rev / recipient (conversion, TW)$0.0157$0.0249+58%
Revenue (TW-attributed)$70.0K$95.5K+36%
→ volume effect−$9.7K-38% of Δ
→ conversion effect$35.2K+138% of Δ
Flows +57% → new flows carried it; existing held▼ detail
Net +57% (TW), but the mix matters: existing flows +43% (per-send +20%) — existing flows held. 5 new flows added $4.7K (led by [OLD - merged] WINNER Welcome Flow, $3.4K). No flows were retired.
Flow cohort · EU — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)320.44M→0.52M$32.9K→$47.2K (+43%)$0.075→$0.090 (+20%)
New (July only)5—→0.03M—→$4.7K$0.151
Retired (June only)0nonenone—
↳ new: [OLD - merged] WINNER Welcome Flow11,765$3.4K
↳ new: [OLD - duplicate] 15% Off Welcome 13,545$669
↳ new: NEW MASTER WELCOME FLOW [15% Off -1,887$505
↳ new: 1440 Eyeliner - Welcome Flow3,757$74
↳ new: Love Your Lip Stain Second-Purchas3$0
SMS +49% & Brevo +48%▼ detail
Delivered +58%, rev/message -6%. The volume growth is almost all in broadcast campaigns (delivered +61%); triggered journeys grew (revenue +58%, CVR 4.93%→6.31%) and convert ~17× better per message ($0.78 vs $0.05). Brevo (secondary email) grew sends +39% ($3.2K→$4.8K rev), with engagement holding (open 3.0%→2.9%, click 0.12%→0.18%).
SMS / Attentive · EU (TW-attributed)JuneJulyΔ
Delivered (volume)217,274343,155+58%
Rev / message (conversion)$0.148$0.140-6%
SMS revenue$32,164$47,998+49%
→ volume effect$18.6K+118% of Δ
→ conversion effect−$2.8K-18% of Δ
SMS funnel · EU — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns185K→299K (+61%)1.63%→2.24%0.213%→0.383%$0.03→$0.05
Triggered journeys32K→44K (+38%)11.30%→10.50%4.926%→6.314%$0.82→$0.78
Brevo · EU — rev = Triple WhaleJuneJulyΔ
Sent (volume)169,377235,632+39%
Open rate3.0%2.9%-0.0pp
Click rate0.12%0.18%+0.06pp
Unsub rate0.079%0.071%-0.008pp
Revenue (TW)$3.2K$4.8K+48%
Store credit was the month's most efficient campaign lever — 4.0× revenue per email▼ detail
5 credit sends delivered 890,824 emails and $94.9K on 2,008 orders — $106.57 per 1k emails vs $26.81 for the rest of the campaign programme. On a fifth of the campaign send volume it produced 55% of campaign revenue. As a way to convert an existing list it is the strongest tool in the mix, and the efficiency gap is wide enough that cutting it would cost real revenue.
MetricCredit campaignsAll other campaigns
Campaigns523
Emails delivered890,8242,919,725
Revenue (Klaviyo-attr)$94.9K$78.3K
Revenue per 1k emails$106.57$26.81
Orders2,008—

🔴 Lowlights

…but 55% of campaign revenue now rests on one recurring discount, and its incrementality is untested▼ detail
Three separate reasons this needs a decision rather than a repeat. (1) Concentration: June ran no credit campaign, so the headline MoM campaign jump is largely the credit play returning rather than underlying growth — ex-credit campaign revenue moved $119.8K → $78.3K (-35%). (2) Revenue is gross: the credit face value redeemed is not netted off and sits outside the CRM cost sheet, so contribution margin is lower than the figure shown — the efficiency comparison above is revenue, not profit. (3) Pull-forward is unmeasured: the play runs in alternating months, so we cannot separate incremental demand from demand borrowed from next month. Across 16 months, campaign revenue averages 2.0× in credit months, and 4 of 5 no-credit months posted a negative store-revenue MoM — a sawtooth that is equally consistent with credit creating demand and with it harvesting demand that was already coming. Resolving it needs a holdout — withhold credit from a random 10–20% of the eligible audience next cycle and compare 60–90-day revenue per customer, not campaign-attributed revenue.
MonthCredit run?Credit revCampaign revStore revStore MoM
2025-06——$110.3K$1.12M+1.6%
2025-07yes$127.3K$294.1K$1.92M+71.5%
2025-08——$123.3K$1.56M-19.1%
2025-09yes$67.3K$165.3K$1.07M-31.0%
2025-10yes$78.0K$162.8K$937.5K-12.6%
2025-11yes$58.4K$624.1K$2.48M+164.9%
2025-12yes$124.5K$353.5K$2.17M-12.7%
2026-01——$215.6K$1.85M-14.8%
2026-02yes$196.0K$396.7K$2.39M+29.3%
2026-03yes$91.8K$258.5K$1.83M-23.5%
2026-04——$160.8K$1.47M-19.4%
2026-05yes$95.4K$260.0K$1.60M+8.6%
2026-06——$119.8K$1.58M-1.5%
2026-07yes$94.9K$173.2K$1.87M+18.4%
Cost up $3.4K MoM — Attentive is 100% of it▼ detail
Total CRM cost rose $11.2K → $14.6K (+31%). Attentive went $5.6K → $9.1K (+61%), accounting for 100% of the increase — every other line was flat. ROI still improved because revenue grew faster, but this is the line to watch.
PlatformJuneJulyΔ
Attentive$5.6K$9.1K+3,443

1. CRM Revenue, Cost & ROI Headline

July 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 $152,118 ▲ 43.3% ▼ 32.7%
Klaviyo $147,303 ▲ 43.1% ▼ 33.5%
Campaign $95,463 ▲ 36.4% ▼ 47.1%
Flow $51,839 ▲ 57.5% ▲ 25.8%
Brevo $4,815 ▲ 48.3% ▲ 10.8%
SMS $47,998 ▲ 49.2% ▼ 26.7%
Total CRM revenue $200,116 ▲ 44.7% ▼ 31.3%
Revenue % of DTC (Shopify net sales) 15.9% ▲ 4.7pp ▼ 3.2pp
Cost
Klaviyo $4,131 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $9,060 ▲ 61.3% ▼ 63.7%
InviteJet (legacy) $0 — —
Yotpo Reviews $1,265 ▲ 0.0% ▼ 94.9%
Nifty Images $180 ▲ 0.0% —
Total CRM cost $14,636 ▲ 30.8% ▼ 72.6%
CRM ROI (Revenue ÷ Cost) 13.67× ▲ 10.6% ▲ 150.8%
Commentary: Total CRM revenue $200.1K (▲ 44.7% MoM). Revenue drivers: Campaign (+$25.5K, +36%); Flow (+$18.9K, +57%); SMS (+$15.8K, +49%). Total cost $14.6K (▲ 30.8% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (+$3.4K, +61%); Klaviyo (+$0, +0%). ROI 13.67× (+1.32× vs LM, ▲ 10.6% MoM). % of DTC 15.9% (+4.7pp 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

July 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 July 2026 % of subscribed Stage-to-stage MoM (vs June 2026) YoY (vs July 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 500,965 100.0% — 486,481 ▲ 3.0% 337,692 ▲ 48.3%
New subscribed 24,396 — — 16,858 ▲ 44.7% 21,751 ▲ 12.2%
New unsubscribed 11,308 — — 12,420 ▼ 9.0% 15,144 ▼ 25.3%
2. Sent ≥1 email this month 399,265 79.7% 79.70% 398,119 ▲ 0.3% 393,777 ▲ 1.4%
Campaign 321,705 — — 332,355 ▼ 3.2% 363,079 ▼ 11.4%
Flow 136,827 — — 143,354 ▼ 4.6% 291,703 ▼ 53.1%
3. Opened ≥1 email this month 295,961 59.1% 74.13% 304,989 ▼ 3.0% 269,801 ▲ 9.7%
Campaign 245,751 — 76.39% 265,470 ▼ 7.4% 243,436 ▲ 1.0%
Flow 91,962 — 67.21% 87,901 ▲ 4.6% 125,680 ▼ 26.8%
4. Clicked ≥1 email this month 43,604 8.7% 14.73% 32,284 ▲ 35.1% 39,066 ▲ 11.6%
Campaign 25,805 — 10.50% 18,646 ▲ 38.4% 22,708 ▲ 13.6%
Flow 21,723 — 23.62% 15,678 ▲ 38.6% 21,256 ▲ 2.2%
5. Placed an order this month 2,778 0.6% 6.37% 1,826 ▲ 52.2% 4,139 ▼ 32.9%
Campaign 826 — 3.20% 1,284 ▼ 35.6% 2,106 ▼ 60.8%
Flow 1,952 — 8.99% 541 ▲ 260.2% 2,033 ▼ 4.0%
6. Sent to order (overall) 9.00% — 9.00% 7.60% ▲ 1.4pp 18.74% ▼ 9.7pp
Campaign 0.26% — — 0.39% ▼ 0.1pp 0.58% ▼ 0.3pp
Flow 1.43% — — 0.38% ▲ 1.0pp 0.70% ▲ 0.7pp
Email Fatigue Emails sent per user 10.96 — — 12.27 ▼ 10.6% 16.70 ▼ 34.4%
Opt-out rate 2.83% — — 3.12% ▼ 0.3pp 3.85% ▼ 1.0pp
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 June 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in July 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers12,918
▲ 34.8%
23,228
▲ 12.1%
—7,836
▲ 41.2%
20,191
▲ 12.9%
—5,082
▲ 25.9%
3,037
▲ 7.5%
—
Orders13,962
▲ 37.4%
23,968
▲ 13.2%
—8,451
▲ 45.0%
20,708
▲ 13.5%
—5,511
▲ 27.2%
3,260
▲ 11.3%
—
Net sales$682,007
▲ 30.0%
$1,070,244
▲ 11.1%
—$420,051
▲ 39.3%
$928,743
▲ 12.1%
—$261,956
▲ 17.4%
$141,501
▲ 5.2%
—
Orders / customer1.08
▲ 2.0%
1.03
▲ 1.0%
▲ 4.7%
▲ 1.0pp
1.08
▲ 2.7%
1.03
▲ 0.6%
▲ 5.2%
▲ 2.2pp
1.08
▲ 1.0%
1.07
▲ 3.6%
▲ 1.0%
▼ 2.5pp
AOV$48.85
▼ 5.4%
$44.65
▼ 1.9%
▲ 9.4%
▼ 4.1pp
$49.70
▼ 4.0%
$44.85
▼ 1.3%
▲ 10.8%
▼ 3.1pp
$47.53
▼ 7.7%
$43.41
▼ 5.5%
▲ 9.5%
▼ 2.7pp
Units / order3.13
▲ 1.1%
2.88
▲ 1.2%
▲ 8.8%
▼ 0.1pp
3.18
▲ 1.2%
2.86
▲ 0.4%
▲ 11.1%
▲ 0.8pp
3.07
▲ 0.8%
3.02
▲ 6.3%
▲ 1.5%
▼ 5.5pp
Revenue / customer$52.80
▼ 3.6%
$46.08
▼ 0.9%
▲ 14.6%
▼ 3.1pp
$53.61
▼ 1.4%
$46.00
▼ 0.7%
▲ 16.5%
▼ 0.8pp
$51.55
▼ 6.8%
$46.59
▼ 2.1%
▲ 10.6%
▼ 5.5pp
Commentary: Email funnel: Sent-to-order 9.00% (▲ 18.5% MoM). Funnel drivers: 1. Total subscribed (consent = SUBSCRIBED) (+14,484, +3%); 4. Clicked ≥1 email this month (+11,320, +35%). K vs non-K: Klaviyo subscribers spend $52.80 per customer vs $46.08 for non-subscribers — +15% premium.
July 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

July 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) 28
▲ 27.3%
 3,836,923
▼ 13.8%
 $95,463
▲ 36.4%
 $0.0249
▲ 58.3%
Brevo (Email) 7
▲ 40.0%
 235,632
▲ 39.1%
 $4,815
▲ 48.3%
 $0.0204
▲ 6.6%
Attentive (SMS) 8
▲ 60.0%
 298,842
▲ 61.3%
 $13,456
▲ 126.9%
 $0.0450
▲ 40.6%
Total $113,735
▲ 43.7%
Each cell shows the value for July 2026 with MoM delta beneath.

3.2 Klaviyo email — all 29 campaigns this month, grouped by purpose

Grouped by the campaign's mark in its name — [Offer], [Credit], [Launch]/[Early access], [Education]/[Content], else Other (Content excludes anything also marked Offer or Launch). Within each group, 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 — 4 campaigns, $52,825 (60% of Klaviyo email rev)
Credit 2/4 [25th July]
2026-07-24		 225,908 54.5% 1.66% 3.05% 614 $17,666 $0.0782
Credit 3/4 [26th July]
2026-07-24		 227,057 55.0% 1.48% 2.68% 471 $13,448 $0.0592
Credit 4/4 [27th July]
2026-07-25		 222,596 53.4% 1.23% 2.30% 386 $11,264 $0.0506
Credit 1/4 [24th July]
2026-07-24		 163,249 56.0% 1.93% 3.45% 318 $10,446 $0.0640
🎯 Other — 7 campaigns, $13,710 (16% of Klaviyo email rev)
Mini Credit Low RFM [10th July]
2026-07-10		 52,734 54.9% 2.46% 4.47% 219 $7,855 $0.1490
ZA - 4 Gifts 1/2 [4th July]
2026-07-01		 142,636 56.6% 2.03% 3.58% 57 $1,944 $0.0136
ZA - 4 Gifts 2/2 [5th July]
2026-07-02		 142,244 56.6% 2.19% 3.86% 69 $1,939 $0.0136
Supergirl Shade Callout [6th July] - [Revenue + Urgency]
2026-07-03		 136,948 51.5% 0.36% 0.69% 84 $1,081 $0.0079
Supergirl Last Chance [14th July] - [urgency + revenue]
2026-07-08		 137,654 59.2% 0.41% 0.69% 82 $798 $0.0058
Emoji day [17th July] - [Engagement]
2026-07-17		 135,677 50.5% 0.18% 0.36% 22 $79 $0.0006
TikTok Live Love Island [24th July] - [Other]
2026-07-24		 12,965 50.7% 0.54% 1.06% 22 $13 $0.0010
🎯 Offers — 6 campaigns, $11,937 (14% of Klaviyo email rev)
Unclaimed offers [18th July] - [Offer + Engagement]
2026-07-17		 135,277 58.1% 1.31% 2.26% 111 $3,141 $0.0232
World Cup B2G1F [11th July] [Offer]
2026-07-10		 136,594 58.5% 0.59% 1.00% 90 $2,434 $0.0178
Unclaimed offers 2 [19th July] - [Offer + Engagement]
2026-07-17		 138,052 57.0% 0.67% 1.17% 103 $1,875 $0.0136
Supergirl Free Gift [31st July] - [offer]
2026-07-30		 141,635 54.2% 0.62% 1.15% 177 $1,700 $0.0120
Summer bundles Marina [9th July] - [launch + offer]
2026-07-09		 137,174 59.8% 0.62% 1.03% 58 $1,415 $0.0103
National Lipstick Day [29th July] - [Offer]
2026-07-29		 140,162 57.2% 0.53% 0.93% 92 $1,371 $0.0098
🎯 Content — 10 campaigns, $6,755 (8% of Klaviyo email rev)
Summer bundles launch [2nd July] [Content] (clone)
2026-07-01		 226,839 62.3% 0.38% 0.60% 88 $1,390 $0.0061
Sweatproof makeup [10th July] [Content] (clone)
2026-07-09		 126,968 58.8% 0.28% 0.47% 52 $932 $0.0073
Summer campaign launch [1st July] [Content]
2026-06-28		 136,533 58.3% 0.34% 0.57% 47 $782 $0.0057
Blush Press Round Up [15th July] [Content]
2026-07-15		 135,416 58.3% 0.32% 0.54% 70 $688 $0.0051
Shop The Look Katie [12th May] [Education + Engagement]
2026-07-10		 127,172 58.0% 0.32% 0.55% 53 $655 $0.0051
Tennis [3rd July] [Content]
2026-06-30		 127,383 58.9% 0.24% 0.40% 41 $571 $0.0045
Award Winner [21st July] - [Content]
2026-07-21		 127,704 51.6% 0.24% 0.46% 48 $457 $0.0036
Summer humidity [8th July] [Content]
2026-07-07		 123,213 57.3% 0.23% 0.40% 20 $452 $0.0037
Brow Stain Article [28th July] - [Content + Education]
2026-07-28		 137,498 57.0% 0.42% 0.73% 39 $428 $0.0031
Summerproof [23rd July] - [Content]
2026-07-22		 137,753 50.4% 0.26% 0.52% 44 $399 $0.0029
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $2,844 (3% of Klaviyo email rev)
Other (unattributed)
 — — — — — $2,844 —
🎯 Launch — 1 campaign, $0 (0% of Klaviyo email rev)
Launch in Belgium [30th July] - [Launch]
2026-07-29		 1,882 51.0% 2.29% 4.48% 1 $0 $0.0000

3.3 Brevo email — all 7 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($4,815, 7 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 ≈$688 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
Free Gifts 2
2026-07-05 · Oops, you forgot to claim your prize		 33,500 3.0% 0.21% 7.04% 13 $690 $0.0206
Free Gifts
2026-07-04 · Tap to win		 33,468 2.6% 0.15% 5.60% 13 $689 $0.0206
B2G1F Lip Stain
2026-07-11 · Get a free Lip Stain		 33,457 3.0% 0.31% 10.45% 13 $689 $0.0206
Unclaimed offers
2026-07-18 · You have (3) unclaimed offers		 33,449 2.7% 0.12% 4.35% 13 $689 $0.0206
Credit 2 - July 2026
2026-07-26 · Reminder: your £10.61 credit has been processed		 33,378 3.1% 0.17% 5.35% 12 $687 $0.0206
Credit 1 - July 2026
2026-07-25 · Your credit has been processed		 33,328 3.8% 0.18% 4.85% 12 $686 $0.0206
Credit 3 - July 2026
2026-07-27 · Your £10.61 account credit: processed		 33,270 2.1% 0.10% 4.65% 12 $685 $0.0206

3.4 Attentive SMS — all 8 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 2
2026-07-25		 63,315 2.04% 20.12% 260 $17,204 $3,166 5.43× $0.2717
Credit 1
2026-07-24		 35,410 3.19% 20.21% 228 $14,869 $1,770 8.40× $0.4199
Credit 3
2026-07-27		 33,871 2.80% 24.71% 234 $14,737 $1,694 8.70× $0.4351
4 GIFTS
2026-07-04		 41,743 1.89% 11.79% 93 $9,089 $2,087 4.35× $0.2177
Unclaimed Offers
2026-07-18		 44,216 3.14% 9.29% 129 $8,768 $2,211 3.97× $0.1983
B2G1F Lip Stain
2026-07-11		 37,483 1.37% 20.19% 104 $7,786 $1,874 4.15× $0.2077
World cup score
2026-07-15		 40,629 1.24% 15.14% 76 $4,140 $2,031 2.04× $0.1019
Unclaimed offers 2
2026-07-19		 2,175 5.93% 16.28% 21 $1,396 $109 12.84× $0.6421
Commentary: Campaign revenue $113.7K (▲ 43.7% MoM). Platform mix: Klaviyo (Email) (+$25.5K, +36%); Attentive (SMS) (+$7.5K, +127%); Brevo (Email) (+$1.6K, +48%). Top Klaviyo campaigns: Credit 2/4 [25th July] ($17.7K); Credit 3/4 [26th July] ($13.4K); Credit 4/4 [27th July] ($11.3K).
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

July 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 37
▲ 15.6%
 554,692
▲ 26.0%
 $51,839
▲ 57.5%
Attentive Journeys TW Attentive total × native-journey share 11
▲ 37.5%
 44,313
▲ 38.2%
 $33,968
▲ 32.4%
Total $85,807
▲ 46.5%
Each cell shows the value for July 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 38 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 5 flows · $16,594 (32% of Klaviyo flow rev) · ▲ 51.0% vs LM
Cart Abandonment NEW
Metric		 38,096
▲ 71.3%
 47.7%
▲ 1.3pp
 3.56%
▼ 0.4pp
 482
▲ 64.5%
 $7,929
▲ 92.7%
 $0.2081
▲ 12.5%
Checkout Abandonment
Metric		 29,557
▲ 30.0%
 46.1%
▲ 2.0pp
 3.73%
▼ 0.7pp
 613
▲ 18.8%
 $4,091
▲ 32.3%
 $0.1384
▲ 1.8%
Browse Abandonment
Metric		 82,889
▲ 25.2%
 43.8%
▲ 0.3pp
 1.77%
▼ 0.1pp
 307
▲ 12.9%
 $4,091
▲ 18.0%
 $0.0494
▼ 5.7%
Checkout Abandonment Lip Stain
Metric		 2,652
▲ 15.9%
 45.6%
▼ 1.6pp
 3.47%
▲ 0.2pp
 81
▲ 72.3%
 $342
▲ 36.7%
 $0.1289
▲ 18.0%
Cart Abandonment
Metric		 792
▲ 50.9%
 54.2%
▲ 4.6pp
 3.41%
▼ 0.1pp
 8
▲ 0.0%
 $141
▲ 116.4%
 $0.1784
▲ 43.5%
🎯 Welcome · 8 flows · $14,408 (28% of Klaviyo flow rev) · ▲ 61.8% vs LM
[OLD] LEGACY Welcome Flow - Free Gift
Added to List		 31,184
▼ 27.7%
 50.5%
▲ 6.9pp
 3.48%
▲ 0.7pp
 434
▲ 13.3%
 $4,733
▼ 11.5%
 $0.1518
▲ 22.5%
[OLD - merged] Checkout + Footer Welcome Flow
Added to List		 16,450
▼ 57.3%
 55.8%
▲ 12.8pp
 4.73%
▲ 2.1pp
 166
▼ 14.9%
 $3,598
▲ 20.2%
 $0.2188
▲ 181.9%
[OLD - merged] WINNER Welcome Flow - 15% OFF [July 2026]
Added to List		 11,765
—
 52.3%
—
 4.59%
—
 271
—
 $3,196
—
 $0.2716
—
First Time Buyer Brand Introduction
Metric		 65,897
▲ 34.8%
 51.3%
▲ 3.5pp
 1.53%
▲ 0.3pp
 119
▲ 36.8%
 $1,227
▲ 162.8%
 $0.0186
▲ 95.0%
[OLD - duplicate] 15% Off Welcome Flow
Added to List		 13,545
—
 46.6%
—
 1.79%
—
 52
—
 $781
—
 $0.0577
—
Brow Stain - Welcome Flow
Metric		 13,361
▲ 170.3%
 57.7%
▲ 1.1pp
 4.72%
▲ 0.9pp
 25
▲ 66.7%
 $493
▲ 419.0%
 $0.0369
▲ 92.0%
NEW MASTER WELCOME FLOW [15% Off - July 2026]
Added to List		 1,887
—
 54.2%
—
 5.72%
—
 44
—
 $351
—
 $0.1859
—
1440 Eyeliner - Welcome Flow
Metric		 3,757
—
 53.5%
—
 2.88%
—
 4
—
 $28
—
 $0.0076
—
🎯 Quiz / lead gen · 5 flows · $7,342 (14% of Klaviyo flow rev) · ▲ 117.4% vs LM
Quiz UK Lip Stain - UK PDP Long v3
Metric		 10,165
▲ 32.1%
 55.6%
▲ 1.9pp
 6.74%
▲ 1.0pp
 440
▲ 64.2%
 $6,617
▲ 118.7%
 $0.6510
▲ 65.5%
Quiz UK ULS- UK Ultimate Lip Set V1
Metric		 1,089
▼ 15.7%
 31.0%
▲ 3.9pp
 6.48%
▲ 2.4pp
 10
—
 $370
—
 $0.3401
—
Quiz UK Lip Stain - UK Google Long v3
Metric		 1,667
▲ 37.3%
 41.0%
▲ 0.4pp
 3.83%
▼ 1.0pp
 8
▼ 38.5%
 $257
▲ 47.7%
 $0.1544
▲ 7.6%
[OLD] 1440 Eyeliner Quiz - RV
Metric		 7
▼ 61.1%
 85.7%
▲ 41.3pp
 14.29%
▲ 8.7pp
 1
—
 $49
—
 $7.0656
—
Quiz UK Lip Stain - UK Main Long v3
Metric		 561
▲ 22.5%
 53.8%
▼ 1.2pp
 4.86%
▼ 1.7pp
 8
▼ 27.3%
 $48
▼ 72.8%
 $0.0860
▼ 77.8%
🎯 Win-back / sunset · 2 flows · $4,771 (9% of Klaviyo flow rev) · ▲ 47.5% vs LM
Winback
Metric		 51,169
▲ 26.0%
 48.0%
▲ 0.8pp
 3.39%
▲ 0.9pp
 106
▲ 45.2%
 $4,704
▲ 56.6%
 $0.0919
▲ 24.3%
Sunset Unengaged Subscribers - Customer vs. Non-Customer
Added to List		 2,161
▲ 54.5%
 4.8%
▲ 0.5pp
 0.75%
▼ 0.3pp
 0
—
 $67
▼ 71.1%
 $0.0309
▼ 81.3%
🎯 Other · 7 flows · $4,066 (8% of Klaviyo flow rev) · ▲ 35.1% vs LM
Retention flow to recapture customers At Risk - UK
Added to List		 9,946
▼ 53.1%
 46.1%
▲ 4.3pp
 1.97%
▲ 1.1pp
 35
▲ 34.6%
 $2,082
▲ 35.2%
 $0.2093
▲ 188.2%
Next best product cross-sell - Standard
Date Based		 21,842
▲ 26.3%
 47.5%
▲ 0.4pp
 1.29%
▲ 0.3pp
 30
▲ 15.4%
 $805
▲ 108.7%
 $0.0368
▲ 65.3%
Retention flow to recapture customers Needs Attention - UK
Added to List		 3,212
▼ 76.8%
 39.6%
▲ 1.8pp
 1.29%
▲ 0.3pp
 10
▼ 65.5%
 $799
▼ 16.4%
 $0.2486
▲ 259.7%
Inactive Prevent Churn UK
Added to List		 9,874
▼ 49.0%
 40.6%
▲ 2.2pp
 0.54%
▲ 0.1pp
 9
▲ 28.6%
 $348
▲ 398.1%
 $0.0352
—
KLDN
Added to List		 4
▼ 92.5%
 25.0%
▼ 45.6pp
 25.00%
▲ 3.4pp
 1
▼ 75.0%
 $33
▼ 17.8%
 $8.3540
—
Foundation Subscription - Upcoming Order Reminders
Metric		 46
▲ 58.6%
 63.0%
▲ 1.0pp
 21.74%
▲ 1.0pp
 1
—
 $0
—
 $0.0000
—
Foundation Subscription Confirmation
Metric		 5
▼ 76.2%
 80.0%
▲ 27.6pp
 20.00%
▲ 1.0pp
 0
▼ 100.0%
 $0
▼ 100.0%
 $0.0000
▼ 100.0%
🎯 Post-purchase / transactional · 5 flows · $3,390 (7% of Klaviyo flow rev) · ▲ 41.7% vs LM
Fulfilled order
Metric		 42,498
▲ 60.5%
 66.1%
▼ 2.2pp
 15.21%
▼ 2.1pp
 101
▼ 1.0%
 $1,268
▼ 23.0%
 $0.0298
▼ 52.0%
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 20,665
—
 60.2%
▼ 2.1pp
 19.31%
▼ 14.3pp
 56
—
 $1,076
—
 $0.0521
▲ 2.4%
Order confirmation
Metric		 37,760
▲ 21.6%
 69.3%
▼ 1.3pp
 11.87%
▼ 2.3pp
 127
▲ 64.9%
 $551
▲ 13.5%
 $0.0146
▼ 6.6%
Malomo Post Purchase: 4. Delivered
Metric		 17,530
▲ 412.4%
 55.7%
▲ 1.4pp
 3.72%
▼ 3.8pp
 142
—
 $381
▲ 339.4%
 $0.0217
▼ 14.2%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 10,611
—
 58.9%
▲ 58.9pp
 6.85%
▲ 6.9pp
 12
—
 $113
—
 $0.0107
—
🎯 Membership · 2 flows · $1,094 (2% of Klaviyo flow rev) · ▲ 71.7% vs LM
Membership Orders - Credit Updates
Metric		 1,278
▲ 13.2%
 50.7%
▲ 0.0pp
 9.59%
▼ 4.7pp
 43
▼ 29.5%
 $760
▲ 128.8%
 $0.5949
▲ 102.1%
Membership UK
Metric		 591
▲ 26.3%
 66.4%
▼ 0.4pp
 16.04%
▲ 1.3pp
 13
▲ 44.4%
 $334
▲ 9.4%
 $0.5643
▼ 13.3%
🎯 TW unattributed (late-arrived orders) · 1 flow · $170 (0% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $170
—
 —
—
🎯 Back-in-stock · 1 flow · $4 (0% of Klaviyo flow rev) · ▼ 96.9% vs LM
Back In Stock
Metric		 62
▲ 210.0%
 50.0%
▼ 20.0pp
 6.45%
▼ 13.5pp
 1
▲ 0.0%
 $4
▼ 96.9%
 $0.0647
▼ 99.0%
🎯 Driving second purchase · 2 flows · $0 (0% of Klaviyo flow rev) · — vs LM
Cleansing Balm - Refill Flow
Metric		 114
▼ 29.6%
 46.9%
▲ 3.1pp
 3.54%
▲ 0.5pp
 0
▼ 100.0%
 $0
—
 $0.0000
—
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 3
—
 33.3%
—
 0.00%
—
 0
—
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 8 active this month

Revenue: Attentive native. Cost: Delivered × $0.050/SMS (EU). ROI = Revenue ÷ Cost.
JourneyDeliveredCTRCVROrdersRevenueCostROIRev/rec
[15% OFF] Welcome New Subscribers
Signed up for texts		 7,853
—
 18.67%
—
 16.83%
—
 1,322
—
 $80,548
—
 $393
—
 205.14×
—
 $10.2570
—
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 6,793
▼ 22.2%
 26.34%
▼ 2.1pp
 11.69%
▼ 1.2pp
 794
▼ 29.3%
 $65,634
▼ 28.2%
 $340
▼ 22.2%
 193.24×
▼ 7.7%
 $9.6620
▼ 7.7%
Cart Abandonment
Added to cart		 3,668
▲ 58.3%
 6.79%
▼ 2.6pp
 6.84%
▲ 0.5pp
 251
▲ 70.7%
 $20,257
▲ 69.2%
 $183
▲ 58.3%
 110.45×
▲ 6.9%
 $5.5226
▲ 6.9%
Browse Abandonment
Viewed a product		 7,888
▲ 35.3%
 5.15%
▼ 0.1pp
 1.83%
▼ 0.0pp
 144
▲ 34.6%
 $9,475
▲ 24.4%
 $394
▲ 35.3%
 24.02×
▼ 8.1%
 $1.2011
▼ 8.1%
Session Abandonment
Visited your website		 8,005
▲ 58.1%
 4.95%
▼ 0.8pp
 1.52%
▼ 0.0pp
 122
▲ 56.4%
 $8,305
▲ 55.6%
 $400
▲ 58.1%
 20.75×
▼ 1.6%
 $1.0375
▼ 1.6%
Joined a Segment
Joined a Segment		 4,736
▲ 38.6%
 3.46%
▼ 0.1pp
 1.94%
▲ 0.4pp
 92
▲ 76.9%
 $7,264
▲ 77.4%
 $237
▲ 38.6%
 30.67×
▲ 28.0%
 $1.5337
▲ 28.0%
Shopify - Checkout Abandonment
Checkout started		 786
▲ 68.7%
 8.65%
▲ 0.7pp
 6.74%
▼ 1.8pp
 53
▲ 32.5%
 $4,157
▲ 51.5%
 $39
▲ 68.7%
 105.79×
▼ 10.2%
 $5.2894
▼ 10.2%
Post Purchase
Made a purchase		 4,584
▼ 25.7%
 2.51%
▼ 0.1pp
 0.44%
▼ 0.1pp
 20
▼ 35.5%
 $1,228
▼ 26.9%
 $229
▼ 25.7%
 5.36×
▼ 1.6%
 $0.2680
▼ 1.6%
Commentary: Flow / journey revenue $85.8K (▲ 46.5% MoM). By purpose: Abandonment (+$5.6K, +51%); Welcome (+$5.5K, +62%). Top flow swings: Cart Abandonment NEW (+$3.8K, +93%); Quiz UK Lip Stain - UK PDP Long v3 (+$3.6K, +119%); [OLD - merged] WINNER Welcome Flow - 15% OFF [July 2026] (+$3.2K).
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

July 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.