CRM Monthly Business Review

Reporting month: August 2026  •  Audience: CEO, Head of Growth  •  Presenter: Head of CRM
Generated 2026-09-08
4-section structure
⚠ Things to watch
Read these before acting on the numbers below. Data integrity was verified end-to-end for this month; the items below are business questions and two open data caveats.

CRM Digest TL;DR — August 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.
July$662.1K−$103.9KCampaigns−$28.4KFlows−$18.5KSMS−$945PostPilot−$163BrevoAugust$510.2K
CRM revenue fell −$151.9K (-23%) MoM. Biggest drags: campaigns −$103.9K, flows −$28.4K, SMS −$18.5K.

🟢 Highlights

NPS rose +3.2 → +16.4 → Recent (first-order) buyers▼ detail
Recent buyers are 73% of August 2026's 1,575 responses and their NPS jumped -9 → +5 — the primary driver. The move spans the base: Loyal fell +28→+24 (small sample, n=50) and Champions warmed +47→+52. Detractors are 36% of responses (down from 43%) and cite product issues: eyeliner, stain, last, color, stay, liner — eyeliner / lip-stain longevity ("doesn't last / won't stay"), the sharpener, color. What changed vs the prior 3 months: rising — last +4.4pp, doesn +4.3pp, stain +4.1pp, hour +3.6pp, lipstick +3.1pp. Receding — received -3.6pp, doesn't -2.0pp. The perennial terms (eyeliner, product, longevity) recur every month and are the standing backlog; the rising ones are this month's new signal. (RFM segment linkage omitted this month — Reveal's segment data is affected by a vendor scoring bug; see §2.4.)
SegmentResponsesShareNPS JulyNPS AugustΔ
Recent (first-order)1,15573%-9+5+14
Loyal (small sample)503%+28+24-4
Champions (repeat)37023%+47+52+5
Overall1,575100%+3.2+16.4+13.2
Detractor themeAugust % of commentsPrior 3 mo %Δ
last14.4%10.0%+4.4pp
doesn10.0%5.8%+4.3pp
stain13.8%9.7%+4.1pp
hour5.8%2.2%+3.6pp
lipstick4.8%1.7%+3.1pp
received5.8%9.5%-3.6pp
doesn't5.4%7.5%-2.0pp
Detractor themes (August, word freq): eyeliner (125), product (108), stain (81), last (75), color (73), stay (64), liner (61), order (59), doesn (49), long (47)

🔴 Lowlights

Campaigns -39% → credit series gone (114%) + fewer sends▼ detail
July's one-off 4-part credit series ($118.1K TW, no August repeat) is 114% of the drop. Apples-to-apples — strip credit from both months — the baseline program's revenue fell +10% on +6% fewer recipients, while per-recipient held flat (rev/recipient +3%, conversion rate -3%) — the regular program held its efficiency, it's just smaller. So the drop is the credit one-off plus deliberate volume, not a collapse in the regular program.
Campaigns · US — revenue = Triple WhaleJulyAugustΔ
Campaign revenue (TW)$267.0K$163.1K-39%
— Credit series (4 campaigns)$118.1K$0−$118.1K
— Baseline (regular program)$148.9K$163.1K+10%
Baseline sends2223+1
Baseline recipients6.11M6.51M+6%
Baseline rev/recipient (TW)$0.0244$0.0251+3%
Baseline conversion rate0.062%0.060%-3%
Split of the Δ →credit 114%baseline 14%−$103.9K
Flows -23% → fewer sends; existing more efficient▼ detail
Net -23% (TW) on -8% recipients. Existing flows -23% revenue but per-send -16% (fewer sends, better conversion). 3 new flows added $68 (led by Lip Stain - Post Purchase / Educat, $68). 1 flows retired ($200 in July, rev/recip $0.019 vs existing $0.064 — the weaker ones).
Flow cohort · US — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)411.93M→1.78M$123.0K→$94.7K (-23%)$0.064→$0.053 (-16%)
New (August only)3—→0.01M—→$68$0.006
Retired (July only)10.01M→—$200→—$0.019
↳ new: Lip Stain - Post Purchase / Educat10,468$68
↳ new: Malomo Post Purchase: 5. Available61$0
↳ new: KLAVIYO Collection Page POPUP - We7$0
SMS -8% → fewer sends▼ detail
SMS delivered +55% (0.99M→1.55M); per-message revenue also fell 41%. The volume growth is almost all in broadcast campaigns (delivered +66%); triggered journeys softened (revenue -24%, CVR 8.85%→7.85%) and convert ~26× better per message ($1.23 vs $0.05). Both volume and per-send conversion moved down — not just a volume choice.
SMS / Attentive · US (TW-attributed)JulyAugustΔ
Delivered (volume)994,9051,545,501+55%
Rev / message (conversion)$0.230$0.136-41%
SMS revenue$228,909$210,366-8%
→ volume effect$126.7K-683% of Δ
→ conversion effect−$145.2K+783% of Δ
SMS funnel · US — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns861K→1,429K (+66%)3.87%→2.33%0.422%→0.282%$0.06→$0.05
Triggered journeys134K→116K (-13%)17.74%→16.18%8.850%→7.848%$1.30→$1.23
PostPilot -2% → direct mail $39.5K→$38.6K
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.
NPS segment split withheld — respondent RFM labels hit by the vendor scoring bug
Each response carries the RFM group Reveal held for that customer at the time. Inside the bug window those labels were wrong in a directional way — active customers were graded down — so a by-segment NPS split would show a shift toward lower-value segments that reflects the mis-grading, not who actually replied. The headline NPS +16.4, the reply rate and the verbatim themes are computed without RFM and are unaffected. Restore this next month, once a full month of re-scored labels exists.
NPS reply rate flat at ~1.7% all year (1.42–1.80%) — well below the 6–15% benchmark▼ detail
Reply rate is essentially unchanged month to month (1.80% → 1.42%) and sits far under the 6% floor; the 1,575-response sample keeps month-to-month NPS noisy. Recovering the unsent volume, or adding an incentive, would tighten the read.
MonthEmails delivered (Klaviyo)OC invitationsNever sentResponsesReply rate
2026-0364,280120,02855,7481,0731.67%
2026-0442,35884,46942,1117531.78%
2026-0535,45272,29636,8445741.62%
2026-0627,37447,14819,7744571.67%
2026-0741,49746,0224,5257471.80%
2026-08110,94470,149-40,7951,5751.42%
Cost up $3.3K MoM — Attentive is 110% of it▼ detail
Total CRM cost rose $44.1K → $47.4K (+7%). Attentive went $5.4K → $9.0K (+66%), accounting for 110% of the increase — every other line was flat. ROI still improved because revenue grew faster, but this is the line to watch.
PlatformJulyAugustΔ
Attentive$5.4K$9.0K+3,589
Postpilot$21.9K$21.6K-331
RFM segment data for the month is not reportable — vendor scoring bug (now fixed)▼ detail
The Champions segment did visibly fall in Klaviyo (17,355 → 32,742) but Reveal (OmniConvert) has confirmed this was a bug in their RFM scoring that gradually mis-graded active customers into lower groups, not customers disengaging. They re-scored all affected customers on 6–7 Aug. It is back to 31,625 as of 11 Aug. Orders, revenue and customer records were never affected, so §1–§3 stand. The real cost is operational: Champions-targeted campaigns this month reached a smaller audience than intended, so their reach and revenue are understated — worth re-running the best performer now the segment is restored. A second, still-open fault: their per-customer RFM export has not regenerated since 13 Jul, so segment-to-segment flow (§2.4b) cannot be rebuilt until they fix it. See §2.4.
DateChampionsLoyalRecentNeeds attentionAt riskInactive
31 May32,50344,655135,638232,706265,268877,545
6 Aug17,35539,99591,647244,335240,143994,730
7 Aug31,58341,28671,561242,480239,3911,016,386
11 Aug31,62541,27668,398242,411238,7271,020,625

1. CRM Revenue, Cost & ROI Headline

August 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 $261,216 ▼ 33.6% ▼ 6.7%
Klaviyo $257,859 ▼ 33.9% ▼ 7.7%
Campaign $163,077 ▼ 38.9% ▼ 3.1%
Flow $94,782 ▼ 23.0% ▼ 14.6%
Brevo $3,356 ▼ 4.6% ▲ 459.7%
SMS $210,366 ▼ 8.1% ▲ 131.6%
Mail $38,592 ▼ 2.4% —
PostPilot $38,592 ▼ 2.4% —
Total CRM revenue $510,173 ▼ 22.9% ▲ 37.6%
Revenue % of DTC (Shopify net sales) 20.0% ▲ 2.0pp ▲ 6.1pp
Cost
Klaviyo $12,392 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $9,025 ▲ 66.0% ▼ 4.3%
Maverick $500 ▲ 0.0% —
InviteJet (legacy) $0 — ▼ 100.0%
Yotpo Reviews $1,898 ▲ 0.0% ▼ 35.4%
Nifty Images $180 ▲ 0.0% ▲ 0.0%
Omniconvert $300 ▲ 0.0% —
Retention.com $1,500 ▲ 0.0% ▼ 40.0%
PostPilot $21,593 ▼ 1.5% ▲ 48.8%
Total CRM cost $47,387 ▲ 7.4% ▲ 17.1%
CRM ROI (Revenue ÷ Cost) 10.77× ▼ 28.2% ▲ 17.5%
Customer experience
NPS score (industry avg +31) +16.4 ▲ 13.2pp ▼ 9.6pp
NPS reply rate (industry 6–15%) 1.42% ▼ 0.4pp ▲ 0.2pp
NPS responses received 1,575 ▲ 110.8% ▲ 364.6%
Commentary: Total CRM revenue $510.2K (▼ 22.9% MoM). Revenue drivers: Campaign (−$103.9K, -39%); Flow (−$28.4K, -23%); SMS (−$18.5K, -8%). Total cost $47.4K (▲ 7.4% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (+$3.6K, +66%); PostPilot (−$331, -2%). ROI 10.77× (−4.24× vs LM, ▼ 28.2% MoM). % of DTC 20.0% (+2.0pp vs LM).
Triple Whale (Linear All 28-day) is the revenue source for cross-channel attribution. Shopify net sales is the % of DTC denominator. Cost rows include all CRM platform subscriptions; revenue and cost rows share the same column layout so they read top-to-bottom.

2. CRM Customer Base Klaviyo ∩ Shopify

August 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 August 2026 % of subscribed Stage-to-stage MoM (vs July 2026) YoY (vs August 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 1,611,028 100.0% — 1,570,471 ▲ 2.6% 719,939 ▲ 123.8%
New subscribed 68,316 — — 89,505 ▼ 23.7% 43,411 ▲ 57.4%
New unsubscribed 31,778 — — 36,295 ▼ 12.4% 63,334 ▼ 49.8%
2. Sent ≥1 email this month 816,175 50.7% 50.66% 976,200 ▼ 16.4% 1,271,963 ▼ 35.8%
Campaign 631,789 — — 808,182 ▼ 21.8% 1,168,322 ▼ 45.9%
Flow 416,324 — — 510,222 ▼ 18.4% 269,981 ▲ 54.2%
3. Opened ≥1 email this month 567,333 35.2% 69.51% 690,842 ▼ 17.9% 983,226 ▼ 42.3%
Campaign 455,141 — 72.04% 594,263 ▼ 23.4% 961,164 ▼ 52.6%
Flow 255,394 — 61.35% 311,851 ▼ 18.1% 383,185 ▼ 33.3%
4. Clicked ≥1 email this month 72,593 4.5% 12.80% 99,857 ▼ 27.3% 63,311 ▲ 14.7%
Campaign 35,767 — 7.86% 57,299 ▼ 37.6% 36,752 ▼ 2.7%
Flow 43,647 — 17.09% 54,401 ▼ 19.8% 33,797 ▲ 29.1%
5. Placed an order this month 4,630 0.3% 6.38% 7,349 ▼ 37.0% 4,729 ▼ 2.1%
Campaign 2,837 — 7.93% 2,133 ▲ 33.0% 2,930 ▼ 3.2%
Flow 1,793 — 4.11% 5,215 ▼ 65.6% 1,798 ▼ 0.3%
6. Sent to order (overall) 8.92% — 8.92% 9.62% ▼ 0.7pp 4.83% ▲ 4.1pp
Campaign 0.45% — — 0.26% ▲ 0.2pp 0.25% ▲ 0.2pp
Flow 0.43% — — 1.02% ▼ 0.6pp 0.67% ▼ 0.2pp
Email Fatigue Emails sent per user 10.27 — — 10.76 ▼ 4.6% 14.77 ▼ 30.5%
Opt-out rate 3.89% — — 3.72% ▲ 0.2pp 4.98% ▼ 1.1pp
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 July 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in August 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers54,227
▼ 19.7%
19,258
▼ 27.4%
—36,128
▼ 26.4%
13,528
▼ 34.2%
—18,099
▼ 1.8%
5,730
▼ 4.4%
—
Orders56,763
▼ 20.3%
19,894
▼ 27.3%
—37,464
▼ 27.2%
13,952
▼ 33.9%
—19,299
▼ 2.1%
5,942
▼ 4.9%
—
Net sales$2,414,809
▼ 21.3%
$788,062
▼ 27.6%
—$1,557,770
▼ 28.3%
$547,016
▼ 34.0%
—$857,040
▼ 4.3%
$241,046
▼ 7.2%
—
Orders / customer1.05
▼ 0.8%
1.03
▲ 0.2%
▲ 1.3%
▼ 1.0pp
1.04
▼ 1.2%
1.03
▲ 0.4%
▲ 0.5%
▼ 1.6pp
1.07
▼ 0.3%
1.04
▼ 0.6%
▲ 2.8%
▲ 0.3pp
AOV$42.54
▼ 1.3%
$39.61
▼ 0.4%
▲ 7.4%
▼ 1.0pp
$41.58
▼ 1.5%
$39.21
▼ 0.1%
▲ 6.1%
▼ 1.5pp
$44.41
▼ 2.2%
$40.57
▼ 2.4%
▲ 9.5%
▲ 0.2pp
Units / order3.60
▲ 1.5%
3.46
▲ 0.7%
▲ 4.0%
▲ 0.8pp
3.50
▼ 0.0%
3.46
▲ 1.2%
▲ 1.1%
▼ 1.2pp
3.79
▲ 3.3%
3.45
▼ 1.1%
▲ 9.9%
▲ 4.6pp
Revenue / customer$44.53
▼ 2.0%
$40.92
▼ 0.2%
▲ 8.8%
▼ 2.1pp
$43.12
▼ 2.7%
$40.44
▲ 0.3%
▲ 6.6%
▼ 3.2pp
$47.35
▼ 2.5%
$42.07
▼ 3.0%
▲ 12.6%
▲ 0.5pp
Commentary: Email funnel: Sent-to-order 8.92% (▼ 7.3% MoM). Funnel drivers: 2. Sent ≥1 email this month (−160,025, -16%); 3. Opened ≥1 email this month (−123,509, -18%). K vs non-K: Klaviyo subscribers spend $44.53 per customer vs $40.92 for non-subscribers — +9% premium.
August 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)

Source: Klaviyo RFM segments (Reveal RFM via RVL RFM Group Name), US — daily series recovered post-repair
⚠ Segment movement withheld for August 2026 — vendor data fault. Reveal (OmniConvert) confirmed a bug in its RFM scoring that gradually mis-graded active customers into lower groups from 15 Jun. They re-scored every affected customer and refreshed Klaviyo on 7 Aug. The apparent collapse in Champions across August 2026 was this bug, not customer behaviour. Separately, and still unresolved: the per-customer RFM export has not regenerated since 13 Jul, so the per-customer flow view below cannot be rebuilt. Orders, revenue and customer records were unaffected throughout — §1–§3 are unchanged.
0k19k38kVendor RFM scoring bug window — segment sizes unreliablere-scored 7 Aug28 May5 Jul11 Aug
US Champions, daily. Shaded = vendor bug window; dashed line = the re-score. The level recovers in a single day, which is why the August 2026 decline cannot be read as churn — real recency decay does not reverse overnight.
What can still be said. Bracketing the whole corrupted window — last clean month-end to the latest post-repair reading:
RFM group31 May (last clean)11 Aug (post-repair)ΔΔ%
Champions32,50331,625-878-2.7%
Loyal44,65541,276-3,379-7.6%
Recent135,63868,398-67,240-49.6%
Needs attention232,706242,411+9,705+4.2%
At risk265,268238,727-26,541-10.0%
Inactive877,5451,020,625+143,080+16.3%
Total scored base1,588,3151,643,062+54,747+3.4%
Spans 31 May→11 Aug (~2.5 months, including the corrupted window) — directional only, and not a August 2026 figure. Champions is roughly flat against the last clean reading, so the "halving" was never real. Recent's fall is partly genuine decay and partly the re-score moving mis-parked customers out of it; the two cannot be separated without per-customer history, which the frozen export denies us.
Operational consequence to action: because the Champions segment was under-populated for most of the month, any Klaviyo campaign targeting Champions in August 2026 reached a smaller audience than intended. Treat those sends' reach and revenue as understated, and consider re-running the best performer now the segment is restored.

2.4b Where customers moved — segment-to-segment flow

⚠ Withheld — the only window available is inside the vendor fault. This view traces individual customers between two snapshots of Reveal's per-customer export. The two most recent genuine snapshots are 30 Jun → 14 Jul, both inside the RFM scoring-bug window, so the transitions it would draw are the bug re-grading customers downward — not migration. Publishing it would give a precise, confident-looking answer to the wrong question.
Rebuilding this needs per-customer scores for dates Reveal no longer serves: their RFM export job has not regenerated since 13 Jul (HTTP Last-Modified confirms it), so no fresh snapshot exists to compare against. It returns once that export is fixed and two clean snapshots exist — an open item with the vendor. Aggregate segment sizes are unaffected and shown in §2.4.

3. Campaigns Sent By platform

August 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) 23
▼ 11.5%
 6,505,878
▼ 19.5%
 $163,077
▼ 38.9%
 $0.0251
▼ 24.1%
Brevo (Email) 12
▲ 50.0%
 4,175,096
▲ 42.4%
 $3,356
▼ 4.6%
 $0.0008
▼ 33.0%
Attentive (SMS) 16
▲ 60.0%
 1,429,047
▲ 66.0%
 $66,467
▲ 24.3%
 $0.0465
▼ 25.1%
Total $232,901
▼ 28.1%
Each cell shows the value for August 2026 with MoM delta beneath.

3.2 Klaviyo email — all 24 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
🎯 Offers — 14 campaigns, $70,421 (55% of Klaviyo email rev)
phlush free gift [18th August] - [Offer]
2026-08-16		 342,246 55.4% 0.61% 1.10% 291 $8,657 $0.0253
Last Days of Summer Sale 3 [29th August] - [Offer]
2026-08-27		 300,240 49.7% 0.31% 0.62% 228 $7,885 $0.0263
Hot Weather [16th August] - [Offer + Content]
2026-08-15		 361,064 51.4% 0.58% 1.13% 185 $7,766 $0.0215
ULS [13th August] - [Offer]
2026-08-10		 341,282 54.8% 0.60% 1.10% 230 $7,333 $0.0215
Last Days of Summer Sale [27th August] - [Offer]
2026-08-27		 302,649 50.1% 0.29% 0.58% 186 $6,037 $0.0199
4 Gifts 4 [24th August] - [Offer + Engagement]
2026-08-22		 408,141 47.8% 1.02% 2.14% 207 $5,967 $0.0146
ULS 2 [14th August] - [Offer]
2026-08-11		 269,848 52.2% 0.47% 0.91% 160 $5,442 $0.0202
4 Gifts 3 [23rd August] - [Offer + Engagement]
2026-08-21		 316,263 54.2% 1.17% 2.16% 156 $3,912 $0.0124
Last Days of Summer Sale 2 [28th August] - [Offer]
2026-08-27		 233,577 47.5% 0.21% 0.44% 108 $3,761 $0.0161
4 Gifts 2 [22nd August] - [Offer + Engagement]
2026-08-20		 202,780 51.4% 1.80% 3.49% 118 $3,572 $0.0176
phlush free gift 2 [19th August] - [Offer]
2026-08-17		 271,737 52.6% 0.36% 0.68% 134 $3,423 $0.0126
4 Gifts 1 [21st August] - [Offer + Engagement]
2026-08-19		 239,854 53.2% 1.20% 2.26% 108 $2,878 $0.0120
Last Days of Summer Sale 4 [30th August] - [Offer]
2026-08-27		 233,815 53.2% 0.24% 0.45% 128 $2,866 $0.0123
Postcard from Amalfi [31st August] - [Content + Offer]
2026-08-28		 219,181 51.4% 0.15% 0.30% 93 $921 $0.0042
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $35,211 (28% of Klaviyo email rev)
Other (unattributed)
 — — — — — $35,211 —
🎯 Other — 8 campaigns, $18,303 (14% of Klaviyo email rev)
Selling fast [4th August]
2026-08-04		 341,909 53.9% 0.32% 0.59% 158 $5,306 $0.0155
4 Gifts Lips - Low RFM Target [11th August]
2026-08-10		 256,536 45.0% 1.06% 2.36% 114 $5,025 $0.0196
Back in Stock [15th August]
2026-08-14		 263,562 54.6% 0.38% 0.69% 133 $4,172 $0.0158
FYP free gift 2 [2nd August]
2026-07-30		 305,974 50.5% 0.36% 0.71% 176 $3,800 $0.0124
Mix & match b2g1f 3 [9th August]
2026-08-08		 338,645 51.9% 0.53% 1.03% 287 $0 $0.0000
Mix & match b2g1f 2 [8th August]
2026-08-07		 340,447 55.8% 0.62% 1.12% 275 $0 $0.0000
Mix & match b2g1f [6th August]
2026-08-06		 344,644 52.3% 0.52% 0.99% 298 $0 $0.0000
Z100 Summer Bash '26
2026-08-03		 14 78.6% 0.00% 0.00% 0 $0 $0.0000
🎯 Content — 1 campaign, $3,150 (2% of Klaviyo email rev)
Eyeliner colour match [12th August] - [Education]
2026-08-12		 271,470 52.1% 0.40% 0.78% 127 $3,150 $0.0116

3.3 Brevo email — all 12 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($3,356, 12 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 ≈$280 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
ULS 40% 2
2026-08-16 · 40% off ends today		 433,956 5.0% 0.10% 2.05% 5 $355 $0.0008
4 Gifts 2
2026-08-22 · Did you win?		 432,902 6.2% 0.40% 6.40% 5 $354 $0.0008
4 Gifts 4
2026-08-24 · Last chance		 432,721 3.6% 0.09% 2.51% 5 $354 $0.0008
4 Gifts 3
2026-08-23 · Oops, you forgot your prizes		 432,704 5.3% 0.18% 3.48% 5 $353 $0.0008
4 Gifts 1
2026-08-21 · Tap to win		 431,964 4.8% 0.15% 3.10% 5 $353 $0.0008
ULS 40%
2026-08-15 · Your lip trio awaits...		 417,421 5.4% 0.10% 1.93% 5 $341 $0.0008
Upgraded free gift
2026-08-01 · Your complimentary product is waiting...		 255,993 3.4% 0.10% 2.99% 3 $209 $0.0008
Travel edit 2
2026-08-09 · Buy 2 Get 1 Free ends tonight...		 255,675 3.7% 0.08% 2.08% 3 $209 $0.0008
Travel edit 1
2026-08-08 · Buy 2, get 1 free – this weekend only		 255,105 4.3% 0.09% 2.16% 3 $208 $0.0008
LDOS 1
2026-08-29 · Last sale of summer. Go, go, go		 253,463 2.8% 0.07% 2.57% 3 $207 $0.0008
LDOS 2
2026-08-30 · Don't lose your discount		 253,356 2.8% 0.09% 3.29% 3 $207 $0.0008
LDOS 3
2026-08-31 · Final hours – buy 1, get 1 half price ends tonight		 252,902 2.8% 0.08% 2.87% 3 $207 $0.0008

3.4 Attentive SMS — all 16 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
Last Days of Summer (1)
2026-08-29		 131,278 2.07% 17.37% 472 $25,249 $919 27.48× $0.1923
Travel Edit 2
2026-08-09		 123,127 2.83% 11.41% 397 $21,910 $862 25.42× $0.1779
Travel Edit 1
2026-08-07		 97,627 2.76% 14.45% 389 $21,251 $683 31.10× $0.2177
Upgraded free gift FYP 2
2026-08-02		 122,226 1.71% 15.11% 316 $17,910 $856 20.93× $0.1465
ULS 40% off 2
2026-08-15		 124,887 2.28% 11.19% 318 $17,676 $874 20.22× $0.1415
4 Free Gifts (21 August)
2026-08-21		 142,313 2.84% 7.25% 293 $17,141 $996 17.21× $0.1204
ULS 40% off
2026-08-14		 126,032 2.39% 11.03% 332 $16,905 $882 19.16× $0.1341
Upgraded free gift FYP
2026-08-01		 123,868 1.89% 11.41% 267 $15,812 $867 18.24× $0.1276
pHLUSH Free Gift (18 August)
2026-08-18		 143,260 1.71% 12.03% 295 $15,608 $1,003 15.56× $0.1089
Last Days of Summer (2)
2026-08-31		 100,831 1.63% 17.43% 286 $14,890 $706 21.10× $0.1477
pHLUSH Free Gift (19 August)
2026-08-19		 90,898 2.02% 12.98% 238 $13,762 $636 21.63× $0.1514
4FreeGifts(23August)-2026-08-23-3-50-PM
2026-08-23		 42,878 3.14% 9.81% 132 $8,165 $300 27.20× $0.1904
4FreeGifts(23August)-2026-08-23-AI-send-time
2026-08-23		 43,691 3.23% 9.41% 133 $7,976 $306 26.08× $0.1826
4 Free Gifts - Variation A (24 August)
2026-08-24		 10,390 8.38% 8.96% 78 $4,172 $73 57.37× $0.4016
Travel Edit Abandoners
2026-08-10		 3,193 11.81% 16.45% 62 $2,788 $22 124.76× $0.8733
4 Free Gifts - Variation B (24 August)
2026-08-24		 2,548 8.16% 9.13% 19 $1,005 $18 56.35× $0.3944
Commentary: Campaign revenue $232.9K (▼ 28.1% MoM). Platform mix: Klaviyo (Email) (−$103.9K, -39%); Attentive (SMS) (+$13.0K, +24%); Brevo (Email) (−$163, -5%). Top Klaviyo campaigns: Other (unattributed) ($35.2K); phlush free gift [18th August] - [Offer] ($8.7K); Last Days of Summer Sale 3 [29th August] - [Offer] ($7.9K).
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

August 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 44
▲ 4.8%
 1,789,581
▼ 7.8%
 $94,782
▼ 23.0%
Attentive Journeys TW Attentive total × native-journey share 10
▼ 16.7%
 116,454
▼ 13.3%
 $142,699
▼ 18.2%
Total $237,481
▼ 20.2%
Each cell shows the value for August 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 45 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 9 flows · $32,699 (36% of Klaviyo flow rev) · ▼ 10.1% vs LM
Active on Site [Triple Whale]
Metric		 135,080
▲ 20.9%
 32.9%
▼ 1.8pp
 1.42%
▼ 0.0pp
 552
▼ 4.0%
 $5,790
▲ 40.7%
 $0.0429
▲ 16.4%
Checkout Abandonment
Metric		 44,959
▼ 33.9%
 47.4%
▲ 0.4pp
 3.58%
▲ 0.2pp
 867
▼ 22.2%
 $5,714
▼ 36.4%
 $0.1271
▼ 3.7%
Cart Abandonment
Metric		 33,062
▼ 29.7%
 44.6%
▼ 0.1pp
 2.12%
▲ 0.2pp
 343
▼ 24.1%
 $5,474
▼ 5.7%
 $0.1656
▲ 34.1%
Browse Abandonment [Retention]
Metric		 65,356
▼ 7.7%
 45.3%
▼ 2.9pp
 1.75%
▼ 0.1pp
 297
▼ 11.1%
 $4,780
▼ 8.6%
 $0.0731
▼ 1.1%
Cart Abandonment [Triple Whale]
Metric		 51,050
▼ 23.0%
 44.1%
▼ 0.8pp
 1.46%
▲ 0.1pp
 433
▼ 15.8%
 $4,375
▲ 4.6%
 $0.0857
▲ 35.9%
Checkout Abandonment (Retention)
Metric		 15,479
▼ 26.2%
 50.7%
▼ 0.8pp
 3.34%
▲ 0.1pp
 167
▼ 22.0%
 $2,520
▼ 27.4%
 $0.1628
▼ 1.7%
Browse Abandonment
Metric		 27,156
▼ 8.3%
 44.1%
▼ 1.1pp
 1.83%
▼ 0.1pp
 169
▼ 8.2%
 $2,510
▲ 2.2%
 $0.0924
▲ 11.5%
Cart Abandonment (Retention)
Metric		 20,580
▼ 18.3%
 42.4%
▼ 1.2pp
 1.05%
▼ 0.1pp
 130
▼ 9.7%
 $1,232
▼ 19.5%
 $0.0599
▼ 1.5%
(RV2025 Started) Lip Stain Checkout Abandonment
Metric		 2,122
▼ 21.1%
 48.0%
▲ 1.1pp
 3.26%
▼ 0.1pp
 56
▲ 0.0%
 $306
▼ 49.6%
 $0.1441
▼ 36.1%
🎯 Welcome · 7 flows · $22,416 (24% of Klaviyo flow rev) · ▲ 168.7% vs LM
NEW MASTER WELCOME FLOW [15% Off - July 2026]
Added to List		 133,800
—
 45.0%
▼ 9.3pp
 2.07%
▼ 3.7pp
 1,002
—
 $15,058
—
 $0.1125
▼ 54.0%
First Time Buyer Brand Introduction
Metric		 337,130
▼ 26.4%
 51.9%
▲ 0.3pp
 1.30%
▲ 0.1pp
 253
▼ 23.8%
 $4,028
▼ 20.0%
 $0.0119
▲ 8.7%
Welcome Flow [Retention]
Added to List		 90,144
▼ 2.5%
 61.5%
▲ 1.4pp
 1.69%
▲ 0.2pp
 96
▼ 32.9%
 $2,150
▲ 3.1%
 $0.0239
▲ 5.8%
1440 Eyeliner - Post Purchase / Educational / Welcome Flow
Metric		 49,208
▲ 133.4%
 48.0%
▼ 3.8pp
 1.23%
▼ 0.3pp
 32
▲ 113.3%
 $866
▲ 479.4%
 $0.0176
▲ 148.2%
Brow Stain - Post Purchase / Educational / Welcome Flow
Metric		 9,354
▼ 4.0%
 56.1%
▼ 1.0pp
 3.62%
▲ 0.1pp
 7
▼ 12.5%
 $235
▲ 101.9%
 $0.0251
▲ 110.3%
Lip Stain - Post Purchase / Educational / Welcome Flow
Metric		 10,468
—
 56.7%
—
 2.48%
—
 4
—
 $49
—
 $0.0047
—
KLAVIYO Collection Page POPUP - Welcome Flow
Added to List		 7
—
 57.1%
—
 28.57%
—
 0
—
 $30
—
 $4.2986
—
🎯 Post-purchase / transactional · 7 flows · $14,445 (16% of Klaviyo flow rev) · ▲ 5.3% vs LM
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 69,073
▼ 29.9%
 52.2%
▲ 1.1pp
 21.36%
▼ 0.1pp
 39
▼ 35.0%
 $7,795
▲ 4.1%
 $0.1128
▲ 48.4%
Malomo Post Purchase: 4. Delivered
Metric		 77,413
▼ 15.9%
 48.3%
▲ 0.7pp
 4.94%
▼ 1.4pp
 122
▼ 24.2%
 $2,909
▼ 6.4%
 $0.0376
▲ 11.4%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 70,541
▼ 23.6%
 49.9%
▲ 1.0pp
 6.77%
▲ 0.1pp
 21
▼ 43.2%
 $1,444
▲ 3.7%
 $0.0205
▲ 35.6%
Order confirmation
Metric		 76,185
▼ 22.2%
 58.6%
▼ 0.6pp
 8.45%
▼ 0.2pp
 172
▼ 18.5%
 $1,356
▲ 17.1%
 $0.0178
▲ 50.6%
Fullfilled order
Metric		 67,671
▼ 23.8%
 60.2%
▼ 0.1pp
 14.75%
▲ 0.4pp
 29
▼ 21.6%
 $911
▲ 58.3%
 $0.0135
▲ 107.8%
Malomo Post Purchase: 5. Available for Pickup
Metric		 61
—
 45.9%
—
 21.31%
—
 0
—
 $30
—
 $0.4923
—
Malomo Post Purchase: 6. Return to Sender
Metric		 6
▲ 50.0%
 1.0%
▼ 74.0pp
 50.00%
▲ 0.0pp
 0
—
 $0
—
 $0.0000
—
🎯 Other · 6 flows · $9,706 (11% of Klaviyo flow rev) · ▼ 22.8% vs LM
Retention flow to recapture customers At Risk - US
Added to List		 41,241
▼ 74.0%
 44.6%
▲ 2.3pp
 1.32%
▲ 0.7pp
 56
▼ 35.6%
 $3,745
▼ 44.8%
 $0.0908
▲ 111.9%
Retention flow to recapture customers Needs Attention - US
Added to List		 31,377
▲ 84.1%
 44.4%
▼ 0.2pp
 0.98%
▲ 0.2pp
 50
▲ 212.5%
 $3,422
▲ 54.7%
 $0.1091
▼ 15.9%
Inactive Prevent Churn US
Added to List		 55,161
▲ 12.7%
 43.8%
▲ 0.5pp
 0.39%
▲ 0.0pp
 17
▲ 41.7%
 $1,661
▼ 25.8%
 $0.0301
▼ 34.2%
Next best product cross-sell - Standard
Date Based		 42,123
▲ 3.8%
 46.2%
▲ 1.3pp
 0.61%
▼ 0.0pp
 27
▼ 12.9%
 $877
▼ 34.3%
 $0.0208
▼ 36.7%
Foundation Subscription - Upcoming Order Reminders
Metric		 170
▲ 13.3%
 56.9%
▲ 1.2pp
 16.77%
▼ 0.0pp
 1
—
 $0
—
 $0.0000
—
Foundation Subscription Confirmation
Metric		 46
▼ 24.6%
 65.2%
▲ 5.2pp
 8.70%
▲ 2.0pp
 0
—
 $0
—
 $0.0000
—
🎯 TW unattributed (late-arrived orders) · 1 flow · $4,644 (5% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $4,644
—
 —
—
🎯 Quiz / lead gen · 6 flows · $4,481 (5% of Klaviyo flow rev) · ▼ 14.4% vs LM
Quiz US Lip Stain - US PDP Long v3
Metric		 7,614
▼ 33.1%
 54.1%
▲ 2.7pp
 4.34%
▼ 0.1pp
 264
▼ 32.3%
 $3,199
▼ 24.9%
 $0.4201
▲ 12.3%
Quiz US Lip Stain - US Google Long V3
Metric		 6,233
▲ 19.8%
 33.3%
▼ 4.2pp
 2.76%
▲ 0.6pp
 25
▲ 66.7%
 $655
▲ 236.5%
 $0.1050
▲ 180.8%
Quiz US ULS Main
Metric		 2,643
▲ 102.7%
 25.7%
▼ 25.0pp
 3.46%
▼ 1.8pp
 8
▼ 70.4%
 $318
▲ 19.4%
 $0.1205
▼ 41.1%
Quiz US Lip Stain - US Main Long v3
Metric		 4,658
▼ 47.0%
 39.9%
▼ 0.1pp
 1.89%
▼ 0.4pp
 12
▼ 50.0%
 $141
▼ 65.5%
 $0.0302
▼ 35.0%
Quiz Lip Stain - US Applovin Long v3
Metric		 1,225
—
 45.2%
▲ 0.6pp
 4.09%
▼ 0.1pp
 8
—
 $124
—
 $0.1009
▲ 61.2%
Quiz US Foundation - US Foundation V1
Metric		 216
▼ 44.2%
 53.2%
▲ 0.9pp
 4.17%
▲ 0.0pp
 3
▼ 57.1%
 $45
▼ 55.3%
 $0.2085
▼ 20.0%
🎯 Driving second purchase · 3 flows · $2,206 (2% of Klaviyo flow rev) · ▼ 22.9% vs LM
2nd Purchase Don't Dump Us
Metric		 75,789
▼ 3.7%
 45.4%
▲ 0.7pp
 0.46%
▼ 0.1pp
 56
▲ 21.7%
 $2,178
▼ 21.5%
 $0.0287
▼ 18.5%
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 3,524
▼ 3.3%
 46.6%
▼ 1.7pp
 1.02%
▲ 0.4pp
 3
▲ 200.0%
 $22
▼ 72.2%
 $0.0062
▼ 71.3%
Cleansing Balm - Refill Flow
Metric		 237
▲ 94.3%
 52.7%
▲ 5.2pp
 1.69%
▲ 0.0pp
 1
▲ 0.0%
 $6
▼ 40.0%
 $0.0263
▼ 69.1%
🎯 Membership · 2 flows · $956 (1% of Klaviyo flow rev) · ▼ 12.5% vs LM
Membership Orders - Credit Updates
Metric		 2,194
▲ 7.3%
 43.6%
▼ 0.3pp
 5.39%
▼ 0.3pp
 32
▼ 13.5%
 $902
▼ 8.1%
 $0.4110
▼ 14.4%
Membership
Metric		 93
▼ 10.6%
 73.1%
▼ 3.1pp
 15.05%
▼ 0.8pp
 3
▲ 50.0%
 $55
▼ 51.3%
 $0.5882
▼ 45.5%
🎯 Win-back / sunset · 1 flow · $320 (0% of Klaviyo flow rev) · ▲ 216.0% vs LM
Sunset Unengaged Subscribers - Customer vs. Non-Customer (US)
Added to List		 17,612
▲ 30.8%
 4.5%
▼ 0.4pp
 0.41%
▲ 0.1pp
 2
▲ 100.0%
 $320
▲ 216.0%
 $0.0182
▲ 141.6%
🎯 Back-in-stock · 1 flow · $207 (0% of Klaviyo flow rev) · ▲ 107.8% vs LM
Back In Stock
Metric		 82
▼ 17.2%
 67.1%
▲ 17.6pp
 18.29%
▲ 9.2pp
 5
▲ 66.7%
 $207
▲ 107.8%
 $2.5232
▲ 150.9%
🎯 Feedback / NPS · 2 flows · $0 (0% of Klaviyo flow rev) · — vs LM
Omniconvert - Post Delivery NPS - Aug 30, 2024
Metric		 111,205
▲ 167.2%
 48.4%
▼ 0.3pp
 1.61%
▼ 0.2pp
 67
▲ 103.0%
 $0
—
 $0.0000
—
NPS Alerts Flow
Metric		 233
▲ 406.5%
 0.4%
▼ 1.7pp
 0.00%
▲ 0.0pp
 0
—
 $0
—
 $0.0000
—

4.3 Attentive journeys — all 7 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		 54,712
▼ 20.9%
 23.44%
▼ 0.5pp
 13.69%
▼ 0.4pp
 7,490
▼ 23.4%
 $378,381
▼ 24.9%
 $383
▼ 20.9%
 987.98×
▼ 5.1%
 $6.9159
▼ 5.1%
Cart Abandonment
Added to cart		 6,523
▼ 19.3%
 18.18%
▲ 0.0pp
 8.59%
▲ 0.3pp
 560
▼ 16.2%
 $37,775
▼ 16.7%
 $46
▼ 19.3%
 827.29×
▲ 3.2%
 $5.7911
▲ 3.2%
Browse Abandonment
Viewed a product		 24,309
▼ 9.6%
 9.42%
▼ 0.7pp
 2.06%
▼ 0.0pp
 501
▼ 11.3%
 $26,606
▼ 13.6%
 $170
▼ 9.6%
 156.36×
▼ 4.5%
 $1.0945
▼ 4.5%
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 4,068
▼ 15.5%
 27.90%
▲ 1.8pp
 8.16%
▼ 0.2pp
 332
▼ 17.8%
 $20,384
▼ 20.4%
 $28
▼ 15.5%
 715.82×
▼ 5.8%
 $5.0108
▼ 5.8%
Shopify - Checkout Abandonment
Checkout started		 1,279
▼ 25.0%
 11.96%
▼ 2.9pp
 8.29%
▼ 0.7pp
 106
▼ 31.2%
 $6,422
▼ 20.4%
 $9
▼ 25.0%
 717.31×
▲ 6.1%
 $5.0212
▲ 6.1%
Joined a Segment
Joined a Segment		 8,754
▼ 2.3%
 4.02%
▼ 0.7pp
 1.05%
▼ 0.2pp
 92
▼ 19.3%
 $4,736
▼ 27.8%
 $61
▼ 2.3%
 77.28×
▼ 26.1%
 $0.5410
▼ 26.1%
Post Purchase
Made a purchase		 16,809
▲ 27.3%
 5.31%
▼ 0.7pp
 0.35%
▼ 0.2pp
 58
▼ 12.1%
 $2,782
▲ 5.4%
 $118
▲ 27.3%
 23.64×
▼ 17.2%
 $0.1655
▼ 17.2%
Commentary: Flow / journey revenue $237.5K (▼ 20.2% MoM). By purpose: Welcome (+$14.1K, +169%); Abandonment (−$3.7K, -10%). Top flow swings: NEW MASTER WELCOME FLOW [15% Off - July 2026] (+$14.1K, +1475%); Checkout Abandonment (−$3.3K, -36%); Retention flow to recapture customers At Risk - US (−$3.0K, -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 — August 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
+16.4
vs industry +31 (gap −15). MoM +13.2pp
Reply rate
1.42%
vs industry 6–15%. At 14% of the industry midpoint
Responses
1,575
of 110,944 NPS emails delivered

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 purchased1,15573%+4.8-26
ChampionsR=3, M=3 (or F=3) — multi-order, high-spend recent buyers37023%+51.6+21
LoyalR=3, F=2 — 2-time buyers, recent, mid-spend503%+24.0-7

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
2025-08339+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)
2026-07747+3.2-9.0 (n=578)+27.8 (n=18)+47.0 (n=151)
2026-081,575+16.4+4.8 (n=1155)+24.0 (n=50)+51.6 (n=370)

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

🔴 Detractor themes & verbatims (score ≤ 6, n=572)
eyeliner ·125product ·108stain ·81last ·75color ·73stay ·64liner ·61order ·59doesn ·49long ·47
[5] Champions
Colors are all the same, once applied. The lip pencil is very waxy. Boo
[3] Recent
Very disappointed in lip stain product.
[5] Recent
It doesn't work as good as you say it does. It doesn't last any longer than any other lipstick I have bought, it's just more expensive. The gloss is thick and sticky, I hate the feel. The lip pencil is just like any other lip pencil. I was very disappointed.
[1] Recent
Don't lie about the product. It smears and wipes off with sweat. Nothing like it shows in the ads
[0] Recent
After I rubbed 5 times with a damp cloth after 45 seconds, my lips were still purple.
[2] Recent
It just doesn’t work on my skin.
🟢 Promoter themes & verbatims (score ≥ 9, n=830)
love ·181eyeliner ·141product ·110great ·93products ·84stays ·75color ·71stain ·68easy ·57long ·57
[10] Recent
Great promotion buy two get one. Excellent product love all the updates with the delivery. It was delivered on time. The best part of your website is that you tell what season you are and which colors you should select to match your skin tone and see.
[10] Champions
Love this company the eyeliner stays on all day and does not smear
[10] Recent
I love that it stays on like it says! Im on beach and it stayed until I removed it!
[10] Recent
Quick delivery.
[10] Recent
Great color and easy application
[10] Recent
The eyeliner was exactly what it was supposed to be !! very impressed
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 +16.4 is a partial recovery, not net new improvement; the score remains 9.6pp below year-ago (+26.0 in 2025-08) and 24pp 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 +16.4 sits 15 points below the Health & Beauty average of +31 and 25 points below the top-tier benchmark of +41 (Sephora-style premium beauty), which is the level leadership has anchored on. Wonderskin is climbing — but starting well behind. Reply rate 1.42% is well below the 6–15% benchmark for linked email NPS surveys — 5pp below the floor. At ~2% we have roughly 5,081 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 +4.8 NPS are 73% of responses and drag the headline. Champions (repeat buyers, 23% of responses) sit at +51.6 — 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. Reply rate = responses ÷ NPS emails Klaviyo delivered (flow Omniconvert - Post Delivery NPS), not OmniConvert's invitation count: OC's figure is sent+consumed+expired, and expired is an age-based state that absorbs never-sent invitations, so it counts every invitation ever created and inflates the denominator by ~2× — increasingly so the older the month, which manufactured a false rising trend. This will not match OmniConvert's dashboard, which uses that same definition. OC's count is shown alongside for reconciliation. 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 — August 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.
July$200.1K−$43.7KCampaigns−$968Flows−$4.3KSMS−$905BrevoAugust$150.2K
CRM revenue fell −$49.9K (-25%) MoM. Biggest drags: campaigns −$43.7K, SMS −$4.3K.

🟢 Highlights

(none)

🔴 Lowlights

Campaigns -46% → credit series gone (106%) + fewer sends▼ detail
July's one-off 4-part credit series ($46.4K TW, no August repeat) is 106% of the drop. Apples-to-apples — strip credit from both months — the baseline program's revenue fell +5% on +3% fewer recipients, while per-recipient held flat (rev/recipient +2%, conversion rate +2%) — the regular program held its efficiency, it's just smaller. So the drop is the credit one-off plus deliberate volume, not a collapse in the regular program.
Campaigns · EU — revenue = Triple WhaleJulyAugustΔ
Campaign revenue (TW)$95.5K$51.7K-46%
— Credit series (4 campaigns)$46.4K$0−$46.4K
— Baseline (regular program)$49.1K$51.7K+5%
Baseline sends2423-1
Baseline recipients3.00M3.09M+3%
Baseline rev/recipient (TW)$0.0164$0.0168+2%
Baseline conversion rate0.056%0.057%+2%
Split of the Δ →credit 106%baseline 6%−$43.7K
Flows -2% → fewer sends; existing more efficient▼ detail
Net -2% (TW) on -10% recipients. Existing flows +31% revenue but per-send +37% (fewer sends, better conversion). 2 new flows added $871 (led by NPS Post delivery flow, $626). 6 flows retired ($13.6K in July, rev/recip $0.186 vs existing $0.079 — not the weakest).
Flow cohort · EU — revenue = Triple Whaleflowsrecipientsrevenuerev/recip
Existing (both months)310.48M→0.46M$38.3K→$50.0K (+31%)$0.079→$0.109 (+37%)
New (August only)2—→0.04M—→$871$0.022
Retired (July only)60.07M→—$13.6K→—$0.186
↳ new: NPS Post delivery flow29,306$626
↳ new: Lip Stain - Welcome Flow10,059$245
SMS -9% → fewer sends▼ detail
SMS delivered +52% (0.34M→0.52M); per-message revenue also fell 40%. The volume growth is almost all in broadcast campaigns (delivered +61%); triggered journeys softened (revenue -10%, CVR 6.31%→6.73%) and convert ~28× better per message ($0.76 vs $0.03). Both volume and per-send conversion moved down — not just a volume choice.
SMS / Attentive · EU (TW-attributed)JulyAugustΔ
Delivered (volume)343,155520,580+52%
Rev / message (conversion)$0.140$0.084-40%
SMS revenue$47,998$43,676-9%
→ volume effect$24.8K-574% of Δ
→ conversion effect−$29.1K+674% of Δ
SMS funnel · EU — rev = Triple WhaledeliveredCTRCVRrev/msg
Broadcast campaigns299K→480K (+61%)2.24%→1.58%0.383%→0.216%$0.05→$0.03
Triggered journeys44K→40K (-9%)10.50%→8.66%6.314%→6.735%$0.78→$0.76
Cost up $4.3K MoM — Attentive is 129% of it▼ detail
Total CRM cost rose $14.9K → $19.3K (+29%). Attentive went $9.1K → $14.6K (+62%), accounting for 129% of the increase — every other line was flat. ROI still improved because revenue grew faster, but this is the line to watch.
PlatformJulyAugustΔ
Attentive$9.1K$14.6K+5,579
Yotpo Reviews$1.3K$0-1,265

1. CRM Revenue, Cost & ROI Headline

August 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 $106,521 ▼ 30.0% ▼ 15.5%
Klaviyo $102,611 ▼ 30.3% ▼ 15.8%
Campaign $51,740 ▼ 45.8% ▼ 37.9%
Flow $50,871 ▼ 1.9% ▲ 32.3%
Brevo $3,910 ▼ 18.8% ▼ 8.0%
SMS $43,676 ▼ 9.0% ▲ 18.8%
Total CRM revenue $150,198 ▼ 24.9% ▼ 7.8%
Revenue % of DTC (Shopify net sales) 16.5% ▲ 0.6pp ▲ 2.7pp
Cost
Klaviyo $4,131 ▲ 0.0% ▲ 19.1%
Attentive SMS (incl. Yotpo legacy) $14,640 ▲ 61.6% ▼ 20.4%
InviteJet (legacy) $0 — —
Yotpo Reviews $0 ▼ 100.0% —
Nifty Images $180 ▲ 0.0% —
Omniconvert $300 ▲ 0.0% —
Total CRM cost $19,250 ▲ 28.9% ▼ 11.9%
CRM ROI (Revenue ÷ Cost) 7.80× ▼ 41.8% ▲ 4.7%
Commentary: Total CRM revenue $150.2K (▼ 24.9% MoM). Revenue drivers: Campaign (−$43.7K, -46%); SMS (−$4.3K, -9%); Flow (−$968, -2%). Total cost $19.3K (▲ 28.9% MoM). Largest moves: Attentive SMS (incl. Yotpo legacy) (+$5.6K, +62%); Yotpo Reviews (−$1.3K, -100%). ROI 7.80× (−5.60× vs LM, ▼ 41.8% MoM). % of DTC 16.5% (+0.6pp 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

August 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 August 2026 % of subscribed Stage-to-stage MoM (vs July 2026) YoY (vs August 2025) 13-mo trend
prior value Δ (% or pp) prior value Δ (% or pp)
Funnel conversion 1. Total subscribed (consent = SUBSCRIBED) 514,657 100.0% — 500,965 ▲ 2.7% 339,883 ▲ 51.4%
New subscribed 23,730 — — 24,396 ▼ 2.7% 15,208 ▲ 56.0%
New unsubscribed 12,307 — — 11,308 ▲ 8.8% 12,597 ▼ 2.3%
2. Sent ≥1 email this month 407,793 79.2% 79.24% 399,265 ▲ 2.1% 375,647 ▲ 8.6%
Campaign 333,292 — — 321,705 ▲ 3.6% 322,712 ▲ 3.3%
Flow 133,811 — — 136,827 ▼ 2.2% 317,316 ▼ 57.8%
3. Opened ≥1 email this month 260,543 50.6% 63.89% 295,961 ▼ 12.0% 235,029 ▲ 10.9%
Campaign 212,759 — 63.84% 245,751 ▼ 13.4% 191,812 ▲ 10.9%
Flow 86,242 — 64.45% 91,962 ▼ 6.2% 188,022 ▼ 54.1%
4. Clicked ≥1 email this month 36,396 7.1% 13.97% 43,604 ▼ 16.5% 34,354 ▲ 5.9%
Campaign 21,563 — 10.13% 25,805 ▼ 16.4% 11,922 ▲ 80.9%
Flow 17,883 — 20.74% 21,723 ▼ 17.7% 26,362 ▼ 32.2%
5. Placed an order this month 1,861 0.4% 5.11% 2,778 ▼ 33.0% 2,173 ▼ 14.4%
Campaign 922 — 4.28% 826 ▲ 11.6% 1,462 ▼ 36.9%
Flow 938 — 5.25% 1,952 ▼ 51.9% 711 ▲ 31.9%
6. Sent to order (overall) 7.04% — 7.04% 9.00% ▼ 2.0pp 15.97% ▼ 8.9pp
Campaign 0.28% — — 0.26% ▲ 0.0pp 0.45% ▼ 0.2pp
Flow 0.70% — — 1.43% ▼ 0.7pp 0.22% ▲ 0.5pp
Email Fatigue Emails sent per user 8.78 — — 10.96 ▼ 19.9% 14.14 ▼ 37.9%
Opt-out rate 3.02% — — 2.83% ▲ 0.2pp 3.35% ▼ 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 July 2026. The Δ column compares K vs non-K within this month.
Metric Total New (first-ever order in August 2026) Existing (prior orders)
Knon-KΔ Knon-KΔ Knon-KΔ
Customers10,287
▼ 20.4%
18,395
▼ 20.8%
—6,257
▼ 20.2%
15,317
▼ 24.1%
—4,030
▼ 20.7%
3,078
▲ 1.4%
—
Orders10,985
▼ 21.3%
19,219
▼ 19.8%
—6,588
▼ 22.0%
15,743
▼ 24.0%
—4,397
▼ 20.2%
3,476
▲ 6.6%
—
Net sales$527,396
▼ 22.7%
$855,758
▼ 20.0%
—$310,815
▼ 26.0%
$711,371
▼ 23.4%
—$216,580
▼ 17.3%
$144,387
▲ 2.0%
—
Orders / customer1.07
▼ 1.2%
1.04
▲ 1.3%
▲ 2.2%
▼ 2.5pp
1.05
▼ 2.4%
1.03
▲ 0.2%
▲ 2.4%
▼ 2.7pp
1.09
▲ 0.6%
1.13
▲ 5.2%
▼ 3.4%
▼ 4.4pp
AOV$48.01
▼ 1.7%
$44.53
▼ 0.3%
▲ 7.8%
▼ 1.6pp
$47.18
▼ 5.1%
$45.19
▲ 0.8%
▲ 4.4%
▼ 6.4pp
$49.26
▲ 3.6%
$41.54
▼ 4.3%
▲ 18.6%
▲ 9.1pp
Units / order3.14
▲ 0.1%
2.96
▲ 2.7%
▲ 6.0%
▼ 2.8pp
3.04
▼ 4.3%
2.93
▲ 2.3%
▲ 3.9%
▼ 7.2pp
3.28
▲ 7.1%
3.11
▲ 3.0%
▲ 5.5%
▲ 4.0pp
Revenue / customer$51.27
▼ 2.9%
$46.52
▲ 1.0%
▲ 10.2%
▼ 4.4pp
$49.67
▼ 7.3%
$46.44
▲ 1.0%
▲ 7.0%
▼ 9.6pp
$53.74
▲ 4.3%
$46.91
▲ 0.7%
▲ 14.6%
▲ 3.9pp
Commentary: Email funnel: Sent-to-order 7.04% (▼ 21.8% MoM). Funnel drivers: 3. Opened ≥1 email this month (−35,418, -12%); 1. Total subscribed (consent = SUBSCRIBED) (+13,692, +3%). K vs non-K: Klaviyo subscribers spend $51.27 per customer vs $46.52 for non-subscribers — +10% premium.
August 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

August 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) 23
▼ 17.9%
 3,086,895
▼ 19.5%
 $51,740
▼ 45.8%
 $0.0168
▼ 32.6%
Brevo (Email) 12
▲ 71.4%
 400,686
▲ 70.0%
 $3,910
▼ 18.8%
 $0.0098
▼ 52.2%
Attentive (SMS) 15
▲ 87.5%
 480,222
▲ 60.7%
 $12,990
▼ 3.5%
 $0.0270
▼ 39.9%
Total $68,640
▼ 39.6%
Each cell shows the value for August 2026 with MoM delta beneath.

3.2 Klaviyo email — all 24 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
🎯 Offers — 15 campaigns, $24,719 (65% of Klaviyo email rev)
4 Gifts 4 [24th August] - [Offer + Engagement]
2026-08-22		 209,109 55.0% 1.33% 2.42% 166 $3,196 $0.0153
ULS [13th August] - [Offer]
2026-08-10		 142,745 59.3% 0.79% 1.33% 123 $3,090 $0.0216
Last Days of Summer Sale 3 [29th August] - [Offer]
2026-08-27		 142,591 58.2% 0.36% 0.61% 147 $2,712 $0.0190
phlush free gift [18th August] - [Offer]
2026-08-16		 152,545 57.6% 0.62% 1.07% 106 $2,245 $0.0147
Supergirl Free Gift 2 [2nd August] - [Offer]
2026-07-31		 142,004 59.2% 0.49% 0.83% 108 $2,224 $0.0157
ULS 2 [14th August] - [Offer]
2026-08-11		 115,265 58.1% 0.71% 1.22% 66 $1,709 $0.0148
Hot Weather [16th August] - [Offer + Content]
2026-08-15		 143,995 59.2% 0.76% 1.29% 62 $1,669 $0.0116
4 Gifts 3 [23rd August] - [Offer + Engagement]
2026-08-21		 207,825 48.6% 2.05% 4.23% 53 $1,330 $0.0064
phlush free gift 2 [19th August] - [Offer]
2026-08-16		 115,732 58.9% 0.41% 0.70% 84 $1,170 $0.0101
4 Gifts 1 [21st August] - [Offer + Engagement]
2026-08-19		 144,135 58.0% 1.80% 3.10% 57 $1,079 $0.0075
Last Days of Summer Sale [27th August] - [Offer]
2026-08-27		 115,507 50.7% 0.25% 0.49% 52 $1,005 $0.0087
4 Gifts 2 [22nd August] - [Offer + Engagement]
2026-08-20		 144,061 58.1% 1.79% 3.08% 46 $949 $0.0066
Last Days of Summer Sale 2 [28th August] - [Offer] (clone)
2026-08-27		 108,847 58.1% 0.24% 0.41% 46 $848 $0.0078
Last Days of Summer Sale 4 [30th August] - [Offer]
2026-08-27		 109,649 58.2% 0.28% 0.48% 40 $829 $0.0076
Postcard from Amalfi [31st August] - [Content + Offer]
2026-08-28		 114,396 57.7% 0.18% 0.32% 47 $665 $0.0058
🎯 Other (TW unattributed — late attribution / no campaign-ID join) — 1 campaign, $7,977 (21% of Klaviyo email rev)
Other (unattributed)
 — — — — — $7,977 —
🎯 Other — 7 campaigns, $4,643 (12% of Klaviyo email rev)
4 Gifts Lips - Low RFM Target [11th August]
2026-08-10		 66,057 42.3% 2.48% 5.85% 56 $2,440 $0.0369
Selling fast [4th August]
2026-08-04		 140,035 58.2% 0.33% 0.56% 65 $1,113 $0.0079
Back in Stock [15th August]
2026-08-14		 105,433 59.4% 0.35% 0.58% 32 $667 $0.0063
VOGUE
2026-08-26		 116,747 59.1% 0.33% 0.56% 49 $423 $0.0036
Mix & match b2g1f 3 [9th August]
2026-08-07		 144,021 57.5% 0.46% 0.81% 126 $0 $0.0000
Mix & match b2g1f 2 [8th August]
2026-08-07		 148,626 57.5% 0.58% 1.00% 99 $0 $0.0000
Mix & match b2g1f [6th August]
2026-08-06		 142,476 57.8% 0.56% 0.98% 117 $0 $0.0000
🎯 Content — 1 campaign, $419 (1% of Klaviyo email rev)
Eyeliner colour match [12th August] - [Education]
2026-08-12		 115,094 56.8% 0.32% 0.57% 24 $419 $0.0036

3.3 Brevo email — all 12 campaigns this month Revenue + Orders are estimated

Per-campaign revenue and orders are proportionally allocated from the TW Brevo channel total ($3,910, 12 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 ≈$326 of the channel total — this is an allocation, not a measured per-campaign result.
CampaignRecipientsORCTRCTOROrdersRevenue (TW)Rev/rec
Travel edit 2
2026-08-09 · Buy 2 Get 1 Free ends tonight...		 33,337 2.6% 0.10% 3.76% 5 $328 $0.0098
Travel edit 1
2026-08-08 · Buy 2, get 1 free - this weekend only		 33,294 2.6% 0.08% 2.93% 5 $327 $0.0098
upgraded free gift
2026-08-01 · Limited Edition, yours for free		 33,287 2.6% 0.07% 2.53% 5 $327 $0.0098
ULS 2
2026-08-16 · 50% off ends today		 33,227 2.6% 0.08% 3.28% 5 $326 $0.0098
ULS
2026-08-15 · Your lip trio awaits...		 33,199 2.6% 0.08% 2.84% 5 $326 $0.0098
4 Gifts 2
2026-08-22 · Did you win?		 33,190 2.3% 0.13% 5.61% 5 $326 $0.0098
4 Gifts 3
2026-08-23 · Oops, you forgot your prizes		 33,182 2.0% 0.09% 4.66% 5 $326 $0.0098
4 Gifts 4
2026-08-24 · Last chance		 33,143 1.9% 0.08% 4.14% 5 $326 $0.0098
LDOS 2
2026-08-30 · Don’t lose your discount		 33,080 2.5% 0.07% 2.65% 5 $325 $0.0098
LDOS 1
2026-08-29 · Last sale of summer. Go, go, go		 33,036 2.5% 0.04% 1.70% 5 $325 $0.0098
LDOS 3
2026-08-31 · Final hours – buy 1, get 1 half price ends tonight		 32,994 2.5% 0.04% 1.60% 5 $324 $0.0098
4 Gifts 1
2026-08-21 · Tap to win		 32,964 2.6% 0.12% 4.62% 5 $324 $0.0098

3.4 Attentive SMS — all 15 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
Supergirl Free Gift
2026-08-01		 40,018 1.91% 18.67% 143 $11,605 $2,001 5.80× $0.2900
Last Days Of Summer (1)
2026-08-29		 56,753 1.32% 17.94% 134 $9,450 $2,838 3.33× $0.1665
ULS 50% off
2026-08-14		 46,899 1.74% 14.46% 118 $7,867 $2,345 3.35× $0.1677
pHLUSH Free Gift 1 (August 18)
2026-08-18		 46,326 1.41% 14.20% 93 $7,068 $2,316 3.05× $0.1526
4 Free GIFTS (21 August)
2026-08-21		 70,443 1.49% 7.35% 77 $6,506 $3,522 1.85× $0.0924
Travel Edit 2
2026-08-09		 39,291 1.51% 14.36% 85 $6,485 $1,965 3.30× $0.1651
Travel Edit
2026-08-07		 39,672 1.43% 16.40% 93 $5,883 $1,984 2.97× $0.1483
pLUSH Free Gift 2 (August 19)
2026-08-19		 29,069 1.72% 15.00% 75 $5,469 $1,453 3.76× $0.1881
Last Days Of Summer (2)
2026-08-31		 21,099 1.35% 22.89% 65 $4,381 $1,055 4.15× $0.2076
4FreeGifts(23August)-2026-08-23-4-45-PM
2026-08-23		 22,781 1.68% 9.14% 35 $2,779 $1,139 2.44× $0.1220
Eclipse B2G1F eyeliner
2026-08-12		 24,554 1.22% 13.38% 40 $2,567 $1,228 2.09× $0.1046
4FreeGifts(23August)-2026-08-23-AI-send-time
2026-08-23		 23,197 2.05% 6.30% 30 $2,445 $1,160 2.11× $0.1054
4 Free Gifts - Variation A (24 August)
2026-08-24		 15,707 2.05% 8.07% 26 $2,006 $785 2.55× $0.1277
4 Free Gifts - Variation B (24 August)
2026-08-24		 3,947 1.93% 11.84% 9 $878 $197 4.45× $0.2225
Travel Edit Abandoners
2026-08-10		 466 10.30% 25.00% 12 $870 $23 37.33× $1.8665
Commentary: Campaign revenue $68.6K (▼ 39.6% MoM). Platform mix: Klaviyo (Email) (−$43.7K, -46%); Brevo (Email) (−$905, -19%); Attentive (SMS) (−$467, -3%). Top Klaviyo campaigns: Other (unattributed) ($8.0K); 4 Gifts 4 [24th August] - [Offer + Engagement] ($3.2K); ULS [13th August] - [Offer] ($3.1K).
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

August 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 33
▼ 10.8%
 498,874
▼ 10.1%
 $50,871
▼ 1.9%
Attentive Journeys TW Attentive total × native-journey share 8
▼ 27.3%
 40,358
▼ 8.9%
 $30,021
▼ 11.6%
Total $80,892
▼ 5.7%
Each cell shows the value for August 2026 with MoM delta beneath.

4.2 Klaviyo flows — all 34 flows with activity this month

Heat banding: top quartile = green, bottom = red.
FlowRecipientsORCTROrdersRevenue (TW)Rev/rec
🎯 Abandonment · 5 flows · $13,272 (27% of Klaviyo flow rev) · ▼ 20.0% vs LM
Cart Abandonment NEW
Metric		 29,383
▼ 22.9%
 48.0%
▲ 0.2pp
 3.73%
▲ 0.2pp
 395
▼ 18.0%
 $7,588
▼ 4.3%
 $0.2582
▲ 24.1%
Checkout Abandonment
Metric		 17,411
▼ 41.1%
 48.5%
▲ 2.4pp
 4.22%
▲ 0.5pp
 425
▼ 30.7%
 $3,130
▼ 23.5%
 $0.1798
▲ 29.9%
Browse Abandonment
Metric		 20,329
▼ 75.5%
 41.4%
▼ 2.4pp
 2.18%
▲ 0.4pp
 136
▼ 55.7%
 $1,984
▼ 51.5%
 $0.0976
▲ 97.7%
Checkout Abandonment Lip Stain
Metric		 1,589
▼ 40.1%
 50.1%
▲ 4.5pp
 3.76%
▲ 0.3pp
 45
▼ 44.4%
 $369
▲ 7.9%
 $0.2321
▲ 80.1%
Cart Abandonment
Metric		 682
▼ 13.9%
 51.9%
▼ 2.2pp
 3.70%
▲ 0.3pp
 6
▼ 25.0%
 $202
▲ 43.1%
 $0.2966
▲ 66.2%
🎯 Welcome · 5 flows · $10,302 (21% of Klaviyo flow rev) · ▲ 390.7% vs LM
NEW MASTER WELCOME FLOW [15% Off - July 2026]
Added to List		 64,734
—
 47.4%
▼ 6.8pp
 2.88%
▼ 2.8pp
 608
—
 $7,913
—
 $0.1222
▼ 34.3%
First Time Buyer Brand Introduction
Metric		 57,165
▼ 13.3%
 53.1%
▲ 1.8pp
 1.73%
▲ 0.2pp
 111
▼ 6.7%
 $1,257
▲ 2.5%
 $0.0220
▲ 18.1%
Lip Stain - Welcome Flow
Metric		 10,059
—
 62.4%
—
 4.59%
—
 13
—
 $438
—
 $0.0435
—
Brow Stain - Welcome Flow
Metric		 14,087
▲ 5.4%
 55.0%
▼ 2.6pp
 3.83%
▼ 0.9pp
 17
▼ 32.0%
 $413
▼ 16.2%
 $0.0293
▼ 20.5%
1440 Eyeliner - Welcome Flow
Metric		 8,196
▲ 118.2%
 54.2%
▲ 0.7pp
 3.10%
▲ 0.2pp
 12
▲ 200.0%
 $280
—
 $0.0342
▲ 352.1%
🎯 Other · 6 flows · $8,297 (17% of Klaviyo flow rev) · ▲ 105.7% vs LM
Retention flow to recapture customers At Risk - UK
Added to List		 15,963
▲ 60.5%
 45.6%
▼ 0.5pp
 2.61%
▲ 0.6pp
 87
▲ 148.6%
 $3,343
▲ 60.6%
 $0.2094
▲ 0.0%
Retention flow to recapture customers Needs Attention - UK
Added to List		 11,090
▲ 245.3%
 46.8%
▲ 7.2pp
 2.29%
▲ 1.0pp
 51
▲ 410.0%
 $2,383
▲ 198.4%
 $0.2149
▼ 13.6%
Next best product cross-sell - Standard
Date Based		 21,833
▼ 0.0%
 47.0%
▼ 0.5pp
 1.57%
▲ 0.3pp
 33
▲ 10.0%
 $1,623
▲ 101.7%
 $0.0743
▲ 101.8%
Inactive Prevent Churn UK
Added to List		 11,720
▲ 18.7%
 40.8%
▲ 0.2pp
 1.30%
▲ 0.8pp
 29
▲ 222.2%
 $948
▲ 172.5%
 $0.0809
▲ 129.6%
Foundation Subscription - Upcoming Order Reminders
Metric		 49
▲ 6.5%
 61.2%
▼ 1.8pp
 28.57%
▲ 6.8pp
 0
▼ 100.0%
 $0
—
 $0.0000
—
Foundation Subscription Confirmation
Metric		 4
▼ 20.0%
 50.0%
▼ 30.0pp
 25.00%
▲ 5.0pp
 0
—
 $0
—
 $0.0000
—
🎯 Win-back / sunset · 2 flows · $6,677 (13% of Klaviyo flow rev) · ▲ 39.9% vs LM
Winback
Metric		 44,209
▼ 13.6%
 48.6%
▲ 0.6pp
 3.42%
▲ 0.0pp
 107
▲ 0.9%
 $6,602
▲ 40.3%
 $0.1493
▲ 62.4%
Sunset Unengaged Subscribers - Customer vs. Non-Customer
Added to List		 6,541
▲ 202.7%
 4.1%
▼ 0.7pp
 0.51%
▼ 0.2pp
 1
—
 $75
▲ 12.8%
 $0.0115
▼ 62.7%
🎯 Quiz / lead gen · 4 flows · $6,039 (12% of Klaviyo flow rev) · ▼ 17.2% vs LM
Quiz UK Lip Stain - UK PDP Long v3
Metric		 8,924
▼ 12.2%
 59.2%
▲ 3.6pp
 6.93%
▲ 0.2pp
 405
▼ 8.0%
 $5,479
▼ 17.2%
 $0.6139
▼ 5.7%
Quiz UK Lip Stain - UK Google Long v3
Metric		 2,031
▲ 21.8%
 41.4%
▲ 0.4pp
 3.86%
▲ 0.0pp
 16
▲ 100.0%
 $355
▲ 38.0%
 $0.1748
▲ 13.2%
Quiz UK ULS- UK Ultimate Lip Set V1
Metric		 1,680
▲ 54.3%
 29.8%
▼ 1.2pp
 5.29%
▼ 1.2pp
 6
▼ 40.0%
 $134
▼ 63.8%
 $0.0798
▼ 76.5%
Quiz UK Lip Stain - UK Main Long v3
Metric		 431
▼ 23.2%
 51.0%
▼ 2.7pp
 4.90%
▲ 0.0pp
 4
▼ 50.0%
 $72
▲ 48.5%
 $0.1663
▲ 93.3%
🎯 Post-purchase / transactional · 5 flows · $4,521 (9% of Klaviyo flow rev) · ▲ 33.4% vs LM
Malomo Post Purchase: 2. Just Shipped (In_transit)
Metric		 24,004
▲ 16.2%
 60.5%
▲ 0.3pp
 18.74%
▼ 0.6pp
 77
▲ 37.5%
 $2,300
▲ 113.7%
 $0.0958
▲ 84.0%
Fulfilled order
Metric		 27,139
▼ 36.1%
 65.8%
▼ 0.3pp
 13.69%
▼ 1.5pp
 55
▼ 45.5%
 $831
▼ 34.4%
 $0.0306
▲ 2.7%
Malomo Post Purchase: 1B. Shipping Soon (Pre_Transit)
Metric		 16,026
▲ 51.0%
 60.8%
▲ 1.9pp
 7.04%
▲ 0.2pp
 29
▲ 141.7%
 $536
▲ 373.4%
 $0.0334
▲ 213.4%
Malomo Post Purchase: 4. Delivered
Metric		 22,407
▲ 27.8%
 56.4%
▲ 0.7pp
 3.40%
▼ 0.3pp
 202
▲ 42.3%
 $443
▲ 16.4%
 $0.0198
▼ 8.9%
Order confirmation
Metric		 30,100
▼ 20.3%
 69.4%
▲ 0.1pp
 11.33%
▼ 0.5pp
 113
▼ 11.0%
 $411
▼ 25.4%
 $0.0137
▼ 6.4%
🎯 Membership · 2 flows · $677 (1% of Klaviyo flow rev) · ▼ 38.1% vs LM
Membership Orders - Credit Updates
Metric		 1,304
▲ 2.0%
 48.0%
▼ 2.7pp
 9.16%
▼ 0.4pp
 40
▼ 7.0%
 $506
▼ 33.5%
 $0.3877
▼ 34.8%
Membership UK
Metric		 282
▼ 52.3%
 70.1%
▲ 3.7pp
 16.73%
▲ 0.7pp
 4
▼ 69.2%
 $171
▼ 48.8%
 $0.6061
▲ 7.4%
🎯 TW unattributed (late-arrived orders) · 1 flow · $121 (0% of Klaviyo flow rev) · — vs LM
Other (unattributed)
 —
—
 —
—
 —
—
 —
—
 $121
—
 —
—
🎯 Back-in-stock · 1 flow · $44 (0% of Klaviyo flow rev) · — vs LM
Back In Stock
Metric		 39
▼ 37.1%
 56.4%
▲ 6.4pp
 17.95%
▲ 11.5pp
 1
▲ 0.0%
 $44
—
 $1.1320
—
🎯 Driving second purchase · 2 flows · $0 (0% of Klaviyo flow rev) · — vs LM
Love Your Lip Stain Second-Purchase Builder Flow
Metric		 3
▲ 0.0%
 0.0%
▼ 33.3pp
 0.00%
▲ 0.0pp
 0
—
 $0
—
 $0.0000
—
Cleansing Balm - Refill Flow
Metric		 154
▲ 35.1%
 54.5%
▲ 7.6pp
 2.60%
▼ 0.9pp
 1
—
 $0
—
 $0.0000
—
🎯 Feedback / NPS · 1 flow · $0 (0% of Klaviyo flow rev) · — vs LM
NPS Post delivery flow
Metric		 29,306
—
 44.8%
—
 1.16%
—
 36
—
 $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		 12,710
▲ 61.8%
 17.45%
▼ 1.2pp
 16.80%
▼ 0.0pp
 2,135
▲ 61.5%
 $134,299
▲ 66.7%
 $636
▲ 61.8%
 211.33×
▲ 3.0%
 $10.5664
▲ 3.0%
Cart Abandonment
Added to cart		 2,547
▼ 30.6%
 9.38%
▲ 2.6pp
 8.24%
▲ 1.4pp
 210
▼ 16.3%
 $17,898
▼ 11.6%
 $127
▼ 30.6%
 140.54×
▲ 27.2%
 $7.0272
▲ 27.2%
Browse Abandonment
Viewed a product		 6,081
▼ 22.9%
 4.79%
▼ 0.4pp
 1.96%
▲ 0.1pp
 119
▼ 17.4%
 $7,635
▼ 19.4%
 $304
▼ 22.9%
 25.11×
▲ 4.5%
 $1.2556
▲ 4.5%
Session Abandonment
Visited your website		 7,331
▼ 8.4%
 4.32%
▼ 0.6pp
 1.31%
▼ 0.2pp
 96
▼ 21.3%
 $5,658
▼ 31.9%
 $367
▼ 8.4%
 15.43×
▼ 25.6%
 $0.7717
▼ 25.6%
Joined a Segment
Joined a Segment		 4,712
▼ 0.5%
 2.89%
▼ 0.6pp
 1.53%
▼ 0.4pp
 72
▼ 21.7%
 $5,285
▼ 27.2%
 $236
▼ 0.5%
 22.43×
▼ 26.9%
 $1.1215
▼ 26.9%
Shopify - Checkout Abandonment
Checkout started		 461
▼ 41.3%
 7.16%
▼ 1.5pp
 9.11%
▲ 2.4pp
 42
▼ 20.8%
 $2,732
▼ 34.3%
 $23
▼ 41.3%
 118.53×
▲ 12.0%
 $5.9264
▲ 12.0%
[FREE GIFT] Welcome New Subscribers
Signed up for texts		 850
▼ 87.5%
 9.41%
▼ 16.9pp
 2.59%
▼ 9.1pp
 22
▼ 97.2%
 $1,436
▼ 97.8%
 $42
▼ 87.5%
 33.79×
▼ 82.5%
 $1.6895
▼ 82.5%
Post Purchase
Made a purchase		 5,666
▲ 23.6%
 3.16%
▲ 0.7pp
 0.39%
▼ 0.0pp
 22
▲ 10.0%
 $1,307
▲ 6.4%
 $283
▲ 23.6%
 4.61×
▼ 14.0%
 $0.2306
▼ 14.0%
Commentary: Flow / journey revenue $80.9K (▼ 5.7% MoM). By purpose: Welcome (+$8.2K, +391%); Other (+$4.3K, +106%). Top flow swings: NEW MASTER WELCOME FLOW [15% Off - July 2026] (+$7.6K, +2156%); Browse Abandonment (−$2.1K, -52%); Winback (+$1.9K, +40%).
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

August 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.