59.03% of store revenue came from email. In 30 days.
A US maker of copper sinks, range hoods, bathtubs and tables sells to homeowners and to the trade. Between September 19 and October 19, 2023, Klaviyo attributed $648,353.89 of the store's $1,098,349.86 to email, 46% more than in the 30 days before.
A kitchen sink is not an impulse buy.
The store makes copper sinks, range hoods, bathtubs, planters and table tops, much of it customised and priced through a quote. A single order runs into the thousands of dollars, so one campaign might produce ten orders and still be one of the best sends of the month.
It sells to two very different readers. Homeowners planning a kitchen, who need months of reasons to trust a big purchase. And architects, interior designers, contractors and showrooms, who buy for their clients again and again if the terms are right.
One list, two buying cycles. The job was to keep both warm every week without burning the list out.
Four habits. Every week.
A fixed weekly calendar
The calendar ran on repeating slots: a newsletter, a blog highlight, a product highlight, a customer testimonial, a trade partner send and, when there was one, a free sample offer. Content emails sat next to product emails, so the list heard from the store without being sold to in every send.
Send by engagement
Broad sends went to the master list minus suppressions. The rest were cut by behaviour: engaged in the last 60, 90 or 360 days, re-engagement users, customers from the last 60 days, customers with exactly one order. People unengaged for 270 days or more were brought back in on chosen sends only, never on every one.
Treat the trade as its own audience
Trade buyers got their own lists: two trade prospecting segments, a trade partner prospecting flow, and prospect lists built from kitchen and bath showrooms on Houzz and from LinkedIn. The trade partner invite spelled out the deal in two boxes, benefits and requirements, down to "minimum 2 years in business".
Test, resend, keep what pays
Newsletters, testimonials, trade sends and seasonal edits went out as A/B tests. One July send went at 7:00 AM in each recipient's own timezone. Non-openers of a product highlight got a second go on September 23. Not every test earns its place: that resend reached 23 people and made $0.00, and it stays in the numbers.
The 30 days, from Klaviyo.
Klaviyo's business performance summary for September 19 to October 19, 2023, compared by Klaviyo with the previous period. Email revenue is Klaviyo's attributed revenue: orders it credits to an email that was opened or clicked.
The whole store
- Total revenue$1,098,349.86
- Against previous period+8%
Attributed to email
- Email revenue$648,353.89 (59.03%)
- Against previous period+46%
- From campaigns$525,696.56 (81.08%)
- From flows$122,657.33 (18.92%)
- Per recipient$1.13
Send by send, summer 2023.
Placed-order revenue per campaign as Klaviyo reported it. The sums are our addition of the rows shown.
July 19 to 29
- Summer Essentials, Jul 19$16,319.92
- Trade Partner, Jul 21$53,662.02
- Newsletter, Jul 25$59,101.23
- Refresh Your Space, Jul 27$10,439.11
- Testimonial, Jul 29$8,802.75
- Sum of these five$148,325.03
August 29 to September 24
- Newsletter, Aug 29$125,152.68
- Blog highlight, Aug 31$77,448.36
- Product highlight, Sep 2$8,252.03
- Free sample highlight, Sep 22$62,892.99
- Blog highlight, Sep 24$67,794.37
- Sum of these five$341,540.43
Three of the emails.
Cropped from the sent versions. Store name, logo and address are removed.
The takeaway.
The two blog emails outsold the product highlights. $77,448.36 and $67,794.37 from articles, against $8,252.03 from the September 2 product send. On a high-ticket catalogue, the email that helps someone decide does more than the one that shows them the price.
Read the numbers with the order counts next to them. The August 29 newsletter's $125,152.68 came from 11 people placing orders. At this price point a handful of buyers moves the total, so the share of store revenue is the steadier number.
Open rates on these sends sat between 36.4% and 47.5%. We don't lean on them: since Apple Mail Privacy Protection, opens are inflated, so revenue and clicks are what we report.
The thinking behind the calendar.
Email works best next to the channels that fill the list:
Only emailing your list when there's a sale?
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