How to interpret your email data on Klaviyo

It’s all well and good to send emails, but if you’re not checking how they're performing, how will you know what is working and what isn’t?

The simple answer is that you won’t.

So, if you aren’t familiar with the data you should be looking out for managing your emails, and how to interpret it, the Email By Design team is here to help. Find out more by reading below:

Open rates, click rates and placed order rates.

This data is the easiest to interpret in your email marketing across your campaigns and your flows. It’s presented at face value after you send a campaign and shows how well your email engagement is performing. There are benchmarks that we recommend upholding, including open rates of around 40% and click rates of around 2%. However, you also need to consider your past performance.

Spam rates, unsubscribe rates and bounce rates

These metrics speak about your deliverability. They tell you how many customers are not receiving your emails or are avoidant towards them. There are a few things that you need to consider regarding these metrics.

For example, spam rates and unsubscribe rates are indications that customers are not feeling great about your emails. They may find that the frequency is too high, that the content is irrelevant or that they don’t remember subscribing, among many other things. Customers who mark as spam aren’t always unsalvageable, either. However, they may unsubscribe in future if they feel like they are still being emailed too much. Segmenting them out of non-major campaigns, for this reason, can keep your emails healthier and your deliverability score higher.

Alternatively, bounce rates are indications that your emails are not getting delivered to an inbox. Though you will always have some soft bounces, if these numbers get too high, it could be a sign your inbox providers are blocking emails due to poor email practices, such as spammy subject lines.

Revenue per recipient

Revenue per recipient is one of the most critical metrics on email, especially if you are an e-commerce business. While checking your dollar value of sales per email is great, this isn’t always a good representation of the performance of your emails. For example, one brand may be making $10,000 per email, however, the revenue per recipient could sit at $0.10 due to their large database. On the other hand, a business could be making $1,000 per email with over $1 per recipient.

While the first is always more ‘ideal’ in terms of sales value, the data showcases that the second business has the more engaged, valuable and responsive database. As this database grows, they will likely see exponentially larger sales. For the first business, strategies such as educational emails and loyalty-building should be at the forefront.