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What we are learning, as we learn it.

Klaviyo, email, and what changes when a machine does the work. Written from real accounts rather than theory. No newsletter to sign up for.

·4 min read Abandoned cart recovery rate: normal, good, or a tracking bug On Klaviyo's own figures, the average abandoned cart flow turns about 3.3% of the people it emails into an order, and… Read → ·4 min read What share of revenue should email be? The honest range For most online stores, email accounts for somewhere between 15% and 35% of total revenue. Klaviyo's own benchmark… Read → ·5 min read How many emails should a flow have? Work it out from your own numbers Three emails, says Klaviyo. Two or three for a cart, says most of the internet. Five to eight for post-purchase, says… Read → ·5 min read Klaviyo flow benchmarks, and what they hide Flows open at around 32% and click at around 5.6%. Campaigns open at around 31% and click at 1.7%. In clothing, a flow… Read → ·5 min read Open rates after Apple: what the number still tells you An open rate no longer tells you how many people read your email. Since Apple's Mail Privacy Protection arrived in… Read → ·5 min read Work out your replenishment interval instead of guessing 30 days A replenishment email should arrive a few days before someone runs out, and the number of days that means for your… Read → ·5 min read Revenue per recipient: the one flow metric worth arguing about Revenue per recipient is the flow metric worth arguing about because it is the only one that puts money and volume in… Read → ·6 min read Back in stock flows in Klaviyo, and what they are actually worth A back in stock email goes to someone who asked for one named product and left an address to get it. Nothing else you… Read → ·5 min read Winback flows, and the honest answer on when to stop emailing The usual answer is a day count. Ninety days of no opens, or six months, and then a goodbye email. That answer is not… Read → ·3 min read Klaviyo vs Mailchimp, without the affiliate link If you sell products online and you are choosing today, pick Klaviyo. That is the same answer every comparison post… Read → ·4 min read Klaviyo vs Omnisend: where the cheaper one actually costs you Omnisend is cheaper. It is cheaper at 500 contacts, cheaper at 10,000, and the gap widens as your list grows. Every… Read → ·4 min read Browse abandonment is worth building, and smaller than you think Browse abandonment works, and it will email a much smaller group than the guides imply. The flow only fires for people… Read →
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