In email marketing, what gets measured gets improved. But with so many metrics available, how do you know which ones really matter?
If you’re using Klaviyo, you already have access to powerful analytics tools tailored for ecommerce brands. The key is knowing which KPIs (Key Performance Indicators) to focus on so you can optimize your email campaigns and boost your ROI.
Here are 5 essential KPIs you should be tracking in Klaviyo.
Why Use Klaviyo for Email Marketing Analytics?
Klaviyo isn’t just an email service provider—it’s a data-rich platform built for segmentation, automation, and conversion tracking. Unlike many tools, Klaviyo integrates seamlessly with your ecommerce store (like Shopify or WooCommerce), pulling in customer behavior and sales data in real time.
This means you’re not just seeing email performance you’re seeing the direct impact on revenue.
Top 5 KPIs to Track in Klaviyo
1. Open Rate
What it is:
The percentage of recipients who open your email.
Why it matters:
Open rate reflects the effectiveness of your subject line, sender name, and send time. It’s the first engagement step in the customer journey.
Benchmark: Average open rate across industries is 34.4%.
Source: Klaviyo Email Benchmark Report 2024
Bottom-line impact:
Higher open rates lead to more eyes on your offers and content. Even small improvements here can significantly lift downstream metrics like CTR and conversions, directly increasing the number of customers entering your sales funnel.
Best practices:
- Use personalized subject lines
- A/B test send times
- Maintain clean, engaged lists
2. Click-Through Rate (CTR)
What it is:
The percentage of recipients who clicked a link in your email.
Why it matters:
CTR reveals how compelling and actionable your content is. It’s a key sign of engagement beyond the inbox.
Benchmark: Average CTR is around 1.33%.
Source: Klaviyo Email Benchmark Report 2024
Bottom-line impact:
The more users that click, the more opportunities you have to convert them. High CTR means your content is resonating, and each click brings users one step closer to making a purchase, improving your return on email spend.
Best practices:
- Prioritize one CTA per email
- Use buttons and images strategically
- Keep messaging focused
3. Revenue per Recipient (RPR)
What it is:
The total revenue generated divided by the number of recipients.
Why it matters:
RPR shows how effective each email is at driving actual purchases, not just clicks.
Benchmark: Varies by industry, but ecommerce brands average $0.09–$0.30 per email.
Source: Klaviyo Benchmark Report + Omnisend 2024 Email Statistics
Bottom-line impact:
RPR is a direct measure of ROI. Optimizing campaigns to improve RPR means you’re making more money per send, reducing your reliance on paid traffic and maximizing the value of your email list.
Best practices:
- Personalize offers by segment
- Use product recommendations
- Leverage automation flows for intent-based messaging
4. Bounce Rate
What it is:
The percentage of emails that fail to deliver.
Why it matters:
Bounce rate reflects list health and affects sender reputation, which in turn affects inbox placement.
Benchmark: Bounce rates should be under 1% (preferably under 0.5%).
Source: Campaign Monitor Deliverability Guide
Bottom-line impact:
High bounce rates hurt deliverability, fewer emails reach the inbox, lowering visibility, engagement, and ultimately revenue. Keeping bounce rates low ensures more of your audience sees your offers, driving stronger performance.
Best practices:
- Remove inactive or invalid emails regularly
- Use double opt-in
- Authenticate sending domains
5. Unsubscribe Rate
What it is:
The percentage of recipients who opt out after receiving an email.
Why it matters:
It indicates if your content, frequency, or targeting is missing the mark.
Benchmark: Anything below 0.2% is considered healthy.
Source: Mailchimp & Campaign Monitor Benchmarks
Bottom-line impact:
A rising unsubscribe rate means you’re shrinking your list and losing potential revenue. Keeping this number low protects your list’s long-term value and ensures you’re not wasting time or money on disengaged contacts.
Best practices:
- Allow users to set email preferences
- Segment based on behavior and lifecycle
- Focus on value-driven messaging
Segment-Specific KPI Tracking
Segment-specific KPI tracking is a game-changer when it comes to understanding how different groups of subscribers engage with your emails. Instead of just looking at overall averages, which can blur the details, tracking KPIs by segment (like new customers, VIPs, or inactive subscribers) gives you clearer insights into what’s really working and what’s not.
For example, let’s say your average open rate is 25%, which seems pretty solid. But when you break it down, your VIP segment might be opening at 50%, while your inactive list is dragging the average down at 5%. That tells you your VIPs are highly engaged (great!), but it also highlights an opportunity to either re-engage or clean up your inactive list. By getting this level of clarity, you can make smarter decisions that actually move the needle.
Improve Email KPIs in Klaviyo
Improving your email KPIs in Klaviyo isn’t just about sending more emails. It’s about sending smarter emails. Klaviyo gives you the tools to test, personalize, and optimize every part of your campaign. Whether your open rates are lagging or your click-throughs need a boost, small changes can lead to big wins. Here’s how you can start leveling up your performance:
- A/B test subject lines and send times to see what resonates best with your audience
- Segment your audience by behavior, location, or purchase history to make your messaging more relevant
- Use dynamic content to personalize emails based on each subscriber’s data
- Set up automated flows (like abandoned cart or post-purchase emails) to capture more conversions
- Monitor and clean your list regularly to maintain high deliverability and engagement
For example, a small skincare brand noticed their abandoned cart flow had a 20% open rate. After A/B testing a new subject line and personalizing the content with product names and images, the open rate jumped to 38% and the conversion rate doubled. A few tweaks in Klaviyo made a major difference in both engagement and revenue.
Tracking the right KPIs in Klaviyo isn’t just about reporting, it’s about making smarter decisions that drive real results. Start small, stay consistent, and let your data guide the way. You’ve got this!
