Email, SMS & retention
Attributed revenue, lists, flows, cohorts, subscriptions and reviews for Maison Velours. Last 30 days vs the previous 30.
Luxury home textiles and fragrance · FR, DE, NL, UK, US · Stack: Shopify Plus, Amazon, bol, Klaviyo, Impact, Meta, Google Ads, Pinterest, Amazon Ads, Recharge, Okendo, GA4
- Email: 5 days after click or 5 days after open (last-touch, default)
- Last-touch, cooperative multi-channel: the order goes to the latest message inside an open window. Platform-attributed revenue overlaps with ads and affiliates, so the share of total revenue is an upper bound.
Email performance
Campaigns and flows combined. Deltas compare with the previous 30 days.
RT1Attributed revenue
Up16.4%€50,332
Email, 372 orders
RT2Share of total revenue
Down1.5%11.3%
of 444.9K total
RT3Revenue per recipient
Up6.2%€0.24
208.2K recipients
RT4Email list size
Up0.8%36,321
Subscribed contacts
RT5Net list growth
Down0.7%+279
0.8% of the list
RT6Open rate
Up4.1%41.7%
Indicative (Apple MPP)
RT7Click rate
Up2.7%2.97%
Unique clicks / delivered
RT8Conversion rate
Up5.0%0.18%
AOV €135
RT9Unsubscribe rate
Up4.1%0.26%
Lower is better
RT10Spam complaint rate
Down8.8%0.016%
Keep under 0.10%
RT11Bounce rate
Down3.4%1.47%
Lower is better
Source: Klaviyo Reporting API · campaign-values-reports + flow-values-reports · recipients, delivered, open_rate, click_rate, conversion_value, conversion_rate, revenue_per_recipient, unsubscribe_rate, spam_complaint_rate, bounce_rate · conversion metric: Placed Order
RT12Campaign vs flows revenue
Daily. Revenue is placed on the send date.
Source: Klaviyo · campaign-values-reports vs flow-values-reports / flow-series · conversion_value, revenue_per_recipient (series interval daily max 60 days, weekly max 1 year)
RT13Revenue mix
Where attributed revenue comes from in this range
Flows
Campaigns
€30,974
€19,358
Flows send to a small, high-intent audience, so they earn far more per recipient than broadcast campaigns.
Campaigns and flows
Each campaign and flow with its own attributed revenue.
RT14Campaigns
15 sent in this range. Click a header to sort.
Restock: velvet throws RestockEngaged 30 days | €2,779 | €0.24 |
Bestsellers are back RestockAll engaged (120 days) | €2,644 | €0.13 |
New fragrance: Santal Brume LaunchAll engaged (120 days) | €2,567 | €0.11 |
Gift guide preview SeasonalAll engaged (120 days) | €2,409 | €0.11 |
Autumn linen edit SeasonalAll engaged (120 days) | €2,141 | €0.10 |
Members private sale PromotionVIP (top 10% by CLV) | €1,532 | €0.43 |
Capsule: ceramic candles LaunchVIP (top 10% by CLV) | €1,412 | €0.39 |
Layering home fragrance EditorialAll engaged (120 days) | €1,032 | €0.05 |
Holiday shipping deadlines NewsletterEngaged 30 days | €658 | €0.05 |
Members private sale PromotionLapsed 180 days+ | €537 | €0.07 |
| Total (15) | €19,358 | €0.10 |
Source: Klaviyo · GET /api/campaigns (name, status, send_time, audiences) + campaign-values-reports group_by campaign_id · recipients, open_rate, click_rate, conversions, conversion_value, revenue_per_recipient
RT15Flows
Automated flows in this range. Select a row to open its funnel below.
3 steps · Metric: Started Checkout | 2,373 | €12,415 | €5.23 |
2 steps · Metric: Viewed Product | 6,042 | €7,200 | €1.19 |
3 steps · Added to List | 2,307 | €3,899 | €1.69 |
2 steps · Metric: Placed Order (date based) | 1,298 | €3,398 | €2.62 |
3 steps · Metric: Placed Order | 4,298 | €2,852 | €0.66 |
3 steps · Segment: Lapsed 60 days | 3,122 | €663 | €0.21 |
2 steps · Segment: VIP | 242 | €547 | €2.26 |
| All flows | 19,682 | €30,974 | €1.57 |
Source: Klaviyo · GET /api/flows (name, status, trigger_type) + flow-values-reports group_by flow_id · recipients, open_rate, click_rate, conversions, conversion_value
RT16Funnel: Abandoned checkout
Step by step, €12,415 attributed in this range
Recipients fall per step as people convert, unsubscribe or leave the flow filter.
| Step | Open | Click | Revenue | RPR |
|---|---|---|---|---|
| 1You left something behind | 55.5% | 11.16% | €7,553 | €8.18 |
| 2Still thinking it over? | 44.3% | 7.35% | €3,260 | €4.06 |
| 3A little something extra | 37.9% | 4.64% | €1,602 | €2.48 |
Step 1 earns the most per recipient (€8.18); step 3 the least (€2.48).
Source: Klaviyo · flow-values-reports group_by flow_id, flow_message_id (both required) · recipients, delivered, open_rate, click_rate, conversions, conversion_value
List growth and segments
Where subscribers come from, who leaves, and how the list splits.
RT17List size over time
Subscribed email contacts
Source: Klaviyo · list profile_count and segment total_members (snapshots stored by us; lists have no history series)
RT18New subscribers vs losses
Daily or weekly, same scale
Net +279 this range: 942 in, 530 unsubscribed, 33 complaints, 100 cleaned or suppressed.
RT19New subscribers by signup source
Form or channel the contact joined through
| Popup (welcome offer) | 320 | €0.46 |
| Checkout opt-in | 188 | €0.69 |
| Footer / embedded form | 132 | €0.37 |
| Instagram landing page | 104 | €0.41 |
| Pinterest / Meta lead ad | 85 | €0.25 |
| Giveaway / contest | 75 | €0.16 |
| Account creation | 38 | €0.78 |
Submit rate = submits / unique views of the form. Checkout and account opt-ins are small but buy the most; contests grow the list fastest and convert worst.
Source: Klaviyo · form-values-reports group_by form_id · viewed_form_uniques, submits, submit_rate
RT20Segments
Overlapping segments, not exclusive. Search or sort.
| Engaged 90 days | 18,887 | €0.27 |
| Never purchased | 16,344 | €0.08 |
| Engaged 30 days | 12,349 | €0.33 |
| Lapsed 180 days+ | 7,991 | €0.07 |
| Repeat buyers | 6,538 | €0.51 |
| Sunset candidates (no open 180 days) | 4,359 | €0.01 |
| VIP (top 10% by CLV) | 3,632 | €0.70 |
| Recent purchasers (30 days) | 2,179 | €0.44 |
Source: Klaviyo · segment-values-reports filter any(segment_id,[...]) · total_members, members_added, members_removed, net_members_changed
SMS
SMS channel
RT21SMS
Not connected
Maison Velours has no SMS channel connected. Email runs on Klaviyo only.
Retention and cohorts
How many customers come back, and how fast.
RT29Repeat purchase rate
Down0.3%15.2%
Within 90 days
RT30Time to 2nd order
74 days
Median
RT31Repeat buyers on list
18%
6,538 contacts
RT3212-month repeat rate
37.2%
Cohorts below
RT33Repeat rate over time
Share of customers ordering again within 90 days
RT34Time to second order
Share of repeat customers by days since first order
RT35Cohort retention heatmap
Monthly acquisition cohorts. Darker is higher.
| Cohort | Customers | M0 | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | M10 | M11 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 25 | 694 | 100% | 8.6% | 6.2% | 6.2% | 5.0% | 4.8% | 4.9% | 4.6% | 4.5% | 3.9% | 3.9% | 3.8% |
| Dec 25 | 507 | 100% | 8.3% | 6.2% | 5.4% | 5.8% | 4.8% | 5.3% | 4.3% | 4.7% | 3.8% | 3.7% | |
| Jan 26 | 454 | 100% | 8.1% | 6.6% | 6.2% | 5.5% | 4.8% | 4.3% | 4.3% | 4.4% | 3.9% | ||
| Feb 26 | 428 | 100% | 8.5% | 5.9% | 5.6% | 5.0% | 4.9% | 4.6% | 4.2% | 4.7% | |||
| Mar 26 | 477 | 100% | 8.2% | 6.3% | 5.5% | 5.2% | 5.4% | 4.9% | 4.4% | ||||
| Apr 26 | 430 | 100% | 9.2% | 5.7% | 5.2% | 5.8% | 4.6% | 5.0% | |||||
| May 26 | 459 | 100% | 8.4% | 5.6% | 5.9% | 5.4% | 5.4% | ||||||
| Jun 26 | 452 | 100% | 8.1% | 5.5% | 5.4% | 5.5% | |||||||
| Jul 26 | 469 | 100% | 8.8% | 6.1% | 5.5% | ||||||||
| Aug 26 | 495 | 100% | 8.9% | 6.6% | |||||||||
| Sept 26 | 516 | 100% | 9.0% | ||||||||||
| Oct 26 | 486 | 100% |
M0 is the first order month (gray, not scaled). Active = share of the cohort ordering again in that month; cumulative = share with at least one repeat. Younger cohorts have fewer months.
Source: Klaviyo events · Placed Order (datetime, $value) per profile, grouped by first-order month
Subscriptions
Recharge subscriptions, normalised to a monthly amount.
RT36Active subscriptions
Up1.1%1,226
1,213 at start of range
RT37MRR
Up1.1%€48,002
ARPU €39.15 per month
RT38New subscriptions
Down4.1%71
2 per day
RT39Churned
Up1.8%58
Net +13
RT40Monthly churn rate
Up0.5%4.8%
Benchmark 4.7% baseline
RT41Skip rate
Down2.9%10.0%
Skips often precede churn
RT42Subscriber LTV
Down0.5%€812
Revenue, before margin
RT43New vs churned subscriptions
Daily
Source: Recharge REST · GET /subscriptions · status, created_at, cancelled_at, price, quantity, order_interval_unit, order_interval_frequency
RT44Cancellation reasons
58 cancellations in this range
Too expensive
I have too much product
Product not right for me
Switched to another brand
Other
Shipping or delivery issues
Pausing for travel or a move
14
13
9
6
6
5
5
Source: Recharge · subscription cancellation_reason (free text in cancellation_reason_comments)
RT45Plan mix
Subscribers by delivery frequency; MRR normalised per month
| Frequency | Subscriptions | MRR |
|---|---|---|
| Every 1 monthmonth/1 | 564 | €27,634 |
| Every 2 monthsmonth/2 | 380 | €12,162 |
| Every 3 monthsmonth/3 | 221 | €6,032 |
| Every 6 weeksweek/6 | 61 | €2,174 |
| Total | 1,226 | €48,002 |
MRR = price x quantity x (1 month / interval), summed over status = active. Interval from order_interval_unit and order_interval_frequency
Reviews (Okendo)
Review volume and rating, which feed the review request step in post-purchase flows.
RT46Average rating
Up1.0%4.61
All time 4.64
RT47Review count
3,446
All time
RT48Review velocity
Down9.5%126.9 / week
544 in range
RT49Positive share
91%
5% are 1 to 2 stars
RT50Review velocity
Reviews per week
RT51Rating trend
Average stars per period
RT52Sentiment
Derived from star ratings
- Positive (4-5) 90.6%
- Neutral (3) 4.9%
- Negative (1-2) 4.5%
5 stars
4 stars
3 stars
2 stars
1 star
409
92
27
11
14
RT53Product ratings
Sort by any column
| Santal Brume candle | 4.7 | 884 |
| Velours throw, ash | 4.8 | 612 |
| Diffuser refill, 3-pack | 4.5 | 502 |
| Linen duvet set | 4.6 | 431 |
| Room spray, Figue | 4.7 | 349 |
| Cushion cover, bouclé | 4.4 | 276 |
| Marble trayBelow 4.3 | 4.2 | 187 |
| Gift box, the Maison edit | 4.9 | 205 |
Source: Okendo API · product reviewCount, rating · reviews: reviewId, rating, dateCreated, productId, reviewer.isVerified
RT54Review themes
Share of mentions and tone (text analysis, not an API field)
- Scent and quality31% of mentions
82% positive
- Packaging and gifting17% of mentions
77% positive
- Value for money14% of mentions
41% positive, needs attention
- Shipping and delivery19% of mentions
58% positive
- Customer service11% of mentions
74% positive
- Product as described8% of mentions
63% positive
Deliverability
Can your email reach the inbox, and is the sender domain trusted.
RT55Inbox health
Email, last 30 days
- Delivery rate
- 98.53%
- Hard bounces
- 0.05%
- Soft bounces and failures
- 1.42%
- Unsubscribe rate
- 0.26%
Source: Klaviyo · delivery_rate, bounced, bounce_rate, bounced_or_failed_rate, spam_complaint_rate
RT56Mailbox providers
Performance by recipient domain
| Provider | Share | Open rate | Status |
|---|---|---|---|
| Gmail | 44% | 42.6% | Healthy |
| Apple iCloud | 14% | 61.8% | Healthy |
| Outlook / Hotmail | 16% | 35.0% | Healthy |
| Yahoo / AOL | 7% | 38.4% | Healthy |
| Orange / Free / SFR | 9% | 33.2% | Healthy |
| Other | 10% | 29.8% | Healthy |
Open rates for Apple iCloud are inflated by Mail Privacy Protection; judge that segment on clicks.
Source: Klaviyo · profile and event data grouped by recipient email domain (no domain dimension in the reporting API)
RT57Sender authentication
Checked on the sending domain, outside the reporting API
SPFPass
Aligned with the sending domain
DKIMPass
2048-bit key, signed by the sending domain
DMARCPass
Policy p=quarantine, reports monitored
One-click unsubscribePass
List-Unsubscribe-Post header present (RFC 8058)
BIMIOptional
Not configured (optional, needs a VMC certificate)
Best send time
When recipients open, click and buy, by weekday and local time.
RT58Send-time heatmap
Recipient local time, 2-hour blocks
| Day | 0-2 | 2-4 | 4-6 | 6-8 | 8-10 | 10-12 | 12-14 | 14-16 | 16-18 | 18-20 | 20-22 | 22-24 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mon | 24 | 23 | 25 | 33 | 41 | 46 | 42 | 38 | 39 | 42 | 43 | 30 |
| Tue | 29 | 26 | 27 | 39 | 47 | 52 | 45 | 42 | 43 | 45 | 50 | 35 |
| Wed | 27 | 25 | 26 | 37 | 44 | 47 | 43 | 40 | 39 | 46 | 46 | 35 |
| Thu | 30 | 28 | 27 | 41 | 48 | 50 | 46 | 44 | 43 | 46 | 49 | 37 |
| Fri | 25 | 22 | 23 | 34 | 42 | 42 | 41 | 37 | 37 | 38 | 43 | 32 |
| Sat | 20 | 20 | 21 | 28 | 34 | 38 | 34 | 33 | 32 | 36 | 38 | 27 |
| Sun | 26 | 23 | 24 | 34 | 42 | 46 | 42 | 40 | 38 | 42 | 45 | 33 |
Values are percentages. One blue scale, darker is better.
RT59Top send slots
Highest scoring weekday and time block
- 1Tue 10 to 12 h51.7%
- 2Thu 10 to 12 h50.4%
- 3Tue 20 to 22 h50.0%
Smart Send Time can pick this per recipient. Test by splitting a campaign instead of trusting averages.
Source: Klaviyo events · Opened Email, Clicked Email, Placed Order (datetime) by weekday and hour