You cannot fix what you don't measure. Here are the KPIs we track for every client account, what healthy looks like for each, and what it means when one is off.
1. Attributed revenue %
The obvious one: if you want 40 to 50% of revenue coming from email, you have to track exactly that. Klaviyo's Business Performance Summary with Placed Order attribution is the source of truth. Here is how to score your number.
2. Open rates and click rates
If your campaigns aren't hitting 50 to 70% open rates, something is wrong. Flows typically run a little lower but can reach 60%.
The number one lever here: send campaigns only to an engaged segment, people who opened or clicked within the past 30, 60, or 90 days. Which window you pick is purely based on where your open rate sits.
Click rates vary a lot by brand: how many products you have, what kind of products, what kind of campaign. There is no universal benchmark, but track it and beat your own baseline.
3. Unsubscribe and bounce rates
These correlate directly with domain health. If emails are landing in spam or people simply aren't opening, it usually means one of three things: you're sending to the wrong list, you're not sending content they actually enjoy, or the copy is off. It can be one of the three or all three, and this pair of numbers is what tells you to go look.
4. Flow vs campaign revenue split
This split shows you where to work next. If one side massively outperforms the other, the underperformer is where your A/B testing effort goes.
For reference, one of our jewellery clients runs about 64% flows to 36% campaigns at 55% total attribution, while community-heavy brands can flip that ratio entirely. There is no single correct split, but a lopsided one is always a to-do list.
The habit that matters more than the numbers
Check these monthly at minimum. Our clients get them in a readable monthly report with a call to walk through it, because a KPI nobody reviews is just decoration. If you'd rather have the whole scoreboard run for you, this is part of every plan.
Want this done for you instead?
We run email and SMS end to end for ecommerce brands doing $50K+ per month, and every claim in this post has a Klaviyo screenshot behind it. Book a free audit, or start with a free popup and welcome email built for your brand.