The store
A US Shopify brand selling wellness and lifestyle goods, with a monthly subscription box and a loyalty program on top. Revenue is steady month to month and the audience is engaged and community-minded: it reads, it opens, it comes back. The client is not named and the store’s revenue is not disclosed; the figures are shares and rates from the client’s own reports.
What email does here
In the 12 months to October 2026, Klaviyo attributed 37.0% of store revenue to email, the highest share among the beauty and wellness stores in our 2026 benchmark. Month by month:
| Month | Email share of store revenue | From flows |
|---|---|---|
| June 2026 | 29.1% | 29% |
| July 2026 | 32.0% | 28% |
| August 2026 | 32.5% | 26% |
| September 2026 | 27.4% | 29% |
This is a campaign-led account, and deliberately so. The product is consumable and emotional: a new item, a new theme, a seasonal edit. The list wants to hear from the brand every week, and it shows: several million campaign emails in the year at a 72.7% open rate and a 0.34% unsubscribe rate, with campaign revenue of $0.20 per recipient, exactly the benchmark median, on a list several times larger than most stores’. Weekly campaigns, member and non-member segments, and a loyalty tie-in do the work.
List growth is the other engine. The popup converts 21.1% of unique viewers, four times the median, on a straightforward first-order offer that a consumable product can afford. New subscribers enter at a rate that keeps the campaign list fresh, which is why the share holds at 30% and more month after month.
What we changed this year
- List hygiene, done properly. In September spam complainers were removed and the whole unengaged segment suppressed from campaign sends. Opens rose, complaints fell to zero, and revenue did not drop, because the people who were cut were not buying.
- Member and non-member segmentation. Loyalty members and subscribers get the members’ content and early access; non-members get the product story and the offer. Two versions of most sends, two sets of numbers.
- Cadence discipline. One newsletter a week plus the subscription emails, never a burst of five in a week before a sale.
The lever not yet pulled
Flows do 26% to 29% of email revenue here, against a benchmark median of 69%, and a flow email earns $0.22 per recipient against $1.07. Flow click is 0.65% against 2.34%. The welcome, checkout and browse flows exist, but they are short, generic and were built before the subscription launched. Bringing the flows to the median would add roughly a quarter to email revenue without a single extra campaign. That is the plan for the next quarter: a welcome series that sells the subscription, a checkout flow that knows whether the cart holds a subscription, a post-purchase sequence built around the monthly box, and a replenishment flow for the consumables.
What to take from it
- A campaign-led account is not wrong. If the product is consumable and the audience is engaged, weekly sends to a clean list can carry 30% and more of revenue.
- The popup rate is set by the offer. A consumable with a first-order discount converts 20% of viewers; “join our newsletter” converts 2%.
- Beating the benchmark on share does not mean the account is finished. Check flow revenue per recipient against $1.07; under $0.50 is money on the table.
The store is on our Pro retainer. The free 30-minute audit reads your flows and campaigns against the same numbers.
The next benchmark, before it is public
Every quarter we re-pull the numbers from the accounts we run and send the summary first to the list, with the teardowns in between. No weekly newsletter, no discounts, unsubscribe in one click.