https://emmpa.pro/insights Original numbers from the Klaviyo accounts EMMPA runs for Shopify brands: benchmarks by niche, anonymised case studies, guides. en-us Sat, 07 Nov 2026 15:08:50 GMT https://emmpa.pro/insights/teardown-buffy-first-hour https://emmpa.pro/insights/teardown-buffy-first-hour Sat, 07 Nov 2026 09:00:00 GMT teardown Buffy sends 2 emails in the first 60 minutes after a signup. The welcome arrives within a minute and is really a Black Friday email with a welcome label: 25% off, 6 best sellers, the trust strip, the press badges and a 4.7 rating from 5,696 reviews. An hour later comes a bed-builder email with no offer. Strengths: speed, proof, one clear offer. Gaps against our benchmark: no size, fabric or sleep-temperature question before the product grid, the second email leans on images with almost no text, and the welcome code is the same code as the public sale, so the signup earns nothing extra. Observed from 2 emails; the 72-hour version follows. https://emmpa.pro/insights/klaviyo-vs-omnisend-for-shopify-stores-over-2m https://emmpa.pro/insights/klaviyo-vs-omnisend-for-shopify-stores-over-2m Sat, 07 Nov 2026 09:00:00 GMT guide For a Shopify store under $1M a year with a simple catalogue, Omnisend is cheaper and good enough; we tell those stores to stay. Over $2M, with a catalogue that has sizes, brands or replenishment cycles and a team that reads reports, Klaviyo earns its higher price through its data model (every Shopify event, every product property, usable in segments and flows), its predictive and RFM segmentation, its flow builder and its reporting. We work in Klaviyo only and migrate stores from Omnisend as part of our Setup; a migration takes 2 to 4 weeks and costs about a month of the Setup fee. The decision is about data and the team, not about features lists. https://emmpa.pro/insights/klaviyo-setup-the-5-core-flows-and-what-they-earn https://emmpa.pro/insights/klaviyo-setup-the-5-core-flows-and-what-they-earn Sat, 07 Nov 2026 09:00:00 GMT guide Five flows do most of the work in a Shopify store's Klaviyo account: welcome, abandoned checkout, browse abandonment, post-purchase and winback. Across the stores we run, flows deliver 69% of email revenue at a median $1.07 per recipient (the best accounts earn $3 to $7), against $0.20 for a campaign email. This guide gives each flow's job, its typical emails and timing, the triggers and filters that decide whether it earns, and what our one-time $1,500 Setup builds. https://emmpa.pro/insights/klaviyo-benchmarks-shopify-2026 https://emmpa.pro/insights/klaviyo-benchmarks-shopify-2026 Sat, 07 Nov 2026 09:00:00 GMT benchmark In the Shopify stores we run on Klaviyo, email brought a median 22% of store revenue over the last 12 months (range 3% to 57%), and 69% of that came from flows, not campaigns. A typical campaign delivers a 0.64% click rate and $0.20 per recipient; a typical flow email, 2.34% and $1.07. Popups convert 4.7% of unique viewers. The numbers below are from our own accounts, November 2025 to October 2026, not from a survey. https://emmpa.pro/insights/klaviyo-audit-what-we-check https://emmpa.pro/insights/klaviyo-audit-what-we-check Sat, 07 Nov 2026 09:00:00 GMT guide A Klaviyo audit for a Shopify store answers one question: where is the money the account is not earning? We check 24 things in 6 areas (revenue share, flows, campaigns, list growth, deliverability, data) against the medians from the stores we run: 22% of revenue from email, 69% from flows, flow revenue per recipient $1.07, campaign click 0.64%, popup submit 4.7%. The free 30-minute audit at EMMPA covers the first 4 areas on a call with a written assessment; the full audit is the first deliverable of a retainer. https://emmpa.pro/insights/klaviyo-agency-for-shopify-stores https://emmpa.pro/insights/klaviyo-agency-for-shopify-stores Sat, 07 Nov 2026 09:00:00 GMT guide A Klaviyo agency for a Shopify store should own the whole email channel (strategy, flows, campaigns, design, copy, popups, deliverability, reporting) and be judged on one number: Klaviyo-attributed revenue as a share of store revenue. In the stores we run that share is a median 22%, with 69% of it from flows. Retainers run $600 to $1,700 a month at EMMPA depending on list size, with a written +25% to +30% revenue guarantee on the two upper tiers. Before hiring anyone, ask for their benchmarks, their flow set, their reporting and what happens when they miss. https://emmpa.pro/insights/klaviyo-agency-for-pre-loved-luxury-and-resale https://emmpa.pro/insights/klaviyo-agency-for-pre-loved-luxury-and-resale Sat, 07 Nov 2026 09:00:00 GMT guide Resale and pre-loved luxury stores break the standard Klaviyo playbook: the item a visitor browsed may be sold by the time the email sends, discounts are off the table, and half the business is buying from sellers, not selling to buyers. The program that works builds flows per brand and size class with a same-brand fallback for sold items, runs campaigns as a weekly editorial with no codes, and gives sellers their own sequence. On a pre-loved luxury store we run, email brings 21.6% of revenue, 81% of it from flows, with four-figure campaign order values. https://emmpa.pro/insights/klaviyo-agency-for-medical-and-health-products https://emmpa.pro/insights/klaviyo-agency-for-medical-and-health-products Sat, 07 Nov 2026 09:00:00 GMT guide Medical devices, mobility aids and health products sell to people solving a problem, often for someone they care for, and often under regulation on what you can claim. In the health stores we run on Klaviyo, email share of revenue is lower than in other niches (a median 17% in the baby, kids and health group, 10% on a UK medical equipment store) because a large part of sales goes through clinics, marketplaces and phone orders that never touch the list. What email does do, it does through flows: 88% of email revenue on the medical store, flow conversion 1.35%, flow click 2.63%. Promotional campaigns barely register. The program is replenishment, care and reassurance, written to the regulator's rules. https://emmpa.pro/insights/klaviyo-agency-for-home-decor-and-rug-stores https://emmpa.pro/insights/klaviyo-agency-for-home-decor-and-rug-stores Sat, 07 Nov 2026 09:00:00 GMT guide Home decor, rugs and furniture are considered purchases: the buyer compares size, material and colour for days before ordering. That makes them the best category for Klaviyo flows we know. In the home and kitchen stores we run, email brings a median 31.9% of store revenue (all-store median 22%), 69% of it from flows, and on one rug store a flow email is worth $7.49 per recipient, 7 times the median. The program is built around the attributes the buyer compares (size, room, material), a swatch or sample sequence, and a post-purchase flow with care and cross-sells. Sitewide discount campaigns do not move this buyer. https://emmpa.pro/insights/klaviyo-agency-for-fashion-and-apparel-brands https://emmpa.pro/insights/klaviyo-agency-for-fashion-and-apparel-brands Sat, 07 Nov 2026 09:00:00 GMT guide In the fashion and accessories stores we run on Klaviyo (shoes, lingerie, denim, bags, luxury resale), email brings a median 21.6% of store revenue and 77% of that comes from flows, the highest flow share of any niche. A flow email earns $2.68 per recipient against a $1.07 all-store median, because fashion buyers browse specific items and come back for exactly those. Campaigns click well (1.40%, twice the median) but earn little per send; they keep the brand in front of the list between purchases. Popups convert only 1.8% because fashion brands rarely lead with a discount, and that is fine if the welcome flow is good. https://emmpa.pro/insights/how-much-does-klaviyo-management-cost https://emmpa.pro/insights/how-much-does-klaviyo-management-cost Sat, 07 Nov 2026 09:00:00 GMT guide Klaviyo management for a Shopify store costs between $500 a month (a freelancer sending campaigns) and $10,000 a month (a full-service agency with account managers), plus Klaviyo's own subscription, which runs from about $45 a month at 1,500 profiles to $1,000 and more at 100,000. The price buys scope (campaigns only, or the whole channel), people (one person or a team with a designer and copywriter), and accountability (a guarantee or none). EMMPA's prices are public: a one-time Setup at $1,500, then Lite $600, Pro $1,000 or Elite $1,700 a month by list size, with a +25% to +30% revenue guarantee on Pro and Elite and no minimum term. https://emmpa.pro/insights/email-marketing-when-the-cost-of-error-is-high https://emmpa.pro/insights/email-marketing-when-the-cost-of-error-is-high Sat, 07 Nov 2026 09:00:00 GMT guide A wrong email on a $30 product costs an unsubscribe. A wrong email on a $2,000 bag, a medical device, a luxury resale item or a brand with a public reputation costs a refund, a complaint, a regulator's letter or a week of damage control. EMMPA works with the second kind of store. The process is different: a review step before every send, segments instead of whole-list blasts, no discount reflex, copy written to the market's rules, and a report that shows revenue, not opens. That is where a $1,000 to $1,700 a month retainer earns its keep; below that level, a good template and a careful founder do the job. https://emmpa.pro/insights/case-wellness-subscription-store-campaign-led-37-percent https://emmpa.pro/insights/case-wellness-subscription-store-campaign-led-37-percent Sat, 07 Nov 2026 09:00:00 GMT case On a US Shopify store selling wellness and lifestyle goods with a monthly subscription box, Klaviyo email attributed 37% of store revenue in the 12 months to October 2026, against a 22% benchmark median. Unlike most stores, two thirds of that comes from campaigns: a weekly cadence to a large, clean list with a 72.7% open rate, several million campaign emails a year, and a popup that converts 21% of unique viewers on a first-order offer. The flows earn only $0.22 per recipient, a fifth of the median, which makes them the biggest remaining opportunity in an account that already beats the benchmark. Shares and rates only; the client's revenue is not disclosed. https://emmpa.pro/insights/case-rug-store-flows-7-dollars-per-recipient https://emmpa.pro/insights/case-rug-store-flows-7-dollars-per-recipient Sat, 07 Nov 2026 09:00:00 GMT case On a US Shopify rug and home decor store, Klaviyo email attributed 31.9% of store revenue in the 12 months to October 2026 against a benchmark median of 22%. 69% of it came from flows, and a flow email there is worth $7.49 per recipient, 7 times the $1.07 median, because a rug is a considered purchase: people browse for days, and a browse-abandonment or checkout flow that shows the right size, the right room and a swatch option catches them at the moment they decide. Campaigns add the rest at a 0.97% click rate, mostly new-collection and room-by-room sends. Shares and rates only; the client's revenue is not disclosed. https://emmpa.pro/insights/case-pre-loved-luxury-bags-email-revenue https://emmpa.pro/insights/case-pre-loved-luxury-bags-email-revenue Sat, 07 Nov 2026 09:00:00 GMT case On a Shopify store selling pre-loved luxury accessories, Klaviyo email brought 21.6% of store revenue in the 12 months to October 2026, and 81% of that came from flows. A flow email earns $3.15 per recipient there, three times the $1.07 median of our benchmark; a campaign email earns a median amount per recipient but closes four-figure orders. The lesson for high-ticket resale: build the flows around the brand and size the customer is browsing, with a fallback for sold items, keep campaigns rare and editorial, and never lead with a discount. Figures are shares and rates only; the client's revenue is not disclosed. https://emmpa.pro/insights/case-lingerie-brand-email-share-12-to-19-percent https://emmpa.pro/insights/case-lingerie-brand-email-share-12-to-19-percent Sat, 07 Nov 2026 09:00:00 GMT case On a US Shopify lingerie brand, Klaviyo email revenue grew 2.4 times between June and October 2026 while the store itself grew 1.9 times. Email's share of revenue went from 13% to 19% in five months because the flows were rebuilt first: flow click rate 4.76% and $2.20 per recipient against benchmark medians of 2.34% and $1.07. Campaigns click at 1.41%, twice the median, and are sent to an engaged segment only. The lesson for fashion brands in a growth phase: fix the flows before the traffic arrives, because every new visitor then enters a sequence that converts. Shares and rates only; the client's revenue is not disclosed. https://emmpa.pro/insights/case-fabric-store-email-57-percent-of-revenue https://emmpa.pro/insights/case-fabric-store-email-57-percent-of-revenue Sat, 07 Nov 2026 09:00:00 GMT case A Shopify fabric store gets 57% of its revenue from Klaviyo email, against a benchmark median of 22%. Unlike most stores, campaigns, not flows, do the work (64% of email revenue), because the business runs on pre-order fabric drops announced to a community that waits for them. The lesson for small hobby and craft stores: a weekly drop cadence, a clean list and a 2.3% campaign click rate beat any automation. Shares and rates only; the client's revenue is not disclosed. https://emmpa.pro/insights/case-accessories-store-traffic-fell-3x https://emmpa.pro/insights/case-accessories-store-traffic-fell-3x Sat, 07 Nov 2026 09:00:00 GMT case A US Shopify women's accessories store saw Klaviyo-attributed revenue in 2026 run at about half of its early 2025 level while the store itself grew. The popup's conversion never changed (4.4% to 5.5%); the number of people seeing it fell 3x, and early 2025 had been propped up by imported lists that added 2 to 4 times more subscriptions a month than the popup. Email revenue is a function of new people entering the list. When the top of the funnel shrinks, no flow or campaign makes up the difference, and discount-only campaigns made it worse: click rate fell from 0.5% to 0.35%. Shares and rates only; the client's revenue is not disclosed.