How to Increase Email Revenue for an eCommerce Brand

Where should you start to increase email revenue?

Start by checking that your automated emails work. These flows go out on their own, with every sign-up, abandoned cart or order. A broken flow costs you sales every day, and nobody notices.

Only then should you tackle campaigns: segmentation, send frequency and the calendar. Then deliverability, which everything else depends on. This is the order we follow at OMOSA when we take over a brand's CRM on Klaviyo.

Here's a benchmark to see where you stand: the share of CRM (flows and campaigns) in your site's total revenue. What we see across our clients: an established brand generates around 30% of its revenue through CRM. If you're below that, there's usually revenue left to capture. This is a ballpark figure observed across our clients, not an industry standard.

Which Klaviyo flows should you set up first?

Four flows cover the essentials: welcome, abandoned cart or browse recovery, post-purchase and reactivation (winback). Each one addresses a specific moment in the customer journey.

Cart recovery often comes first. According to the Baymard Institute, around 7 in 10 online carts are abandoned. Without a recovery email, these visitors leave without any reminder. We cover best practices in our article on abandoned cart emails.

At Mii Collection, a fashion brand, the Klaviyo flows were broken. We rebuilt the welcome, abandoned cart and post-purchase flows. Over five months, compared with the previous year, email flow revenue grew by 148% (see the Mii Collection case study).

Pay special attention to the welcome flow: it reaches every new subscriber. At DIJO, after its redesign, the welcome flow's revenue per recipient doubled over two months, compared with the previous two months.

How do you segment your list to sell more without sending more?

Segment by purchase behavior, not just by sign-up date. A customer who has bought three times this year doesn't expect the same email as a subscriber who has never ordered.

The core segments are simple: subscribers with no orders, one-time buyers, repeat customers, and customers who have stopped buying. The RFM method (recency, frequency, monetary value) lets you go further. We explain it in our article on RFM segmentation.

Segmenting lets you send more campaigns without wearing out your list: each customer receives fewer messages that aren't relevant to them. At SodaStream, segmentation by purchase behavior went hand in hand with a higher send frequency. Unsubscribes fell by at least 39% every month for six months, compared with the previous year.

How many email campaigns should you send per month?

There's no universal number: the right frequency is the one your list keeps up with without unsubscribing more. Start from your current frequency, increase it in steps, and monitor unsubscribes and complaints at each step.

At SodaStream, we went from five or six campaigns a month to ten to thirteen, better targeted, with an A/B test every month. The team was aiming for at least +60% in email revenue. Over six months, email campaign revenue grew by 140% compared with the previous year, with six out of six months up (see the SodaStream case study).

• +140%Email campaign revenueOver 6 months vs prior year · Monthly reports OMOSA x Sodastream (calculated)
• +98%Revenue from email5 months vs prior year · OMOSA x Mii Collection review (ClickUp)
• +148%Email flow revenue5 months vs prior year · OMOSA x Mii Collection review (ClickUp)

A campaign calendar is planned ahead, by quarter: key commercial moments, new arrivals, private sales, brand content. Align it with the product schedule and your ad campaigns, so that email and ads say the same thing at the same time.

At YAY Paris, a jewelry brand, we've managed eCommerce and CRM since 2024; on the CRM side, our work includes rebuilding the welcome and post-purchase flows. The CRM audit we carried out in December 2025 measured +89% in email campaign revenue over twelve months, compared with the previous year.

Why does deliverability affect email revenue?

An email that lands in spam sells nothing. Gmail and Yahoo sort messages based on recipient engagement. If a large part of your list ignores your sends, some of your emails go to spam, including for your best customers.

Google asks senders to keep their spam complaint rate below 0.1% and never reach 0.3%. It also requires domain authentication (SPF, DKIM, DMARC) and one-click unsubscribe. Yahoo publishes similar rules.

In practice, send a winback to contacts who haven't clicked or bought in several months, then remove those who don't respond from your regular sends. Segment on clicks rather than opens: since Apple Mail Privacy Protection, opens are inflated. Find the details in our article on inactive subscribers and deliverability.

How do you measure the share of revenue that comes from email?

Compare the revenue attributed to email with your store's total revenue over the same period. That share is what tells you whether your CRM is improving. The raw figure goes up when traffic goes up, too.

Set an attribution rule and stick to it. Klaviyo attributes an order to an email when it follows an open or a click, within a time window you set. If that window changes mid-year, your comparisons become meaningless. Also check whether in-store sales are feeding into Klaviyo: they inflate attributed revenue.

Read flows and campaigns separately. Flows depend on traffic and sign-ups; campaigns depend on the calendar and segmentation. And always compare with the same period the previous year, to cancel out sales periods and holidays. That's how we measure the results in our case studies.

When should you hire a Klaviyo agency?

When nobody manages your CRM full-time, or when your flows and campaigns have plateaued for several months. An agency brings you a method, a calendar that's actually kept, and regular testing.

OMOSA is an eCommerce agency for fashion and lifestyle brands: a team of 8 senior experts, with 7 years of experience on average, and 50 brands supported. We're official partners of Shopify, Meta, Google and Klaviyo (Klaviyo Partner). Our Retain offer covers your list and deliverability, campaigns (calendar, newsletters, SMS, design and copy) and flows (welcome, abandoned cart, post-purchase, reactivation). We manage CRM alongside acquisition and the site, against the same goals. Our clients' results are on the case studies page.