> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Email Share of Total Store Revenue, Dotdigital > Healthy mid-market ranges 20-30%. Below 15% = email under-leveraged. How to read it, why it matters, and how to act on it. **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Email Marketing](/nerve-centre/connectors#connectors-by-type) > Healthy mid-market ranges 20-30%. Below 15% = email under-leveraged. ## At a glance > The fraction of total store revenue that Dotdigital claims credit for, computed as `dotdigital_attributed_revenue / commerce_platform_total_revenue`. **The single most important Dotdigital health number for executives.** It answers "is email pulling its weight in the marketing mix?". The healthy band depends on the platform pairing: **5 to 15% on BigCommerce / Adobe Commerce** (Dotdigital's strongest integrations), **5 to 12% on Shopify** (less native integration). Above 25% usually means non-email channels weakened, not that email got better. | | | | ----------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `dd_total_revenue / (bc_total_revenue OR ac_total_revenue OR shopify_total_revenue)`, joined on the same time window. Both numerator and denominator pulled fresh; the share is computed at card-render time. | | **Healthy band** | **5 to 15% for established UK and EU B2C brands on BigCommerce or Magento.** Lower band reflects (a) Dotdigital's lighter automation depth vs Klaviyo, (b) GDPR-driven smaller consented lists, (c) UK and EU customer behaviour being less email-driven than US. **Klaviyo on Shopify will run 8 to 25% on the same merchant**, the gap is structural, not a Dotdigital weakness. | | **Why "below 15%" fires the alert** | Below 15% the alert fires as a yellow flag, not a red one. The right read is "email is underleveraged"; the most common cause is missing or paused programmes. Pair with [Programme vs Campaign Revenue Mix](/nerve-centre/kpi-cards/dotdigital/programme-vs-campaign-revenue-mix) to see whether the gap is automation depth or campaign frequency. | | **Why above 25% should also be reviewed** | High share is rarely a "win"; it's usually a sign that paid, organic, or social channels are weak. The brand should investigate what happened to the other channels before celebrating. The exception: small brands at 30%+ where the list is small and email is genuinely the dominant channel. | | **Attribution truth** | Dotdigital uses 7-day click + 1-day view; the commerce platform uses last-click or session-based. **The two attribution models will never match exactly.** Dotdigital will always claim more than the commerce platform's "Email" channel breakdown, by 1.5 to 2x typically. The share computed here is "Dotdigital's view of email vs total"; it is not "email's incremental contribution". | | **Currency** | Both sides converted to a single currency at card-load time; multi-currency stores see a normalised share. | | **Refunds** | Neither side deducts refunds. The share is gross-of-refund. For a net view, both sides have to subtract from their own refund tracking. | | **Time window** | `30D vsP` | | **Alert trigger** | `<15% (under-leveraged)` | | **Roles** | owner, marketing, finance | ## Calculation Calculated automatically from your Dotdigital data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A UK homewares brand on BigCommerce running Dotdigital. 30D window: 03 Apr 26 to 02 May 26. | Source | 30D revenue | Share | | -------------------------------------------------- | ----------- | --------- | | BigCommerce Total Revenue (commerce headline) | £1,820,000 | 100.0% | | Dotdigital-attributed revenue | £146,500 | **8.05%** | | Google Ads-attributed revenue (separate connector) | £312,000 | 17.1% | | Organic search-attributed (GA4) | £498,000 | 27.4% | | Direct / unattributed | £604,000 | 33.2% | | Other (social, referral, etc.) | £259,500 | 14.3% | | Sum of channel attribution | £1,820,000 | 100.0% | What's interesting: 1. **8.05% Dotdigital share is mid-band healthy** for this brand size and platform combination. Comparable Klaviyo+Shopify brands typically hit 12 to 18%; the gap is structural and represents Dotdigital's integration depth vs Klaviyo's, plus the brand's UK GDPR-shaped list (smaller, more consent-fresh than equivalent US lists). 2. **Email is the third-largest paid channel** behind organic search and direct. This is healthy; over-reliance on email is itself a risk (a single deliverability event could swing 8% of monthly revenue). 3. **The brand ran a 24 Apr 26 bank-holiday campaign that contributed £61,500 to the Dotdigital number**. Without that single tentpole, share would have been 4.7%, which would have triggered the under-leveraged alert. Tentpoles drive most of the email channel's monthly variance. 4. **If the Dotdigital share were 22% with the same total**, the brand should investigate paid channels first. A common trap: a brand sees Dotdigital share rise from 8% to 22% over 6 months and celebrates the email team's work, when actually paid social ROAS halved and organic dropped due to a Google algorithm update; email looked better only because everything else got worse. 5. **The 7-day click attribution makes Dotdigital's claim wider than GA4's "Email" channel** would show. GA4 uses last-non-direct-click and would attribute roughly £85,000 to email for the same period, vs Dotdigital's £146,500. Both are "right" from their own model's perspective; treat them as bounds (low: GA4, high: Dotdigital) and triangulate. **Action thresholds** for this brand: * 8 to 12%: business-as-usual, watch for trend * 12 to 18%: email punching above weight, likely benefiting from a tentpole or programme upgrade * Below 6%: investigate programme status, especially abandoned-cart, immediately * Above 22%: investigate non-email channel health; the share is high because elsewhere weakened ## Sibling cards merchants should reference together | Card | Why pair it with Email Share of Total Store Revenue | | --------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------- | | [Dotdigital Email-Attributed Revenue](/nerve-centre/kpi-cards/dotdigital/email-attributed-revenue) | The numerator. The share is meaningless without absolute value context. | | [BigCommerce Total Revenue](/nerve-centre/bigcommerce/bc_total_revenue) | The most common denominator pairing. | | [Adobe Commerce Total Revenue](/nerve-centre/adobe_commerce/ac_total_revenue) | The other common denominator. Dotdigital's strongest commerce integration. | | [Programme vs Campaign Revenue Mix](/nerve-centre/kpi-cards/dotdigital/programme-vs-campaign-revenue-mix) | When share is low, this card surfaces whether the gap is automation or campaign volume. | | [Active Programmes](/nerve-centre/kpi-cards/dotdigital/active-programmes) | The supply side of programmes. A drop in active programmes drops share by 2 to 5 percentage points. | | [Klaviyo Email Attributed Revenue Share](/nerve-centre/klaviyo/klv_email_attributed_revenue_share) | The Klaviyo equivalent. The 8 to 25% Klaviyo healthy band vs 5 to 15% Dotdigital is the structural platform difference. | | [GA4 Email Channel Revenue](/nerve-centre/google_analytics/ga4_email_channel_revenue) | The GA4 view. Always lower than Dotdigital's claim because GA4 uses last-non-direct-click. | | [Google Ads Revenue Share](/nerve-centre/google_ads/gads_revenue_share) | The competing-channel view. Use both to build the channel-mix picture. | ## Reconciling against the vendor's own dashboard **Where to look in Dotdigital:** This share metric does not exist natively in Dotdigital. The closest equivalent: in [r1-app.dotdigital.com → Insights → Performance Overview](https://r1-app.dotdigital.com/insights/performance-overview) take the *Total Revenue* figure and divide manually by the brand's commerce-platform headline. That's what Vortex IQ does automatically. **Where to look in BigCommerce / Adobe Commerce:** The denominator for this share comes from the commerce platform's own analytics. In BigCommerce, that's the *Orders → Insights* total revenue. In Adobe Commerce, it's *Reports → Sales → Orders*. The Vortex IQ denominator pulls from the same source as the [`bc_total_revenue`](/nerve-centre/bigcommerce/bc_total_revenue) or [`ac_total_revenue`](/nerve-centre/adobe_commerce/ac_total_revenue) card. **Why our number may legitimately differ from the brand's manual calculation:** | Reason | Direction of divergence | | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------- | | **Time-zone**. Dotdigital runs account locale; BigCommerce runs store timezone; Vortex IQ runs UTC. Three different boundary days. | ±0.3 to 0.8 percentage points at the boundary | | **Refund handling**. Both Dotdigital revenue and BC revenue are gross-of-refund on this card. Brands computing manually often subtract refunds from one side but not the other, producing a mismatched share. | Manual calculations often understate by 1 to 2% | | **Currency normalisation**. Multi-currency stores see different normalisation snapshots between Dotdigital (account base currency) and the commerce platform (store base currency). For UK-only stores both are GBP; for multi-region stores the FX differs slightly. | ±0.2 percentage points | | **Conversion-window setting**. Dotdigital's 7-day click window catches revenue 7 days after the campaign send; the commerce platform's revenue is bucketed by order date. At the start of any window Dotdigital revenue is artificially low (its 7-day claim hasn't accumulated). | Vortex IQ slightly low at window start, recovers by day 7 | **Cross-connector reconciliation:** This is a derived metric; reconciliation is internal between the two source cards. | Pair | Identity | What causes legitimate divergence | | ------------------------------------------ | --------------------------------------------- | ---------------------------------------------------------------------------------------------- | | `dd_total_revenue / bc_total_revenue` | This card's value | Time-zone offset, conversion-window settling, FX | | `dd_total_revenue / ac_total_revenue` | Same shape on Adobe Commerce | Same | | `dd_total_revenue / shopify_total_revenue` | Same shape on Shopify | Same; Dotdigital-Shopify integration is less mature, share runs 2 to 4 percentage points lower | | Compare to GA4 "Email" channel ÷ "Total" | Always lower (GA4 uses last-non-direct-click) | GA4 is conservative; Dotdigital is generous; truth is in between | ## Known limitations / merchant FAQs **Why is the Dotdigital benchmark lower than Klaviyo's?** Three structural reasons. (1) Klaviyo's automation library is richer out-of-the-box, especially for Shopify; Dotdigital's strength is enterprise sending infrastructure not lifecycle automation breadth. (2) Klaviyo's product-recommendation and predictive-LTV blocks ship by default; Dotdigital requires the Insights add-on. (3) Dotdigital is concentrated on UK and EU brands where GDPR consent rules produce smaller sendable lists than US-equivalents. The 5 to 15% Dotdigital band vs 8 to 25% Klaviyo band is real and consistent. **My share is 4%. What do I do first?** Build programmes. The fastest lever from sub-10% share to 12 to 15% is activating the standard four programmes: Welcome, Abandoned Cart, Browse Abandon, Post-Purchase. Each adds 1 to 4 percentage points to share within 60 days of going live. Start with Welcome and Abandoned Cart; they are the highest-leverage of the four. **My share jumped from 8% to 22% last month, did email get better?** Probably not. Check the denominator first; if BigCommerce revenue dropped (paid channels weakened, organic dipped, supply-chain issue) the share will rise even if email revenue is flat. Open [BigCommerce Total Revenue](/nerve-centre/bigcommerce/bc_total_revenue) and [Google Ads Revenue Share](/nerve-centre/google_ads/gads_revenue_share) in the same window. If both dropped, email's share rose because everything else fell, not because email improved. **What's the right ratio of Dotdigital share to GA4 email channel share?** Typically Dotdigital claims 1.5 to 2x what GA4 attributes. So if GA4 says 5% email, Dotdigital might say 9%. Both are right from their own model. The gap widens when your UTM hygiene is poor (more orders that should have been attributed to email lose the credit in GA4); the gap narrows when UTMs are clean and consistent. **Should I include SMS revenue in this share?** Yes if you're using Dotdigital for SMS too. Dotdigital's `orderValue` aggregates email and SMS programme/campaign revenue together; this card uses the aggregate. If the brand wants email-only share, they need to filter to email-channel sends only in Dotdigital's Insights, which is a custom report. **Does this share count refunds against email or against total?** Neither, on this card. Both numerator and denominator are gross-of-refund. Refunds run roughly 5 to 8% across both sides for B2C brands, so they cancel out and the share is roughly correct. For a net-of-refund share, both cards would need to subtract refunds, which Vortex IQ doesn't do today. **My multi-region brand has separate Dotdigital accounts per market. How does this card aggregate?** It doesn't. The card pairs one Dotdigital connector to one commerce-platform connector. Multi-region brands need one share card per market and aggregate manually. Raise this with the Vortex IQ team if cross-region aggregation is needed. **Is 25% high or low for a small brand?** For a brand under £500k annual revenue, 25 to 35% is normal because the brand has a small loyal-list, paid acquisition is modest, and email is genuinely the dominant channel. As the brand grows past £2m annual, the share typically settles to 12 to 18% as paid acquisition scales. Don't read the same alert thresholds across all brand sizes. **My alert is firing at "\<15%" but I'm comfortable at 12%, can I mute it?** Yes, the alert thresholds are configurable per account. The default is conservative because most brands at sub-15% share are underleveraged on programmes. If the brand has done the programme work and is running 12% on a healthy stable mix, it's fine. Adjust the threshold to "\<8%" in your account settings. *** ### Tracked live in Vortex IQ Nerve Centre *Email Share of Total Store Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across Dotdigital and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.