Top 10 sent campaigns ranked by ecommerce.total_revenue. Answer to merchant question #1 (which campaign drove most revenue).
At a glance
The top 10 sent campaigns in the period, ranked by Mailchimp-attributed revenue. Direct answer to the most-asked merchant question: “which email made me the most money this quarter?” Pullsreports.ecommerce.total_revenuefromGET /3.0/reports?type=regular,absplitand ranks descending. Excludes Customer Journey emails (those rank in Top Automation Revenue).
| What it counts | Top 10 regular + A/B test campaigns by reports.ecommerce.total_revenue over the 90D window. Includes subject_line, send_time, recipients, open_rate, click_rate, and total_revenue per campaign. |
| API endpoint | Marketing API v3, GET /3.0/reports?type=regular,absplit&since_send_time={90D ago} paged by count=10&offset=0.. then ranked by revenue client-side. |
| Audience-based scope | Aggregates campaigns across every audience. Per-audience filtering not surfaced; mixed-audience accounts may want to drill into Mailchimp UI for per-audience tops. |
| Channel scope | Email regular + A/B test campaigns only. Customer Journey emails excluded (separate card). Postcards excluded (no revenue). |
| Bounce / spam handling | Bounces irrelevant to revenue ranking. Spam-flagged campaigns still rank by revenue if they generated any. |
| Attribution model | Mailchimp’s 24-hour click default. Same window applied uniformly across all campaigns being compared. |
| MPP impact | None on revenue. Campaign open rates shown in the table are MPP-affected; revenue isn’t. |
| A/B test handling | Mailchimp returns A/B tests as a single parent campaign with combined results. The card surfaces the parent’s combined revenue, not per-variant. |
| Currency | Mailchimp account base currency. Multi-currency stores see all revenue in base. |
| Time window | 90D (longer window because top-campaign rankings are stable over quarters and noisy week-to-week) |
| Alert trigger | - (no alert; this is a discovery card, not a threshold card) |
| Roles | owner, marketing, finance |
Calculation
Calculated automatically from your Mailchimp 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 small DTC kitchenware brand on Shopify, Mailchimp Standard, single audience of 31,000. 90D window 02 Feb 26 to 02 May 26.| Rank | Campaign | Sent | Open % | Click % | Revenue |
|---|---|---|---|---|---|
| 1 | Mother’s Day “Cook For Mum” promo | 30,400 | 58.2% | 4.1% | £14,200 |
| 2 | Spring sale 20% off (3-day flash) | 30,200 | 55.8% | 3.6% | £9,800 |
| 3 | New collection: pasta tools | 29,800 | 52.1% | 3.2% | £6,400 |
| 4 | Easter weekend recipes + 10% | 30,100 | 54.6% | 2.8% | £5,200 |
| 5 | Knife-sharpening masterclass | 18,400 | 61.4% (segmented to engaged) | 5.2% | £4,800 |
| 6 | Friends-with-benefits: refer £10 | 28,600 | 49.8% | 2.1% | £3,200 |
| 7 | Easter Monday clearance | 30,000 | 51.0% | 2.4% | £2,800 |
| 8 | Subscriber-only colourway | 12,200 (segmented) | 64.0% | 4.8% | £2,400 |
| 9 | Birthday gift guide | 29,500 | 50.2% | 2.0% | £1,900 |
| 10 | March newsletter | 29,800 | 48.5% | 1.6% | £1,400 |
- Mother’s Day at £14,200 is 23% of all campaign revenue from a single send. This is the canonical Mailchimp pattern: tentpole moments compound. One well-timed campaign can match three months of weekly newsletters. Plan the calendar around tentpoles (Mother’s Day, Father’s Day, Black Friday, Christmas), not around fill-in-the-cadence sends.
- Segmented sends punch above their weight on revenue-per-recipient. The knife-sharpening masterclass at #5 reached 18,400 (segmented to engaged subscribers) and generated £4,800, or £0.26 per recipient. The general March newsletter at #10 reached 29,800 (whole list) and generated £1,400, £0.05 per recipient. Segmented sends are 5x more efficient. This is the main lever for closing the gap with Klaviyo’s segment-first model.
- Click rate predicts revenue rank better than open rate. The top-revenue campaigns sit at 3-5% click vs the bottom at 1.6-2.4%. Open rates are tightly clustered (48-58%) because of MPP inflation, click rate has more separation. Use click rate as the primary leading indicator, not open rate.
- The referral campaign at #6 underperforms because of the offer mechanic. “Refer a friend, get £10 off” requires friction (sharing a link), which suppresses immediate-purchase intent. The £3,200 attributed revenue is from existing customers redeeming, not from new acquisition. Pure-promotion sends out-revenue mechanic-required campaigns 2-3x.
- Top-10 alone covers 67% of all campaign revenue. The remaining 35+ campaigns sent during the window contributed the other 33%. The Pareto skew is strong, focus optimisation effort on the top 10 (better subject lines, better timing, better segmentation), not on the long tail. Cutting low-revenue campaigns by 50% would barely affect total but would protect deliverability and reduce list fatigue.
Sibling cards merchants should reference together
| Card | Why pair it with Top Campaigns |
|---|---|
| Mailchimp Top Automation Revenue | The companion ranking for Customer Journey email steps. Together they cover all email send revenue. |
| Mailchimp Email-Attributed Revenue | The total this top-10 contributes to. Helps quantify the Pareto skew. |
| Mailchimp Revenue per Recipient | Efficiency view, top-revenue campaigns aren’t always top-efficiency. |
| Mailchimp Click Rate | The primary leading indicator. Top-revenue campaigns nearly always have above-average click rates. |
| Mailchimp Campaign Send Cadence | How often and when the top campaigns went out. Useful for replicating timing. |
| Mailchimp Audiences Overview | Which audience the top campaigns went to. Informs segmentation strategy. |
| Mailchimp A/B Test Winners | A/B test results for the top campaigns. Tells you which subject line variant won. |
| Shopify Top Products by Revenue | Cross-reference, which products were promoted in the top campaigns and how they performed. |
Reconciling against the vendor’s own dashboard
Where to look in Mailchimp’s own dashboard: Mailchimp → Reports supports sorting by “E-Commerce Revenue” (column header click). The top-N here should match this card. Mailchimp → Reports → Comparative Reports lets you build a custom view filtered by date range. The All Reports list with date filter set to the same 90D window is the closest direct match. Other Mailchimp views that look like the same number but aren’t:- Audience → All Contacts → Activity feed: per-contact recent activity, not campaign rankings.
- Account Overview → Recent campaign performance: last 5 sends, not top-10 by revenue.
- Campaigns → list filtered by status: shows recent sends, not ranked by revenue.
| Reason | Direction of divergence |
|---|---|
| Time-zone. Mailchimp uses account timezone; Vortex IQ uses UTC. The 90D boundary differs, campaigns near the edge may rank differently. | None on top-of-list rankings; affects #8-#10 ranking |
| Page caps. Engine pages reports 10 per call up to 5 pages (50 reports total). Accounts running >50 distinct campaign sends in 90D will see the bottom truncated. | Top-10 unaffected for all but the very-highest-cadence senders |
| A/B test parent vs variants. Mailchimp’s API returns A/B as a parent campaign; Vortex IQ surfaces parent revenue. UI sometimes shows variant-level ranks separately. | Different ordering when A/B variants are split |
| Attribution window. If the merchant changed Mailchimp’s e-commerce attribution window mid-period, older campaigns in the period may have revenue calculated under the old window. | Small drift, usually <5% on individual campaign revenue |
| Customer Journey exclusion. This card is regular + A/B only. Mailchimp’s UI sometimes shows automation steps mixed into “All Reports” lists, leading to confusion about which top-10 is being compared. | None when scoped correctly |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
shopify.top_products | Top campaigns should correlate with bursts in top product revenue. | Many campaigns drive cross-product revenue, not single-SKU. |
ga4.ga_top_landing_pages | Top campaigns should drive recognisable spikes in GA4 landing-page traffic. | UTM tagging quality matters. |
klaviyo.klv_top_campaigns_revenue | When both ESPs run on the same store, top-by-revenue lists should overlap on tentpole campaigns (Mother’s Day, BFCM) but diverge on weekly cadence. | Different attribution windows credit different campaigns. |