Share of Shopline revenue driven by lifecycle email. <15% in mature brands = retention spend underperforming.
At a glance
Share of the merchant’s Shopline revenue attributed to lifecycle email (Klaviyo, Dotdigital, or whatever email platform is connected). Below 15% in a mature brand suggests the retention spend is underperforming; below 5% suggests the email programme is barely running.
| What it counts | SUM(shopline.order.total) WHERE order matches an attributed email touchpoint within the attribution window / SUM(shopline.order.total over same window). Returned as a percentage. |
| Source data | Shopline orders joined to Klaviyo (or Dotdigital, Mailchimp, etc) attributed-order export by order_id. The email platform is the source of truth for whether an order is email-attributed. |
| Attribution window | Default 7 days last-touch. Configurable per-merchant in manifest (some prefer 30 days, some prefer last-click, some prefer first-touch). |
| Currency | Per-store native currency, dimensionless ratio. |
| Refunds / cancellations | Excluded from both numerator and denominator on cancellation; refunded orders count gross on both sides. |
| What “lifecycle email” includes | Welcome series, abandoned-cart, browse-abandonment, post-purchase, win-back, VIP campaigns, broadcast newsletters. Anything tagged in the email platform as a “campaign” or “flow” with attribution enabled. |
| What it excludes | Transactional emails (order confirmation, shipping notification) which do not drive incremental revenue. SMS attribution is in a separate card if the email platform also runs SMS. |
| Time window | 30D vsP. |
| Alert trigger | <15% (under-utilised) OR drop >20% vsP. Two-sided alert; the under-utilisation signal and the sudden-drop signal. |
| Sentiment | None directly; the dollar share is the signal. |
| Roles | owner, marketing, finance. |
| Only when | has_email_marketing_sibling = true (Klaviyo, Dotdigital, Mailchimp, Brevo, or other email connector). |
Calculation
Calculated automatically from your Shopline data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
An APAC fashion brand running Hong Kong Shopline + Klaviyo, rolling 30D ending 27 Apr 26. The brand has 38,000 email subscribers, runs a 7-flow lifecycle programme (welcome, browse-abandon, cart-abandon, post-purchase, win-back, VIP, birthday) plus 4 weekly broadcasts. Klaviyo attribution is on, default 7-day last-touch.| Channel | 30D revenue (HKD) | Share |
|---|---|---|
| Email-attributed (Klaviyo) | HK$ 89,400 | 14.6% |
| Non-email | HK$ 522,600 | 85.4% |
| Total | HK$ 612,000 | 100% |
| Email type | 30D revenue | % of email revenue |
|---|---|---|
| Welcome series | HK$ 18,200 | 20% |
| Abandoned cart | HK$ 24,400 | 27% |
| Post-purchase | HK$ 11,300 | 13% |
| Browse-abandonment | HK$ 8,700 | 10% |
| Win-back | HK$ 6,200 | 7% |
| Broadcasts | HK$ 16,800 | 19% |
| VIP / birthday | HK$ 3,800 | 4% |
Sibling cards merchants should reference together
| Card | Why it matters next to email share | What the combination tells you |
|---|---|---|
| Repeat Customer Rate | Retention twin. | Email share and repeat rate are correlated; rising repeat rate without rising email share means the brand has a strong product, weak email programme. |
| Total Revenue | The denominator. | Email share rising + total revenue flat means email is cannibalising other channels (paid social, SEO); rising both means real retention growth. |
| Customer Spend Segments | Audience view. | Lets you see which spend buckets email is converting; high-AOV repeat buyers should over-index on email-attribution. |
| New Customers | Acquisition vs retention. | New customer count rising + email share dropping = the email programme is not capturing the new acquisitions; check welcome-flow opt-in rate. |
| Klaviyo Open Rate | Programme health. | Low share + low open rate = list quality / deliverability issue; low share + high open rate = content not converting (different fix). |
| Klaviyo Click Rate | Engagement. | Same logic; clicks measure intent depth. |
| Top Customers by Spend | VIP segment view. | Top customers should over-index on email-attribution; if not, the VIP flow is missing. |
| Discount % of Revenue | Cost of email. | If email share rises with discount % rising, the lift was bought; net of discount, the gain is smaller than headline. |
Reconciling against the vendor’s own dashboard
Where to look: The closest vendor view is in the email platform, not Shopline:Klaviyo -> Analytics -> Attributed revenue (or Dotdigital / Mailchimp equivalent) Shows email-attributed revenue over the chosen window; divide by Shopline total revenue from the Sales report.Most merchants only run this comparison monthly; the card refreshes daily. Why our number may legitimately differ from the email platform’s report:
| Reason | Direction | Why |
|---|---|---|
| Attribution window | Either | We default to 7-day last-touch; Klaviyo defaults to 5-day last-click. Window choice can shift the share by 2 to 5pp. The drill-down lets the merchant override. |
| Click vs touch | Either | ”Last-touch” attributes to last email opened or clicked; “last-click” only attributes if the order followed a click. Click is stricter, touch is broader. |
| Cancelled orders | Theirs higher | The email platform sometimes counts cancelled orders as attributed revenue until the cancellation event lands; we exclude immediately. |
| Multi-channel attribution | Marginal | If a buyer sees an email AND a Facebook ad before purchasing, Klaviyo and Meta will both claim attribution. We follow the email platform’s rule (whichever was last). |
| Currency | Identical | Both use store-primary currency. |
| Subscription renewals | Identical | Auto-renewal subscription orders are typically not email-attributed (no email touchpoint within the window). |
| Sync lag | Marginal | Klaviyo’s attribution data is usually under 4 hours stale; ours is under 6 hours. |
shopline_xc_email_revenue_share = klaviyo.attributed_revenue / shopline.total_revenue for the same window. Mathematical identity once the attribution rules align.