> ## 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-Attributed Revenue Share, Shopline > Share of Shopline revenue driven by lifecycle email. <15% in mature brands = retention spend underperforming. How to read it, why it matters, and how to ac... **Metrics type:** [Cross-Platform Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > 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% | ```text theme={null} Email share = HK$ 89,400 / HK$ 612,000 = 14.6% Just below the 15% under-utilised threshold; trend rising slowly ``` **What it means.** 14.6% sits right at the under-utilised alert. The brand is doing the basics (lifecycle flows running, broadcasts going out) but not the advanced patterns (segmentation, predictive sends, SMS layering). For a brand of this size with 38k subscribers, the realistic ceiling is 22 to 28% email share; the 8 to 14pp gap represents \~HK\$ 50,000 / month of upside. **Where the 14.6% comes from:** | 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% | **The action.** The numbers reveal a mature flow setup but a thin broadcast and segmentation layer. Three concrete moves: (1) segment broadcasts by purchase-recency (last 90 days vs lapsed) to lift broadcast revenue from 19% of email to 30% of email, (2) introduce a SMS-layer on the abandoned-cart and post-purchase flows for HK customers (FPS makes APAC SMS-checkout fast), (3) double the win-back flow's incentive ladder (current single-touch is too thin). Combined expected lift: 14.6% to 22 to 24% of total revenue over 60 to 90 days; \~HK\$ 45,000 / month of incremental retention revenue at well below the cost of new-customer acquisition. ## Sibling cards merchants should reference together | Card | Why it matters next to email share | What the combination tells you | | ----------------------------------------------------------------------------------- | ---------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------- | | [Repeat Customer Rate](/nerve-centre/kpi-cards/shopline/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](/nerve-centre/kpi-cards/shopline/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](/nerve-centre/kpi-cards/shopline/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](/nerve-centre/kpi-cards/shopline/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](/nerve-centre/klaviyo/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](/nerve-centre/klaviyo/klaviyo_click_rate) | Engagement. | Same logic; clicks measure intent depth. | | [Top Customers by Spend](/nerve-centre/kpi-cards/shopline/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](/nerve-centre/kpi-cards/shopline/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. | **Internal identity:** `shopline_xc_email_revenue_share = klaviyo.attributed_revenue / shopline.total_revenue` for the same window. Mathematical identity once the attribution rules align. ***
Documentation cross-reference (for agencies running multiple platforms) * [`shopify.shopify_xc_email_revenue_share`](/nerve-centre/shopify/shopify_xc_email_revenue_share) * [`bigcommerce.bigcommerce_xc_email_revenue_share`](/nerve-centre/bigcommerce/bigcommerce_xc_email_revenue_share) * [`adobe_commerce.adobe_xc_email_revenue_share`](/nerve-centre/kpi-cards/adobe-commerce/email-attributed-revenue-share)
## Known limitations / merchant FAQs **What is a healthy email-attributed revenue share?** For mature DTC brands: 20 to 30%. Best-in-class lifecycle programmes regularly hit 30 to 40%. Below 15% suggests an under-invested programme; below 5% suggests the basics are not running. **My share is 8%; what should I do first?** (1) Verify the lifecycle flows are actually live (welcome, abandoned-cart, post-purchase). Many merchants have them set up but disabled or paused. (2) Check the welcome opt-in rate at checkout; below 25% means the email capture is too passive. (3) Review the broadcast cadence; weekly is the minimum for a typical APAC fashion brand. **My share dropped from 22% to 14% in 30 days. What probably happened?** Three likely causes. (1) Deliverability dropped (more emails going to spam); check the email platform's deliverability metrics. (2) A flow broke (often the cart-abandon series); check flow performance per-flow. (3) Total revenue rose (denominator effect, no email issue); check absolute email revenue alongside the share. **Why is the alert two-sided (\<15% AND drop >20%)?** Because two distinct failure modes need different alerts. \<15% is "the programme is structurally weak"; drop >20% is "the programme just broke". Both warrant action; the playbook is different. **Can I exclude broadcasts from the attribution?** Yes, configurable per-merchant. Some merchants want lifecycle-only attribution (flows, not broadcasts) to measure automated retention separately from active campaign work. The drill-down breaks down by flow type regardless. **What if my email platform is not Klaviyo or Dotdigital?** The card supports Klaviyo, Dotdigital, Mailchimp, Brevo (Sendinblue), Constant Contact, and Drip. Other platforms are added based on demand; the matcher requires order-id-level attribution data which not all platforms expose. **Does this include SMS attribution?** No, SMS is a separate card if the email platform also runs SMS (Klaviyo, for example, attributes SMS separately). Some merchants combine the two for a "lifecycle marketing share" view; the manifest supports a combined card config if requested. **My APAC store uses WhatsApp lifecycle messaging. Does that count?** Not yet; WhatsApp-attribution is platform-dependent and integration is custom per-WhatsApp-vendor. The card is email-only today. WhatsApp messaging revenue is an active roadmap item. **Why is the threshold lower (15%) than I have seen on Shopify (20%)?** Because Shopline merchants are typically earlier in their lifecycle programme maturity than Shopify peers. The thresholds reflect category benchmarks rather than absolute targets; a Shopline merchant should aspire to 20%+ over time. **Does my Vortex IQ-driven AI agent's recommendations count as email-attributed?** Yes, if the recommendation produces an email send via the connected email platform. The AI OS does not have its own attribution layer; it works through the email platform's attribution. *** ### Tracked live in Vortex IQ Nerve Centre *Email-Attributed Revenue Share* is one of hundreds of KPI pulses Vortex IQ tracks across Shopline 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.