Email & Retention
How to measure the true impact of email marketing
The strongest email measurement asks more than "How much revenue did the platform attribute?" It asks how customer behaviour changes because the emails were sent.
Start with platform metrics
Campaign and flow revenue, clicks, conversion and revenue per recipient help compare messages within the email program.
Add Shopify outcomes
Track repeat purchase rate, cohort revenue, customer lifetime value and overall sales. A growing email program should eventually appear in customer behaviour, not only the attribution dashboard.
Use holdouts when possible
Exclude a small eligible group from a campaign or flow and compare purchase behaviour. The difference can provide stronger evidence of incremental impact than attribution alone.
Measure profit
Email has creative, platform and discount costs. A 20%-off campaign may generate a lot of attributed revenue while contributing much less margin than a smaller full-price campaign.
Look at list health
More sends can increase short-term revenue and damage long-term engagement through unsubscribes and fatigue. Optimize the customer relationship, not the next campaign screenshot.
Understand email alongside paid media, not on top of it
If you want to understand how email contributes alongside paid media rather than counting the same orders twice, contact us.