Get 3x More Revenue from Your Emails with RPR Insights

In partnership with

Prefer to receive fewer emails from us? Let us know here.

Hey there

Hello, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Did you know that businesses in the top 25% of email performance see up to 3 times more revenue per email compared to others? This significant difference highlights just how crucial it is to measure and optimise your email flows.

From my experience with various e-commerce brands, Revenue Per Recipient (RPR) has proven to be a key metric for understanding and improving email performance.

In this newsletter, I’ll show you how to use RPR to assess and refine your email flows, helping you achieve better results and maximise your revenue.

Increase your DTC margin 4-15% with coupon protection

KeepCart: Coupon Protection partners with D2C brands like Quince, Blueland, Vessi and more to stop/monitor coupon leaks to sites/extensions like Honey, CapitalOne, RetailMeNot, and more to boost your DTC margins

Overpaid commissions to affiliates and influencers add up fast - Get rid of the headache and revenue losses with KeepCart.

Try it 14 days free - No risk, Cancel anytime

What You Need to Know About RPR

RPR measures the amount of revenue you earn for each recipient of your emails. To start, make sure your Klaviyo account is set up and integrated with your e-commerce platform. You’ll need data from several campaigns or flows—aim for at least a month’s worth to get a clear picture.

Why RPR is Important

RPR measures how much revenue you generate from each email recipient. This metric is crucial because:

• It helps you evaluate the effectiveness of your campaigns. For example, if you run a campaign offering a 10% discount, calculating the RPR allows you to see if the revenue from that campaign justifies the discount.

• It reveals which types of emails perform best. Stores using RPR effectively can see 2.5 to 3 times more revenue per email. By understanding which emails are most effective, you can refine your strategy to drive better results.

Measure flow performance with RPR

To make sure your email flows are performing at their best, use RPR (Revenue Per Recipient) as a key metric. This will help you see which emails are generating revenue and which aren't meeting expectations.

For example, businesses with $1–$1M in revenue and an average order value below $28 typically achieve around 81 cents in revenue per abandoned cart email from their top-performing flows. This figure represents their RPR for that flow.

If a flow isn't delivering the results you need, consider A/B testing different elements such as subject lines, timing, and email frequency to find out what changes can boost performance.

Improving Your RPR

Analysing RPR shows you what your audience responds to and what doesn’t work. If your RPR is lower than desired, consider these improvements:

• Clean Your List: Ensure your email list is up-to-date or target a more specific, engaged audience using preferences and flow filters.

• Segment Your Audience: Send campaigns to highly engaged segments and monitor engagement levels through your reports.

  

• Update Your Content: Track email trends and adjust your content calendar to enhance campaigns that aren’t performing well.

• Evaluate Incentives: Ensure that incentives like discounts are beneficial and not diminishing your profits.

• Use Dashboards: Check your overview dashboards and custom reports to identify effective strategies and areas needing improvement.

  

• Experiment: Since RPR is linked to conversion rates and order sizes, test different strategies to boost performance and refine your email approach.

Planning Your Campaigns with RPR

Apply RPR insights and your engaged list to plan your email campaigns. If your RPR is lower than expected, use these tips to adjust your strategy and boost performance:

• How often you’re sending emails.

• Which types and styles of emails are most effective.

• The engagement levels of your audience.

• The effectiveness of your discounts and incentives.

• Whether your emails are reaching subscribers without issues.

To estimate potential revenue, multiply your email list size by the number of campaigns you plan to run, and then multiply that figure by your RPR.

By leveraging RPR, you can make informed decisions to enhance your email marketing strategy and achieve better results. Start using these insights today to see improvements in your campaigns.