Fjallmaður Wool — Revenue & Growth Dashboard

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Email

How is email marketing performing?

Klaviyo email performance — campaigns & flows

Total Email Revenue

$20,672.95

+4.9%$20,510.80 campaigns + $162.15 flows

Emails Sent

56,802

+1.1%3 campaigns

Avg Click Rate

1.9%

+3.3%

First Purchases

no data yet

Email % of Revenue

10.0%

$20,672.95 / $205,869.00

Yesterday — anomalies

[YELLOW] Flow broken — Abandoned Checkout: Sends 8 vs 14d median 19 (no trigger metric to confirm cause)
[YELLOW] Flow broken — Browse Abandonment: Sends 11 vs 14d median 22 (no trigger metric to confirm cause)

Email Revenue

Flow Emails Sent

4 live / 4 total

Flow Click Rate

4.3%

Flow Conversions

Flow Revenue

$162.15

* Flow stats based on 30 days of snapshot data. Full period tracking builds automatically as daily syncs run.

Flow Daily Activity (30 days)

Show:

Date	Sent	Opens	Open Rate	Clicks	Click Rate	Conv	Unsubs	Revenue
▸Jun 10, 2026	61	28	45.9%	3	4.9%	2	2	$430.05
▸Jun 9, 2026	93	42	45.2%	4	4.3%	3	0	$655.65
▸Jun 8, 2026	58	27	46.6%	2	3.4%	2	1	$408.90
▸Jun 7, 2026	91	43	47.3%	4	4.4%	3	1	$641.55
▸Jun 6, 2026	78	36	46.2%	3	3.8%	3	0	$549.90
▸Jun 5, 2026	67	31	46.3%	3	4.5%	2	1	$472.35
▸Jun 4, 2026	64	30	46.9%	4	6.3%	2	1	$451.20
▸Jun 3, 2026	63	28	44.4%	4	6.3%	1	3	$444.15
▸Jun 2, 2026	72	33	45.8%	4	5.6%	2	0	$507.60
▸Jun 1, 2026	84	39	46.4%	3	3.6%	3	0	$592.20
▸May 31, 2026	75	34	45.3%	4	5.3%	3	2	$528.75
▸May 30, 2026	113	52	46.0%	6	5.3%	4	0	$796.65
▸May 29, 2026	58	27	46.6%	2	3.4%	2	0	$408.90
▸May 28, 2026	79	37	46.8%	5	6.3%	2	1	$556.95
▸May 27, 2026	56	26	46.4%	4	7.1%	1	2	$394.80
Total	2,197	1,016	46.2%	110	5.0%	68	31	$15,488.85

Showing 1–15 of 30

1 / 2

Flows (4)

Status:

Flow	Click Rate	UCTR	Conv Rate	RPR	Unsub %	Revenue
Welcome Series live · added-to-list	2.2%	No Data	0.0%	$0.00	0.0%	$0.00
Abandoned Checkout live · checkout-started	2.2%	No Data	0.0%	$0.00	0.0%	$0.00
Browse Abandonment live · viewed-product	2.2%	No Data	0.0%	$0.00	0.0%	$0.00
Post-Purchase Nurture live · placed-order	2.2%	No Data	0.0%	$0.00	0.0%	$0.00

Campaign Emails Sent

56,779

+1.1%3 campaigns

Campaign Click Rate

1.9%

+3.2%

Campaign Conversions

Campaign Daily Activity (31 days)

Show:

Date	Sent	Opens	Open Rate	Clicks	Click Rate	Conv	Unsubs	Revenue
▸Jun 11, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 10, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 9, 2026	18,987	7,858	41.4%	414	2.2%	33	22	$7,783.20
▸Jun 8, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 7, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 6, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 5, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 4, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 3, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 2, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸Jun 1, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸May 31, 2026	18,926	8,065	42.6%	348	1.8%	28	22	$6,542.40
▸May 30, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸May 29, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
▸May 28, 2026	0	0	0.0%	0	0.0%	0	0	$0.00
Total	56,779	24,402	43.0%	1,091	1.9%	87	66	$20,510.80

Showing 1–15 of 31

1 / 3

Campaigns (3)

Show:

Campaign	Sent v	Recipients	Open Rate	Click Rate	UCTR	Conversions	RPR	Revenue
Campaign — Cozy season starts now	Jun 9, 2026	18,987	42.0%	2.2%	Healthy	33	$0.41	$7,783.20
Campaign — New colorway: Aurora Green	May 31, 2026	18,926	43.3%	1.9%	Healthy	28	$0.35	$6,542.40
Campaign — Yarn Club — last call	May 22, 2026	18,866	45.6%	1.8%	Healthy	26	$0.33	$6,185.20

Subject Line Performance (3)

Show:

Date	Subject	Length	Emoji	Recipients	Open Rate	Click Rate	Revenue / Recipient
May 22	Yarn Club — last call	21	—	18,866	45.6%	1.8%	$0.33
May 31	New colorway: Aurora Green	26	—	18,926	43.3%	1.9%	$0.35
Jun 9	Cozy season starts now	22	—	18,987	42.0%	2.2%	$0.41

Sorted by open rate. Campaigns with <30 recipients are excluded (not enough signal).

Top Revenue per Recipient

Show:

Type	Name	Recipients	Revenue	Revenue / Recipient
campaign	Campaign — Cozy season starts now	18,987	$7,783.20	$0.41
campaign	Campaign — New colorway: Aurora Green	18,926	$6,542.40	$0.35
campaign	Campaign — Yarn Club — last call	18,866	$6,185.20	$0.33

Flows shown lifetime; campaigns filtered to current timeframe. Minimum 30 recipients.

Welcome Series & First-Order Flow Performance

Welcome Series — step funnel

#	Message	Recipients	Opens	Open %	Clicks	Click %	Conv
1	Welcome Series — Email 1	0	0	0.0%	0	0.0%	0
2	Welcome Series — Email 2(0.0% step-through)	0	0	0.0%	0	0.0%	0

Flows driving first-order events

No flows have driven first-order events in this period. If Klaviyo attribution is sparse (common for POS-heavy stores), this table will be empty.

Campaign Unsubscribe Rates

Show:

Date	Campaign	Recipients	Unsubs	Unsub Rate
May 22, 2026	Campaign — Yarn Club — last call	18,866	22	0.12%
May 31, 2026	Campaign — New colorway: Aurora Green	18,926	22	0.12%
Jun 9, 2026	Campaign — Cozy season starts now	18,987	22	0.12%

Warning >0.3%, alert >0.4% (industry deliverability threshold).

Flow Unsubscribe Rates

Show:

No flows with 30+ recipients.

Flows shown lifetime. Sorted by unsub rate descending.

Campaign Spam Complaints

Show:

Date	Campaign	Recipients	Complaints	Spam Rate
May 22, 2026	Campaign — Yarn Club — last call	18,866	2	0.01%
May 31, 2026	Campaign — New colorway: Aurora Green	18,926	2	0.01%
Jun 9, 2026	Campaign — Cozy season starts now	18,987	2	0.01%

Warning >0.05%, alert >0.08% (Gmail/Yahoo penalty threshold).

Flow Spam Complaints

Show:

No flows with 30+ recipients.

Flows shown lifetime. Sorted by spam rate descending.

Subscriber Growth (weekly)

Subscribers: weekly joins (bars) + cumulative active total (solid) + cumulative unsubscribed (dashed). Based on the Newsletter list only.

LTV: Subscribed vs Never-Subscribed

Bucket	Customers	Avg LTV	Avg Orders	Total Revenue
Subscribed & still active	466	$419.81	1.48	$195,635.00
Subscribed → unsubscribed but bought	134	$435.82	1.54	$58,400.00
Never subscribed	15,868	$355.79	2.22	$5,645,742.00

Subscribed customers have a +18.0% LTV vs non-subscribed.

Churned subscribers (unsubscribed but still buying) $435.82 avg LTV — compare to $355.79 never-subscribed. Unsubscribing didn't kill their value.

Buckets based on Klaviyo email-marketing consent status at/before each customer's first Placed Order event. “Churned but bought” = once subscribed before first order, currently unsubscribed — useful for understanding the value of email even when it ends in a list exit.

New vs Returning Buyers

New Buyers

$0.00 revenue

0.0% of orders · 0.0% of revenue

Returning Buyers

$0.00 revenue

100.0% of orders · 100.0% of revenue

By attribution channel

Channel	New Revenue	Returning Revenue	% New (orders)
Email flow attributed	$0.00	$0.00	—
Email campaign attributed	$0.00	$0.00	—
Unattributed (POS / direct / paid / etc.)	$0.00	$0.00	—

Revenue trend (daily)

“New” = customer's first Placed Order event (is_first_order = 1). Attribution channel is Klaviyo's attribution (flow / campaign / unattributed).

First Purchase Attribution

No first-purchase data available for this period.