Feature Launch: Email Performance Dashboard

Email marketers often focus on the two metrics that are easiest to track: open and click rates. The ultimate objective of email marketing, however, is not simply to have people open and click an email. The important part is what happens next — did the email recipient view a product page, start a checkout, make a purchase, or take some other action?

The concept of a “conversion” doesn’t start or stop at the open/click event. Klaviyo’s Email Performance Dashboard helps you analyze the conversion metrics that matter most to your business while visualizing how your emails are performing. Furthermore, this Dashboard is designed to make it easy to understand how your email marketing is driving your business goals.

Email Performance Dashboard

The Email Performance Dashboard

Choose your Own View

At Klaviyo, we want to make it as easy as possible for you to explore how your email marketing strategy is driving the conversions that matter most.

When you first navigate to the Email Performance tab of the Klaviyo Dashboard, you will have the option to filter your view based on the conversion metric of your choice. If you are interested in how your email sending is driving website activity, filter to view conversion activity around your “Active on Site” metric. If you want to focus on revenue conversions, keep your view filtered to the “Placed Order” metric. You can toggle between metrics and watch your Dashboard update in real-time.

You can also choose choose to view data from a single month, from the last 7, 30, or 90 days, or from the last year.

SelectView_Dashboard

Review Email Performance Activity

The first section of the Email Performance Dashboard features an overview of performance data. There are three separate areas here to review:

  • Total Revenue / Conversions
  • From Email
  • $ / Recipient or Conversion / Recipient

If your selected conversion metric has a monetary value associated with it, the first thing you will see is the Total Revenue number associated with this metric over the time range you’ve specified. If the conversion metric you’ve selected does not have an associated monetary value (such as the Active on Site metric), you will see a Total Conversions number from the time range you’ve specified.

The From Email section reflects all conversion activity attributed to email. You will see a high-level total number here, but Klaviyo also breaks down this number for you so that you can understand how both Flows and Campaigns are contributing to your conversion total.

If your selected conversion metric has a monetary value associated with it, you will see the overall amount of dollars (or other currency metric) earned per email recipient here to the far right. If the conversion metric you’ve selected does not have an associated monetary value (such as the Active on Site metric), you will see a number reflecting overall Conversions per email recipient over the time range you’ve specified.

Below this performance overview, you will see an overview of Flow activity. Only flows that currently contain at least one “live” email will populate here, as this Dashboard is designed to show a real-time view of current email performance.

The final section featured in the Dashboard’s Email Performance tab is an overview of Campaign activity. This view will feature the most recent six sent campaigns from the timeframe you’ve selected.

Within the sections for both Flow and Campaign activity, you will see numbers around total revenue earned, or alternatively the total number of attributed conversions, depending on whether your Dashboard view is centered around a conversion metric with an associated monetary value or not.

Conclusion

Klaviyo’s new Email Performance Dashboard is designed to help you analyze how your email marketing strategy is driving the key metrics that matter most to your business. With the option to filter your view based on the timeframe and metric of your choice, you can easily customize the performance data you see when you login.

Why is this important? Running a data-driven email marketing strategy means focusing not just on open/click rates, but instead on what your recipients do after you get their attention. You want your email recipients to act — to engage with your business in a meaningful way. Klaviyo’s Email Performance Dashboard now features a streamlined design and a focus on conversion activity so you can easily visualize the impact of your emails in real-time.

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Alexandra Edelstein
Alexandra is a Product Manager at Klaviyo. Passionate about finding elegant technical solutions to complex customer problems, on any given day she could be deep in Klaviyo's code or iterating on wireframes in Balsamiq.
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