Feature Launch: Exporting Flow Analytics
This week, we’re excited to release a new feature that will allow you to export your Klaviyo account’s email flow analytics into a CSV file. Now, you can easily measure and analyze the success of each flow on an email by email basis. The metrics you can export are:
- Flow Name
- Email Name
- Status (manual, live, draft)
- Number of Emails Delivered
- Open Rate
- Click Rate
- Placed Order
- Unsubscribe Rate
- Complaint Rate
- Bounce Rate
This will allow you to build reports on each of your flow emails. In turn, you can plan and alter your marketing strategy around which are doing well and which may need some work.
How to Export Flow Analytics
When you navigate to your Flows tab, you will see an option to “Export Analytics” in the upper right corner of your screen. From here, you will be prompted to choose the time period you would like to analyze. You can choose from a number of set time periods (all time, today, yesterday, the past week, the past 30 days, or the past 90 days) or you can select a custom time period.
Once you select the date range you would like to analyze, you can choose which flows you would like to analyze by folder. You may want to look at all your flow metrics at once, or, if you have many flows, you may prefer to analyze them according to purpose. For example, you may have several types of welcome series that you would like to analyze apart from your abandoned carts. So, make sure you keep your flows organized by sorting them into folders.
After you select “Export Analytics,” you will download a CSV file containing the metrics for your selected flows over a selected time range, sorted by each individual email. So, if you have two emails in your “Welcome Series” flow, the emails will be divided and distinguishable by their subject lines.
The Open, Click, Unsubscribe, Complaint, and Bounce rates are calculated by dividing the number of each by the number of emails delivered in total. Each of these metrics will tell you something valuable about the status of your flow emails. While you might be most interested in the Revenue and Placed Order metrics, the Open, Click, Unsubscribe, Complaint, and Bounce rates can give you valuable insight into how you can improve your emails.
If the Open Rate metric is very low, for instance, you may want to test different subject lines for your emails. Open rates vary greatly by the type of email you’re sending, but, in general, around 20% or above is standard. To simplify your analysis, keep your email name and your subject line consistent.
A high Bounce Rate is rare for emails that are triggered by purchase activity, like post-purchase emails or abandoned carts, but may indicate that it’s time you clean your email list. A high Complaint Rate would indicate that people are marking your emails as spam — if you have a flow that sends many emails in a short succession and you have a high complaint rate, you may want to revisit this practice.
Now that you can export flow analytics, you can look at recent and historical data to measure how your flows are performing. Use this feature to build reports and inform any changes you make to your flow emails’ subject lines, copy, or timing.