We Prove What Email
Actually Earns
Click-only attribution. Holdout-tested results. No inflated numbers. Just verified revenue from email & SMS for DTC brands.
Most Email Revenue
Numbers Are Inflated
Klaviyo defaults to 5-day open + 1-day click attribution. If someone merely loads an email — triggering the open pixel — and buys through a Google ad 5 days later, email gets full credit.
Your Klaviyo says $40K/mo in email revenue. Switch to click-only: $22K. That $18K difference was going to happen anyway — email just happened to be nearby.
The question isn't “how much revenue did email touch?” — it's “how much revenue did email CREATE?”
Click-Only Attribution
From Day One
Exact Klaviyo Settings We Apply
Additional Exclusions
- ●Exclude transactional messages — order confirmations and shipping notifications aren't marketing wins
- ●Exclude bot interactions — security software pre-clicks links, inflating click rates
- ●Exclude Apple Mail Privacy Protection opens — keeps diagnostics honest
We report 20–30% email revenue ratio instead of the inflated 30–40%. Our numbers are real. That's the point.
Five Pillars of
Measurement
Attribution Lock
+Click-only settings locked on day one. No mid-engagement goal-post moving.
Baseline Ratio
+Your email revenue as a % of total store revenue BEFORE we touch anything.
Traffic Adjustment
+We normalize for traffic changes so you only pay for real email improvement.
Holdout Testing
+We suppress 5–10% of your list to prove true incremental impact.
Leading Indicators
+Forward-looking metrics that confirm the trend before revenue shows up.
Holdout Testing
How We Prove Causation, Not Just Correlation
Split
Randomly segment 10% of your list into a holdout group
Suppress
Holdout group receives no emails from the tested flow
Compare
After 30 days: holdout purchase rate vs. email group
Calculate
The delta = true incremental revenue email created
At your list volume, that 5.5% lift = $6,200/mo in revenue that would NOT have happened without the emails.
This is the gold standard. When a CFO asks “how do you know email actually drove this?” — this is the answer.
See Your Real Numbers
Enter your current Klaviyo stats. We'll show you the attribution gap.
What your Klaviyo dashboard reports as email revenue
Total revenue from all channels combined
Enter your numbers above to see the attribution gap
Estimates use click-only attribution (55% of open-attributed revenue) and a target ratio of 22%. Actual results vary based on your brand, list health, and current program maturity.
Who Am I?
- ●Bootstrapping DTC brands since 2017
- ●Built and scaled email/SMS programs for 100+ eCommerce brands
- ●One brand acquired in 2022
- ●Obsessed with retention — email, SMS, and lifecycle marketing
Ready to See
Your Real Numbers?
Discovery Call
30-min screen share — we open your Klaviyo live, show you the attribution gap, and see if we're the right fit
Audit Call
Custom strategy based on your store's data, baseline ratio, and growth opportunity
Proposal Call
We lock in click-only attribution, document your baseline, and get to work
audit@11.agency