00 Baseline at a Glance
This is the baseline we lock before building any flows. At day 90 we re-run the same measures and compare. The engagement numbers are genuinely strong, but three things shape the picture: the May email total was lifted heavily by a one-off pricing campaign, the automated flow layer produces nothing yet, and there are two list-hygiene and list-growth issues (bounce rate and no live sign-up forms) that the sprint needs to address. Each is unpacked below, and the day-90 targets are summarised in Section 7.
01 Email Share of Total Revenue
Email-attributed revenue
Total Shopify revenue
Email share of revenue
Shopify revenue is growing fast
Up 73.7% month on month versus April, and up 190.6% year on year versus May 2025. Strongest single day was 18 May at A$20,062. Note: 25 May shows -A$1,742, likely a refund or cancellation.
First, A$16,727 of the A$22,484 came from a single one-off campaign (the Puqpress 2026 pricing send), which is about 17 percentage points of that 23%. Stripping the one-off, recurring email is closer to 6% of revenue. Second, nearly 79% of total revenue flows through the B2B and wholesale SparkLayer channel, much of which is relationship and portal driven rather than email driven. The honest reading: email engagement is strong, but steady, repeatable, flow-driven email revenue is effectively at zero today.
02 Flow Revenue vs Campaign Revenue
Zero flow revenue. Every automated flow is still in draft and has never sent. There is no welcome, no abandoned cart or checkout, and no post-purchase flow earning in the background. This is exactly what the sprint builds, and it is the cleanest before-and-after we will have: any flow revenue at day 90 is pure incremental on top of campaigns.
03 Campaign Performance Detail
Across May, campaigns reached 4,666 recipients and performed at or above Klaviyo benchmarks on the metrics that matter for a high-value, considered purchase.
Click-through rate 7.29% (Excellent) · Average order value A$612 (Excellent) · Average cart size 4.7 items.
Individual campaigns (May 2026)
| Campaign | Sent | Recip. | Open | Click | Placed order | Revenue | RPR |
|---|---|---|---|---|---|---|---|
| Puqpress 2026 Pricing | 11 May | 2,229 | 49.20% | 5.82% | 0.32% | A$16,726.65 | A$7.66 |
| Ordermentum Email | 8 May | 2,167 | 44.29% | 0.86% | 0.05% | A$5,625.90 | A$2.68 |
| Café & Coffee Show | 25 May | 164 | 50.31% | 0.63% | 0.63% | A$131.50 | A$0.83 |
| Zarraffas New Order Form (clone) | 27 May | 106 | 61.54% | 13.46% | 0.00% | A$0.00 | A$0.00 |
| May total | 4,666 | 47.25% | 3.52% | 0.20% | A$22,484.05 | A$4.90 |
Average order value by campaign: Puqpress A$2,090.83, Ordermentum A$5,625.90 (a single large B2B order), Café & Coffee Show A$131.50. Order volumes are low and order values high, which is normal for commercial equipment. The Zarraffas clone shows the highest engagement (61.54% open, 13.46% click) but zero revenue, an order-form announcement rather than a direct sale.
04 List Size and Monthly Growth Rate
Daily growth (8 to 15 June 2026)
| Date | Members | Added | % change |
|---|---|---|---|
| 8 Jun | 4,546 | +2 | +0.04% |
| 9 Jun | 4,548 | +2 | +0.04% |
| 10 Jun | 4,555 | +7 | +0.15% |
| 11 Jun | 4,559 | +4 | +0.09% |
| 12 Jun | 4,562 | +3 | +0.07% |
| 13 Jun | 4,569 | +7 | +0.15% |
| 14 Jun | 4,571 | +2 | +0.04% |
| 15 Jun | 4,578 | +7 | +0.15% |
What the growth tells us
34 new subscribers over 7 days, zero dropped, projecting to roughly 128 per month at about 2.8%. Healthy retention, but slow acquisition.
All current growth is organic (checkout opt-ins, manual imports, direct sign-ups), with no sign-up forms live. This ~128 per month is the floor. Activating the forms (Section 5) should lift it well above this.
05 Sign-up Form Conversion Rate
Seven forms are built but all sit in draft. Zero are live on the site, so the current sign-up form conversion rate is 0.0%. Every visitor who would have subscribed through a pop-up or embed is currently lost.
| Form | Type | Status | Submissions | Submit rate |
|---|---|---|---|---|
| Free Gift - Davinci (Embed Mobile) | Embed | Draft | 0 | 0.0% |
| Free Gift - Davinci (Embed Desktop) | Embed | Draft | 0 | 0.0% |
| Free Gift - Davinci | Popup | Draft | 0 | 0.0% |
| Win A Navigator (Embed) | Embed | Draft | 0 | 0.0% |
| Win A Navigator | Popup | Draft | 0 | 0.0% |
| Email & SMS Signup (Embedded) | Embed | Draft | 0 | 0.0% |
| Email & SMS Popup | Popup | Draft | 0 | 0.0% |
Industry benchmark for pop-up conversion is 3 to 5%. With an estimated ~30,000 monthly site visitors, activating pop-ups alone could add roughly 900 to 1,500 subscribers per month, versus the current ~128. Getting a dual-capture form (email and mobile) live is one of the fastest, highest-leverage moves in the sprint.
06 Deliverability
Sending reputation is mostly healthy, with one item that needs action before we increase send volume with flows.
| Metric | Value | Klaviyo rating | Benchmark | Status |
|---|---|---|---|---|
| Bounce rate | 2.53% | Poor | <0.5% | Needs action |
| Spam complaint rate | 0.00% | Good | <0.1% | Healthy |
| Unsubscribe rate | 0.81% | Poor | <0.3% | Needs action |
A 2.53% bounce rate is about five times the recommended threshold, a sign of stale or unverified contacts. The fix is a list-cleaning pass (suppress invalid and inactive emails) before flows increase send volume, otherwise deliverability and reputation will suffer. The 0.00% spam rate is excellent and shows a good sender reputation. The 0.81% unsubscribe rate is high but should normalise once list hygiene improves and flows are properly segmented.
07 Sprint Targets: Day-90 Comparison Anchors
These are the exact figures we re-measure at the day 90 review. The baseline column is locked as of this report; the target column is what success looks like.
| Metric | Baseline (May / Jun 2026) | Day-90 target |
|---|---|---|
| Email share of revenue | ~23% (one-off inflated) | 15 to 20%, sustainable and flow-driven |
| Flow revenue | A$0 per month | A$5,000 to A$8,000 per month |
| Campaign revenue | A$22,484 per month | Maintain or grow |
| Revenue per recipient | A$4.90 | Maintain above A$4.00 |
| List size | 4,578 | 5,500+ with forms active |
| Monthly list growth rate | ~2.8% (~128 per month) | 5 to 8% (~250 to 400 per month) |
| Sign-up form conversion | 0% (no live forms) | 3 to 5% pop-up conversion |
| Bounce rate | 2.53% | <0.5% |
| Spam complaint rate | 0.00% | <0.1% (maintain) |
| Unsubscribe rate | 0.81% | <0.3% |
The single cleanest measure of success is flow revenue moving from A$0 to A$5,000 to A$8,000 per month, lifting total email toward a sustainable 15 to 20% of revenue rather than relying on one-off campaign spikes. Alongside it, the two quick structural wins are getting a dual-capture sign-up form live (to break past the ~128 per month growth floor) and a list-cleaning pass to bring the bounce rate back under control.