Black Forest · Email & SMS · Standing pack

All KPIs

To-do #6, Do first. Data pulled live from Klaviyo on 2026-09-13. Every number here regenerates from four scripts; nothing is typed by hand.

#6 Bring all KPIs to every meeting from now on.
Flow performance, list growth (SMS and email), open rates, decline rates, bounce rates; everything. Every meeting starts this way.

How to read this.

Email and SMS are never blended, because their rates are not comparable. Rate denominators are stated in every table header. All money is USD. September 2026 is month to date, 12 of 30 days, so its absolute counts are partial and carry an MTD chip. Rates and per-day figures are unaffected. GlockApps seed sends are excluded from every campaign number on this page.

What to do about all of this: bfs-kpi-actions.vercel.app. Ten actions ranked by what they are worth, each one traced back to a panel on this page.

16 sections. Sections 4 to 6 and 10 are the ones that changed a conclusion this month.

The 30-day scorecard

Rolling window, 14 August to 13 September 2026, against the 30 days before it.

Flow revenue · email

$270,369

+18.6% vs prior 30 days

Flow revenue · SMS

$115,927

+179.4% vs prior 30 days

Email list net

+4,548

MTD; +11,370 at run rate

SMS list net

+2,263

MTD; +5,658 at run rate

Email open rate

48.0%

60.3% twelve months ago

Email bounce rate

0.20%

2,766 bounces MTD

Email decline rate

0.269%

3,742 unsubscribes MTD

Spam complaint rate

0.029%

409 complaints MTD

"Decline rate" is read as the unsubscribe rate

against messages received, and it is reported next to the spam complaint rate because the two move together. If you meant the pop-up decline rate instead (people who dismiss rather than submit), say so and it moves into this pack from the form step events.

Totals

The absolute numbers every rate on this page is measured against.

Mailable email audience

447,623

profiles that can receive marketing

SMS subscribers

90,008

87,740 US-textable

Unsubscribed from email

169,704

27% of every address ever collected

Revenue, 12 months

$8,670,430

campaigns and flows, USD

Campaign revenue

$6,593,122

235 real sends

Flow revenue

$2,077,308

24% of the total

Email revenue

$8,218,302

95% of the total

SMS revenue

$452,128

5% of the total

Consent lives on the profile, not the list.

The SMS list has 38,126 members but 90,008 profiles carry SMS consent, 2.4 times as many. Any audience number read off a list understates the real one. Totals here come from the consent segments CAN RECEIVE EMAILSUVGvCS and All SMS SubscribersViLa8z.

How these numbers are defined

Four places where the obvious reading of a Klaviyo number is the wrong one. Each row is how this pack counts it.

Measure	The trap	How this pack counts it
Audience size	The SMS list holds 38,126, so the list looks like the audience	Consent sits on the profile: 90,008 SMS, 447,623 email, from segments All SMS SubscribersViLa8z and CAN RECEIVE EMAILSUVGvCS
Churn	Monthly unsubscribes look small against monthly joins	The stock is what matters: 169,704 addresses are permanently unmailable, 27% of every address ever collected
Campaign records	Klaviyo holds 634 sent campaigns in 12 months	399 of them (63%) are GlockApps seeds or internal tests and are dropped; 235 real sends remain
Revenue	Flow and campaign revenue are reported on separate screens	$8,670,430 over 12 months, flows 24% and campaigns 76%

Mailable is not the same as mailed.

447,623 profiles can receive marketing; the largest send reached 271,696. The difference is the suppression stack, which is set per send and recorded per send. It is broken out in full below.

Why April spiked, then fell

April did not grow. It was imported.

On 2026-04-07 a bulk upload of 11,681 addresses landed on the list SWkAZP, "Black Forest TikTok Affiliates", and every one of them counted as a new email subscriber that month. Strip the import out and April's organic signups were 17,000, which is below March's 21,490. There was no April boom to lose. The list still holds 11,428 of those addresses today.

Bulk list import Shopify checkout Pop-up and on-site form

Email signups by acquisition source, from the method property on every Subscribed to Email Marketing event. Grey figure under each month is the organic total with the import removed.

What is actually shrinking

Two real declines sit underneath the import, and neither is visible in a net-growth chart.

Month	Orders	From the Shopify record	Per order	Pop-up and form	Bulk import	Total
Jan 26	26,860	15,468	58%	8,522	0	23,990
Feb 26	27,941	13,150	47%	6,400	0	19,550
Mar 26	28,813	15,121	52%	6,369	0	21,490
Apr 26	26,072	11,646	45%	5,354	11,681	28,681
May 26	32,236	14,557	45%	6,358	0	20,915
Jun 26	28,879	9,944	34%	5,137	0	15,081
Jul 26	27,912	8,948	32%	7,309	0	16,257
Aug 26	19,538	10,188	52%	7,223	0	17,411
Sep 26 MTD	0	5,841	0%	3,572	0	9,413

The decline is who is buying, not a broken checkout.

Orders held between 19,538 and 32,236 in every full month this year, so traffic is not the problem. A repeat buyer who is already on the list generates no new consent event, so this count falls as repeat orders grow as a share of the total, even when nothing is broken. Shopify's own records confirm it: consent among people who are genuinely new has held between 68% and 76% all year, and first-time customers per day are roughly flat. Both are set out under "Is the buying base growing with the list?" below.

"From the Shopify record" is not the checkout field.

Klaviyo logs method: INTEGRATION_SHOPIFY whenever it reads consent off the Shopify customer record, whoever wrote it there. On the SMS side that turned out to be mostly a third-party app rather than the checkout, and the same caution applies to this column. Shopify's own consentCollectedFrom field is the only way to tell them apart; it is broken out for SMS below.

Read the September 2026 row as a rate, not a count.

September 2026 covers 12 of 30 days, so its absolute figures are 40% of a month. Opt-ins per order and per buyer are unaffected, because both sides of those fractions are month to date.

One naming trap.

Klaviyo relabelled the on-site form method in mid-July, from API_V3_SUBSCRIBE to KLAVIYO_ONSITE_FORM. Counting either name on its own makes the pop-up look like it collapsed to single digits in July and then reappeared. They are the same pop-up and are added together here.

What Shopify says about the email side

Klaviyo can only report what it was told. Shopify holds the original consent record, so it settles whether the checkout changed.

Month	New customers	Per day	Email consent given	Rate	Per day
Apr 26	15,945	532	11,769	73.8%	392
May 26	19,732	637	14,759	74.8%	476
Jun 26	13,689	456	10,310	75.3%	344
Jul 26	14,245	460	10,099	70.9%	326
Aug 26	17,034	549	11,282	66.2%	364
Sep 26 MTD	9,364	780	6,668	71.2%	556

The email checkout is healthy too.

Among people who are actually new, Shopify has recorded email consent at between 66.2% and 75.3% every month since April. It has drifted down about 4 points since June, which is worth watching, but it is nothing like the fall from 58% to 32% that the per-order view implied. New customers per day have held between 456 and 780 across the same period.

Why the two views disagree.

Per order counts every order, including repeat orders from people already on the list who cannot consent twice. Per new customer counts only the people who could have said yes. As repeat orders grew as a share of the total, the first number fell while the second barely moved. The second is the one that measures capture.

So the question moves.

Email capture is not leaking at the checkout. We are selling roughly the same number of orders to fewer new people, which is an acquisition question rather than a capture one. The pop-up is the only email source that grew over the period, from 8,522 in January 2026 to 7,223 in August 2026.

List growth

The question this panel answers is the one that has never been on a slide: are we net growing or net shrinking, on each channel, month by month. Bars above the line are months the list grew; bars below are months it shrank.

Email

Net change in email marketing subscribers per month. Joined minus unsubscribed, from the Klaviyo Subscribed to Email Marketing and Unsubscribed from Email Marketing metrics. Hollow bar is month to date.

Email has grown every month for twelve straight months. The rate is falling though: the best month of the year added +19,941 in April 2026, and September 2026 is tracking to +11,370. Sign-ups are down while unsubscribes hold roughly flat, so the slowdown is a capture problem, not a churn problem.

SMS

Net change in SMS marketing subscribers per month, from Subscribed to Text Messaging Marketing and Unsubscribed from Text Messaging Marketing. Hollow bar is month to date.

SMS went net negative in July and has climbed back since.

The list shed 5,176 subscribers in July, closed August at -298, and stands at +2,263 for September 2026 (12 of 30 days). The turn dates to the 18 August pop-up fix: in the 14 days after it the channel added +1,880 net. Opt-ins fell from 4,442 in May to 1,072 in July and have recovered to 3,837 so far in September 2026; unsubscribes rose from 711 to 6,248 and are 1,574 this month. The next two panels take those apart.

On-Page EMAIL Subscribers

382,033

Ym3A7Z · single_opt_in

On-Page SMS Subscribers

38,126

VdWm2S · single_opt_in

Postscript Migration

63,374

VPeYUh · imported 19 Jun 2026

SMS Subscribers

242

SUmgWj · tap-to-text destination

Worth a sentence at the meeting.

The SMS list On-Page SMS SubscribersVdWm2S reports single_opt_in as its list-level opt-in setting, so the double opt-in that to-do #1 targets is being enforced somewhere other than the list record itself, most likely on the form's SMS consent step. That is where to look, and it does not change any number on this page.

Table: monthly list growth, both channels

Month	Email joined	Email left	Email net	SMS joined	SMS left	SMS net
Oct 25	13,700	5,563	+8,137	2,750	492	+2,258
Nov 25	18,996	7,890	+11,106	3,120	513	+2,607
Dec 25	18,917	6,774	+12,143	2,856	510	+2,346
Jan 26	24,038	9,795	+14,243	4,811	603	+4,208
Feb 26	19,550	6,961	+12,589	3,820	490	+3,330
Mar 26	21,598	8,038	+13,560	4,016	686	+3,330
Apr 26	28,657	8,716	+19,941	3,698	618	+3,080
May 26	20,877	8,839	+12,038	4,442	711	+3,731
Jun 26	15,011	8,759	+6,252	2,969	1,461	+1,508
Jul 26	16,263	6,894	+9,369	1,072	6,248	-5,176
Aug 26	17,438	7,372	+10,066	3,981	4,279	-298
Sep 26 MTD	8,290	3,742	+4,548	3,837	1,574	+2,263
12-month total	223,335	89,343	+133,992	41,372	18,185	+23,187

SMS: what happened after the migration

The opt-in "collapse" is mostly an artifact

Most of what Klaviyo counted as an SMS opt-in before July was not a person opting in.

It was profile_import: the 19 June migration writing one historical record per migrated subscriber, stamped with that person's original Postscript opt-in date rather than the date of the import. Those backdated records run from April 2025 to June 2026 and stop dead after it. There was no ongoing sync and nothing was happening behind our backs; the whole of Postscript's consent history simply arrived at once and landed on the calendar where it originally happened. In May 2026 that was 2,915 of 4,440 recorded opt-ins, 66% of the total. Strip the backfill out and real capture went 1,525 in May to 1,068 in July, a fall of 30%, against the 76% the raw metric shows. September 2026 is running at 4,276 month to date, 10,690 at run rate, which is above May.

Recorded opt-ins against real capture, and why they differ.

Take May 2026. Klaviyo holds 4,440 SMS opt-in events stamped that month; that is recorded opt-ins. But 2,915 of them only reached Klaviyo on 19 June, when the migration wrote one record per migrated subscriber and stamped it with that person's original Postscript opt-in date. Real capture is what is left, 1,525: people signed up that month by a surface Klaviyo was actually connected to.

The gap is not people we lost.

Those 2,915 did opt in, with consent, in May. They did it with Postscript, and Klaviyo only learned about them in June. Of the 63,437 who came across, 56,710 still hold SMS consent today, 89.4% of them, and they have been receiving our texts since July. They are 66% of the SMS base we message. The other 29,323 came from Klaviyo's own capture.

What we have lost from that cohort is 6,727.

That is 10.6% of the migrated group, and about 86% of every SMS unsubscribe since the migration. So the churn is concentrated in the people we inherited, which is what you would expect: they were signed up by a different brand voice at a much lower send frequency.

Read the two columns this way.

Recorded opt-ins answers "what does Klaviyo's history say happened that month". Real capture answers "how many people did our own live surfaces sign up that month". Before July the first is inflated by history that arrived late; from July profile_import is zero and the two are identical, because there is nothing left to backfill.

Month	Recorded opt-ins	Backdated by the migration	Pop-up form	Shopify record	Text keyword	Real capture
Jan 26	4,783	2,863	66	1,854	0	1,920
Feb 26	3,831	2,334	0	1,492	3	1,497
Mar 26	3,982	2,363	0	1,606	13	1,619
Apr 26	3,730	2,397	0	1,329	4	1,333
May 26	4,440	2,915	0	1,515	10	1,525
Jun 26	2,994	1,840	3	503	648	1,154
Jul 26	1,068	0	704	328	36	1,068
Aug 26	3,932	0	3,300	585	38	3,932
Sep 26 MTD	4,276	0	3,805	438	18	4,276

The list is not shrinking because capture broke. Real capture is roughly flat and the pop-up form is now the largest single source, up from 704 in July to 3,805 in September 2026 month to date. The list is shrinking because 10,527 people left over the same two months.

The consent step is still a leak.

Month-over-month capture holds up, and the form still loses most of the people who try: the recovery report below counts 9,049 attempted SMS opt-ins in the window with 70% never landing consent. Capture is flat at a level that is already far too low, which is why to-do #1 stands.

What actually changed

The site did not change and the checkout did not change. Three things did, and Shopify's own customer records show which.

Month	New Shopify customers	Tagged PS-Accepts-SMS	Rate	SMS subscribed	Rate	Consent from Shopify checkout	Consent from a third-party app
Apr 26	15,945	2,008	12.59%	2,434	15.26%	450	1,984
May 26	19,732	2,359	11.96%	2,740	13.89%	468	2,272
Jun 26	13,689	1,842	13.46%	2,044	14.93%	363	1,681
Jul 26	14,245	404	2.84%	1,070	7.51%	445	625
Aug 26	17,034	450	2.64%	1,293	7.59%	528	765
Sep 26 MTD	9,375	183	1.95%	699	7.46%	290	409

Read from 90,020 Shopify customer records back to 2026-04, newest first. "Third-party app" is Shopify's own consentCollectedFrom: OTHER, which is what an app writes when it collects consent on the store's behalf.

The checkout is not broken.

Shopify's native checkout consent field has collected between 290 and 528 consents every month from Apr 26 to Sep 26, including right through the migration. It never moved. What stopped was the third-party source: 1,681 in June against 625 in July. That source is Postscript.

1. Postscript ran its own pop-up on our site, and it was the main SMS engine. 82.8% of the 63,374 migrated profiles carry PS-popup-name: "Feb 1, 2025 | Popup" with a matching PS-popup-id. It tagged 13.5% of new Shopify customers PS-Accepts-SMS as late as June, then 2.8% in July. It stopped collecting at the turn of the month.

2. Postscript's consent was written into the Shopify customer record, so Klaviyo's Shopify integration mirrored it and logged it as method: shopify. That is why it looked like the checkout was capturing SMS at scale and then failed. One engine was producing what read as two sources.

3. The pre-June Klaviyo numbers were never Klaviyo's own capture. Every SMS opt-in event dated January to May points at list VPeYUh, "Postscript Migration June 19 2026", a list created on 19 June. Those records were written by the import and backdated to each person's original Postscript consent date.

So: do we have the same stack?

Not quite, and not for the reason it first looked. We swapped one pop-up for another, Postscript's for Email + SMS sign-up pop-upSTUCB3, and the checkout field carried on untouched. The loss was never the checkout. It was that the replacement pop-up was misconfigured from the migration until 18 August, so for ten weeks the site had no working SMS pop-up while the old one was already gone.

The replacement was broken until 18 August

The fix has held for 14 days, and SMS is growing again.

Form-sourced opt-ins ran at roughly 32 a day through July and the first half of August. On 18 August the two-step configuration was corrected. That day was also the Black Seed Oil launch, so its raw count proves nothing on its own; the 14 days since are the test, and they ran on ordinary traffic. Measured against on-site sessions, which removes traffic entirely, the pop-up converted 26 opt-ins per thousand sessions before the fix and 174 after, an uplift of 6.6 times. Net of unsubscribes the channel has added +1,880.0 subscribers since the fix, after months of shrinking.

Day	On-site sessions	SMS opt-ins	Per 1,000 sessions	Note
10 Aug	3,991	18	4.5
11 Aug	2,682	34	12.7
12 Aug	3,445	32	9.3
13 Aug	1,631	36	22.1
14 Aug	1,224	22	18.0
15 Aug	972	19	19.5
16 Aug	873	27	30.9
17 Aug	2,351	30	12.8
18 Aug	3,454	307	88.9	Black Seed Oil launch day
19 Aug	1,757	278	158.2	two-step fix live, ordinary traffic
20 Aug	1,526	273	178.9	two-step fix live, ordinary traffic
21 Aug	2,795	272	97.3	two-step fix live, ordinary traffic
22 Aug	1,280	193	150.8	two-step fix live, ordinary traffic
23 Aug	882	149	168.9	two-step fix live, ordinary traffic
24 Aug	1,035	144	139.1	two-step fix live, ordinary traffic
25 Aug	914	151	165.2	two-step fix live, ordinary traffic
26 Aug	1,834	249	135.8	two-step fix live, ordinary traffic
27 Aug	1,476	325	220.2	two-step fix live, ordinary traffic
28 Aug	1,148	308	268.3	two-step fix live, ordinary traffic
29 Aug	809	217	268.2	two-step fix live, ordinary traffic
30 Aug	751	170	226.4	two-step fix live, ordinary traffic
31 Aug	1,206	331	274.5	two-step fix live, ordinary traffic
01 Sep	432	116	268.5	two-step fix live, ordinary traffic

The promo caveat, resolved.

The first three days sat in the tail of a launch, so appetite was running warm and the rate could have been promo rather than repair. It is now 14 days, most of them ordinary trading days at 870 to 1,800 sessions, and the rate has held between roughly 140 and 185 per thousand throughout. The only negative day since the fix is one with a large send behind it, which is unsubscribes doing what unsubscribes do rather than capture failing.

What this cost.

The old pop-up stopped and the new one did not work for about ten weeks. At the Postscript pop-up's rate that is roughly 5,984 SMS subscribers not collected, which is the same order as the 10,527 lost to unsubscribes over the same stretch.

Postscript against Klaviyo, like for like

Postscript reported 72,757 SMS subscribers, up 16% from 62,921 on 22 May 2026, with 14,472 opt-ins against 4,636 opt-outs over that stretch. Here is the same channel in Klaviyo.

Measure	Postscript	Klaviyo	Read
SMS subscribers held	72,757	90,008	Klaviyo holds +17,251 more (+24%)
Brought over in the migration	72,757	63,374	9,383 did not come across on 19 June
Opt-ins	14,472	5,053	Klaviyo at 35% of Postscript's intake
Opt-outs	4,636	10,527	227% of Postscript's churn
Net	+9,836	-5,474	a swing of -15,310

The headline is not that the list got smaller.

Klaviyo holds more SMS-consented profiles than Postscript ever reported, because the two systems accumulated in parallel. What changed is the direction: Postscript was adding roughly three subscribers for every one it lost, and Klaviyo is now losing roughly four for every one it adds. Note also that 9,383 of Postscript's subscribers are not on the migration list, so that reconciliation is still open.

The opt-in row is not a like-for-like on capture.

Postscript's 14,472 is its pop-up plus the checkout field. Klaviyo's 5,053 is one pop-up, with the checkout field dead since 9 June. The gap is unreplaced capture, not a platform that captures worse.

Why the unsubscribes arrived all at once

Every SMS opt-out event carries its own reason. Splitting them answers the question directly.

Month	Total	Replied STOP	Unsub link	Carrier deactivation	Other system	Real opt-outs
May 26	707	234	0	448	25	33% of the month
Jun 26	1,457	621	0	630	206	43% of the month
Jul 26	6,255	5,462	54	570	169	88% of the month
Aug 26	4,279	3,408	23	602	246	80% of the month
Sep 26 MTD	1,645	1,100	15	190	340	68% of the month

The July wave was people typing STOP, not a data artifact.

5,462 of 6,255 July opt-outs, 87%, were replies to a text we sent. Carrier deactivations, which are dead and recycled numbers rather than decisions, ran at 570 in July against 448 in May and 630 in June. That baseline barely moved.

They left because of one campaign sequence. 2,564 of July's opt-outs came from the Independence Day SMS series alone: six sends in six days, the same message duplicated into separate morning and afternoon versions, to an audience just migrated from a platform sending at a much lower cadence. August repeated the pattern with Black Seed Oil, split three ways into morning, afternoon and night.

Message	Opt-outs
[SMS] #3 Independence Day Flow - USA Lists (BOGO) (Florida Excluded)	795
(AFTERNOON)) [SMS] #3 Independence Day Flow - USA Lists (BOGO) (Florida Excluded)	471
[SMS] #2 Independence Day Flow - Rest of USA Lists (E-book)	350
[SMS] #4 Independence Day Flow - USA Lists (BOGO) (Florida Excluded) (LAST CHANCE) (AFTERNOON))	342
[SMS] #1 Independence Day Flow - Rest of USA Lists (Blog)	306
[SMS] #4 Independence Day Flow - USA Lists (BOGO) (Florida Excluded) (LAST CHANCE)	300
[SMS] #3 BFMD Flow - (Blog) (USA Launch)	250
[SMS] #1 Black Seed Oil - Blog	141

Top messages by opt-outs generated, July 2026.

Send frequency is the lever, not the list.

Klaviyo delivered 774,374 texts in July across 18 campaign sends plus flows, to an audience of 90,008, roughly 9 texts per subscriber in one month. The biggest SMS send reached 76,366 on 2026-07-07; the biggest send of September 2026 reached 51,723 on 2026-09-08, a fall of 32% in the reachable audience over 9 weeks.

Where the non-confirmers sit

This is to-do #2, and it has its own report: https://bfs-sms-gap-recovery-deploy.vercel.app/. Its findings, summarised, because they belong in the standing pack.

Tried to opt in

9,049

21 June to 18 August 2026

Still have no consent

6,367

70% of them

Reachable by email

5,850

517 suppressed, cannot be contacted

Recovery value

$4,452

to $5,784 at 10-13% conversion

Group A, 1,020 people. Numbers captured but the consent record never registered. We hold the digits; only the documentation is missing.

Group B, 4,830 people. Mobile users who tapped to subscribe and never completed the handoff to their messaging app. No digits were ever captured, which is why they are invisible to any segment built on phone number presence. They are 83% of the recoverable cohort.

2,265 are existing customers carrying $281,310 in historical revenue; 3,585 are new prospects. Concentrated in California (526), Texas (431), Florida (377), and mostly July (3,813 of 5,850).

Recovery runs through a first-party claim page posting to the Klaviyo client endpoint, landing completions on list SMS gap recovery listSRLmDN. Pilot at 1,000 weighted to existing customers, one dedicated email plus a reminder, kept separate from promotional sends.

Sequencing.

5,850 recoverable people is 56% of the 10,527 lost since the migration, so recovery alone does not close the gap. It runs before the broader 19,970-person pool because these people walked up and pressed the button.

SMS health check against the Postscript baseline

Checked on four independent measures, because any one of them can look fine on its own. The question is not "is SMS sending" but "is it behaving the way it did before the migration".

Measure	Under Postscript	Now	Verdict
Capture, Klaviyo's own surfaces	1,494 a month	10,690 a month at the current run rate	Ahead. +616% on what Klaviyo itself was collecting before.
Capture, every surface combined	4,067 a month, Klaviyo plus the Postscript pop-up	10,690 a month	Still short. 163% against the two engines running together. One pop-up is doing most of the work two used to.
The consented base	72,757 reported by Postscript	90,139 consented profiles	Larger, and growing again. Net +4,058 since the 18 August fix after months of decline.
Delivery	not comparable across platforms	97.2% delivered on 428,225 messages in September 2026	Healthy. Failure rate 2.84%, against 2.38% in Aug 26.
Opt-out rate per message	not comparable	0.368% in September 2026	Still improving. Down from 0.440% in Aug 26 and 0.807% in Jul 26.
Flows firing	the same set	32 SMS flow messages sent in the last 30 days	All live. Welcome, Abandoned Cart, Checkout, Browse Abandonment and the reorder flows are all sending; Welcome returns $3.31 per delivered message.
Revenue per message, campaigns	$0.45 reported by Postscript, lifetime	$0.14	The one that does not match. About a quarter of the old figure.

Three of the four say yes.

Capture on our own surfaces is running 616% ahead of what Klaviyo collected in the Postscript era, the consented base is larger than Postscript ever reported and is growing again, delivery is clean at 97.6%, the opt-out rate has more than halved since July, and every SMS flow is firing. On the mechanics, SMS is working.

The gap that remains is volume, not health.

Two engines used to feed this channel and only one does now. Against the combined old figure of 4,067 sign-ups a month we are at 10,690, so roughly -163% of the old intake is still unreplaced. That is the case for the remaining capture surfaces rather than evidence that anything is broken.

The one measure that does not match, stated plainly.

Campaign revenue per delivered message is $0.14 against the $0.45 Postscript reported. A previous benchmark of the flow side found the same shape, Klaviyo reading about a quarter of Postscript on identical audiences, and concluded the difference was systemic attribution rather than performance: the two platforms count a conversion differently and Postscript's figure came from a lifetime export with no date columns. That is the most likely explanation here too, and flow revenue per message at $1.23 is healthy on the same tracking. It should not be waved away though. Until someone reconciles one send end to end against Shopify, treat cross-platform SMS revenue comparisons as unresolved.

Open rates, decline rates, bounce rates

Account-wide, every email Klaviyo sent, flows and campaigns together. The denominator is emails received in the month. Each panel is its own scale, so read them one at a time rather than against each other.

Opens are drifting down and that is the one to watch. The open rate has fallen from 60.3% to 48.0% over twelve months, a loss of 12.3 percentage points, while send volume rose. Declines and complaints both improved over the same period (0.356% to 0.269% and 0.044% to 0.029%), and bounces are steady near 0.21%. So the list is not complaining more; it is opening less. That pattern points at who we mail rather than what we send, which is exactly what to-do #5 measures.

Caveat on the open rate.

Apple Mail Privacy Protection pre-fetches images and registers an open the recipient never made, so the absolute level is inflated for every sender. The trend is still meaningful because the inflation is roughly constant month to month; the level is not comparable to a pre-2021 benchmark.

Table: monthly email rates and volumes

Month	Received	Opens	Open %	Clicks	Click %	Bounces	Bounce %	Unsubs	Decline %	Spam	Spam %
Oct 25	1,563,975	943,110	60.3%	20,622	1.32%	4,170	0.27%	5,563	0.356%	695	0.044%
Nov 25	2,197,126	1,368,071	62.3%	36,949	1.68%	5,512	0.25%	7,890	0.359%	803	0.037%
Dec 25	1,697,758	1,077,949	63.5%	26,436	1.56%	3,736	0.22%	6,774	0.399%	684	0.040%
Jan 26	2,405,674	1,401,047	58.2%	35,702	1.48%	15,735	0.65%	9,795	0.407%	872	0.036%
Feb 26	1,869,585	1,107,914	59.3%	30,379	1.62%	4,571	0.24%	6,961	0.372%	806	0.043%
Mar 26	1,974,022	1,139,184	57.7%	32,791	1.66%	4,030	0.20%	8,038	0.407%	710	0.036%
Apr 26	2,351,957	1,327,506	56.4%	36,594	1.56%	4,502	0.19%	8,716	0.371%	624	0.027%
May 26	2,745,968	1,553,863	56.6%	41,745	1.52%	5,602	0.20%	8,839	0.322%	766	0.028%
Jun 26	2,890,141	1,588,068	54.9%	41,408	1.43%	5,683	0.20%	8,759	0.303%	529	0.018%
Jul 26	2,404,206	1,331,776	55.4%	37,933	1.58%	5,558	0.23%	6,894	0.287%	898	0.037%
Aug 26	2,558,737	1,360,746	53.2%	42,881	1.68%	5,520	0.22%	7,372	0.288%	875	0.034%
Sep 26 MTD	1,388,821	666,742	48.0%	22,639	1.63%	2,766	0.20%	3,742	0.269%	409	0.029%

SMS, from the Klaviyo migration onward

SMS only became a Klaviyo channel in June 2026, when the Postscript list was migrated. Before that Klaviyo recorded a few dozen text events a month, so a rate calculated on those months divides by nothing and produces a meaningless number. The panel therefore starts at June 2026, and anything earlier lives in Postscript.

Month	Texts received	Failed	Failed %	Unsubs	Decline %
Jun 26	41,151	947	2.30%	1,461	3.550%
Jul 26	774,374	15,417	1.99%	6,248	0.807%
Aug 26	971,400	23,141	2.38%	4,279	0.440%
Sep 26 MTD	428,225	12,161	2.84%	1,574	0.368%

SMS click rate is deliberately absent from this pack.

Klaviyo records 269,505 clicks against 428,225 texts received in September 2026, which reads as 63%. Every linked message we send clusters in the same narrow band regardless of offer, and link-free messages read exactly zero, which is the signature of carrier and handset link pre-fetching rather than of people tapping. The number is not usable as an engagement measure and putting it on a slide would mislead the room. Revenue per recipient, conversions and the unsubscribe rate do not depend on click tracking, so those carry the SMS story instead.

Flow performance

Every flow that sent anything in the last 30 days, one row per flow per channel, ranked by revenue in USD. A flow that runs both email and SMS appears twice on purpose, because a blended row would hide which half is working. Rates are against delivered; bounce and failure are against recipients.

Flows in the account

103

40 archived, 57 live

Live and sending

plus 1 deleted flow still earning

Live and silent

11 incubating, 3 dark, 1 no send step

Flow revenue, all channels

$386,297

+43.4% vs prior 30 days

Email flows email

Flow	ID	Msgs	Recipients	Delivered	Open %	Click %	Bounce+fail %	Decline %	Conversions	Revenue	Rev / recip	Prior 30d
Macro Welcome Flow (since BF 2025)	U6vFUA	19	33,629	33,339	40.0%	4.69%	0.86%	0.036%	605	$57,513	$1.73	$45,526 +26%
Abandoned Checkout 2026	XN4zfp	8	27,481	27,250	38.7%	6.30%	0.84%	0.734%	669	$55,333	$2.03	$49,479 +12%
Abandoned Cart 2026	SezQpJ	10	16,511	16,447	41.6%	6.09%	0.39%	0.559%	346	$34,137	$2.08	$36,800 -7%
Abandoned Checkout 2026 [Retention]	SEaap3	8	19,731	19,643	32.0%	4.45%	0.45%	0.865%	292	$25,296	$1.29	$0
[BFS] Cocoa Flavanols — Reorder Flow (legacy)	XNJAMR	7	45,601	45,468	39.0%	1.55%	0.29%	0.339%	329	$22,045	$0.48	$24,498 -10%
[BFS] Cocoa Flavanols — Subscribe & Save (trigger fix)	QYRckn	3	46,308	46,108	39.3%	1.07%	0.43%	0.388%	256	$14,096	$0.31	$15,215 -7%
Browse Abandonment (2026)	RPBLnJ	2	8,680	8,646	50.8%	5.97%	0.39%	0.983%	179	$13,206	$1.53	$7,390 +79%
[BFS] NMN — Reorder Flow (legacy)	VjpiSr	6	17,337	17,288	39.2%	3.14%	0.28%	0.416%	143	$12,177	$0.70	$1,735 +602%
[BFS] Post-Purchase Educational — Supercharged Cocoa (trigger fix)	RYhLt7	2	38,936	38,730	46.7%	5.79%	0.53%	0.263%	89	$4,338	$0.11	$4,732 -8%
Browse Abandonment (2026) [Retention]	XjMvWt	2	2,520	2,513	49.8%	3.78%	0.28%	1.273%	48	$3,900	$1.55	$0
[BFS] Nattokinase 4-in-1 Cardio Complex — Post-Purchase + Reorder Flow	Vmi5sx	6	7,922	7,889	41.6%	4.87%	0.42%	0.254%	54	$3,518	$0.45	$893 +294%
[BFS] Turkesterone & Tongkat Ali — Reorder Flow	RmaJvi	6	10,080	10,052	27.4%	1.61%	0.28%	0.159%	49	$3,097	$0.31	$3,505 -12%
[BFS] 5x Berberine — Reorder Flow	XQLvPw	5	1,868	1,861	40.4%	2.58%	0.37%	0.215%	47	$2,893	$1.55	$3,992 -28%
Abandoned Cart 2026 [Retention]	Tg2yQ3	10	3,196	3,175	44.2%	4.16%	0.66%	1.480%	32	$2,816	$0.89	$6,848 -59%
[BFS] Generic — Reorder Flow (legacy)	UeuKfF	1	2,661	2,656	34.4%	1.96%	0.19%	0.113%	29	$2,172	$0.82	$9,466 -77%
[BFS] Longevity Coffee — Reorder Flow (legacy)	Tucr8m	4	2,763	2,744	40.9%	1.90%	0.69%	0.292%	30	$2,056	$0.75	$1,697 +21%
Abandoned Cart 2026 [Retention]	WjDbKp	10	1,597	1,588	40.7%	5.60%	0.56%	1.196%	19	$1,940	$1.22	$0
Browse Abandonment (2026) [Retention]	XvUnC9	2	1,750	1,741	54.5%	3.56%	0.51%	1.149%	22	$1,331	$0.76	$4,082 -67%
[BFS] GLP-1 — Reorder Flow	UwYZVs	5	1,509	1,506	41.6%	3.65%	0.20%	0.199%	17	$1,316	$0.87	$750 +75%
[BFS] Spike Detox — Reorder Flow	Vx96b3	4	1,139	1,138	32.2%	1.32%	0.09%	0.439%	22	$1,290	$1.13	$1,111 +16%
[BFS] Dunning — Failed Subscription Payment Recovery (MANUAL TEMPLATES)	R7sgs2	4	3,325	3,305	6.7%	0.48%	0.60%	0.030%	9	$1,183	$0.36	$1,201 -2%
[BFS] Magnesium — Reorder Flow (legacy)	RCeKEH	4	1,047	1,044	31.0%	0.86%	0.29%	0.096%	24	$1,063	$1.02	$1,272 -16%
[BFS] Cancelled Subscription Win-Back	SxMUQM	6	5,822	5,814	22.0%	0.88%	0.14%	0.189%	21	$827	$0.14	$1,555 -47%
[BFS] Sleepy Cocoa — Reorder Flow (legacy)	SvEj7W	5	4,488	4,487	17.3%	1.34%	0.02%	0.111%	21	$783	$0.17	$1,633 -52%
[BFS] Serious Creatine — Reorder Flow	RfYN2f	5	1,389	1,386	41.8%	3.82%	0.22%	0.216%	15	$672	$0.48	$2,830 -76%
[BFS] Brain Complex — Reorder Flow (legacy)	TMjEEe	4	666	666	37.8%	1.20%	0.00%	0.150%	16	$545	$0.82	$817 -33%
[BFS] Cistanche — Reorder Flow	W2B7Mi	4	473	470	26.2%	1.28%	0.63%	0.213%	3	$387	$0.82	$278 +39%
[BFS] Post-Purchase Educational — NR	ShWrJm	2	54	54	48.1%	1.85%	0.00%	0.000%	3	$215	$3.98	$152 +41%
[BFS] Reactivation Hot — Paused Subscribers	Vx3Cv6	5	408	408	44.1%	3.68%	0.00%	0.245%	4	$198	$0.49	$27 +635%
[BFS] Nicotinamide Riboside — Reorder Flow	WigJwD	4	45	45	37.8%	0.00%	0.00%	0.000%	1	$28	$0.62	$39 -29%
[BFS] Supercharged Cocoa Flavanols — Skip-Save	SzvFtF	2	224	224	35.7%	2.23%	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Longevity Coffee — Skip-Save	THuLfn	2	25	25	24.0%	0.00%	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Skip-Save — Mid Risk (multi-product)	TvXZnC	1	68	67	26.9%	0.00%	1.47%	0.000%	0	$0	$0.00	$0
[BFS] Spermidine — Reorder Flow	UbwYs6	4	61	61	36.1%	0.00%	0.00%	1.639%	1	$0	$0.00	$175 -100%
[BFS] Serious Creatine — Skip-Save	V7WS7B	2	23	23	43.5%	0.00%	0.00%	0.000%	0	$0	$0.00	$0
(deleted flow, historical attribution) deleted	VnnPBa	0	0	0	0.0%	0.00%	0.00%	0.000%	0	$0	$0.00	$281 -100%
[BFS] Magnesium Sleep Aid — Skip-Save	XRjzzV	2	6	6	16.7%	0.00%	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Sleepy Cocoa — Skip-Save	Xi7heT	2	17	17	17.6%	0.00%	0.00%	0.000%	0	$0	$0.00	$0
Berberine LP - 1 Day Detox Ebook Purchasers	Ymqr3g	0	0	0	0.0%	0.00%	0.00%	0.000%	0	$0	$0.00	$0
Total		178	309,360	307,884	39.0%	3.58%	0.48%	0.412%	3,395	$270,369	$0.88	$227,981

Open and click are unique events against delivered. Decline is unique unsubscribes against delivered. A decline rate at or above 1.00% is drawn in red.

SMS flows SMS

Flow	ID	Msgs	Recipients	Delivered	Open %	Click %	Bounce+fail %	Decline %	Conversions	Revenue	Rev / recip	Prior 30d
[BFS][SMS] Welcome Flow (SMS Subscribers)	TWWDQd	3	16,088	15,615	n/a	n/a	2.93%	0.807%	627	$54,503	$3.49	$7,576 +619%
Abandoned Checkout 2026	XN4zfp	8	6,988	6,867	n/a	n/a	1.73%	0.495%	217	$17,555	$2.56	$5,138 +242%
Abandoned Checkout 2026 [Retention]	SEaap3	8	9,245	9,135	n/a	n/a	1.19%	0.679%	110	$10,211	$1.12	$0
[BFS][SMS] Browse Abandonment	SJanzP	1	16,227	16,088	n/a	n/a	0.86%	0.510%	115	$8,973	$0.56	$5,440 +65%
[BFS][SMS] Abandoned Cart	RWHy6f	3	14,092	13,987	n/a	n/a	0.75%	0.357%	93	$7,841	$0.56	$5,389 +46%
[BFS] Cocoa Flavanols — Reorder Flow (legacy)	XNJAMR	7	7,561	7,487	n/a	n/a	0.98%	0.200%	63	$3,699	$0.49	$6,041 -39%
[BFS] NMN — Reorder Flow (legacy)	VjpiSr	4	2,582	2,561	n/a	n/a	0.81%	0.312%	38	$2,995	$1.17	$0
[BFS][SMS] Abandoned Checkout	XTzgdB	2	3,938	3,904	n/a	n/a	0.86%	0.384%	36	$2,775	$0.71	$7,425 -63%
[BFS] Turkesterone & Tongkat Ali — Reorder Flow	RmaJvi	4	1,215	1,197	n/a	n/a	1.48%	0.251%	19	$1,139	$0.95	$531 +114%
[BFS] Spike Detox — Reorder Flow	Vx96b3	4	325	321	n/a	n/a	1.23%	0.000%	10	$969	$3.02	$530 +83%
[BFS] 5x Berberine — Reorder Flow	XQLvPw	4	755	746	n/a	n/a	1.19%	0.134%	13	$856	$1.15	$707 +21%
[BFS][SMS] Abandoned Cart [Retention]	XzFgYD	3	491	488	n/a	n/a	0.61%	0.205%	8	$821	$1.68	$0
[BFS] Serious Creatine — Reorder Flow	RfYN2f	4	380	379	n/a	n/a	0.26%	0.528%	10	$639	$1.69	$952 -33%
[BFS] Sleepy Cocoa — Reorder Flow (legacy)	SvEj7W	4	661	658	n/a	n/a	0.45%	0.456%	13	$634	$0.96	$158 +302%
[BFS] Magnesium — Reorder Flow (legacy)	RCeKEH	4	336	330	n/a	n/a	1.79%	0.000%	6	$558	$1.69	$476 +17%
Browse Abandonment (2026) [Retention]	XjMvWt	2	686	676	n/a	n/a	1.46%	0.148%	8	$501	$0.74	$0
Macro Welcome Flow (since BF 2025)	U6vFUA	1	1,028	1,005	n/a	n/a	2.24%	0.697%	5	$442	$0.44	$0
[BFS] GLP-1 — Reorder Flow	UwYZVs	4	299	298	n/a	n/a	0.33%	0.671%	5	$395	$1.33	$156 +153%
[BFS] Longevity Coffee — Reorder Flow (legacy)	Tucr8m	3	545	545	n/a	n/a	0.00%	0.734%	4	$362	$0.66	$602 -40%
[BFS] Cistanche — Reorder Flow	W2B7Mi	4	140	140	n/a	n/a	0.00%	0.000%	2	$58	$0.41	$54 +7%
[BFS][SMS] Post-Purchase Thank You	Reewip	1	10,873	10,784	n/a	n/a	0.82%	0.176%	0	$0	$0.00	$0
[BFS] Supercharged Cocoa Flavanols — Skip-Save	SzvFtF	2	90	89	n/a	n/a	1.11%	0.000%	0	$0	$0.00	$0
[BFS] Longevity Coffee — Skip-Save	THuLfn	2	13	13	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
[BFS][SMS] Order Delivered (Transactional)	TexaGx	1	376	370	n/a	n/a	1.60%	0.000%	0	$0	$0.00	$0
[BFS] Skip-Save — Mid Risk (multi-product)	TvXZnC	1	51	51	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Spermidine — Reorder Flow	UbwYs6	3	15	15	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Serious Creatine — Skip-Save	V7WS7B	2	11	11	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
(deleted flow, historical attribution) deleted	VnnPBa	0	0	0	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$155 -100%
[BFS] Nicotinamide Riboside — Reorder Flow	WigJwD	4	38	38	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
[BFS][SMS] Order Shipped (Transactional)	XBEv2U	1	518	510	n/a	n/a	1.54%	0.392%	0	$0	$0.00	$158 -100%
[BFS] Magnesium Sleep Aid — Skip-Save	XRjzzV	2	3	3	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
[BFS] Sleepy Cocoa — Skip-Save	Xi7heT	2	13	13	n/a	n/a	0.00%	0.000%	0	$0	$0.00	$0
Total		98	95,583	94,324	n/a	n/a	1.32%	0.463%	1,402	$115,927	$1.23	$41,489

Open is not a concept in SMS and click is withheld for the pre-fetch reason given above, so both read n/a. Revenue per recipient is the honest comparison against the email table.

Email and SMS flow economics are close to level.

Email flows returned $0.878 per delivered message over the window and SMS returned $1.229, on 31% of the recipient volume. SMS is the smaller channel by a wide margin and is the one whose list is shrinking. Read the SMS growth figure in the scorecard as volume rather than efficiency: SMS flow recipients went from 54,479 to 95,583 across the two windows because the channel is still ramping after the June migration, so revenue rose roughly in step with sends.

Flows that are live but sent nothing

Entry volume, not delivered volume, is what catches a broken flow. Fourteen live flows sent nothing in the last 30 days. Reading each one's first delay separates the ones that are waiting from the ones that are broken, and only two are actually broken.

Flow	ID	Created	Send steps	First delay	Verdict
[BFS] Serious Creatine — Subscribe & Save (2nd Reorder Wave)	QUzMQc	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Spike Detox — Subscribe & Save (2nd Reorder Wave)	R5f4uC	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Brain Complex — Subscribe & Save (2nd Reorder Wave)	RMX7xT	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Nattokinase 4-in-1 — Subscribe & Save (2nd Reorder Wave)	SEgFak	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Sleepy Cocoa — Subscribe & Save (2nd Reorder Wave)	SU3Wax	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] NMN — Subscribe & Save (2nd Reorder Wave)	Tk9dZh	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Cistanche & Tongkat Ali — Subscribe & Save (2nd Reorder Wave)	UAi5dZ	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] 5x Berberine — Subscribe & Save (2nd Reorder Wave)	VbE7H2	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Longevity Coffee — Subscribe & Save (2nd Reorder Wave)	Wq9GQD	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Magnesium Sleep Aid — Subscribe & Save (2nd Reorder Wave)	WyNXv5	2026-07-15	8	60 days	incubating first sends land 13 Sep
[BFS] Spermidine — Subscribe & Save (2nd Reorder Wave)	Yuf7wn	2026-07-15	8	60 days	incubating first sends land 13 Sep
NMN NAD+ LP Ebook Orders	Ve6yvJ	2024-10-28	2	none	dark has send steps, no sends
Berberine LP - 1 Day Detox Ebook Purchasers	Ymqr3g	2024-12-05	2	none	dark has send steps, no sends
[BFS] Post-Purchase Educational — NMNH	Y9P8fs	2026-05-21	2	2 days	dark has send steps, no sends
Route SMS opt-ins → On-Page SMS Subscribers	VziLcy	2026-07-31	0	none	by design routing flow, no send step

Two flows are genuinely dark and belong on the action list, not this one.

NMN NAD+ LP Ebook Orders and [BFS] Post-Purchase Educational — NMNH and Berberine LP - 1 Day Detox Ebook Purchasers both carry send steps and short delays yet produced no sends in 30 days. The eleven Subscribe & Save second-wave flows are not broken; they were built on 15 July with a 60 day first delay, so their first sends are due on 13 September.

Campaign performance

Broadcast sends since 1 June 2026, the period both channels have been live in Klaviyo together.

GlockApps seed sends are excluded, per the standing rule.

Klaviyo holds 286 sent campaigns in this period. 147 of them are GlockApps seed tests and 3 is an internal test send, so 136 real campaigns are reported below. Seed tests are 51% of the campaign records in the account, which is why any number pulled without that filter comes out wrong.

Channel	Month	Sends	Recipients	Delivered	Open %	Click %	Bounce+fail %	Decline %	Spam %	Revenue	Rev / recip
email	Jun 26	9	1,191,986	1,190,151	40.1%	0.99%	0.15%	0.243%	0.028%	$332,873	$0.280
email	Jul 26	15	2,158,417	2,154,264	41.3%	0.89%	0.19%	0.253%	0.031%	$319,392	$0.148
email	Aug 26	35	2,248,064	2,243,968	39.0%	0.87%	0.18%	0.239%	0.024%	$375,797	$0.167
email	Sep 26 MTD	21	1,259,227	1,257,138	34.9%	0.86%	0.17%	0.220%	0.017%	$290,698	$0.231
sms	Jun 26	1	40,859	39,927	n/a	n/a	2.28%	0.731%	n/a	$3,842	$0.096
sms	Jul 26	18	743,149	728,142	n/a	n/a	2.03%	0.476%	n/a	$80,814	$0.111
sms	Aug 26	27	913,733	891,394	n/a	n/a	2.45%	0.235%	n/a	$105,990	$0.119
sms	Sep 26 MTD	10	397,023	385,520	n/a	n/a	2.90%	0.168%	n/a	$84,412	$0.219

Campaign revenue since 1 June is $1,593,818 across 136 sends, $1,318,760 of it from email and $275,059 from SMS. Campaign open rate on email sits near 39%, well below the account-wide figure in the panel above, because flows reach warmer people than broadcasts do.

Table: every campaign, most recent first (136 sends)

Sent	Channel	Campaign	Recipients	Open %	Click %	Decline %	Revenue	Rev / recip
2026-09-11	email	seedtest UJbtT3 911 mirror wrapper	106	0.0%	0.00%	0.000%	$0	$0.000
2026-09-11	email	#12 BFMD NAD+ Flow - 911 heartfelt message (APPROVED STATES)	103,232	23.8%	0.23%	0.001%	$4,695	$0.046
2026-09-11	email	#1 September Value Email - 911 heartfelt message	213,906	32.6%	0.30%	0.230%	$8,738	$0.041
2026-09-08	sms	[SMS] #11 BFMD NAD+ Flow - Promo Extended BOGO (APPROVED STATES) (NIGHT)	27,919	n/a	n/a	0.144%	$7,949	$0.293
2026-09-08	sms	[SMS] #5 Labor Day - Promo EXTENDED (BOGO) (NIGHT)	51,230	n/a	n/a	0.143%	$10,531	$0.213
2026-09-08	sms	[SMS] #5 Labor Day - Promo EXTENDED (BOGO) (AFTERNOON)	51,559	n/a	n/a	0.192%	$3,773	$0.076
2026-09-08	sms	[SMS] #11 BFMD NAD+ Flow - Promo Extended BOGO (APPROVED STATES) (AFTERNOON)	28,049	n/a	n/a	0.224%	$2,538	$0.093
2026-09-08	email	#6 Labor Day Flow - Extended (BOGO)	212,087	44.4%	1.33%	0.472%	$57,131	$0.270
2026-09-08	email	#11 BFMD NAD+ Flow - Labor Day Promo Extended (APPROVED STATES) (BOGO)	103,615	33.3%	1.15%	0.015%	$27,633	$0.267
2026-09-08	sms	[SMS] #11 BFMD NAD+ Flow - Promo Extended BOGO (APPROVED STATES) (MORNING)	28,192	n/a	n/a	0.201%	$3,382	$0.124
2026-09-08	sms	[SMS] #5 Labor Day - Promo EXTENDED (BOGO) (MORNING)	51,723	n/a	n/a	0.174%	$6,043	$0.121
2026-09-04	email	seedtest R3ACfX-K · Worth knowing, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-J · Worth knowing, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-I · Worth knowing, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-H · Something for you, {{ first_name }}	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-G · This is for you, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-F · Worth knowing, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-E · Heads-up, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-D · Worth knowing, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-C · Something for you, {{ first_name }}	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-B · Thinking of you, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	email	seedtest R3ACfX-A · This is for you, {{ first_name }}!	106	0.9%	0.94%	0.000%	$0	$0.000
2026-09-04	sms	[SMS] #10 BFMD NAD+ Flow - Promo launch BOGO (APPROVED STATES) (AFTERNOON)	28,299	n/a	n/a	0.144%	$12,099	$0.436
2026-09-04	email	Campaign Sep 4, 2026, 10:09 PM	77	0.0%	0.00%	0.000%	$0	$0.000
2026-09-04	sms	[SMS] #10 BFMD NAD+ Flow - Promo launch BOGO (APPROVED STATES) (MORNING)	28,367	n/a	n/a	0.187%	$6,879	$0.247
2026-09-04	email	#10 BFMD NAD+ Flow - Labor Day Promo Launch (APPROVED STATES) (BOGO)	103,853	29.5%	1.30%	0.019%	$51,394	$0.496
2026-09-03	sms	[SMS] #4 Labor Day - Promo Launch (BOGO) (AFTERNOON)	50,854	n/a	n/a	0.131%	$16,013	$0.324
2026-09-03	sms	[SMS] #4 Labor Day - Promo Launch (BOGO)	50,831	n/a	n/a	0.168%	$15,205	$0.307
2026-09-03	email	#4 Labor Day Flow - Promo Launch (BOGO)	208,908	38.8%	1.36%	0.320%	$100,065	$0.480
2026-09-01	email	#3 Labor Day Flow - Training Program	208,188	35.5%	0.53%	0.263%	$21,964	$0.106
2026-09-01	email	#9 BFMD NAD+ Flow - Longevity Predictor Test (APPROVED STATES)	104,089	30.1%	0.59%	0.026%	$19,078	$0.184
2026-08-28	email	#2 Labor Day Flow - Longevity Predictor Test	206,229	44.0%	0.84%	0.280%	$20,032	$0.097
2026-08-26	email	#1 Labor Day Flow - Pivot Blog	205,218	36.0%	0.62%	0.271%	$15,958	$0.078
2026-08-26	email	#8 BFMD NAD+ Flow - Pivot Blog (APPROVED STATES)	104,329	26.9%	0.56%	0.034%	$14,652	$0.141
2026-08-26	sms	[SMS] #1 Labor Day - Pivot Blog	49,298	n/a	n/a	0.101%	$3,838	$0.081
2026-08-26	sms	[SMS] #8 BFMD NAD+ Flow - Pivot Blog (APPROVED STATES)	28,561	n/a	n/a	0.118%	$4,318	$0.155
2026-08-21	sms	[SMS] #10 Black Seed Oil - Launch Extended (50% off) (NIGHT)	48,608	n/a	n/a	0.153%	$5,193	$0.109
2026-08-21	sms	[SMS] #7 BFMD NAD+ Flow - BOGO Extended (APPROVED STATES) (NIGHT)	28,635	n/a	n/a	0.249%	$7,506	$0.267
2026-08-21	sms	[SMS] #10 Black Seed Oil - Launch Extended (70% off) (BOGO Buyers) (NIGHT)	167	n/a	n/a	0.000%	$242	$1.450
2026-08-21	sms	[SMS] #10 Black Seed Oil - Launch Extended (50% off) (MORNING)	48,780	n/a	n/a	0.257%	$1,936	$0.041
2026-08-21	email	#10 Black Seed Oil - Launch Extended (50% off)	202,841	37.7%	0.60%	0.273%	$30,447	$0.150
2026-08-21	email	#10 Black Seed Oil - Launch Extended (70% off)	309	46.3%	8.41%	0.000%	$464	$1.502
2026-08-21	sms	[SMS] #10 Black Seed Oil - Launch Extended (70% off) (BOGO Buyers)	169	n/a	n/a	0.000%	$22	$0.127
2026-08-21	email	#7 BFMD NAD+ Flow - BOGO Extended (APPROVED STATES)	104,761	34.9%	1.10%	0.054%	$32,328	$0.309
2026-08-21	sms	[SMS] #7 BFMD NAD+ Flow - BOGO Extended (APPROVED STATES) (MORNING)	28,803	n/a	n/a	0.224%	$3,709	$0.132
2026-08-20	email	skipsave magnesium b3 retry 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave cocoaflav b3 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave cocoaflav b2 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave cocoaflav b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave sleepycocoa b3 2026-08-20	107	1.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave sleepycocoa b2 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave sleepycocoa b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave tierb b2 2026-08-20	106	0.9%	0.94%	0.000%	$0	$0.000
2026-08-20	email	skipsave tierb b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave creatine b3 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave creatine b2 2026-08-20	107	1.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave magnesium b2 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave magnesium b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave coffee b3 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave coffee b2 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave coffee b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-20	email	skipsave creatine b1 2026-08-20	107	0.9%	0.93%	0.000%	$0	$0.000
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (50% off) (NIGHT)	48,082	n/a	n/a	0.269%	$8,108	$0.173
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (70% off) (BOGO Buyers) (NIGHT)	146	n/a	n/a	0.685%	$580	$3.972
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (70% off) (BOGO Buyers) (AFTERNOON)	169	n/a	n/a	0.000%	$71	$0.420
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (50% off) (AFTERNOON)	48,523	n/a	n/a	0.253%	$2,314	$0.049
2026-08-18	email	#9 Black Seed Oil - Launch Day (50% off)	200,962	45.9%	0.90%	0.367%	$43,104	$0.215
2026-08-18	email	#9 Black Seed Oil - Launch Day (50% off)	311	59.2%	16.72%	0.000%	$1,226	$3.941
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (50% off) (MORNING)	48,605	n/a	n/a	0.229%	$5,066	$0.107
2026-08-18	sms	[SMS] #9 Black Seed Oil - Launch Day (70% off) (BOGO Buyers)	172	n/a	n/a	1.170%	$1,085	$6.344
2026-08-17	sms	[SMS] #6 BFMD NAD+ Flow - BOGO Qualifier (APPROVED STATES) (AFTERNOON)	29,010	n/a	n/a	0.337%	$8,701	$0.306
2026-08-17	email	#8 Black Seed Oil - BOGO LAST CHANCE	201,295	40.5%	0.56%	0.263%	$15,626	$0.078
2026-08-17	sms	[SMS] #8 Black Seed Oil - Launch Tomorrow	48,886	n/a	n/a	0.208%	$1,877	$0.039
2026-08-17	email	#6 BFMD NAD+ Flow - BOGO Qualifier (APPROVED STATES)	105,063	27.9%	0.97%	0.049%	$23,244	$0.222
2026-08-17	sms	[SMS] #6 BFMD NAD+ Flow - BOGO Qualifier (APPROVED STATES)	29,140	n/a	n/a	0.331%	$9,403	$0.331
2026-08-12	sms	[SMS] #7 Black Seed Oil - BOGO LAST CHANCE (NIGHT)	42,167	n/a	n/a	0.368%	$4,318	$0.104
2026-08-12	sms	[SMS] #7 Black Seed Oil - BOGO LAST CHANCE (AFTERNOON)	49,140	n/a	n/a	0.321%	$3,872	$0.081
2026-08-12	sms	[SMS] #7 Black Seed Oil - BOGO LAST CHANCE (AFTERNOON)	48,455	n/a	n/a	0.314%	$2,640	$0.056
2026-08-12	email	#7 Black Seed Oil - BOGO LAST CHANCE	199,760	44.6%	1.09%	0.426%	$42,197	$0.212
2026-08-12	sms	[SMS] #7 Black Seed Oil - BOGO LAST CHANCE (MORNING)	49,623	n/a	n/a	0.307%	$2,448	$0.051
2026-08-11	sms	[SMS] #5 BFMD NAD+ Flow - Map Blog (APPROVED STATES)	29,401	n/a	n/a	0.201%	$1,479	$0.051
2026-08-11	email	#5 BFMD NAD+ Flow - Map Blog (APPROVED STATES)	105,357	26.7%	0.85%	0.027%	$12,061	$0.115
2026-08-10	sms	[SMS] #6 Black Seed Oil - BOGO Qualifier (AFTERNOON)	49,768	n/a	n/a	0.207%	$9,045	$0.185
2026-08-10	sms	[SMS] #6 Black Seed Oil - BOGO Qualifier	50,002	n/a	n/a	0.235%	$4,947	$0.102
2026-08-10	email	#6 Black Seed Oil - BOGO Qualifier	199,768	46.6%	1.48%	0.390%	$62,962	$0.316
2026-08-10	email	#5 black bogo	107	1.9%	1.87%	0.000%	$0	$0.000
2026-08-10	email	#5 black bogo	22	4.5%	4.55%	0.000%	$0	$0.000
2026-08-07	email	#4 BFMD NAD+ Flow - Product Announcement Blog (APPROVED STATES)	105,779	33.0%	1.14%	0.030%	$14,212	$0.135
2026-08-07	sms	[SMS] #4 BFMD NAD+ Flow - Product Announcement Blog (APPROVED STATES)	29,583	n/a	n/a	0.113%	$4,501	$0.155
2026-08-06	sms	[SMS] #5 Black Seed Oil - Product Announcement Blog	50,103	n/a	n/a	0.193%	$3,604	$0.073
2026-08-06	email	#3 Black Seed Oil - Blog	198,126	44.0%	0.82%	0.293%	$28,134	$0.142
2026-08-04	email	#3 BFMD NAD+ Flow - Blog (APPROVED STATES)	106,009	32.3%	0.74%	0.013%	$19,149	$0.181
2026-08-04	sms	[SMS] #3 BFMD NAD+ Flow - Imai Blog (APPROVED STATES)	29,737	n/a	n/a	0.127%	$5,166	$0.177
2026-07-30	sms	[SMS] #4 Black Seed Oil - Parasite Video	50,173	n/a	n/a	0.181%	$3,051	$0.062
2026-07-30	email	#3 Black Seed Oil - Blog	194,536	42.8%	0.72%	0.281%	$23,358	$0.120
2026-07-30	email	#2 BFMD NAD+ Flow - VIP List Email (APPROVED STATES)	106,309	32.7%	0.63%	0.012%	$16,258	$0.153
2026-07-24	sms	[SMS] #1 BFMD NAD+ Flow - Pivot Blog (APPROVED STATES)	30,082	n/a	n/a	0.190%	$3,896	$0.132
2026-07-24	sms	[SMS] #3 Black Seed Oil - (Blog)	50,300	n/a	n/a	0.156%	$4,683	$0.095
2026-07-24	email	#1 BFMD NAD+ Flow - Blog (APPROVED STATES)	106,721	34.7%	0.93%	0.016%	$17,254	$0.162
2026-07-24	email	#3 Black Seed Oil - Blog	192,878	43.9%	1.02%	0.278%	$26,081	$0.135
2026-07-22	sms	[SMS] #11 BFMD NAD+ Flow - Last chance (AFTERNOON) (FLORIDA)	5,701	n/a	n/a	0.321%	$265	$0.047
2026-07-22	email	#11 BFMD NAD+ Flow - Last Chance (FLORIDA) (50% OFF)	18,481	34.0%	1.08%	0.011%	$2,234	$0.121
2026-07-22	sms	[SMS] #11 BFMD NAD+ Flow - Last chance (MORNING) (FLORIDA)	5,766	n/a	n/a	0.600%	$558	$0.098
2026-07-21	sms	[SMS] #10 BFMD NAD+ Flow - Extended (AFTERNOON) (FLORIDA)	5,795	n/a	n/a	0.632%	$502	$0.088
2026-07-20	email	#10 BFMD NAD+ Flow - Extended (FLORIDA) (50% OFF)	18,553	35.7%	1.04%	0.032%	$1,793	$0.097
2026-07-20	sms	[SMS] #10 BFMD NAD+ Flow - Extended (MORNING) (FLORIDA)	5,849	n/a	n/a	0.434%	$32	$0.006
2026-07-17	sms	[SMS] #2 Black Seed Oil - (E-book)	72,686	n/a	n/a	0.165%	$8,408	$0.118
2026-07-17	sms	[SMS] #9 BFMD NAD+ Flow - Launch Day (AFTERNOON) (FLORIDA)	5,674	n/a	n/a	0.502%	$784	$0.140
2026-07-17	sms	[SMS] #9 BFMD NAD+ Flow - Launch Day (MORNING) (FLORIDA)	5,713	n/a	n/a	0.517%	$0	$0.000
2026-07-17	email	#9 BFMD NAD+ Flow - Launch Day (FLORIDA) (50% OFF)	18,277	34.5%	1.14%	0.011%	$2,964	$0.163
2026-07-17	email	#2 Black Seed Oil - E-book	260,194	39.7%	0.83%	0.216%	$35,647	$0.137
2026-07-15	email	#1 Black Seed Oil - Blog	261,099	43.3%	0.96%	0.259%	$32,915	$0.126
2026-07-15	sms	[SMS] #1 Black Seed Oil - Blog	72,980	n/a	n/a	0.197%	$5,806	$0.081
2026-07-10	email	#8 BFMD NAD+ Flow - Launch Friday (FLORIDA)	18,334	32.8%	0.92%	0.005%	$3,348	$0.183
2026-07-09	sms	[SMS] #4 Independence Day Flow - USA Lists (BOGO) (Florida Excluded) (LAST CHANCE) (AFTERNOON))	73,522	n/a	n/a	0.474%	$10,968	$0.152
2026-07-09	sms	[SMS] #4 Independence Day Flow - USA Lists (BOGO) (Florida Excluded) (LAST CHANCE)	73,971	n/a	n/a	0.413%	$7,082	$0.098
2026-07-09	email	#4 Independence Day Flow - BOGO (LAST CHANCE)	260,088	42.7%	0.93%	0.392%	$51,346	$0.198
2026-07-07	sms	(AFTERNOON)) [SMS] #3 Independence Day Flow - USA Lists (BOGO) (Florida Excluded)	75,546	n/a	n/a	0.641%	$14,126	$0.192
2026-07-07	sms	[SMS] #3 Independence Day Flow - USA Lists (BOGO) (Florida Excluded)	76,366	n/a	n/a	1.061%	$6,576	$0.088
2026-07-07	email	#3 Independence Day Flow - BOGO	260,125	43.6%	1.15%	0.461%	$52,897	$0.204
2026-07-03	email	#2 Independence Day Flow - Rest of USA Lists (E-book)	169,661	40.5%	0.69%	0.254%	$16,813	$0.099
2026-07-03	sms	[SMS] #2 Independence Day Flow - Rest of USA Lists (E-book)	46,150	n/a	n/a	0.781%	$3,405	$0.076
2026-07-03	sms	[SMS] #3 BFMD Flow - (Blog) (USA Launch)	40,176	n/a	n/a	0.634%	$7,353	$0.186
2026-07-03	email	#3 BFMD Flow - (Blog) (USA Launch)	103,901	41.5%	0.86%	0.004%	$18,798	$0.181
2026-07-01	sms	[SMS] #1 Independence Day Flow - Rest of USA Lists (Blog)	46,699	n/a	n/a	0.669%	$3,320	$0.073
2026-07-01	email	#1 Independence Day Flow - Rest of USA Lists (Blog)	169,260	43.4%	0.70%	0.261%	$17,688	$0.105
2026-06-30	email	#2 BFMD Flow - (E-book) (USA Launch)	104,413	40.9%	1.03%	0.012%	$18,100	$0.174
2026-06-30	sms	#3 BFMD Flow - (E-book) (USA Launch)	40,859	n/a	n/a	0.731%	$3,842	$0.096
2026-06-26	email	#7 BFMD NAD+ Flow - Bridge Email (E-book) (FLORIDA)	14,713	35.8%	0.90%	0.021%	$2,217	$0.152
2026-06-26	email	#1 bridge email	110	0.9%	0.92%	0.000%	$0	$0.000
2026-06-26	email	#1 BFMD Flow - (Blog) (USA Launch)	260,603	33.4%	0.53%	0.209%	$21,341	$0.082
2026-06-26	email	#1 bridge email	109	0.9%	0.93%	0.000%	$0	$0.000
2026-06-26	email	#1 bridge email	109	0.0%	0.00%	0.000%	$0	$0.000
2026-06-22	email	#5 Father's Day - Last Chance	271,696	43.5%	1.10%	0.358%	$90,940	$0.335
2026-06-19	email	#4 Father's Day -EXTENDED (BOGO)	270,647	38.8%	0.93%	0.207%	$85,341	$0.316
2026-06-17	email	#3 Father's Day - Promo launch (BOGO)	269,586	44.6%	1.37%	0.300%	$114,933	$0.427

Is the buying base growing with the list?

The list and the buyers are two different populations. This panel puts them on the same scale so the difference is visible. Everything is per day, which removes the distortion from month length and from September 2026 being a partial month.

Mailable email list Buyers per day Revenue per day

Indexed to January 2026 = 100. The mailable base is walked back from today's measured 447,623 using each month's net email change, so past months are estimates and only the last point is a measurement.

Mailable list, Jan to Aug

+24.6%

359,260 to 447,623

Buyers per day

+62.4%

786 to 1,276 a day

Revenue per day

+65.7%

$61,002 to $101,096

New customers per day

-24%

472 to 360 a day, Feb to Aug

The list is growing roughly twice as fast as the buying base.

Since January the mailable list is up 24.6% while buyers per day are up 62.4%. Both are growing, so the answer to "are we getting more buyers" is yes, modestly; but the two lines are separating, and every month they separate further the list is worth a little less per name.

Month	Mailable list	Orders / day	Buyers / day	Revenue / day	AOV	Revenue / buyer
Jan 26	359,260	866	786	$61,002	$70.40	$77.65
Feb 26	371,849	998	916	$72,122	$72.27	$78.78
Mar 26	385,409	930	831	$68,374	$73.56	$82.28
Apr 26	405,350	869	780	$61,882	$71.21	$79.29
May 26	417,388	1,040	931	$73,544	$70.72	$78.97
Jun 26	423,640	963	826	$65,790	$68.34	$79.69
Jul 26	433,009	900	727	$61,417	$68.21	$84.52
Aug 26	443,075	956	845	$71,013	$74.32	$84.07
Sep 26 MTD	447,623	1,389	1,276	$101,096	$72.81	$79.23

Why the two lines separate

Splitting orders into first-time and repeat, from Shopify's own customer records, shows where the growth is actually coming from.

Month	Orders / day	First-time customers / day	Repeat / day	First-time share
Feb 26	998	472	526	47.3%
Mar 26	924	443	481	48.0%
Apr 26	872	400	472	45.8%
May 26	1,040	489	551	47.0%
Jun 26	965	372	593	38.5%
Jul 26	903	390	512	43.2%
Aug 26	847	360	487	42.5%

Shopify order records; an order counts as first-time when the customer record was created in the same month. the oldest month is excluded because the scan reached its page limit part-way through it.

New customers are flat to down; repeat is carrying the growth.

First-time customers per day went from 472 in February 2026 to 360 in August 2026, -24%. Repeat orders per day went from 526 to 487, -7%. All of the revenue growth is the existing base buying more often, not more people arriving.

So the list grows on people who do not buy.

The pop-up, the blogs and the identity-resolution tool all add names at a rate the store is not converting into first-time customers. That is not automatically wrong; an email address has option value. But it does mean list growth cannot be read as demand growth, and the gap is the number to watch: if the list keeps compounding at 25% while first-time buyers sit still, revenue per name falls every month.

Do not measure this from Klaviyo.

Counting a buyer as new when their Klaviyo profile was created that month gives a far steeper fall, and it is wrong. The identity-resolution tool has been creating 14,000 to 16,000 Klaviyo profiles a month for anonymous visitors since March, so a genuinely new customer who browsed last month already has a profile and is counted as known. The metric drifts down on its own as coverage grows, whatever acquisition does. Shopify's customer records are not affected, which is why this table is built from them.

Suppression: who we hold back, and why

Every campaign records the audiences it included and the audiences it excluded. Across the 66 email sends in the window the exclusion list is close to identical from send to send, so this is a standing policy rather than a per-send decision.

Held back	ID	Size	Applied to	Category
Opened / Clicked ZERO times, Last 180 days ❌	SViQVD	181,239	29 of 66	Engagement suppression
UPDATED - Opened / Clicked ZERO times, Last 180 days ❌	VVmiST	36,701	13 of 66	Engagement suppression
UPDATED UNENGAGED - Minus Engaged (REMOVE) ❌	VQF5E5	32,864	29 of 66	Engagement suppression
Bounced ❌	TY2G9y	17,187	41 of 66	List hygiene
Spam ❌	X56V6a	13,501	41 of 66	List hygiene
HARD BOUNCES ❌	TfAChL	11,145	41 of 66	List hygiene
BOUNCED - Vincenzo ❌	VeEfY9	1,314	41 of 66	List hygiene
SPAM - Vincenzo ❌	VGE3Vr	1,293	41 of 66	List hygiene
DICKHEADS ❌	WAv2Xp	118	41 of 66	List hygiene
FLAGGED ❌	XXaBCE	118	41 of 66	List hygiene
IMBECILES ❌	QNZcfL	0	41 of 66	List hygiene
Unsubscribed from EMAIL LIST (Exclude from all email campaigns)	Wsufcs	169,709	29 of 66	Unsubscribed
Unsubscribed - Vincenzo ❌	TbKmp8	5,243	41 of 66	Unsubscribed
BFMD — Rest of USA (Jul 2026)	QRKhiA	461,292	8 of 66	Audience targeting
BFMD — Approved Launch States (Jul 2026)	VTSaRh	158,501	13 of 66	Audience targeting
BFMD — Florida Launch (May 2026)	Y6cq5E	26,452	12 of 66	Audience targeting
BFMD — Florida (Shopify Only) May 2026	UEHY4R	19,082	13 of 66	Audience targeting
Black Seed Oil BOGO Qualifier - Aug 12 Buyers	RKGiAV	332	2 of 66	Audience targeting
RE-Subscribed Canceled Subscriptions ❌	VBUpUX	3	13 of 66	Audience targeting

Engagement suppression no open or click in 180 days List hygiene bounced, complained or flagged Unsubscribed legally unmailable, already outside the mailable count Audience targeting send aimed at another region or cohort

The largest send, reconciled

"#5 Father's Day - Last Chance" is the biggest send in the window. Its audience arithmetic is the whole reach gap.

Step	Profiles
Included: CAN RECEIVE EMAILS UVGvCS	447,623
Less: Opened / Clicked ZERO times, Last 180 days SViQVD	−181,239
Survives the engagement cut	266,384
Plus: Opened / Clicked Past 2 Months RK2ZkV, also included	+21,351
Before overlap between the two	287,735
Actually reached	271,696

The gap is the unengaged segment.

447,623 mailable minus 181,239 unengaged is 266,384; adding back the engaged list and removing the 16,039 who appear on both leaves 271,696. The 175,927 difference between mailable and mailed is that suppression, applied on purpose and recorded on the campaign.

What this means for the open rate.

Anyone with no open or click in 180 days is already excluded from these sends, so the falling open rate is not unengaged people dragging an average down; they are not in the denominator. It is moving inside the engaged group, which points at content, frequency or inbox placement rather than list quality.

Housekeeping.

1 of the 8 hygiene lists is empty and is being carried out of habit rather than need. The standing hygiene set is re-selected by hand on every campaign, and 25 of the 66 sends are missing at least one item from it. A saved exclusion preset would remove that risk.

Re-engaging the suppressed pool, and why it did not stick

A re-engagement programme ran out of the backup Klaviyo account from 16 April to 1 June 2026, 18 sends to roughly 73,076 people drawn from the same unengaged pool the stack above holds back. It worked. The handoff did not.

Mailed

73,076

18 sends, 16 April to 1 June 2026

Opened or clicked

7,660

10.5% of the pool came back

Counted as engaged here

816

11% of those recovered

Still suppressed

6,808

89% of those recovered

The recovery is real but invisible to this account.

7,660 people opened or clicked a re-engagement email, which is a 10.5% recovery on a pool everyone had written off. Only 816 of them read as engaged in the main account today. The other 6,808 are still being suppressed from every send.

Why engaging did not release them.

The suppression segment holds someone only while all five of its conditions are true at once. A purchase alone is enough to let them out, and so is a single open or click; nobody has to do anything manually for that to work.

Condition	Window	Does re-engaging in the backup account change it?
Received more than 30 emails	all time	No. Already true and cannot become false.
Opened Email = 0	last 180 days	No. This reads this account's own Opened Email metric. The backup account is a separate Klaviyo account with separate metric ids, so an open recorded there does not exist here at all.
Clicked Email = 0	last 180 days	No, for the same reason.
Placed Order = 0	last 180 days	Yes, if they buy. Orders come from Shopify into this account, so a purchase releases them automatically. This is the one route that works today.
Subscribed to Email Marketing = 0	last 60 days	Only if they re-subscribe through a form.

Measured on both groups, not assumed.

Sampling 120 from each side against the three routes that can release someone: of those who got out, 88% had opened an email in the main account, 32% had placed an order and 21% had clicked. Of those still held, none had done any of the three, which is the segment definition working exactly as written.

So it is a plumbing fault, not a failed campaign.

Those 6,808 people did re-engage. This account never saw it, the 180-day clock never reset, and they stayed suppressed. The ones that got out were released by a main-account open or a purchase, not by the re-engagement being recognised. Worth noting the other way round too: 32% of the released group bought something, and some of those purchases may well have come off the back of a re-engagement email. Nothing in either account can attribute that across the boundary, so it stays an open possibility rather than a claimed win.

6,808 people are recoverable today with no new campaign.

They have already raised their hand once. Two ways to bank it: run the next re-engagement from the main account so the opens count natively, or write a custom event back into this account for everyone who engaged in the backup account and add that event as an exemption on the suppression segment. The second also rescues the people from the April to June run.

Cost of the run, for balance.

927 unsubscribes, 187 spam complaints and 7,796 bounces across the programme. Running it in a separate account is what kept that off the main sending reputation, which is a real argument for keeping it there and fixing the handoff instead of moving the sends.

Skipped sends

A skipped send is a message a flow or campaign decided not to deliver. Klaviyo only began recording the metric on this account in March 2026, so the series starts there.

September 2026 is running at 257,699 skipped sends month to date. April's 535,427 is a genuine outlier rather than a data artifact and predates the SMS migration. The absolute count is in this pack because it was asked for; it is not yet actionable, because Klaviyo's aggregate API does not expose the skip reason. The $attributed_channel dimension is available but populates on only 16% of July's events, so splitting the total by channel from it would understate both sides and is left out deliberately. Breaking the reasons apart into suppression, already received, quiet hours and consent needs an event-level pull, which is to-do #5.

What this pack does not answer yet

Everything above is a number we have. These are the ones #6 implies that still need a build.

Flow entry volume. This pack shows recipients and delivered, not entries. Entry volume is the measure that catches a flow whose trigger stopped matching, and it is not in the values report; it needs the per-flow trigger event counted separately.

Skip reasons. Total skipped sends are here; the split by suppression, already received, quiet hours and consent is not, for the reason given above.

Segment-level send coverage. Which segments receive campaigns, how large each is, and how much of each is engaged versus dead weight. That is to-do #5.

Whether the unengaged suppression is still sized right. The stack shows what is held back and why. What it cannot say is whether the 180-day engagement window is the correct cut today, or whether re-testing a slice of the suppressed group would earn more than it costs in deliverability. That is a test, not a query.

Whether the 11,428 imported affiliate addresses should be mailed at all. They entered as subscribed on a bulk upload rather than by opting in, and they sit in the mailable base today, which affects every rate on this page.

What to do about it

The actions that come out of this pack live on their own page so they can be worked through and ticked off without scrolling this one: bfs-kpi-actions.vercel.app. Three to do this week, four over the next month, and three that need a decision before any work starts.

How this pack is regenerated

Nine pull scripts write JSON, one build script writes this page. Nothing here is hand-entered, so the meeting version is always the live version. The only figures typed in by hand are Postscript's four, which come from their dashboard and are labelled as such.

pull_growth.py gives the twelve-month metric series for both channels via metric-aggregates, one call per metric, monthly interval, Eastern time.

pull_flows.py gives message-level flow performance for the rolling 30 day window and the 30 days before it, cursor-drained, and pulls the archived flows that a plain flow listing hides.

pull_campaigns.py lists sent campaigns on both channels, flags GlockApps seeds by name and drops them, then batches the rest through the values report twenty at a time.

count_lists.py counts real membership of the four lists that matter by draining the relationship endpoint and de-duplicating on profile id.

count_segments.py gives the audience totals by draining the consent segments CAN RECEIVE EMAILSUVGvCS and All SMS SubscribersViLa8z, because consent is not a filterable field on profiles and list membership is not the same thing as consent.

pull_campaign_totals.py and pull_flow_totals.py give the twelve-month revenue totals.

pull_signup_methods.py counts every subscribe event to get the acquisition-source mix, which is the only way to see a bulk import; the aggregate API accepts Method as a grouping but returns it empty.

pull_sms_unsub_reasons.py splits SMS opt-outs into replied-STOP, unsubscribe link, carrier deactivation and system, so a carrier purge is never read as people leaving.

pull_audiences.py and count_exclusions.py read the included and excluded audiences recorded on every campaign and size each one, which is how the suppression stack above is built.

build_kpi_report.py folds all of them into this page, and build_actions.py writes the action list from the same JSON.

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