What is revenue per recipient and why does it matter?
Revenue per recipient is attributed revenue divided by recipients. It lets you compare emails and flows fairly regardless of how many people received them.
It combines list size, engagement and conversion in one number. Use it to decide which flows to scale and which campaigns to cut.
Pair it with attributed revenue and repeat purchase rate for the full picture.
In practice.
A flow sent to two hundred people earns less in total than a campaign sent to ten thousand, but earns more per recipient. The store builds more flows of that kind.
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