What share of ecommerce revenue should come from email?
There is no fixed target. The share varies with the business, how revenue is attributed and how much other marketing you run. Measure your own share and watch how it moves, ideally alongside a holdout test.
Attributed email revenue depends on attribution windows and can overlap with other channels. Treat it as a guide, not a precise number.
A better question is whether email adds orders that would not happen without it. A holdout group can estimate that.
In practice.
A store notes that its email-attributed share rose after launching flows. To check that it is real, it holds back a small group from a campaign and compares their orders with those who received it.
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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