Klaviyo Metric
Email Marketing
Repeat Purchase Rate = (Email-Engaged Customers with 2+ Purchases / Total Email-Engaged Customers) x 100
Repeat purchase rate from email measures the percentage of Klaviyo email-engaged customers who make a second or subsequent purchase within a defined period. It quantifies how effectively your email programme drives purchase frequency and customer retention beyond the initial transaction.
KlaviyoEmail MarketingRepeat Purchase Rate (Email)
Repeat purchase rate from email measures the percentage of Klaviyo email-engaged customers who make a second or subsequent purchase within a defined period. It quantifies how effectively your email programme drives purchase frequency and customer retention beyond the initial transaction.
How to calculate repeat purchase rate (email)
Why repeat purchase rate (email) matters for Klaviyo users
Acquiring a customer is expensive. Converting them into a repeat buyer is where profitability begins. Email is the primary tool for driving repeat purchases in e-commerce, and measuring its effectiveness at this specific task reveals whether your post-purchase programme justifies its investment.
Mapping repeat purchase rate into your metric tree connects post-purchase email engagement to customer lifetime value. Correlations show which post-purchase flows, timing patterns, and content types most effectively convert one-time buyers into repeat customers.
Understand and act on repeat purchase rate (email) with KPI Tree
KPI Tree connects purchase and email engagement data from your warehouse. Track repeat purchase rates for email-engaged customers versus non-engaged customers.
Assign RACI ownership to your retention marketing lead. Set alerts when repeat purchase rates decline and track post-purchase flow optimisation against their impact on purchase frequency.
Get started with your Klaviyo data
MCPPull metrics from Klaviyo directly through the Model Context Protocol.
Connect your existing warehouse where Klaviyo data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Klaviyo metrics
Customer Lifetime Value (Email)
Email MarketingMetric Definition
Email LTV = Average Email-Attributed Revenue per Customer x Average Customer Lifespan
Customer lifetime value from email measures the total revenue generated over the full customer relationship that is attributable to Klaviyo email and SMS engagement. It connects email programme investment to long-term customer value, providing the ultimate measure of retention marketing effectiveness.
Cross-Sell Email Effectiveness
Email MarketingMetric Definition
Cross-sell email effectiveness measures how successfully Klaviyo cross-sell and product recommendation emails drive additional purchases. It evaluates whether personalised product suggestions in post-purchase flows and campaigns generate incremental revenue beyond what customers would have purchased organically.
Flow Conversion Rate
Email MarketingMetric Definition
Flow Conversion Rate = (Flow Conversions / Flow Recipients) x 100
Flow conversion rate measures the percentage of recipients who enter a Klaviyo automated flow and subsequently complete the desired conversion action - such as a purchase, signup, or re-engagement. It quantifies how effectively your automated sequences drive their intended outcomes.
Email Revenue Attribution
Email MarketingMetric Definition
Email revenue attribution measures the total revenue attributed to Klaviyo email and SMS campaigns and flows within a defined attribution window. It quantifies the direct revenue contribution of your email programme and tracks how that contribution changes over time.
Email Engagement Scoring
Email MarketingMetric Definition
Email engagement scoring assigns a composite score to each Klaviyo subscriber based on their open, click, purchase, and recency patterns. It provides a unified view of subscriber engagement that goes beyond any single metric to identify highly engaged, at-risk, and disengaged subscribers.
All Klaviyo metrics
Abandoned Cart Recovery RateCampaign Performance ComparisonClick-Through RateCoupon Redemption RateCross-Sell Email EffectivenessCustomer Journey Flow AnalysisCustomer Lifetime Value (Email)Email Attribution AnalysisEmail Deliverability RateEmail Engagement Cohort AnalysisEmail Engagement ScoringEmail Frequency OptimisationEmail List Health ScoreEmail Open RateEmail Revenue AttributionEmail ROIEvent-Triggered Flow PerformanceFlow Conversion RateForm Conversion RateList Growth RateProfile Enrichment RateSegment Performance AnalysisTemplate Performance OptimisationUnsubscribe RateEmpower your team to understand and act on Klaviyo data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
