% Flows Revenue
How much of your revenue keeps arriving in a week when nobody sends anything.
What it means
% Flows Revenue is the share of your revenue earned by automated messages — the ones that fire on their own when a shopper joins your list, leaves a full cart, browses and drifts off, or goes 90 days without ordering. Anything you schedule and send by hand is a campaign and isn't counted here. Earn €18,000 from flows in a €120,000 month and it reads 15%.
Show the math
Formula and a worked example
Automation revenue is every order Klaviyo credits to a triggered message — welcome, abandoned checkout, browse abandonment, post-purchase, win-back — across email and SMS.
Total revenue is Klaviyo's own revenue figure for the period, which sits close to Total Sales without matching it.
Worked example. February does €120,000. Abandoned checkout earns €9,000, welcome earns €5,000, everything else €4,000. % Flows Revenue = 18,000 ÷ 120,000 = 15%.
Credit goes to the last message clicked inside Klaviyo's window. Send a campaign the same day a cart flow fires and the campaign can take a sale the flow was about to close — which is why flow share dips in heavy sending weeks.
It answers the question
If nobody touched Klaviyo for a fortnight, what would still sell? This is the floor under your month, and everything above it depends on somebody being at the desk.
Why it matters
You write a flow once and it keeps selling for months afterwards. That's the closest thing an email programme has to a fixed asset — a member of staff who greets every shopper who picks up a basket, whether or not you're in the shop that day.
Flows also tend to convert better than anything you schedule, because they arrive at the moment of intent instead of at 10am on Thursday. An abandoned checkout email lands while the shopper still has their card out, which is why a small flow programme can out-earn a busy sending calendar.
What good looks like
Your ceiling is set by traffic, not by effort. Flows only fire when someone browses, carts or buys, so a quiet month caps this number no matter how good the writing is. At the top of the band, flows earn more than half of everything % CRM Revenue% CRM RevenueHow much of your sales your own list drives.30% or more is healthy counts. Klaviyo uses its own attribution and its own revenue total, so this won't tie exactly to Total Sales.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Add the second and third cart reminder | One message at 4 hours, one at 24, one at 72, rather than stopping after the first | 2–4 points | 2 weeks | These are your highest-intent shoppers. Over-message them and you lose the people most likely to buy again from you. |
| Fast Extend the welcome flow past the discount | Add two messages about what you make and why, after the code email | 1–3 points | 2–3 weeks | New subscribers stay inside the welcome sequence longer, so they miss the first campaign or two. % Campaigns Revenue dips while this number rises. |
| Slow Build a win-back at 60 and 120 days | Trigger off last order date, segmented by what they bought | 1–2 points, mostly repeat buyers | 6–8 weeks | Win-backs usually need an incentive, and that incentive lands on some customers who were returning anyway. Contribution Margin per order falls. |
| Slow Send more qualified traffic to the site | Flows trigger off behaviour, so more browsing and more carts means more triggered messages | Flow revenue grows without touching an email | 1 quarter | If the traffic is paid, you improved this number using ad spend. Read it beside your acquisition cost, not on its own. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Flow share alone says your automations work. Beside campaign share, it says whether your month depends on somebody remembering to send.
A complete programme
The automated base earns while you sleep and the calendar adds on top of it. Your list is now a channel, not a chore.
One skipped week from a dip
Broadcasts are doing all the work. The revenue is real, but it stops the week someone is ill or on holiday.
Runs itself, capped
Safe but limited. Flows only fire when someone acts, so nothing here reaches the subscribers who aren't browsing this month.
The list is idle
You're paying to acquire subscribers and then leaving them alone. Every order has to be bought again from a platform.
Flows fire off behaviour, so this pair separates a trigger problem from a message problem. Cart To View Rate rising while flow share stays flat means the carts are there and the abandoned checkout flow isn't converting them. Both flat means the fix is on the product page, not in Klaviyo.
Good automations should show up as people coming back. Strong flow revenue with flat Returning Orders means your flows are closing first orders that were already in motion, not winning anyone a second time.
Common misreads
Usually not. A few flows with better timing and fresher content beat a long list of mediocre ones, and extra flows on a small list mostly buy you unsubscribes. Fix the cart and welcome flows first.
Flow revenue decays quietly. A welcome sequence written 2 years ago is still selling products you discontinued and offering a code your margins have outgrown. Review every flow each quarter.
Check your send calendar for the same period. Klaviyo credits the last message clicked, so a heavy campaign week takes sales the flows would otherwise have closed. Look at flow revenue in euros first.
Also called
Automation revenue share · flow revenue % · triggered email share
See yoursYour automated share of revenue for the period, with each flow's Attributed Revenue listed underneath.
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