15 questions to ask your email data every month
A monthly checklist for Shopify brands on Klaviyo: what earned, what to sell, who to send it to, and whether your emails are reaching the inbox.
The Wizel Team
Email marketing strategist · · 2 min read
On this page
Email reports can bury you in numbers. Most months, a handful of answers is enough to decide what to send next. These fifteen questions are the ones Wizel's chat is built to answer, grouped by the decision each one helps you make.
15 questions
worth asking every month, from what earned to what to send next
What earned
- Which campaigns made the most money per recipient? Rank by revenue per recipient, so big sends don't win on size alone.
- Which flows earn the most, and which are missing? A missing flow earns nothing.
- How much of my revenue came from email, and is that share rising? Keep your attribution settings fixed so the comparison holds.
- How does this month compare with the same month last year? Year-over-year comparisons account for the season.
What to sell
- Which products sell best through email, and which only sell on discount?
- Which product categories earn the most, and which get too few sends?
- Which products are bought together? Those pairs make good bundles and post-purchase suggestions.
Who to send it to
- How are my customers spread across RFM groups, and who's moving into “at risk”?
- Which first products bring customers back?
- How long do customers take to place a second order?
- Are my customers waiting for discounts?
Whether it's reaching people
- Is my spam complaint rate under 0.1%?
- Which signup forms bring in subscribers who buy?
- If you run several stores: which ones are missing flows or slipping on list health?
What to do next
The fifteenth question pulls the rest together: given all of this, what are the two or three biggest opportunities this month? Pick those, act on them, and ask again next month.
You don't need to answer all fifteen every month. Pick the three that match this month's goal and act on what you find.
Each question has its own guide on this blog. Start with the ones linked below.
Ask them in Wizel
Every question on this list can be typed into the Wizel chat once Klaviyo is connected. It answers from your own store's data, and it can turn an answer into a planned email on your calendar.
Frequently asked questions
How often should I review my email performance?
Monthly for strategy, with a quick weekly look at list health and at any flow that stopped triggering. A month gives enough data to see patterns without reacting to noise.
Which email metric matters most?
Revenue per recipient for deciding what works, and spam complaint rate for protecting what you have. Opens matter least now that Apple Mail Privacy Protection inflates them.
Do I need a data analyst to answer these questions?
No. Klaviyo's own reports answer several of them, and Wizel's chat answers the rest from your connected data in plain words.
