Shopify daily orders
Every Klaviyo campaign sent in August 2026 against the same window in 2025, plus what is still booked for the rest of the month. Like-for-like windows are 1-23 August in both years so the comparison is fair.
Shopify daily orders
Email is doing more sending for less return. In the same 19 days you mailed +85.0% more people than last August across 8 campaigns instead of 5, and campaign revenue came in £22,782 against £24,158 last year, -5.7%. Per person mailed that is £0.187 versus £0.367, a -49.0% drop. The flows more than cover it, £30,156 against £14,366, so total Klaviyo revenue is actually up +37.4% to £52,937. The live issue is the tail: last year the final 3 sends of August produced £10,784, and this year the calendar is completely empty from here to month end, while the SUMMER sale is still running with no closing date announced.
Campaign email only. Same 19-day window in both years.
Revenue is Klaviyo attributed against the Placed Order metric, on Klaviyo's default attribution window. Both years pulled on the same basis so the comparison holds even if the absolute numbers differ from Shopify.
Every send in August, both years. Circle size is revenue. Cyan is a sale send, blue is a content or brand send. The red block is calendar with nothing in it.
Swipe the chart sideways for the full month
The sale opened on 8 August and closed on 27 August. It was bookended: a launch email, then content through the middle, then a "Final Hours to Save 15%" send on 25 August that did £8,460 on its own, plus a resend the next day. August finished with a brand story on the 29th.
The sale opened 1 August, a week earlier, got a reminder on 10 August, and has had no closing email at all. The SUMMER code was still being redeemed on 23 August, day 23 of the sale, on 597 uses. From 24 August the calendar is empty.
1-23 August 2026, in send order.
| Sent | Campaign / subject line | Type | Recipients | Open | Click | Unsub | Orders | Revenue | £ / recip |
|---|---|---|---|---|---|---|---|---|---|
| 01 Aug | Summer Sale 1 - Now Live Our Summer Sale is Now Live! |
Sale | 18,504 | 48.9% | 3.18% | 49 | 44 | £10,857 | £0.587 |
| 06 Aug | Little H&H Socials Launch We've Been Keeping a Secret...🤫 |
Content | 4,985 | 66.9% | 6.91% | 32 | 10 | £2,020 | £0.405 |
| 10 Aug | Summer Sale 2 - Reminder A little something off 🌱 |
Sale | 18,451 | 48.1% | 1.94% | 35 | 37 | £4,209 | £0.228 |
| 13 Aug | Interiors - Beanbag Highlight (clone) The Best Seat in The House ✨ |
Content | 19,126 | 45.9% | 0.59% | 52 | 6 | £729 | £0.038 |
| 14 Aug | New Cowhides July 2025 (clone) One of a Kind Cowhides 🍃 |
Content | 398 | 50.9% | 3.31% | 0 | 0 | £0 | £0.000 |
| 16 Aug | Interiors - Cushion Edit (clone) The Cushion Edit: Elevate Your Everyday Comfort |
Content | 22,378 | 45.3% | 1.01% | 69 | 15 | £1,950 | £0.087 |
| 19 Aug | 3 Ways to Style Rug in Living room 3 Ways to Style A Sheepskin Rug |
Content | 19,324 | 47.6% | 0.98% | 61 | 15 | £2,280 | £0.118 |
| 23 Aug | Venetian Pantry SLS Bringing Home into Hosting |
Content | 18,605 | 37.9% | 0.60% | 45 | 4 | £738 | £0.040 |
| Total, 8 sends | 121,771 | 46.5% | 1.60% | 343 | 131 | £22,782 | £0.187 | ||
Swipe the table sideways for the full set of columns
All of August 2025. The highlighted rows are the tail this year has no equivalent for.
| Sent | Campaign / subject line | Type | Recipients | Open | Click | Unsub | Orders | Revenue | £ / recip |
|---|---|---|---|---|---|---|---|---|---|
| 06 Aug | Interiors - Beanbag Highlight NEW Beanbags ✨ The Best Seat in The House |
Content | 15,740 | 49.7% | 1.57% | 110 | 12 | £3,350 | £0.213 |
| 08 Aug | Summer Sale 2025 We Only Do this Once a Year 🤍 |
Sale | 15,566 | 49.0% | 3.75% | 81 | 60 | £8,898 | £0.572 |
| 11 Aug | Interiors - New Cowhides July 2025 One of a Kind Cowhides 🍃 |
Content | 3,059 | 53.1% | 2.39% | 15 | 6 | £2,288 | £0.748 |
| 12 Aug | H9 Competition A Home Refresh with House Nine Design x Hyde & Hare |
Content | 15,754 | 49.5% | 1.50% | 110 | 17 | £4,436 | £0.282 |
| 15 Aug | Interiors - New Rarebreeds July 2025 A Rare Arrival | 50 New Sheepskin Rugs ✨ |
Content | 15,687 | 51.4% | 2.48% | 75 | 30 | £5,186 | £0.331 |
| 25 Aug | Summer Sale 2025 final hours Final Hours to Save 15% |
Sale | 15,764 | 49.4% | 1.59% | 88 | 40 | £8,460 | £0.537 |
| 26 Aug | Summer Sale 2025 final hours V2 Final Hours to Save 15% |
Sale | 9,132 | 19.0% | 0.87% | 30 | 5 | £722 | £0.079 |
| 29 Aug | Greenhouse Dinner A Slow Summer Supper in the Cotswolds ☀️ |
Content | 16,414 | 50.6% | 0.98% | 83 | 13 | £1,601 | £0.098 |
| Total, 8 sends | 107,116 | 47.4% | 1.89% | 592 | 183 | £34,942 | £0.326 | ||
Swipe the table sideways for the full set of columns
Highlighted rows sent on or after 24 August, the window this year has left empty. They were worth £10,784 between them.
Three things explain almost all of the campaign revenue gap.
Last year the sale ran 20 days and ended with a deadline. "Final Hours to Save 15%" on 25 August produced £8,460 and 40 orders, the second-best email of the month behind the launch, and drove the two biggest order days of the whole back half (44 and 48 orders on 25 and 26 August).
This year the sale opened a week earlier, on 1 August, got one reminder on the 10th, and has run 23 days and counting with no end date communicated, on 597 code uses. A sale with no deadline stops being a reason to buy today.
The list is bigger, which is good, but the broad content sends are going out near-unsegmented. The 3 interiors and styling sends this month went to 60,828 people combined and returned £4,959, or £0.082 per recipient, on click rates of 0.59%, 1.01%, 0.98%.
Compare that to the two sends that were aimed at someone specific: the Little H&H launch to a single 4,985-person segment took a 66.7% open and 6.89% click, and the 398-person cowhide send took 50.6% open and 3.31% click. The audience is there, the broad sends are just not earning the reach.
Flow revenue is £30,156 against £14,366 last year, +109.9%, and on the surface that is the one clear win of the month. It is not. All of the gain is volume, and both efficiency measures went backwards.
Flow enrolments went from 2,244 to 5,536, +146.7%, because the account went from 9 active flows to 26. Per person enrolled, revenue fell from £6.40 to £5.45, -14.9%. Orders per person are down -6.7% and AOV is down -8.8%. More people through weaker flows nets out positive, but the flows themselves converted worse than last August.
Flow revenue nearly doubled, so the fair question is whether the flows got better or simply got bigger. Splitting the change into volume and efficiency answers it: it is volume, and efficiency went backwards on both measures.
Read it as: enrolling 3,292 more people at last year's efficiency would have been worth £21,076. Efficiency then gave back £5,286 of that, £2,380 from a weaker conversion rate and £2,906 from a lower average order value. Net £15,790.
6 of the account's core flows exist twice, both live: the original built in 2021-22 and an "Unveild" rebuild. 5 flows created 10-13 Oct 2025, 1 pair created 31 Jul 2026. That is 12 of 28 live flows sitting in duplicate pairs, covering the highest-value triggers in the account: Welcome, Abandoned Checkout, Abandoned Cart Reminder, and Browse Abandonment on both Interiors and Fashion.
Both halves of each pair are sending and both are earning revenue, so this is not a dormant leftover. Two consequences. Subscribers hitting one of those triggers can receive two parallel sequences, which is the most plausible reason conversion per person fell while volume rose. And because Klaviyo attributes an order to any flow the buyer engaged with inside the window, revenue on duplicated triggers can be claimed by both flows, so the £30,156 headline should be treated as an upper bound rather than a clean number.
Method: people counts come from Klaviyo metric-aggregates on Received Email, grouped by flow, so a profile is counted once per flow it was enrolled in. That is flow enrolments rather than distinct humans, and it is the correct denominator here because a person in two flows genuinely consumed two flows' worth of sends. Revenue, orders and AOV come from the flow values report on the Placed Order metric. Both years pulled identically.
ShopifyContext, so the email numbers are not read in isolation. Daily order value, 2025 in grey against 2026 in blue.
Swipe the chart sideways for the full month
1-23 August: £144,968 across 841 orders this year, against £106,789 across 666 orders last year, +35.8%. The store is well ahead. Last year's 24-31 August then added a further £28,683 on 187 orders, 48.6% of it on the two sale-close days alone. Order value is Shopify current total including tax and shipping, net of cancellations.
Re-checked live in Klaviyo on 24 August. The answer is still nothing.
| Date | Campaign | Subject | Result | Status |
|---|---|---|---|---|
| Sun 23 Aug Sun 09:00 |
Venetian Pantry SLS Slow Living Stories, episode 4 |
Bringing Home into Hosting With Venetian Pantry | Slow Living Stories Episode 4 |
18,605 recipients 37.9% open, 0.60% click 4 orders, £738 |
Sent |
| 24-31 Aug | Nothing booked. Eight days, including the bank holiday weekend, with no campaign scheduled, no drafts and no SMS in the account. | Empty | ||
The Venetian Pantry send slipped from Saturday to Sunday and is the weakest email of the month on every measure: the lowest open rate of either August at 37.9%, against a 46.5% month average, and £0.040 per recipient. Last year the same 24-31 August window carried 3 sends worth £10,784 in email revenue and the two strongest order days of the second half of the month.
In priority order. A week of August left, so all of this is a this-week job.