RPR table
Pinecrest Coffee, 2026-09-01 to 2026-09-30, conversion metric Placed Order, email only. Rule: RPR = attributed revenue / delivered; Klaviyo says it divides revenue "by the number of successful deliveries". Computed by script at full precision, shown to 2 decimals; change = row RPR minus its type RPR, from the shown values.
| Row | Name | Type | Delivered | Attributed revenue | RPR | Change vs type RPR |
|---|---|---|---|---|---|---|
| R1 | Welcome Series | flow | 3,200 | $4,480.00 | $1.40 | +0.03 |
| R2 | Abandoned Cart | flow | 1,850 | $5,365.00 | $2.90 | +1.53 |
| R3 | Post Purchase | flow | 2,700 | $810.00 | $0.30 | -1.07 |
| R4 | Sept 5 New Roast | campaign | 21,000 | $3,150.00 | $0.15 | -0.03 |
| R5 | Sept 19 Brew Guide | campaign | 20,400 | $1,020.00 | $0.05 | -0.13 |
| R6 | Sept 26 Flash Sale | campaign | 19,800 | $6,930.00 | $0.35 | +0.17 |
Totals by type
Rule: type RPR = sum of revenue / sum of delivered for that type, not an average of row RPRs.
| Type | Delivered | Attributed revenue | RPR |
|---|---|---|---|
| flow | 7,750 | $10,655.00 | $1.37 |
| campaign | 61,200 | $11,100.00 | $0.18 |
| All rows | 68,950 | $21,755.00 | $0.32 |
Every row uses Placed Order, in line with Klaviyo's guidance: "Use the same revenue metric when comparing".
Ranking
| Rank | Row | Name | RPR |
|---|---|---|---|
| 1 | R2 | Abandoned Cart | $2.90 |
| 2 | R1 | Welcome Series | $1.40 |
| 3 | R6 | Sept 26 Flash Sale | $0.35 |
| 4 | R3 | Post Purchase | $0.30 |
| 5 | R4 | Sept 5 New Roast | $0.15 |
| 6 | R5 | Sept 19 Brew Guide | $0.05 |
Tests
The three lowest RPR rows at or above the volume cut in the table. The cut is my own choice, so small rows are not over read.
| Test | Row | Name | Delivered | Volume cut (min delivered) | RPR | Idea | Metric to read |
|---|---|---|---|---|---|---|---|
| 1 | R5 | Sept 19 Brew Guide | 20,400 | 2,000 | $0.05 | Test a different main content block or call to action | RPR on Placed Order |
| 2 | R4 | Sept 5 New Roast | 21,000 | 2,000 | $0.15 | Test adding a product recommendation block | RPR on Placed Order |
| 3 | R3 | Post Purchase | 2,700 | 2,000 | $0.30 | Test a different subject line and offer framing | RPR on Placed Order |
Rows below the cut: R2. These are tests to run, not predictions. R6 Sept 26 Flash Sale has the highest campaign RPR, but I have no data on its discount or margin, so I do not suggest copying it (question 1).
Questions for you
- What was the R6 Sept 26 Flash Sale discount? A high RPR with a discount can still mean lower margin.
- Do you want SMS included? Send it as separate rows with the same conversion metric; I keep email and SMS apart.
Needs your decision
- Any flow or campaign change from these tests waits for your approval.