1. Campaigns Sent — Apr 15-21
Total campaigns this week: 7 · vs prior week 7 · vs MoM (Mar 18-24) 7 · vs YoY (Apr 15-21, 2025) 22 (F&F sale week, not clean comp)
| Date | Campaign | Type / Offer | Recipients | Orders | Revenue | Click Rate |
|---|
| Tue 4/15 | SOKO Exclusive Sets | PROMO 30% | ~255K | 59 | $5,326 | 0.18% |
| Wed 4/16 | Wedding Skin Prep | PROMO 30% | ~255K | 49 | $4,431 | 0.21% |
| Thu 4/17 | Soko Spring Sale Best Sellers | PROMO 30% | ~255K | 76 | $6,809 | 0.27% |
| Fri 4/18 | Anti-Aging Picks ★ top | PROMO 30% | 255,162 | 86 | $9,257 | 0.28% |
| Sat 4/19 | Soko Spring Sale Ends Tomorrow | PROMO 30% | ~255K | 92 | $8,155 | 0.31% |
| Sun 4/20 | Soko Spring Sale Last Chance | PROMO 30% | ~255K | 85 | $7,528 | 0.29% |
| Mon 4/21 | Mother's Day Edit | MERCH no offer | ~255K | 21 | $1,854 | 0.18% |
| — | TOTAL (7 campaigns) | 6 PROMO / 1 MERCH | ~1.79M | 488 | $43,359 | 0.26% avg |
Spring Sale (Apr 10-20) drove 6 of 7 sends. The 3-day sale-close window (4/18-4/20) produced $24,940 = 58% of week's campaign revenue. Anti-Aging Picks (4/18) was the week's top send despite running on a sale day with 30% off — the education-led hook ("Anti-Aging Picks") may have outperformed pure promo subjects.
2. Week over Week — Apr 15-21 vs Apr 9-15
| Metric | Apr 15-21 | Apr 9-15 | WoW |
|---|
| EMAIL BLASTS (Klaviyo Campaigns) |
| Campaigns Sent | 7 | ~7 | flat |
| Recipients (sum) | ~1,785,245 | 1,548,377 | +15.3% |
| Click Rate | 0.26% | 0.32% | -0.06pp |
| Orders | 488 | 613 | -20.4% |
| Revenue | $43,359 | $55,360 | -21.7% |
| AOV | $89 | $90 | -1.4% |
| Rev/Send | $0.0243 | $0.0358 | -32.1% |
| Unsubs | 975 | — | |
| Spam Complaints | 19 | — | |
| EMAIL FLOWS (Klaviyo Flows) |
| Recipients | 9,092 | 7,855 | +15.7% |
| Orders | 78 | 72 | +8.3% |
| Revenue | $6,582 | $6,196 | +6.2% |
| Rev/Send | $0.7239 | $0.7888 | -8.2% |
| SMS BLASTS + FLOWS |
SMS data refresh pending — Attentive CSV not yet pulled for Apr 15-21. Last known (Apr 9-15): SMS Blasts $11,528 / SMS Flows $6,306. |
| EMAIL COMBINED | $49,941 | $61,556 | -18.9% |
Sale tail effect: Apr 15-21 included the final 5 days of Spring Sale (which ran Apr 10-20). Despite slightly higher recipient volume and one extra MERCH send, campaign revenue dropped vs. the prior week's mid-sale strength. Click rate softening (0.26% from 0.32%) is the early signal of sale fatigue.
3. Flow Performance — Apr 15-21
| Flow | Recipients | Orders | Revenue | Status |
|---|
| Abandoned Checkout | — | 26 | $2,102 | Healthy |
| Customer Winback | — | 15 | $1,509 | Healthy |
| Welcome Series | — | 19 | $1,394 | Healthy |
| Browse Abandonment | — | 10 | $1,029 | Healthy (just fixed 4/22) |
| Abandoned Cart | — | 5 | $344 | Recovering |
| Okendo Review Request | — | 2 | $166 | Live |
| Repurchase 1x | — | 1 | $39 | Broken |
| Repurchase 2x | — | 0 | $0 | Broken |
| Repurchase 3x | — | 0 | $0 | Broken |
| Post Purchase Recs | — | 0 | $0 | Broken |
| Okendo Loyalty Welcome | 17 | 0 | $0 | New (low volume) |
| TOTAL | 9,092 | 78 | $6,582 | 13.2% of Klaviyo rev |
Repurchase flows generated $39 across 3 stages. Audit scheduled for week of 5/19-5/21 (per 30D plan). Broken trigger logic likely the cause; thousands of eligible profiles are not converting.
4. List Health — Apr 15-21
| Metric | This Week | MoM (Mar 18-24) | Δ |
|---|
| Form Views | 13,565 | — | |
| Form Submissions | 115 | — | |
| Popup Conversion | 0.85% | — | |
| New Email Subscribers | 773 | 793 | -2.5% |
| Unsubscribed | 1,311 | 1,319 | -0.6% |
| NET CHANGE | -538 | -526 | slightly worse |
List growth bleed continues. Popup conversion at 0.85% vs 3-5% benchmark. Diagnostic in 30D plan (week of 5/8-5/14) — auditing trigger timing, mobile UX, offer.
5. Insights & Wins
WIN
Spring Sale closed strong. The final 3 sale days (4/18-4/20) generated $24,940 = 58% of the week's campaign revenue, confirming the urgency-led close pattern. Memorial Day Sale (5/15-5/26) should mirror this with a Day-7+ urgency push.
SIGNAL
Education hook outperformed pure promo on a sale day. Anti-Aging Picks (4/18) topped the week at $9,257 with 0.28% CTR. Subject line led with the category education angle, not the discount. This supports April Test 2 hypothesis (education-led beats promo-forward on click rate) and informs Memorial Day intender fan-out copy decisions.
RISK
Click rate softening into sale tail. 0.26% this week vs 0.32% prior week despite +15% volume. Healthy sale fatigue, but watch for compound effect when Memorial Day Sale opens 5/15 — recommend rest days 5/13 (Trending) and 5/14 (teaser) before the open send to refresh engagement.
WIN
Flow revenue recovering post-fix. Browse Abandonment + Abandoned Checkout + Customer Winback drove $4,640 = 71% of flow revenue. Browse Abandonment back online after the 4/22 fix (event data references corrected). Reentry block 21d → 7d still pending Tina approval.
RISK
Repurchase flow stack still dead. $39 across 1x/2x/3x combined. Audit scheduled 5/19-5/21 with rework brief output for Phase 2 (60D). Until then, expect flow revenue stuck at ~13% of Klaviyo total vs 25% benchmark.
SIGNAL
List bleed compounded. -538 net this week, -526 last month same period. Three+ consecutive months of negative growth. Master plan reframes list growth as a paid/TOF outcome — but lifecycle-side popup audit due week of 5/8 should at minimum stop the bleed before Memorial Day Sale.
6. Recommendations & Tests — When to Slot
Each test below has a dated slot in the May calendar with an Asana parent task already created. Builds run on the progressive lead-time ramp (2 days → 1 week → 2 weeks).
Test 1: Education-led subject lines (continuation of April Test 2)
Hypothesis: Ingredient/outcome-led subjects beat promo-forward on click rate. Anti-Aging Picks 4/18 result is preliminary support.
Slots: 5/13 Trending Now · 5/27 National Sunscreen Day · 5/28 Next-Gen Skin Repair
Loaded
Test 2: Memorial Day sale-open hero (custom vs template)
Hypothesis: Custom hero on sale OPEN drives higher first-day RPR than template. Validates the "5 key moments deserve custom design" rule from the playbook.
Slot: 5/15 Memorial Day Sale Opens (KEY MOMENT)
5/15 send
Test 3: Mini/travel intender fan-out
Hypothesis: Travel-sized intender fan-out drives higher RPR than generic sale-day send. Validates fan-out at scale during the 12-day sale window.
Slot: 5/17 Mini & Travel Sizes (4 intender variants)
5/17 send
Test 4: VIP early access timing
Hypothesis: Day-before VIP early access drives higher VIP conversion than day-of. Sets baseline for all future loyalty pushes.
Slot: 5/12 VIP Memorial Day Early Access — pending Tina to confirm window
Pending
Test 5: SMS vs MMS on KEY MOMENT sends
Hypothesis: MMS hero image lifts conversion enough to justify 4x cost ($0.0175 vs $0.004 / segment) on KEY MOMENT sends. Test on sale open and final hours.
Slots: 5/15 Sale Opens SMS · 5/26 Final Hours SMS
Decide by 5/8
Test 6: Repurchase flow rework
Audit lands week of 5/19. Once rework drafted, A/B test new trigger window + product recs against current logic.
Slot: Rework brief 5/22 · Live test target Phase 2 (60D, ~mid-June)
Phase 2
Test 7: Popup A/B (mobile UX + offer)
Diagnose list bleed. Hypothesis: shorter form + clearer offer drives popup conversion from 0.85% toward 3% benchmark.
Slot: Diagnostic week of 5/8 · Test live target 6/1+
Phase 2