You've implemented a CRM strategy on Klaviyo. Flows are running, campaigns are being sent. But how do you know if it's really working? This is where CRM KPIs come in—key performance indicators that allow you to manage your customer relationships based on data rather than instinct.
Here are the most important indicators to track, organized by theme, along with market benchmarks to help you gauge your performance.
Why CRM KPIs are essential
A CRM without tracking indicators is like an engine without a dashboard. You're moving forward, but you don't know in which direction or at what speed.
CRM KPIs serve several concrete purposes: identifying what works to amplify it, spotting problems before they become serious, making data-driven decisions rather than intuitive ones, and measuring the impact of each action on customer relationships and revenue.
The golden rule: don't track everything. Choose 5 to 7 truly relevant indicators for your business and monitor them regularly. Too many KPIs can be as ineffective as none at all.
Email marketing KPIs to track on Klaviyo
This is the first level of measurement on Klaviyo. These indicators measure the direct performance of your communications.
Open rate
This is the percentage of delivered emails that were opened. It measures the attractiveness of your subject lines and the trust your subscribers place in you.
Formula: (opened emails / delivered emails) x 100
2025 Benchmarks according to Klaviyo data: for standard campaigns, aim for above 30-40%. For automated flows, top-performing accounts achieve 48-65%. Below 20%, there's a problem that needs fixing, whether it's with subject lines, segmentation, or deliverability.
Click-through rate (CTR)
The click-through rate is often more telling than the open rate. An opened but unclicked email is one that failed to convince. This KPI truly measures the effectiveness of your content and call to action.
Formula: (unique clicks / delivered emails) x 100
Benchmarks: aim for above 1.5-2% for campaigns. Below 0.5%, the content or subject lines need urgent revision.
Revenue per recipient (RPR)
This is the most important financial indicator of your email strategy. It measures how much revenue each sent email generates on average.
Formula: attributed revenue / number of recipients
According to the Klaviyo 2025 report, automated flows generate on average 18 times more revenue per recipient than classic campaigns. For abandoned cart flows, the average is 2.82 euros per recipient, with the top 10% performing at 24.95 euros. For welcome flows, the average is 2.35 euros, compared to 20.92 euros for the best accounts.
These discrepancies are significant. They illustrate how optimizing flows can radically change your email revenue.
Unsubscribe rate
This is the alarm bell for your CRM strategy. When the unsubscribe rate climbs, it means your emails aren't providing enough value, you're sending too often, or you're not sending at the right time.
Formula: (unsubscribes / delivered emails) x 100
Benchmarks: stay below 0.35% for campaigns and below 0.2% for flows. Above that, it's a sign that something needs to change.
Hard bounce and soft bounce rates
These indicators measure the health of your list and your sender reputation. A hard bounce rate above 0.4% is a serious problem. A spam complaint rate above 0.1% is also problematic.
Share of email revenue in total revenue
This is the macro KPI for your email strategy. On average, a well-structured e-commerce brand generates between 30% and 45% of its revenue through email. Below 25%, there is clear room for improvement. Above 50%, it might indicate that other acquisition channels are underdeveloped.
Customer loyalty and retention KPIs
These indicators measure the health of your long-term customer relationships. This is where a CRM strategy shows its true value.
Customer Lifetime Value (CLV)
CLV, or Customer Lifetime Value, measures the total revenue a customer generates throughout their relationship with your brand. It's one of the most strategic KPIs because it directly links the quality of your CRM to your profitability.
Formula: average order value x purchase frequency x relationship duration
A common goal: CLV should be at least 3 times higher than your customer acquisition cost. Below that, your business model is under pressure. If your CLV stagnates while your email ROI is positive, it often signals that your lists are too broad and not segmented enough.
Repurchase rate
The repurchase rate measures the proportion of your customers who have placed a second order within a given period. It's a direct indicator of loyalty and satisfaction.
Formula: (customers who repurchased / active customers) x 100
In e-commerce, a healthy repurchase rate is generally between 25% and 40%. Below that, your post-purchase flow and retention strategy need to be re-evaluated.
Churn rate
The churn rate measures the percentage of lost customers over a given period. It's the opposite of retention. High churn always reveals something: a perceived drop in quality, overly high prices, insufficient customer support, or excessive marketing pressure.
Formula: (lost customers in the period / active customers at the beginning of the period) x 100
According to the Loyoly Industry Report 2025, the main causes of churn in e-commerce are a perceived decrease in quality (72% of respondents), price increases (57%), excessively high shipping costs (39%), and unresponsive customer support (33%). In other words, churn is never random. It precisely indicates where your experience is failing.
Customer retention rate
This is the positive side of churn. The retention rate measures the proportion of customers who remain active from one period to the next.
Formula: (customers at end of period, excluding new / customers at beginning of period) x 100
Retaining customers costs 5 to 25 times less than acquiring them. That's why the retention rate is one of the most profitable KPIs to work on. Every point of progress on this indicator has a direct impact on your overall profitability.
Purchase frequency
Purchase frequency measures the average number of orders per customer over a given period. It complements the repurchase rate and helps identify whether your customers return often or only occasionally.
Formula: (total number of orders in the period / total number of customers in the period)
KPIs to monitor for list quality
List growth
Is the number of active subscribers moving in the right direction? How many subscribers join each month via your pop-up? How many leave through unsubscribes and inactive profile deletions? A stagnant or declining list, despite acquisition efforts, often signals a deliverability problem or an excessively high unsubscribe rate.
Pop-up conversion rate
This is the gateway to your list. A healthy pop-up conversion rate is between 5% and 10%. Below 3%, the offer, design, or timing of appearance need to be reviewed.
Deliverability score
Klaviyo provides an overall deliverability score for your account. It should remain above 80. Below that, your ability to reach inboxes is compromised, and everything else loses effectiveness.
How to organize KPI tracking
Regularity takes precedence over exhaustiveness. Here's a tracking rhythm that works in practice.
Weekly: open rate, click-through rate, unsubscribe rate, and bounces. These are the quickest signals to detect and correct.
Monthly: share of email revenue in total revenue, flows/campaigns breakdown, RPR per flow, list growth, pop-up conversion rate.
Quarterly: CLV, repurchase rate, churn rate, retention rate. These indicators evolve slowly and warrant in-depth analysis.
What The Modern Letter does to manage your CRM KPIs
At The Modern Letter, every engagement begins with defining the most relevant KPIs for your brand, followed by structured monthly monitoring. Because a CRM without reporting is an investment whose profitability you can never truly assess.
We examine the right figures, identify underperforming areas, and adjust. Month after month. This is how we advance an email strategy long-term.
