47 binary checks across 6 email flows. Audit your Shopify email program in 30 minutes and find every dollar you're leaving on the table.
Pull up your Klaviyo account. Open this checklist. Go section by section. A check means the item is live and performing at or above benchmark. No check means there's a gap — and every gap has a dollar value attached to it.
What you're looking for: Flows that don't exist, flows that exist but haven't been optimized since last year, segments that are stale, and timing delays that are bleeding revenue. Most Shopify stores are missing 2–3 of these 6 flows entirely. The ones that exist are usually running on default Klaviyo templates that convert at half the rate of purpose-built sequences.
The 30-minute breakdown: List Health (5 min) → Welcome Series (5 min) → Abandoned Cart (5 min) → Post-Purchase (5 min) → Browse Abandonment (5 min) → Winback (5 min). At the end you'll know exactly which flows are broken and what fixing them is worth to your store.
A degraded list drags every metric down. Start here — bad deliverability makes your other flows invisible.
Your highest-leverage flow. New subscribers are at peak interest. Most Welcome Series dramatically underperform.
The closest thing to free money in email. These subscribers want to buy. Make it easy to come back.
Your second-purchase rate is the single most important driver of LTV. Post-purchase is where it's won or lost.
The most under-utilized flow in Klaviyo. Lower intent than cart, but far higher volume — total revenue often exceeds abandoned cart.
Recovering a lapsed customer costs 5x less than acquiring a new one. Most brands let these people disappear.
These benchmarks reflect mid-market Shopify DTC brands ($500K–$5M ARR) sending primarily through Klaviyo. Use them as targets during your audit. Numbers sourced from Forge's client base + Klaviyo's 2025 benchmarks report.
| Vertical | Open Rate | Click Rate | Revenue / Recipient | Flow Attribution % |
|---|---|---|---|---|
| Jewelry / Accessories | 49.2% | 4.1% | $4.80 | 18–24% |
| Apparel / Fashion | 44.7% | 3.6% | $3.20 | 14–20% |
| Skincare / Beauty | 51.3% | 4.8% | $5.40 | 20–28% |
| Wellness / Supplements | 46.1% | 3.9% | $3.90 | 16–22% |
| Home Goods / Decor | 42.8% | 3.2% | $2.80 | 12–18% |
| Vertical | Open Rate | Click Rate | Recovery Rate | Revenue / Recipient |
|---|---|---|---|---|
| Jewelry / Accessories | 38.4% | 8.2% | 14.1% | $7.20 |
| Apparel / Fashion | 33.9% | 6.4% | 9.8% | $5.10 |
| Skincare / Beauty | 36.7% | 7.1% | 12.3% | $6.40 |
| Wellness / Supplements | 31.2% | 5.8% | 8.9% | $4.80 |
| Home Goods / Decor | 29.8% | 5.1% | 7.4% | $3.90 |
| Vertical | Open Rate | Click Rate | 30-Day Repeat Rate | Revenue / Recipient |
|---|---|---|---|---|
| Jewelry / Accessories | 41.2% | 5.6% | 18.4% | $2.90 |
| Apparel / Fashion | 37.4% | 4.8% | 22.1% | $3.60 |
| Skincare / Beauty | 43.8% | 6.2% | 29.7% | $4.20 |
| Wellness / Supplements | 45.1% | 6.8% | 34.2% | $5.10 |
| Home Goods / Decor | 34.6% | 4.1% | 11.8% | $1.90 |
| Vertical | Open Rate | Win Rate | Revenue / Recipient | Optimal Trigger |
|---|---|---|---|---|
| Jewelry / Accessories | 22.4% | 13.8% | $4.10 | 150–180 days |
| Apparel / Fashion | 19.6% | 9.2% | $3.20 | 90–120 days |
| Skincare / Beauty | 24.1% | 14.9% | $4.80 | 60–90 days |
| Wellness / Supplements | 26.3% | 17.2% | $5.60 | 45–75 days |
| Home Goods / Decor | 16.8% | 6.4% | $2.40 | 180–270 days |
This is the math behind Forge's revenue gap calculation. For each store, we calculate what email should be generating at your revenue level — then subtract what it's actually generating. The difference is your gap.
Copy-pasteable filter logic for the segments that drive the most value. All conditions use Klaviyo's standard filter fields.
Properties about someone
AND Total Customer Value is at least $250
AND Number of Orders is at least 2
AND Last Order Date is within last 180 days
Properties about someone
AND Number of Orders is at least 1
AND Last Order Date is at least 75 days ago
AND Last Order Date is within last 150 days
AND Total Customer Value is greater than $0
Properties about someone
AND Last Order Date is within last 30 days
AND Number of Orders equals 1
AND Email consent is subscribed
What someone has done
AND Viewed Product at least 2 times in last 30 days
AND NOT Placed Order in last 30 days
AND NOT Started Checkout in last 7 days
Properties about someone
AND Number of Orders is at least 2
AND Total Customer Value is at least $150
AND Last Order Date is within last 90 days
AND Email consent is subscribed
Enter your Shopify URL and Forge's AI audits your email program against every benchmark in this checklist — instantly. No email required to see your grade.