Account XmjK7X · destinjewelry.com · Reporting timezone US/Central · Currency USD
Full history Aug 2024 – Jul 2026 (24 complete months), plus a separately-labelled August 2026 partial month · Data pulled 8 August 2026 · Conversion metric: Placed Order (Shopify)
August 2026 — month to date
Partial month. Shown separately so a 7-day bar never sits next to full months. Today (8 Aug) is drawn faded and excluded from every average and projection.
Revenue MTD 1–8 Aug incl. today
$3,818.48
Orders MTD 1–8 Aug incl. today
89
Klaviyo attributed
$433.22
% attributed
11.3%
vs 17.5% trailing 12mo · 11.4% on complete days only
Days marked * are incomplete — 8 Aug is today and is excluded from every average and the pace figure. Click any metric above to show or hide it.
Across 87 orders in 7 complete days, Destin is running $540.73/day against July's $561.72/day. That paces to roughly $16,763 for August against July's $17,413. Seven days is thin evidence and this is a straight-line projection with no within-month seasonality applied — the account has only one partial month of daily data, so there is no basis to shape the curve.
All $433.22 of attributed revenue so far is flow revenue — campaign-attributed revenue is $0 month to date. Attribution share is running at 11.3% against the 17.5% trailing-year rate, though eight days of attribution data is well inside the noise.
Trailing 12 months vs prior 12 months
Aug 2025 – Jul 2026 compared with Aug 2024 – Jul 2025. Both windows are complete months.
Total revenue
$149,681
+236.3% vs $44,504
Orders
3,467
YoY not comparable prior window is 54% $0 orders
Average order value
$43.17
YoY not comparable see clean comparison below
Klaviyo-attributed revenue
$26,187
+507.9% vs $4,308
% of revenue attributed
17.5%
up from 9.7%
Emails delivered
187,690
+432.7% vs 35,234
Net list growth
+6,279
7,303 joined · 1,024 left
Unsub rate
0.55%
per email delivered
Two of these four tiles cannot be compared year on year, and it matters. The prior-12 window (Aug 2024 – Jul 2025) contains 1,560 $0 orders — 54% of every order in that window — from the TikTok seeding programme described below. Order growth and AOV growth measured across that boundary are artefacts of removing junk from the denominator, not real performance, so they are suppressed here rather than shown.
Clean comparison, two contamination-free halves: Feb–Jul 2026 versus Aug 2025–Jan 2026. Revenue +96.9% ($50,411 → $99,270), orders +105.2% (1,136 → 2,331), and AOV essentially flat at -4.0% ($44.38 → $42.59). Growth is coming from order volume, not basket size.
Revenue and attributed revenue are safe to compare year on year — $0 orders contribute $0 to both.
Email grew faster than the business. Revenue is 3.4× the prior year; Klaviyo-attributed revenue is 6.1× — so email outgrew the store by roughly 1.8× in multiple terms. Attribution share moved from 9.7% to 17.5%.
One honest qualifier: attribution share rises partly mechanically when send volume rises 5.3×, because more orders fall inside a click or open window. Some of this lift is real programme improvement and some is coverage. This data cannot separate the two.
Benchmark scorecard
Last 12 months against standard email-marketing benchmark ranges. These are general ranges, not jewelry-vertical targets — orientation, not goals.
Metric
Campaigns
Flows
Benchmark
Delivery rate
99.76%
99.14%
95–99%
✅
Open rateMPP-inflated — see note
47.03%
36.62%
15–30%
✅
Click rateclicks per email delivered — the clean signal
0.98%
2.34%
2–5%
❌ campaigns
Click-to-open
2.08%
6.38%
10–20%
❌ both
Unsubscribe rate
0.516%
0.451%
<0.5%
⚠️ campaigns
Conversion rate
0.123%
0.732%
1–5%
❌ both
Revenue per email
$0.052
$0.344
—
flows 6.6×
List growth, monthly
+5.51%
2–5%
✅
The leak is the click, and only on campaigns. Opens run far above benchmark but are inflated by Apple Mail Privacy Protection, which auto-opens messages — that lifts the numerator and mechanically depresses click-to-open, so part of the CTOR gap is measurement artifact.
Click rate per delivered is unaffected by MPP, and campaigns sit at 0.98% — below the floor of the 2–5% band — while flows sit inside it at 2.34%. Same list, same products, same brand. That makes this a campaign-execution problem at the body-content and CTA level, not an audience, deliverability or subject-line problem.
Reading the funnel: 100 delivered → 47 open → 0.98 click → 0.12 order.
All metrics — 24 months
Six series in one view. Click any metric to show or hide it.Compare trends indexes every visible series to its own peak so trends line up despite the different units; Actual values puts real numbers on the axes. Hover any month for exact figures across everything visible.
Read the 2024–25 order counts with care. The five months flagged 2024-112024-122025-012025-022025-03 show high order counts against near-zero revenue. The volume is now measured, not estimated. Across that window there are 45 days on which the store recorded orders but exactly $0 of revenue. Every order on such a day is necessarily a $0 order, which puts a hard floor under the count: at least 851 of the 1,560 orders — 54.6% — were $0. The ceiling is 1,073 (68.8%), derived from the cheapest single order seen anywhere in 24 months ($3.40), which caps how many paid orders a given day's revenue can represent.
As a control, the same test over Jul 2025 – Jul 2026 finds zero such days. This was a bounded episode, not an ongoing data fault.
On the cause: three individual order events from the window were pulled and inspected, and all three are TikTok Shop “Free sample” orders — Source Name: tiktok, a 100%-off Free sample discount code, total_line_items_price: 40.00 against total_price: 0.00, recorded at $value: 0. That is a three-event sample. The count of $0 orders is measured; the explanation for them remains a strong hypothesis drawn from three examples.
Revenue is unaffected — those orders genuinely contributed $0. But order counts and AOV are distorted in that window, so the order line and the AOV chart below should not be read as a demand collapse in mid-2025. AOV only settles into a stable $38–$51 band from Jul '25 onward; Apr–Jun 2025 is a transition period still carrying some of the same contamination.
Where attributed revenue comes from
Flow, campaign and % attributed are three of the series in the chart above — isolate them by switching the others off. Two things to know when reading them: campaign revenue is derived by subtraction (email attributed minus flow), so any attribution quirk lands entirely in that series; and % attributed is suppressed for months under $3,000 of revenue, shown as n/a. Through Mar 2025 the base is so small the ratio swings wildly — Dec 2024 would read 41% on $1,020.57 of revenue and four attributed orders, which says nothing about programme performance.
Flows — last 12 months
$19,106
73% of attributed revenue from 55,481 emails delivered $0.344 per email delivered · 36.6% open · 2.34% click · 0.45% unsub
Campaigns — last 12 months
$7,081
27% of attributed revenue from 132,209 emails delivered across 37 campaigns $0.052 per email delivered · 47.0% open · 0.98% click · 0.52% unsub Rate computed on the campaign report's $6,897.48, not the $7,080.67 residual — see method note.
Flows earn 6.6× more per email than campaigns — $0.344 against $0.052 per email delivered — while campaigns absorb 2.4× the send volume. Campaign revenue did climb — effectively zero before Jul 2025, peaking at $2,169.96 in May 2026 — but it has not kept climbing: $823.83 in June and $1,058.17 in July, both below March's $1,202.71. May is a single peak, not a trend line.
Flow performance
All five live flows, last 12 months, from Klaviyo's flow report (send-date basis).
Flow
Delivered
Open
Click
Orders
Revenue
Rev/delivered
Share
01 | Pre Purchase Flow - OnlineAdded to List · live since 2024-09-08
28,271
34.9%
1.89%
215
$10,333.41
$0.366
54.1%
03 | Abandoned Checkout FlowMetric · live since 2024-09-09
4,237
32.7%
3.38%
78
$3,953.32
$0.933
20.7%
08 | Browse AbandonmentMetric · live since 2024-09-11
11,891
31.3%
1.87%
66
$3,471.48
$0.292
18.2%
04 | Post Purchase Flow - OnlineMetric · live since 2024-09-11
10,877
48.2%
3.64%
47
$1,348.05
$0.124
7.1%
04 | Post Purchase Flow - StoreMetric · live since 2024-10-31
205
38.5%
0.49%
0
$0.00
$0.000
0.0%
The flow programme is thin — five flows in total, and one is idle. The flows endpoint returns exactly these five with no archived flows behind them, so this list is complete. 04 | Post Purchase Flow - Store has delivered 205 emails in twelve months and produced $0 — it is the smallest flow here by a wide margin.
Nothing exists for cart abandonment (only checkout abandonment), winback or lapsed customers, VIP, or replenishment. The flow numbering skips 02, 05, 06 and 07, which suggests those were planned and never built. A back-in-stock flow is not a gap worth chasing: back-in-stock subscription events measured zero across the last 12 months, so there is no trigger volume to serve.
03 | Abandoned Checkout is the standout on efficiency: $3,953.32 from 4,237 emails delivered — $0.933 per email, 2.6× the $0.366 of 01 | Pre Purchase Flow - Online. Read that as intent, not craft: someone who reached checkout is far closer to buying than someone who just joined the list, so this is not a like-for-like comparison of how good the two flows are. The actionable part is volume — only 4,237 checkout-abandon emails went out all year.
Campaign cadence
An 84-day campaign blackout. The last campaign before the autumn restart went out on 29 July 2025; the next was 21 October 2025. Nothing was sent in between — verified directly against the campaigns endpoint, not inferred from missing revenue. That gap is the reason campaign-attributed revenue sits at or near zero from Aug through Oct 2025 in the chart above, and it is the single clearest operational finding on this page. Flows carried the account through the quarter unaided.
Before reading any campaign ranking
Campaign-level revenue at Destin is mostly noise. The whole campaign programme produced 162 attributed orders across 37 sends in twelve months — a median of 4 orders per campaign. A send to 4,000 people expects 4.9 orders, with a 95% range of 1–10 purely by chance.
Two campaigns differing by $270 differ by about five orders. That is inside the noise band. The tables below are accurate but should be read as a record of what happened, not a ranking of what works.
Three claims tested against this data: plain text beats designed — confirmed, 1.81× at p = 0.0014. “Collections beat single-product emails” — not supported, p = 0.85, and an earlier version of this analysis made that claim in error. Click rate predicts campaign revenue — not supported, r = 0.12, p = 0.48.
Judge creative on click rate, where there are ~1,293 events instead of 162 — roughly 8× the statistical power. Judge revenue only on pooled groups of campaigns.
Top campaigns by attributed revenue
Best twelve of 37 campaigns sent in the last 12 months.
Campaign
Delivered
Open
Click
Unsub
Orders
Revenue
Rev/delivered
052126 - MD Sale Email 1 - Plain Textsent 2026-05-21
5,806
35.5%
0.91%
0.46%
15
$726.78
$0.125
052726 - Summer Sale Email 1 - Plain Textsent 2026-05-27
5,771
38.1%
1.46%
0.28%
15
$593.26
$0.103
070526 - 4th of July Sale - Email 2sent 2026-07-05
5,087
47.2%
0.71%
0.45%
5
$340.61
$0.067
200426 - NEW! Anklets - Anklet Season is here!sent 2026-04-21
3,573
52.6%
1.34%
0.39%
7
$327.37
$0.092
070126 - 4th of July Sale - Email 1sent 2026-07-01
062526 - Customize Your Necklace for Summersent 2026-06-26
4,217
54.0%
0.81%
0.59%
9
$286.79
$0.068
RESEND - NEW! Anklets - Anklet Season is here!sent 2026-06-16
4,067
54.2%
1.43%
0.34%
9
$284.35
$0.070
072626 - Christmas in July - Last Callsent 2026-07-26
5,399
49.4%
1.02%
0.46%
7
$257.38
$0.048
020626 - New Spacer Bead & Collar Necklacesent 2026-06-04
3,873
54.6%
0.78%
0.54%
6
$252.69
$0.065
Spring Sale Email 2 - Plain Textsent 2026-03-26
3,289
58.7%
1.37%
0.64%
5
$250.04
$0.076
Plain text outperforms designed email at Destin — by roughly 1.9×. The 5 plain-text campaigns earned $0.087 per email delivered against $0.045 for the 32 designed sends ($1,905.67 from 22,009 delivered, versus $4,991.81 from 110,200). They also take the top two slots outright: 052126 - MD Sale Email 1 - Plain Text at $726.78 and 052726 - Summer Sale Email 1 - Plain Text at $593.26.
Three reasons not to over-read this. Only 5 plain-text campaigns have run, and the whole plain-text side rests on 43 orders. Both top performers went to the 720D Engaged / Placed order (last 720 days) audience — the widest list used all year — so format is confounded with audience breadth; the designed 052326 - MD Sale Email 2 on a narrower 365-day list still returned $307.56. And the plain-text/designed split is inferred from whether “Plain Text” appears in the campaign name, because Klaviyo exposes no template-type field.
The direction is worth acting on as a test. It is not yet evidence that format alone causes the lift.
Lowest-returning campaigns
The five weakest of 37 campaigns by attributed revenue. Note the whole campaign programme produced 162 attributed orders in 12 months, so single-campaign order counts are small and individually noisy.
Campaign
Open
Click
Revenue
Black Friday Email 1sent 2025-11-26 · 1,959 delivered
300426 - Mother's Day Favoritessent 2026-05-05 · 3,818 delivered
41.2%
0.45%
$0.00
18 OCT - Charm Necklace Buildersent 2025-10-21 · 1,585 delivered
44.7%
1.07%
$34.53
Spring Sale Email 3sent 2026-03-23 · 3,172 delivered
53.3%
0.95%
$43.20
Three of these five returned exactly $0 despite healthy opens — Black Friday Email 1 (44.9% open, 1,959 delivered), Holiday Sparkle + 10 for 99 (50.6% open, 2,175 delivered) and Mother's Day Favorites (41.2% open, 3,818 delivered). Their click rates were 1.02%, 1.98% and 0.45% respectively.
Opens are clearly not the constraint. Beyond that, be careful: a $0 result on a single send is consistent with weak creative, but also with a landing page, offer, price or inventory problem, none of which this dashboard observes. The lowest click rate of the whole year actually belongs to Personalized Gifting + Charm Builder at 0.28%, which still converted 2 orders — so click rate alone does not predict revenue either.
Average order value and send volume
Engagement health
Open and click events per email delivered, monthly. This page carries three different open-rate concepts and they are not interchangeable: raw open events ÷ delivered (this chart, runs 30–75%), unique-opening-profiles ÷ delivered over the year (11.5%, deduplicated per month so it understates), and Klaviyo's proper unique-per-send rate (the 36.6% and 47.0% in the cards above). Use this chart for direction only; use the per-send rates for levels. Any month under 1,000 emails delivered is plotted as n/a rather than as a rate, because a percentage on that base is noise — that covers Aug 2024 through Nov 2024.
List growth
Unsub rate is suppressed for any month under 1,000 sends and shown as n/a — a percentage on that base is noise. Click any metric to show or hide it.
Subscribers added, last 12mo
7,303
Unsubscribes, last 12mo
1,024
Net subscribed profiles (proxy)
9,495
Signup forms and popup
Where the list actually comes from. The homepage popup offers 20% off via static code UNLOCK20, on a 5-second delay with a 45-day re-show.
Popup submit rate
6.56%
above the 2–5% benchmark
Popup signups, 12mo
5,634
from 73,291 unique viewers
Share of all list growth
79%
popup + footer vs 7,303 new subscribers
Footer form submit rate
0.4%
far below benchmark
Submit rate has halved since December — 10.81% down to 5.32%, seven months of near-continuous decline, and on rising traffic (9,002 unique viewers in July, the year's highest). It is still above benchmark, but this single form drives 79% of list growth, so the trend matters more than the level. Offer fatigue on a static 20% code and a shift in traffic mix are both plausible; neither is confirmed by this data.
Popup funnel: 73,291 viewers → 25,385 qualified (35%) → 5,634 submitted (22% of qualified, 7.7% of viewers). 39,148 closed without submitting — 53% of everyone who saw it.
The footer form is broken. 22,061 unique viewers produced 141 signups. At the popup's conversion rate that traffic would be worth roughly 1,447 signups a year. It also records zero qualified-form events, which points at a targeting or eligibility misconfiguration rather than weak creative.
The live popup A/B test
Running since 2 April 2026: control versus a variant that inserts a “PREFER TEXTING?” phone-capture step with full SMS consent disclosure.
Variant
Qualified
Submits
Submit rate
Form steps submitted
CONTROL — no SMS stepversion 25228365
12,466
714
5.73%
1,409
NEW SMS STEPversion 25228366
12,592
727
5.77%
1,668
The SMS step is free — ship it. Email submit rate is 1.008×, statistically indistinguishable at p = 0.895, so adding a phone step costs nothing in email capture. Meanwhile it generates 259 additional form-step submissions (+18%) — those are the phone numbers.
Honest limit: at this sample the test can only detect a lift of about ±10.2% relative. “No difference” here means no meaningful harm, not proven identical. After four months there is nothing further to learn by waiting — end the test and roll the variant to 100%.
SMS is dormant. Zero text messages sent and zero SMS opt-ins recorded across the last 12 months, against 187,690 emails delivered. The SMS metrics exist in the account, which is why they can be measured at zero.
The reason is now known, and it is an operational blocker rather than a strategic choice. SMS was set up on 20 April 2026: a toll-free number, +1 844 939 2206, was provisioned. Both sender registrations came back registration_failed, and the account has no other sender. Klaviyo cannot send SMS without a registered sender, which is also why opt-ins read zero across all 24 months rather than merely the last 12 — there has never been a working channel to opt into.
And the popup has been feeding this dead channel since April. Phone numbers from the test variant land in list QPevK2, collected from 2 April — eighteen days before the sender registrations failed on 20 April. Destin has spent four months gathering SMS consent that cannot be acted on, and consent ages.
Both halves have to be fixed: resubmit toll-free verification and roll the SMS step to 100%. Either one alone leaves SMS at zero. What this still does not tell you is the size of the prize: nothing here indicates how many of the 9,495 subscribed profiles would hand over a number, or what the channel would cost to run.