Margin calculator: what email earns after costs
Five steps from the revenue Klaviyo reports to the profit email leaves you. Filled with example values, nothing is stored.
Revenue
Example value, adjust to your figures
Costs
Example value, adjust to your figures
Costs means everything email needs: the Klaviyo plan, tools, agency or staff time. Discounts are already inside the order value.
Step 1Attributed by Klaviyo
€500,000Step 2Without VAT
€420,168Step 3Only sales email caused
€168,067Step 4After cost of goods
€92,437Step 5After programme costs
€52,437
Break-even share: the share email must cause so that profit covers the €40,000 in costs.
The five steps
Where each figure comes from
Steps 1, 2 and 5 come from your accounts. Step 3 rests on an assumption until you measure it, and step 4 inherits it.
| Step | What it removes | Where you find the figure |
|---|---|---|
| Step 1Attributed | Nothing yet. Klaviyo credits every order placed within its attribution window after an email. | Klaviyo, Analytics, attributed revenue for flows and campaigns. |
| Step 2Net | VAT. Klaviyo reports the order value the shop sends, usually including VAT. | Your shop settings show whether prices include VAT. |
| Step 3Caused | Orders that would have come without the email, from customers who were buying anyway. | Only a control group measures it. Until then it is your assumption. |
| Step 4Profit | Cost of goods: purchase price or production cost of what was sold. | Your bookkeeping, or the margin your shop reports per product. |
| Step 5Result | What the email programme costs to run. | Invoices for Klaviyo, tools and agency, plus internal hours. |
If step 5 is low
Three levers that move it
Each lever works on a different step. Try it in the calculator: change the step and watch the result.
Discounts only where they change behaviour
A code in the welcome email lowers the value of every order, including orders that would have come anyway.
A leaner list
Profiles with no clicks or orders for months still cost money in your Klaviyo plan. Removing them cuts programme costs; check their orders first.
Flows that really send
In one audit, 4 flows were not sending. Here is how to check your flows.
Questions
What shop owners ask when the result looks different from the dashboard.
Why is my result so much lower than Klaviyo's figure?
Klaviyo reports attributed revenue with VAT, before cost of goods and costs. Each of those is real money you never keep.
Is Klaviyo's attribution wrong?
No. It answers a different question: which orders followed an email. It does not say which orders the email caused.
What share should I enter in step 3?
Your honest guess. Then read the break-even share. If your guess sits well above it, the exact number matters less.
Should I enter flows and campaigns together?
For the whole programme, yes. The caused share can differ between flows and campaigns, so separate runs can be worth it.
Which costs belong in the costs field?
Everything you would stop paying without email: Klaviyo, tools, agency or staff time. Discounts stay out: they are already inside the order value.
Does the calculator store my figures?
No. Everything is calculated in your browser and disappears when you close the page.
Have your figures checked
We start with a read-only audit of your Klaviyo account and replace step 3 with a plan to measure it.
How the price is put together is on the pricing page.