Email is the highest-margin channel in eCommerce, and for B2C brands Klaviyo has become the default tool for running it. Connected to your store, Klaviyo for Magento turns your customer and order data into automated flows that recover carts, win back lapsed buyers and drive repeat purchases, often accounting for a third or more of total revenue for the brands that use it well. The problem is that most stores plug Klaviyo in, send the odd campaign, and leave the money-making automations switched off.
This guide walks through the Klaviyo Magento integration, the flows to build first and in what order, the segmentation that lifts revenue per email, and the benchmarks that tell you whether your programme is performing. It closes with how 5MS runs email as a revenue channel, not an afterthought.
Of revenue from email and SMS, top brands
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Revenue per email, flows vs campaigns
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Average revenue per abandoned-cart email
Klaviyo benchmark
Of email revenue from ~5% of sends (flows)
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To use Klaviyo for Magento, install the official Klaviyo extension for Magento 2 (Adobe Commerce), connect it with your public and private API keys, and let it sync customers, orders and real-time browsing and cart events. Then build your core automated flows first, abandoned cart, welcome, post-purchase and win-back, because flows earn far more per email than one-off campaigns. Add segmentation by purchase behaviour and engagement, and measure revenue per recipient against Klaviyo benchmarks. Done properly, email typically becomes one of your top revenue channels.
Klaviyo won the B2C eCommerce email market for one reason: it is built around store data. Rather than treating email as a list you blast, it ingests every customer, order, product view and cart event from your store and lets you trigger messages off any of them. That data-first design is exactly what makes automated, behaviour-driven email so profitable, and it is why Klaviyo has become the standard choice for direct-to-consumer brands.
On Magento, that matters even more. Magento and Adobe Commerce stores tend to carry large catalogues, rich customer histories and higher order values, precisely the conditions where segmented, triggered email pays off. Connected properly, Klaviyo reads all of that and turns it into revenue you are currently leaving on the table.
The prize is significant. According to Klaviyo’s benchmark data, top-performing brands generate 30 to 40% of total revenue from email and SMS, and automated flows earn roughly 18 times more revenue per recipient than one-off campaigns. Email is not a nice-to-have bolt-on; for a well-run Magento store it is one of the biggest and cheapest revenue channels available.
Klaviyo provides an official extension for Magento 2 and Adobe Commerce, so the connection itself is straightforward. Getting the data and consent right is the part that decides whether your flows actually fire correctly.
Install the Klaviyo extension for Magento 2 from the Adobe Marketplace or via Composer, then connect it using your Klaviyo public and private API keys. This links the store to your Klaviyo account and authorises the data sync.
Let Klaviyo import your historical customers and orders and sync your product catalogue. This backfill is what powers segmentation and personalised product recommendations from day one, rather than starting with an empty account.
Add Klaviyo’s on-site tracking so it captures active-on-site, viewed-product and started-checkout events in real time. Without these events your browse-abandonment and cart flows have nothing to trigger on, so this step is not optional.
Add Klaviyo sign-up forms to grow your list, and make sure consent is captured cleanly so you comply with UK GDPR and PECR. A healthy, permissioned list protects deliverability, which protects revenue.
Do the data sync and event tracking properly before you build a single email. Most underperforming Klaviyo accounts are not held back by their copy; they are held back by missing events and messy data. If you want it set up correctly on Adobe Commerce, our Magento support team handles the integration end to end.
Flows are automated email sequences triggered by customer behaviour, and they are where the money is. Klaviyo’s data shows flows generate around 41% of email revenue from roughly 5% of sends. Build these four before you worry about the newsletter, and build them in this order of impact.
Always use multi-email sequences, not single sends. Klaviyo found three-email flows produced roughly 6.5 times the revenue of single-email versions. The second and third emails do most of the recovering.
Sending the same email to your whole list is the fastest way to hurt deliverability and revenue. Segmentation, sending the right message to the right people, is what separates a profitable programme from a spam folder. The segments that earn their keep:
Engagement. Separate active openers and clickers from the disengaged. Mail your engaged segment often and your dormant one sparingly, so a few dead addresses do not drag down deliverability for everyone.
Purchase behaviour. First-time versus repeat buyers, high spenders, and category preferences. A customer who buys one category should not get generic mail about another.
Lifecycle stage and predicted value. Use Klaviyo’s predictive analytics, such as predicted lifetime value and next-order date, to target VIPs and time replenishment reminders around when people actually run out.
Protect the sender reputation. Suppress chronic non-openers from broad campaigns. A smaller, engaged list almost always out-earns a large, cold one, and it keeps you out of the spam folder.
Segmentation and CRO reinforce each other: better-targeted email drives higher-intent traffic to pages that must then convert. If your product and checkout pages leak that traffic, see our conversion rate optimisation guide, and track it all with proper eCommerce analytics.
Measure your programme against a clear benchmark rather than guesswork. The single most useful number is revenue per recipient by flow, and the share of total revenue email contributes. As a rough guide from Klaviyo’s benchmark data, flows should contribute a growing share of email revenue as you scale:
| Store revenue | Target flow share of email revenue |
|---|---|
| Under £5m | 25 to 35% |
| £5m to £20m | 40 to 50% |
| Above £20m | 50 to 60% |
If your flows are well below these ranges, the fastest wins are almost always a stronger abandoned-cart sequence and tighter segmentation. If email is barely registering as a revenue channel at all, the flows are probably not built or not firing.
At 5MS, we treat email as a revenue channel with a target, not a newsletter. We build and optimise the core flows, segment the list, and report on revenue per email so you can see exactly what it earns. It sits inside our wider email marketing service and our eCommerce growth work, so email, CRO and retention pull in the same direction.
Klaviyo for Magento connects your store to Klaviyo via the official Magento 2 extension and API keys, syncing customers, orders and real-time browsing and cart events. The revenue comes from automated flows, built in order of impact: abandoned cart (around $3.65 per recipient), welcome, post-purchase and win-back, all as multi-email sequences. Layer on segmentation by engagement, purchase behaviour and predicted value to lift revenue per email and protect deliverability. Measured against Klaviyo benchmarks, a well-run programme sees flows contribute 25 to 60% of email revenue by stage, and email reach 30 to 40% of total revenue for top brands.
Common questions about Klaviyo for Magento. Get in touch if yours is not here.
Yes. Klaviyo offers an official extension for Magento 2 and Adobe Commerce that you install and connect with your public and private API keys. It syncs customers, orders and catalogue data, and captures real-time on-site events such as viewed product and started checkout, which power your automated flows.
Install the Klaviyo extension from the Adobe Marketplace or via Composer, connect it with your API keys, then let it sync your historical customers, orders and catalogue. Enable Klaviyo’s on-site tracking for real-time browsing and cart events, add sign-up forms, and capture consent cleanly. Only then start building flows.
Build abandoned cart, welcome, post-purchase and win-back first, in that order of impact. Abandoned cart is the highest earner, averaging around $3.65 per recipient. Then add browse abandonment and back-in-stock. Build each as a multi-email sequence rather than a single send, as three-email flows can earn several times more.
Top-performing brands generate 30 to 40% of total revenue from email and SMS combined, according to Klaviyo. Flows should contribute a growing share of email revenue as you scale: roughly 25 to 35% under £5m, 40 to 50% between £5m and £20m, and 50 to 60% above £20m. If you are well below this, your flows or segmentation need work.
Both matter, but flows earn far more per email. Klaviyo’s data shows automated flows generate around 41% of email revenue from roughly 5% of sends, with revenue per recipient about 18 times higher than campaigns. Build your flows first for the compounding, always-on revenue, then use campaigns for launches, offers and news.
Segmentation lifts revenue and protects deliverability. Mailing everyone the same thing drags open rates down and pushes you toward spam folders. Sending relevant messages to engaged, behaviour-based segments earns more per email and keeps your sender reputation healthy, so a smaller engaged list usually out-earns a large cold one.
For eCommerce, Klaviyo is generally the stronger choice because it is purpose-built around store data, behavioural triggers and revenue reporting. Mailchimp is a capable general email tool, but Klaviyo’s deep Magento integration, predictive analytics and eCommerce-specific flows make it better suited to driving store revenue for most B2C brands.
Yes. We handle the Magento integration, build and optimise the core flows, segment the list and report on revenue per email, so email becomes a measurable revenue channel rather than an afterthought. It sits within our email marketing and eCommerce growth services. Get in touch and we will review your current setup.
→eCommerce conversion rate optimisation: turn more visitors into buyers
→The complete guide to eCommerce analytics that drives growth
Source: Klaviyo, Email Marketing Benchmarks by Industry.
By the 5MS team, UK eCommerce agency and Adobe Solution Partner. Last updated: July 2026.