One-time email campaigns sent this period, with recipients, open/click rates and revenue by campaign and by content type (product, project, designer-led, or other).
Recipients
77,460
Revenue
£23,017.92
Avg Open
77.3%
Avg Click
1.3%
Avg CTOR
1.7%
Sample Requests
47
By content type
Type
Campaigns
Recipients
Open
Click
Revenue
product_led
7
56,092
78.5%
1.5%
£15,427.44
designer_focused
2
8,116
68.3%
0.8%
£6,361.63
other
1
8,171
81.7%
0.6%
£1,228.85
project_led
3
5,081
71.4%
1.0%
£0.00
All campaigns
Sent
Campaign
Recipients
Open
Click
Revenue
RPR
Samples
2026-09-29
29.09.26, Autumn Launches Part 2
A change of season
product_led
8,040
81.4%
1.4%
£0.00
£0.00
1
2026-09-22
22.09.26, Bucolic Marquetry LAUNCH
Introducing Bucolic Marquetry
product_led
8,355
82.4%
2.1%
£2,173.98
£0.26
3
2026-09-08
08.09.26, Focus @ The Design Emporium. UK
Meet Fromental at Focus/26
project_led
2,534
79.5%
0.8%
£0.00
£0.00
0
2026-09-08
08.09.26, WNWN US only
Fromental at What’s New What’s Next
project_led
863
67.1%
1.0%
£0.00
£0.00
0
2026-08-27
27.08.26, Get your orders in before the end of Summer for Christmas
09.07.26 Planning your next Fromental Project TRADE
Our New Project Planning Page
designer_focused
370
48.0%
0.5%
£6,356.64
£17.32
0
2026-07-09
09.07.26 Planning your next Fromental Project NON TRADE
Our New Project Planning Page
designer_focused
7,746
69.2%
0.8%
£4.99
£0.00
2
Section 2
Flow Performance
3 Jul 2026 – 1 Oct 2026 · 90 days
Email Revenue
£42,359.27
Flow Revenue
£19,341.35
Campaign Revenue
£23,017.92
Sample Requests
345
Automated flows (welcome, abandoned cart, trade approval, etc.), revenue contribution, message-by-message engagement, where subscribers drop off and recommended fixes.
Revenue ranking
Rank
Flow
Revenue
#1
Trade Account Approved (New Shopify Tag) - DZD
£8,698.87
#2
Checkout Abandonment Flow - DZD
£5,158.94
#3
Shipment Sent Flow - DZD
£3,199.48
#4
Welcome Flow - DZD
£2,253.35
#5
Post-Purchase Flow - DZD
£30.71
#6
Harris Reed Brochure Delivery Flow - DZD
£0.00
#7
Back-in-Stock Alert - DZD
£0.00
#8
Browse Abandonment - DZD
£0.00
Flow metrics
Trade Account Approved (New Shopify Tag) - DZD rev #1
498Recipients
68.9%Open
16.2%Click
£8,698.87Revenue
24Samples
Checkout Abandonment Flow - DZD rev #2
50Recipients
71.4%Open
7.5%Click
£5,158.94Revenue
3Samples
Shipment Sent Flow - DZD rev #3
463Recipients
22.7%Open
2.7%Click
£3,199.48Revenue
1Samples
Welcome Flow - DZD rev #4
504Recipients
61.7%Open
5.7%Click
£2,253.35Revenue
4Samples
Post-Purchase Flow - DZD rev #5
166Recipients
42.8%Open
3.0%Click
£30.71Revenue
0Samples
Harris Reed Brochure Delivery Flow - DZD rev #6
145Recipients
54.2%Open
20.8%Click
£0.00Revenue
0Samples
Back-in-Stock Alert - DZD rev #7
3Recipients
60.0%Open
0.0%Click
£0.00Revenue
0Samples
Browse Abandonment - DZD rev #8
288Recipients
70.6%Open
12.0%Click
£0.00Revenue
1Samples
Message-level performance
Email
Recipients
Open
Click
CTOR
Welcome to your Fromental trade account
Trade Account Approved (New Shopify Tag) - DZD · #1
498
68.9%
16.2%
23.6%
Beautiful things are just a moment away
Checkout Abandonment Flow - DZD · #1
50
75.0%
11.1%
14.8%
The Enduring Design That Defines Us
Checkout Abandonment Flow - DZD · #2
27
61.5%
0.0%
0.0%
Great Design Takes Time
Checkout Abandonment Flow - DZD · #3
24
75.0%
8.3%
11.1%
It’s time to return your samples
Shipment Sent Flow - DZD · #1
463
13.0%
1.9%
15.0%
Your Wallpaper is on its Way
Shipment Sent Flow - DZD · #2
92
65.2%
5.4%
8.3%
Your order has left our studio
Shipment Sent Flow - DZD · #3
9
88.9%
11.1%
12.5%
Welcome to Fromental
Welcome Flow - DZD · #1
504
68.9%
8.3%
12.0%
The Art of Bespoke: Made Just for You
Welcome Flow - DZD · #2
482
58.3%
4.6%
7.9%
Beyond Bespoke: Explore Our Shop
Welcome Flow - DZD · #3
472
57.5%
4.1%
7.1%
Thank You for Your Order!
Post-Purchase Flow - DZD · #1
166
42.8%
3.0%
7.0%
Your Digital Fromental x Harris Reed Lookbook
Harris Reed Brochure Delivery Flow - DZD · #1
145
54.2%
20.8%
38.5%
Back in Stock: {{ event.ProductName|default:'' }}
Back-in-Stock Alert - DZD · #1
3
66.7%
0.0%
0.0%
Back in Stock: {{ event.ProductName|default:'' }}
Back-in-Stock Alert - DZD · #2
2
50.0%
0.0%
0.0%
Pick up where you left off
Browse Abandonment - DZD · #1
288
69.8%
12.9%
18.4%
From Singapore to SW1
Browse Abandonment - DZD · #2
276
72.1%
14.5%
20.1%
We’ve been around the houses!
Browse Abandonment - DZD · #3
246
69.9%
8.1%
11.6%
Drop-off by flow
Flow
Stage
Unopened
Opened/no click
Weakest email
Trade Account Approved (New Shopify Tag) - DZD
open_to_click
31.1%
52.6%
#1 — Welcome to your Fromental trade account
Checkout Abandonment Flow - DZD
open_to_click
25.0%
63.9%
#1 — Beautiful things are just a moment away
Shipment Sent Flow - DZD
delivered_to_open
60.9%
35.4%
#2 — Your Wallpaper is on its Way
Welcome Flow - DZD
open_to_click
38.5%
55.9%
#3 — Beyond Bespoke: Explore Our Shop
Post-Purchase Flow - DZD
delivered_to_open
57.2%
39.8%
#1 — Thank You for Your Order!
Harris Reed Brochure Delivery Flow - DZD
delivered_to_open
45.8%
33.3%
#1 — Your Digital Fromental x Harris Reed Lookbook
Back-in-Stock Alert - DZD
open_to_click
41.7%
58.3%
#1 — Back in Stock: {{ event.ProductName|default:'' }}
Browse Abandonment - DZD
open_to_click
29.4%
58.8%
#3 — We’ve been around the houses!
Recommendations
HIGHPost-sample follow-up
No Post-sample follow-up detected among active flows
Build a post-sample follow-up flow (critical): trigger 3–5 days after a sample order — request feedback, offer a design consultation, and drive toward a project order. Biggest missing conversion lever, and sample requests are already your strongest flow signal.
HIGHCheckout Abandonment Flow - DZD
Strong opens but weak clicks — content/CTA not converting attention
Rework around a single prominent action. Lead with an early sample CTA ("Order your samples") instead of brand/bespoke storytelling — mirror Trade Approved (~45% CTOR via a direct, functional ask).
HIGHWelcome Flow - DZD
Strong opens but weak clicks — content/CTA not converting attention
Rework around a single prominent action. Lead with an early sample CTA ("Order your samples") instead of brand/bespoke storytelling — mirror Trade Approved (~45% CTOR via a direct, functional ask).
HIGHWelcome Flow - DZD — Email 3
Major post-open drop-off (92.94% of openers don't click)
Rewrite around one concrete next step (request a sample, book a call, view the collection) with a single button above the fold; cut editorial filler.
HIGHWelcome Flow - DZD — Email 2
Major post-open drop-off (92.09% of openers don't click)
Rewrite around one concrete next step (request a sample, book a call, view the collection) with a single button above the fold; cut editorial filler.
MEDIUMWelcome Flow - DZD
Opens decline across the sequence (fatigue)
Move the most action-led content earlier, tighten the number of steps, and refresh later subject lines to arrest the decay.
MEDIUMAll marketing flows
Replicate the highest-converting email pattern
Template it across flows: functional subject, single clear action, sample/account-led CTA. It massively out-converts the storytelling emails.
Section 3
Email Traffic Engagement
3 Jul 2026 – 1 Oct 2026 · 90 days
Website sessions that originated from email, per Google Analytics. Flows typically drive fewer sessions than campaigns but convert better once visitors are on site. GA4 attribution can differ slightly from Klaviyo's own numbers.
1,483 email sessions — 5.6% of 26,339 total site sessions
Email · 1,483 sessionsAll other channels · 24,856 sessions
Engagement rate
70.2%
of email sessions
Conversion rate
4.0%
59 key events
Pages / session
5.0
depth of visit
Bounce rate
29.8%
single-page exits
Klaviyo accounts for 1,317 of 1,483 email sessions (88.8%); other email sources are negligible.
Flows vs campaigns
Campaigns · 62.0% of Klaviyo sessions
816 sessions
Conv 2.3%Engage 69.4%Pages/sess 4.4
Flows · 9.3% of Klaviyo sessions
122 sessions
Conv 3.3%Engage 71.3%Pages/sess 3.7
Campaigns drive the volume (816 sessions), but flows convert at 3.3% versus campaigns' 2.3% and go 3.7 pages deep per session.
Top campaigns by sessions
Campaign
Sessions
Conv
Engage
Pg/s
Key ev.
Pichwai Shop Launch
129
2.3%
72.9%
3.7
3
Return Samples Auto Flowsflow
120
2.5%
70.8%
3.4
3
Nandina Launch
115
3.5%
67.8%
3.9
4
Bucolic Marquetry Launch Launch
80
0.0%
76.3%
4.2
0
Autumn Wallcoverings Inspiration
63
4.8%
63.5%
3.2
3
Kiku Garden Launch
62
1.6%
85.5%
5.3
1
Wilde Dreams Inspiration
58
0.0%
69.0%
3.6
0
Planning Your Next Fromental Project Non Trade Inspiration
Physical samples ordered through the site, by design, region and week, including which are driven by email flows and which designs are gaining or losing momentum.
Top designs by volume
Design
Units
Orders
Florent
150
78
Prunus
98
66
Plain Silk
97
39
Nonsuch
96
72
Travertine
93
40
Safari
87
35
Millefleurs
85
48
Hirondelles
75
39
Bambois
58
40
Branches In The Breeze
58
42
Paradiso
58
45
Rays Of Plumeria
51
23
Early indicators (4w momentum, ≥3 unit shift)
Travertine
+43 units (4w)
rising
Buckskin
+24 units (4w)
rising
Millefleurs
+16 units (4w)
rising
Florent
+15 units (4w)
rising
Metal Paper
+14 units (4w)
rising
Tea Paper
+12 units (4w)
emerging
Fluid Meadow
+8 units (4w)
rising
Paradiso
+7 units (4w)
rising
Sample demand by flow
Flow
Type
Sample orders
Trade Account Approved (New Shopify Tag) - DZD
marketing
24
Welcome Flow - DZD
marketing
4
Checkout Abandonment Flow - DZD
marketing
3
Shipment Sent Flow - DZD
transactional
1
Browse Abandonment - DZD
marketing
1
By region
Country
Units
United States
908
United Kingdom
791
China
72
United Arab Emirates
64
France
39
Canada
32
Switzerland
30
Thailand
24
Singapore
24
Australia
20
Section 5
Ecommerce Revenue Attribution
1 Sept 2026 – 1 Oct 2026 · 30 days
Total Revenue
£29,521.50
Email Attributed
£13,799.13
Email % of Revenue
46.7%
Email Orders
84
Total Shopify revenue split between email (campaigns and flows) and other sources, using last-touch attribution in which credit goes to the last email a customer clicked before ordering.
Revenue by campaign
Campaign/Message
Revenue
Orders
22.09.26, Bucolic Marquetry LAUNCH
£2,173.98
12
29.09.26, Autumn Launches Part 2
£0.00
11
08.09.26, Focus @ The Design Emporium. UK
£0.00
1
08.09.26, WNWN US only
£0.00
1
27.08.26, Get your orders in before the end of Summer for Christmas
£0.00
1
Revenue by flow
Flow
Revenue
Orders
Trade Account Approved (New Shopify Tag) - DZD
£6,319.12
11
Checkout Abandonment Flow - DZD
£5,158.94
7
Welcome Flow - DZD
£142.10
3
Post-Purchase Flow - DZD
£4.99
8
Shipment Sent Flow - DZD
£0.00
27
XZhRKx
£0.00
1
Browse Abandonment - DZD
£0.00
1
Section 6
Email List Growth
3 Jul 2026 – 1 Oct 2026 · 90 days
Sign-ups
608
Unsubscribes
249
Net Growth
+359
Trade Onboarding
498
Net change in the email list, sign-ups vs. unsubscribes, trade vs. consumer onboarding volume and any list-health flags.
Weekly
Week
Sign-ups
Unsubs
Net
2026-W27
8
1
+7
2026-W28
41
12
+29
2026-W29
74
25
+49
2026-W30
118
32
+86
2026-W31
79
32
+47
2026-W32
45
13
+32
2026-W33
16
20
-4
2026-W34
30
28
+2
2026-W35
29
23
+6
2026-W36
28
7
+21
2026-W37
45
6
+39
2026-W38
41
4
+37
2026-W39
23
23
0
2026-W40
31
23
+8
Insights
[high] Best email list growth week: 2026-W30 (+86 net, 118 sign-ups)
[high] 498 trade accounts approved in period (Trade Account Approved (New Shopify Tag) - DZD) — 49.7% of onboarding flow volume
[medium] 504 profiles entered Welcome flow in period
[low] Source field empty on email consent events — run property diagnostic on one subscribe event
Section 7
Designer & Trade Engagement
24 Sept 2026 – 1 Oct 2026 · 7 days
Weekly sales priorities · week of 2026-09-24
This week's most engaged designers and trade contacts, scored on sample orders and email clicks and matched to Bridge CRM records. Contacts active this week but not yet in Bridge are flagged separately.
Contacts scored
159
designers & trade
In Bridge
39
120 not matched
Clicks matched
2,127
23% of 9,265
To create in Bridge
11
active samplers, no record
11 active samplers aren't in Bridge yet — kelly@georgiavictoria.com (6), info@ckbcollective.com (6), rebecca@georgiavictoria.com (7), sophie@enel-group.co.uk (6), …. Create/match the records before the trail goes cold.
Fromental vs Klaviyo Home & Garden benchmarks (Jewellery as luxury proxy) · 90d window
How Fromental's campaign and flow performance compares to Klaviyo's published industry email benchmarks. Each metric shows whether we sit below, within (±10%), or above the industry benchmark. Bespoke, high-consideration purchases convert slowly per email, so placed-order rates are read alongside the jewellery proxy. Open rates are affected by Apple Mail privacy protection. Source: Klaviyo industry benchmarks (supplied by Jim) — Home & Garden, with Jewellery as luxury proxy.
open rate inflated by Apple Mail privacy — read with caution
Click rate
8.42%Above
141% of benchmarkbenchmark 5.96%
Click-to-open rate
14.61%Within
104% of benchmarkbenchmark 14.0%
derived: 5.96% click ÷ ~42% flow open average
Placed order rate
1.81%Below
86% of benchmarkbenchmark 2.12%
Unsubscribe rate
0.76%No benchmark
no industry benchmark for this metric
Revenue per recipient
£5.16No benchmark
no industry benchmark for this metric
Section 8.2
Internal Performance Tracking
3 Jul 2026 – 1 Oct 2026 · 90 days
Month-on-month & rolling 3-month trend · 61–90d → last 30d · M0 = most recent 30 days
Our own month-on-month performance across the last three 30-day windows. "Sustained" means a metric moved in the same favourable direction for all three months; the most recent month (M0) is the headline figure.
Sample requests · 601 orders over 61–90d → last 30d
Sample requests (orders)Sustained ↑
221+13.3% ▲ MoM
185 · 195 · 221
Sample unitsMixed
823+24.5% ▲ MoM
700 · 661 · 823
Latest month mix: 613 bespoke · 210 shop units
Campaign-type performance · 90-day
Type
Sends
Revenue
Open
Click
RPR
product
8
£16,651.30
80.1%
1.46%
£0.29
project
4
£6,361.63
69.6%
0.85%
£0.52
designer-led
1
£4.99
69.2%
1.01%
£0.00
Trend reads oldest → newest; the dot marks the latest month. "Sustained" means the metric moved the same favourable direction across all three months. Sample requests are counted from Shopify orders bucketed to the same windows.
Section 9
Recommendation Engine
Derived from trailing 90-day performance data
AI-generated recommendations on subject lines, content mix, audience targeting, missing or underperforming flows, and send timing where each is derived directly from the data in the sections above.
Subject line improvements
HIGHEmphasize Launch and Introduction Phrases
Top performing subjects often start with strong launch-related phrases such as 'Introducing' and specific product names, which achieve open rates above 80%.
Focus subject lines on new product or colourway launches, using direct language like 'Introducing [Product Name]' to drive higher open and click rates.
HIGHAvoid Generic or Planning-Focused Subjects
Lowest performing subject lines include generic references like 'Our New Project Planning Page' with significantly lower open and click rates (48% open, 0.5% click).
Reduce use of generic or process-focused subjects and instead highlight tangible product or design content to maintain engagement.
MEDIUMUse Seasonal and Event-Driven Language with Caution
Some seasonal subjects like 'Christmas Already? 🎄' have strong open rates (>81%) but very low clicks (~0.6%), indicating curiosity did not convert.
If using seasonal themes, ensure subject lines align clearly with actionable content and calls to action to avoid low click engagement.
Content type recommendations
HIGHPrioritize Product-Led Content
Product-led campaigns (7 campaigns) generate highest open rates (78.53%), click rates (1.53%), and revenue (£15,427.44).
Increase volume of product-led content campaigns to leverage strong engagement and revenue-driving potential.
MEDIUMMaintain Designer-Focused Content with Optimizations
Designer-focused emails have good revenue (£6,361.63) but lower open (68.27%) and click rates (0.75%).
Continue designer-focused content but test creative and CTAs to boost click rates closer to product-led benchmarks.
MEDIUMReduce Project-Led Email Volume
Project-led campaigns (3) show moderate open rates (71.41%) but low clicks (1.02%) and no revenue contribution.
Cut back on project-led content or revamp messaging to improve engagement and potential revenue.
New target audiences
HIGHTarget Interest Segments Around Trending Designs 'Millefleurs' and 'Branches In The Breeze'
'Millefleurs' increased from 3 to 8 orders and 'Branches In The Breeze' from 2 to 5 in recent 4 weeks, indicating rising demand.
Create segmentation and campaigns that highlight these trending designs to capitalize on growing interest.
MEDIUMSegment Trade vs Consumer Onboarding Audiences
Nearly equal onboarding volumes for trade (498) and consumer (504) flows currently exist.
Develop tailored content and journeys for trade professionals and consumers separately to optimize engagement and conversion.
Re-targeting opportunities
HIGHAddress High Unsubscribe Rate From 'Unknown' Signup Source
A signup source labeled 'unknown' has a very high unsubscribe rate of 40.95%, indicating disengagement or misaligned expectations.
Investigate and clean signup processes to reduce unknown source entries; improve data capture clarity to prevent further attrition.
Missing flows
HIGHBuild a Post-Sample Follow-Up Flow
No existing post-sample follow-up flow despite sample requests being a strong flow signal.
Implement a post-sample follow-up flow triggered 3–5 days after sample order, requesting feedback, offering design consultations, and encouraging project orders to capitalize on interest.
Underperforming sequences
HIGHImprove Content and CTAs in Checkout Abandonment Flow
Checkout Abandonment Flow has strong open rates (~75%) but low click-to-open rate (14.8%), indicating CTAs are not converting.
Redesign content and calls to action in this flow to better convert attention into clicks and final purchase.
HIGHAddress Fatigue and Drop-Off in Welcome Flow - DZD
Welcome Flow opens decline with each email; major post-open click drop-off on Email 2 and 3 (~92% non-clickers).
Revise sequence timing, content freshness, and CTAs in Welcome Flow, especially Emails 2 and 3 to reduce fatigue and increase engagement.
Optimal send timing
HIGHSend Campaigns on Tuesdays at 14:00
Best send window is Tuesday 14:00 with highest open rate of 79.8% and click rate of 1.56%, across 8 sends and 51,647 recipients.
Schedule major email sends on Tuesdays at 14:00 to maximize engagement.
MEDIUMSecondary Window: Thursdays at 14:00 for Higher Revenue per Recipient
Thursday 14:00 shows a slightly lower open rate (73.75%) and click rate (0.75%) but highest revenue per recipient (£0.42) over 4 sends.
Use Thursday 14:00 as a secondary send window for targeting campaigns aiming for higher revenue efficiency.
Frequency recommendations
MEDIUMMaintain Current Campaign Frequency with Caution
Current send frequency averages 1 campaign per week over 13 campaigns. Strong weekly list growth (~118 signups in best week) and balanced trade/consumer onboarding.
Hold frequency steady at about 1 campaign per week to avoid increasing subscriber fatigue and risk of unsubscribes, especially given 'Welcome Flow - DZD' fatigue signs.
LOWSegment Flows to Optimize Engagement
Trade and consumer onboarding flows are separate with nearly equal volume.
Consider splitting frequency between trade and consumer segments to deliver more relevant timing and content per audience, potentially reducing unsubscribes.
Section 10
Sales Alerts
24 Sept 2026 – 1 Oct 2026 · 7 days
7 alerts this run
Individual contacts who crossed an engagement threshold this week includes repeat clickers, high-value firms, or someone whose click led to a sample order. Each alert has a 7-day cooldown so it doesn't repeat.