Many brands rely exclusively on email for customer contact. That is understandable: email is cheap, fast and measurable. But hardly anyone checks one thing: how many of your customers do you actually reach reliably?
A simple report in Klaviyo gives you the answer, and it is often a real eye-opener.
Why this report is so important
Most shops have thousands of email addresses that no longer see any campaign. Why? Because:
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customers do not have double opt-in (DOI),
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emails land in spam or the Promotions tab,
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or they simply have not opened an email for months.
The result: even for strong brands, the effective reach of email campaigns is often only 20 to 40% of existing customers. The remaining 60 to 80% simply hear nothing from you, neither about promotions nor product launches.
If you want to understand and improve your marketing reach, this report is the perfect starting point.
How to create the report in Klaviyo
Create two simple segments:
1️⃣ Segment “Non-openers”
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Person cannot receive email marketing OR
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Person has opened email zero times in the last 60 days
2️⃣ Segment “Email openers”
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Person can receive email marketing AND
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Person has opened email at least once in the last 60 days
After just a few seconds, you can see:
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How many of your customers do you currently really reach?
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And how large is the share that does not notice any of your emails?
What you can derive from the result
Once you know how large your non-opener segment is, you can derive strategic actions directly:
1. Expand reach: think about how you can reactivate inactive customers on other channels, for example through print.
2. Prioritize audiences: segment specifically by activity level and adapt the message. Openers need inspiration, non-openers need reactivation. A time-based discount ladder like this can also save you a lot of margin.
3. Allocate campaign budget smarter: if you know that you do not reach 60 to 80% of your existing customers by email, it is usually worth shifting budget from Meta and Google into your CRM with print. As a rule, reactivating existing customers is cheaper than buying new ones.
Conclusion
This simple report shows you in five minutes whether your CRM performs as well as you think. It helps you understand which customers you really reach and where you leave reach, revenue and loyalty unused.
For many brands, this is the first step toward thinking about CRM across channels, not only in email open rates.
Run the test and see for yourself how large your unused potential really is. 🤯