April 2026 · Retention Report
Koala Eco
USA
2026-04
Prepared by The Email Marketers
Executive Summary
April was a strong growth month with $87.5K email revenue (+19.5% MoM, +99% YoY) and a clear Welcome Flow A/B winner ready to deploy. The drop in 90 day repeat purchase rate from 24% to 19% is the most significant concern; the May plan addresses it with a targeted win back flow for March promo buyers.
Total Store Revenue
$465,246
vs Prior Month
+8.4%+$36,124
vs Prior Year
+32.7%+$114,620
Total Attributed Revenue (Email + SMS)
$102,382
Email + SMS combined. 22.0% of store revenue, +11.7% MoM, +32.5% YoY.
vs Prior Month
+17.6%+$15,276
vs Prior Year
+89.3%+$47,952
Email Revenue
$87,501
85.5% of email + SMS
MoM
+19.5%
+$14,297
YoY
+99.0%
+$43,529
SMS Revenue
$14,881
14.5% of email + SMS
MoM
+7.0%
+$979
YoY
+42.3%
+$4,423
Flow Revenue
$51,378
58.7% of flow + campaign
MoM
+22.0%
+$9,263
YoY
+105.3%
+$26,358
Campaign Revenue
$36,123
41.3% of flow + campaign
MoM
+16.2%
+$5,034
YoY
+87.4%
+$16,838
Wins and Gaps
Wins
Welcome Flow Variant B decisive win
Variant B reached 28% open rate vs 22% for Variant A with 100% Klaviyo win probability. Ready to ship to all paths May 9.
Email revenue +99% YoY to $87.5K
Strongest April on record. Driven by flow expansion (51% of attributed) and list growth (+5,064 net new subs).
Alia popup test surfaced a clear winner
Dynamic discount variant beating $5 off and free shipping at 2:1 conversion ratio. Full rollout planned by May 12.
Gaps
90 day repeat purchase rate down 20.8%
24% to 19% MoM. Likely tied to March 25% off promo buyers who have not returned. Win back flow is the response.
Campaign click through rate below benchmark
0.47% vs 0.80% benchmark. Open rate is strong at 62%, so the gap is between open and click. CTA and subject pair tested next cycle.
SMS campaign cadence is light
Only 2 SMS campaigns in April. Flow SMS doing the heavy lifting ($13.2K vs $1.7K campaign). Test 2 to 3 more campaign sends in May.
Scorecard
| Metric | April 2026 | vs March 2026 | vs March 2026 % | vs April 2025 | vs April 2025 % |
|---|---|---|---|---|---|
| Revenue | |||||
| Total Store Revenue | $465,246 | +$36,124 | +8.4% | +$114,620 | +32.7% |
| Total Attributed Revenue | $102,382 | +$15,276 | +17.6% | +$47,952 | +89.3% |
| Email Revenue | $87,501 | +$14,297 | +19.5% | +$43,529 | +99.0% |
| SMS Revenue | $14,881 | +$979 | +7.0% | +$4,423 | +42.3% |
| Campaign Email Revenue | $36,123 | +$5,034 | +16.2% | +$16,838 | +87.4% |
| Campaign SMS Revenue | $1,697 | +$120 | +7.6% | +$612 | +56.5% |
| Flow Email Revenue | $51,378 | +$9,263 | +22.0% | +$26,358 | +105.3% |
| Flow SMS Revenue | $13,184 | +$859 | +7.0% | +$3,811 | +40.6% |
| Attribution | |||||
| Email % of Store Revenue | 18.8% | n/a | +11.2% | n/a | +40.3% |
| Campaign Revenue Share | 35.3% | n/a | -1.7% | n/a | -3.8% |
| Flow Revenue Share | 50.2% | n/a | +4.4% | n/a | +21.0% |
| Engagement | |||||
| Campaign Open Rate | 62.2% | n/a | +6.5% | n/a | +17.8% |
| Campaign Click Rate | 0.47% | n/a | +3.5% | n/a | -27.7% |
| Campaign CVR | 0.10% | n/a | +11.1% | n/a | -33.3% |
| Flow Open Rate | 52.5% | n/a | +4.6% | n/a | +10.8% |
| Flow Click Rate | 2.88% | n/a | +15.5% | n/a | +97.6% |
| Flow CVR | 0.72% | n/a | +7.1% | n/a | +15.9% |
| Volume | |||||
| Campaigns Sent (Email) | 46 | n/a | +12.2% | n/a | +18.0% |
| Campaign Email Deliveries | 549,139 | n/a | +9.8% | n/a | +22.4% |
| Flow Email Deliveries | 102,681 | n/a | +18.1% | n/a | +41.2% |
| Total Email Orders | 1,286 | n/a | +13.6% | n/a | +62.4% |
| Retention | |||||
| AOV | $69.91 | +$1.44 | +2.1% | +$5.23 | +8.1% |
| Returning Customer Share | 22.97% | n/a | -7.3% | n/a | -9.5% |
| 90 Day Repeat Purchase Rate | 19% | n/a | -20.8% | n/a | -13.6% |
| First Time Buyer Rate | 67.9% | n/a | +2.7% | n/a | +3.7% |
| List Health | |||||
| Total Email Subscribers | 87,191 | n/a | +6.2% | n/a | +28.4% |
| Net New Email Subs | +5,064 | n/a | +24.3% | n/a | +58.1% |
| Total SMS Subscribers | 28,613 | n/a | +5.7% | n/a | +34.2% |
| Net New SMS Subs | +1,546 | n/a | +18.9% | n/a | +48.6% |
| Popup Submit Rate | 9.73% | n/a | +65.2% | n/a | +115.3% |
Scorecard . Takeaway
What we see
After layering Welcome Flow Variant B across all paths on April 4 and pushing the Alia dynamic discount popup to the 4 highest traffic homepage variants, email revenue grew 19.5% MoM to $87.5K (+99% YoY). Flow revenue share crossed 50% of attributed for the first time. The 90 day repeat purchase rate fell from 24% to 19%.
Why we think it's happening
Top of funnel changes look to be compounding in flow revenue, but post purchase retention appears to be leaking. The Welcome Flow win and the popup test aren't enough to defend the repeat rate, suggesting the constraint has moved downstream, to validate.
What we're going to do next
Ship a 2 touch win back flow targeting March promo buyers by May 16. Hold attribution % goal at 22% even if total store revenue softens.
Audience and List Health
Net Email Subscribers
+5,064
net this period
MoM
+24.3%
YoY
+58.1%
Net SMS Subscribers
+1,546
net this period
MoM
+18.9%
YoY
+48.6%
Desktop Popup CR
11.2%
conversion rate
MoM
+62.3%
YoY
+107.4%
Mobile Popup CR
8.4%
conversion rate
MoM
+71.4%
YoY
+140.0%
Total Email Profiles
248,120
all time
Active Email Profiles
161,832
engaged in last 365 days
Audience and List Health . Takeaway
What we see
After refreshing the homepage popup creative on April 8 and turning on the dynamic discount A/B test, popup submit rate climbed from 5.89% to 9.73%, a 65.2% lift MoM. The email subscriber list grew by 5,064 net new subscribers, 24% above March pace.
Why we think it's happening
Discount messaging on the popup appears to drive meaningful signup lift, but list quality is unproven. Engagement decay across the new April cohort is the next watch metric, to validate whether these subscribers convert or just inflate the list.
What we're going to do next
In May, segment the April popup cohort and track 30 day open / click vs the rolling 6 month average. If decay matches benchmark, leave the popup. If not, test a softer offer.
Campaign Performance
$36,123
Campaign Email Revenue
vs $31,089 March
$1,697
Campaign SMS Revenue
Only 2 SMS sends
4,135
Campaign Email Clicks
+8% MoM
62.2%
Campaign Open Rate
+6.5% MoM
0.47%
Campaign Click Rate
Below 0.80% benchmark
Campaign vs Flow Revenue
Flow revenue ($51.4K) now exceeds campaign revenue ($36.1K) for the first time. Automation is doing the heavy lift; campaigns should rebalance toward awareness and CTR optimization.
Campaign Performance . Takeaway
What we see
After holding campaign cadence flat at 11 sends per week but introducing 2 question led subject line tests on the higher AOV product groupings, campaign revenue grew 16.2% MoM and open rate climbed 6.5% to 62.2%. Click rate held at 0.47%, well below the 0.80% benchmark.
Why we think it's happening
Opens are not the constraint anymore. The gap between open and click looks like where revenue per send is leaking. Subject lines appear to be working; CTAs and creative do not seem to be converting attention into clicks, to validate with a creative test.
What we're going to do next
May focus shifts to a 4 send paired creative test on subject + preview + above the fold CTA. Target a 64% relative lift in click rate (0.47% to 0.77%) by end of May.
Flow Performance
$51,378
Flow Email Revenue
+22.0% MoM
$13,184
Flow SMS Revenue
Heavy lifter vs campaigns
738
Flow Email Orders
+18% MoM
52.5%
Flow Open Rate
+4.4% MoM
Individual Flow Detail
| Flow | Revenue | Rev MoM $ | Rev MoM % | Rev YoY $ | Rev YoY % | RPR | CR | CVR | CVR MoM | CVR YoY |
|---|---|---|---|---|---|---|---|---|---|---|
| Welcome Series (15% offer) | $14,516 | +$2,610 | +22% | +$5,118 | +54% | $3.46 | 4.85% | 4.10% | +11.4% | +40.4% |
| SMS Welcome Series | $10,201 | +$1,938 | +23% | +$3,468 | +51% | $0.68 | 8.15% | 1.34% | +15.5% | +30.1% |
| TYB Welcome | $8,230 | +$1,593 | +24% | +$2,910 | +55% | $2.18 | 3.42% | 2.86% | +9.2% | +39.5% |
| Post Purchase First Time Buyers | $6,712 | -$203 | -3% | -$140 | -2% | $1.42 | 1.62% | 0.76% | -9.5% | -13.6% |
| Cart Abandonment | $4,090 | +$80 | +2% | +$612 | +18% | $1.18 | 2.18% | 1.02% | +2.0% | +15.9% |
| S and S Winback (20% off) | $4,108 | +$304 | +8% | +$911 | +28% | $0.96 | 1.04% | 0.61% | +8.9% | +15.5% |
| Browse Abandonment | $3,621 | +$172 | +5% | +$429 | +13% | $0.42 | 0.92% | 0.48% | +6.7% | +23.1% |
| Replenishment (Multi Purpose) | $2,840 | +$316 | +13% | +$1,201 | +73% | $0.51 | 1.42% | 0.83% | +16.9% | +97.6% |
| Birthday | $1,812 | +$58 | +3% | +$201 | +12% | $0.62 | 1.98% | 1.18% | +3.5% | +21.6% |
| Post Purchase Repeat Buyers | $1,645 | +$112 | +7% | +$401 | +32% | $0.78 | 1.46% | 0.91% | +7.1% | +15.5% |
| Sunset Win Back (Lapsed 90d) | $1,419 | -$98 | -6% | -$210 | -13% | $0.18 | 0.51% | 0.34% | -10.5% | -13.6% |
| SMS Browse Abandonment | $1,192 | +$74 | +7% | +$298 | +33% | $0.31 | 1.18% | 0.62% | +3.5% | +44.2% |
Flow Performance . Takeaway
What we see
After promoting Welcome Flow Variant B (question led subject) to 100% of paths on April 4 and adding a 4th Welcome Flow touch on the SMS leg, flow email revenue grew 22.0% MoM to $51.4K. Welcome Series email revenue alone gained $2.6K MoM and SMS Welcome Series gained $1.9K. The Post Purchase First Time Buyers flow lost ground (-$203 MoM).
Why we think it's happening
Welcome Flow changes appear to be doing the heavy lift. The Post Purchase FTB flow reads as stale, the offer likely no longer matches expectation, and the Sunset Win Back seems to be leaking value on a wrong audience window, to validate against cohort timing.
What we're going to do next
Refresh Post Purchase FTB creative in May. Rebuild the Sunset Win Back with a 60 day lapse window (currently 90) and a stronger offer ladder.
Retention Analysis
67.9%
First-Time Buyer Share
share of orders this period
MoM
+4.0%
YoY
+9.2%
22.97%
Returning Customer Share
share of orders this period
MoM
-7.3%
YoY
-4.1%
$69.91
Average Order Value
MoM
+2.1%
YoY
+8.1%
4.13
Orders per Returning Buyer
12-month average
Repeat Purchase by Product
| Product or Cohort | Repurchase ANY Product | Repurchase SAME Product |
|---|---|---|
| Multi Purpose Cleaner | 28% | 18% |
| Bathroom Cleaner | 24% | 14% |
| Laundry Wash | 32% | 22% |
| Hand Wash | 19% | 11% |
Hiro cohort LTV fields (30, 60, 90, 180, 365 day) are still maturing for the April cohort. Figures will populate in subsequent reports.
Retention Analysis . Takeaway
What we see
The 90 day repeat purchase rate dropped from 24% to 19% MoM. AOV held at $69.91 (+2.1%) and First Time Buyer rate climbed to 67.9%. Returning Buyer Share fell 7.3% MoM.
Why we think it's happening
The March 25% off promo likely pulled forward demand from buyers who never came back. The acquisition engine looks healthy, but post first purchase retention appears to be the constraint on next year's growth, to validate as the win back cohort matures.
What we're going to do next
Build a March promo specific win back flow (mid May, end of May). Pair with the product replenishment flow on the hero SKU in June.
Revenue Quality
| Metric | Current | Prior | Change |
|---|---|---|---|
| Campaign Email Revenue per Recipient | $0.066 | $0.058 | +13.8% |
| Flow Email Revenue per Recipient | $0.50 | $0.41 | +22% |
| Campaign First Time Revenue | $5,341 | $4,210 | +26.9% |
| Flow First Time Revenue | $42,243 | $33,089 | +27.7% |
Revenue Quality . Takeaway
What we see
Revenue per recipient grew across both campaigns (+13.8%) and flows (+22%). First time revenue accelerated faster than repeat revenue, both up roughly 27% MoM.
Why we think it's happening
Per send economics look healthy and improving. The list growth feeding flows appears to be acquiring buyers with higher first order value than 6 months ago. Repeat economics seem to be the constraint, not first purchase quality, to validate against the win back results.
What we're going to do next
Hold campaign cadence steady. Push the win back flow in May to test whether repeat revenue per recipient can grow alongside first time.
KPI Targets
| KPI | Baseline | Current | Target | Target Date | Status |
|---|---|---|---|---|---|
| Email revenue % of store | 18.8% | 19.6% | 22% | Dec 2026 | On Track |
| 90 day repeat purchase rate | 24% | 19% | 24% | Sep 2026 | Off Track |
| Campaign click through rate | 0.47% | 0.47% | 0.80% | Aug 2026 | Off Track |
| Welcome flow open rate | 50.2% | 52.5% | 55% | Jul 2026 | On Track |
KPI Targets . Takeaway
What we see
After refreshing targets at the end of Q1 (holding email revenue % of store at 22% by year end and resetting the 90 day repeat rate goal from 22% to 24%), two targets are on track (Email % of store, Welcome flow open rate) and two are off track (Repeat purchase rate, Campaign click rate).
Why we think it's happening
Goal setting in February assumed the March promo would lift repeat purchase rate, which appears to have back fired. The off track targets likely need a corrective plan rather than a goal reset, to confirm once the win back flow is live.
What we're going to do next
Hold all four targets at current levels through Q2. Revisit in late July when the win back flow has 90 days of data.
90 Day Strategic Roadmap
Each month's priorities. Items marked "Carrying Over" or "Partial" came from a prior month's commitments and are continuing.
May 2026
May 1 to 31
Roll the wins, plug the leak
Baseline
19% 90 day repeat
Goal
21% 90 day repeat
Roll Welcome Flow Variant B to all paths
NewWhat
Promote Variant B (question led subject lines) from A/B test to default across every Welcome Flow entry path in Klaviyo.
Why
Variant B hit 28% open rate vs 22% for A; 100% Klaviyo win probability. Leaving the loser live costs opens daily.
Lift
Open rate from 22% to 28% (a 27% lift), estimated +5 to 10% flow revenue
Effort
Low, configuration change
Ship dynamic discount Alia popup to 100% traffic
NewWhat
End the multi variant test. Roll the dynamic discount variant to all homepage traffic.
Why
Dynamic discount is winning 2:1 on conversion. Faster rollout means faster list growth and more Welcome Flow revenue downstream.
Lift
Roughly 2x popup conversion rate, incremental list growth
Effort
Low, Alia config plus QA
Build and launch win back flow for March promo buyers
NewWhat
Two touch Klaviyo win back targeting March 25% off promo buyers who have not repurchased. First send mid May, second end of May.
Why
90 day repeat purchase rate dropped 24% to 19%. March promo cohort is the most likely source. Re engage before they lapse.
Lift
Recover 2 to 3pp of the 5pp decline, roughly $3K to $6K incremental revenue
Effort
Medium, segment, creative, two emails, flow build
June 2026
Jun 1 to 30
Build the retention engine
Baseline
21% 90 day repeat
Goal
23% 90 day repeat
Continue win back optimization
Carrying OverWhat
Iterate on May win back flow. Add a third touch for non responders. Test offer ladder.
Why
Carrying May momentum into June, defending the repeat rate gain before any seasonal softness.
Lift
Stabilize repeat rate at 21 to 23%
Effort
Low, iteration on existing flow
Launch product replenishment flow for hero SKU
NewWhat
Build a replenishment flow on Multi Purpose Cleaner based on the 90 day repurchase interval.
Why
Top SKU. 28% repurchase any, 18% same SKU. A timed reminder closes the gap to organic replenishment.
Lift
Estimated same SKU repurchase from 18% to 21% (+17%)
Effort
Medium, segment plus content plus flow build
Campaign CTR sprint
NewWhat
Run 4 paired send tests focused on subject line plus preview plus above the fold CTA.
Why
Open rate is strong, click is below benchmark. The gap between opens and clicks is the lever.
Lift
Click rate from 0.47% to 0.77% (+64%)
Effort
Medium, 4 send creative ramp
July 2026
Jul 1 to 31
Scale and codify
Baseline
23% 90 day repeat
Goal
25% 90 day repeat
Audit and segment SMS subscribers
NewWhat
Build engagement based SMS segments. Test 2 plus campaign sends per week vs 1.
Why
Only 2 campaigns in April. Cadence is the headroom. Flow SMS already proven, campaigns can lift mix.
Lift
Roughly +$2 to 4K incremental SMS revenue
Effort
Medium, segmentation plus creative
Roll out loyalty program audit
NewWhat
Scope a points or tier loyalty program. Define qualifying behaviors, rewards, and integration.
Why
Defends repeat rate structurally rather than tactically. Foundation for Q3.
Lift
Long term, repeat rate ceiling from 19% to 24% (+26%)
Effort
High, cross functional with brand and ops
Quarterly retention deep dive
NewWhat
Cohort by cohort review of acquisition source, first SKU, time to second purchase.
Why
Inform Q4 acquisition and retention strategy with a real LTV by source picture.
Lift
Strategic, no direct revenue lift
Effort
Medium, analysis plus deck
No loyalty program active. Recommendation: scope a points or tier program in Q3 to defend the repeat rate decline structurally rather than tactically.
Partnership Check In
A few open questions for the partnership. Answers shape how we prioritize the next 90 days.
Your details (optional)
We use this to know who shared the feedback. Skip if you prefer to stay anonymous.
Is the in store launch in Whole Foods still on track for July?
Affects how aggressively we promote the hero SKU replenishment flow.
0/4000
Will the brand refresh land in May or June?
Determines whether the May campaigns should use legacy or new creative.
0/4000
Are there any wholesale channel commitments we should reflect in retention messaging?
Wholesale and DTC reporting are currently siloed; combining gives a fuller picture.
0/4000
Responses are saved to the TEM client log and posted to your TEM account Slack channel so the team can act on them immediately. No public sharing.