Score Your Retention Out of 100

Retention Revenue Score

See how well your business retains customers and how often they come back. Enter the category of the products you sell, your repeat purchase rate, your email and SMS revenue and which automated flows are live. You get a score out of 100 and what the gaps cost you each year.

✓ A repeat purchase target set for your category
✓ How much of your email and SMS revenue comes from automated flows, compared to a 40% benchmark
✓ Which of the seven main flows you're missing, with the bigger earners counted more
✓ What missing repeat purchases and automation cost you per year

What do you sell?

Repeat purchase rate varies enormously by category, so this sets your target instead of applying one flat benchmark to every store.

Healthy repeat rate here: 22% Reported ranges vary widely between datasets.

Average monthly revenue

All channels combined. Used to size the gaps in dollars.

Repeat purchase rate

Share of customers who have bought more than once, over a rolling 12 months.

Email and SMS share of revenue

Both channels combined, as a percent of total revenue. Owned channels are the ones you control rather than rent: your website and blog, email, SMS, your app, and your own social profiles. This score measures email and SMS, the two that report per send.

Of that, how much is automated?

The split between triggered flows and manually scheduled campaigns. Most platforms show it on the flows dashboard.

Which lifecycle flows are live?

Tick every flow sending today. Weighted by the revenue each one typically carries, so they are not worth the same.

Welcome / signup series 22 Abandoned checkout 22 Cart and browse abandonment 16 Post-purchase / thank you 14 Winback / lapsed customer 12 Replenishment or back in stock 8 Sunset / list hygiene 6

Retention Revenue Score

—/100

Automation gap

—

a year

Repeat-rate gap

—

a year

Your automated share of owned revenue —

Benchmark for a healthy program 40%

Repeat rate — against a —% target. — of 7 flows live, worth — of 100 weighted points. The two gaps above overlap, since better flows are one of the levers that lifts repeat rate, so read them as two views of one opportunity rather than a total.

How this score is calculated

The score combines three things: your repeat purchase rate, how much of your email and SMS revenue comes from automated flows, and which flows you have live. Each one points to a different fix, so seeing all three tells you where to start.

Repeat revenue = min(100, repeat rate ÷ category target × 100)
Automated mix = min(100, automated flow share ÷ 40 × 100)
Flow coverage = sum of the weights of every live flow

Score = (Repeat × 0.4) + (Mix × 0.3) + (Coverage × 0.3)

Automation gap = max(0, 40% − automated share) × owned revenue × 12
Repeat-rate gap = max(0, category target − repeat rate) × monthly revenue × 12

The 40% target for automated revenue comes from three separate datasets. In all three, automated flows bring in 37% to 45% of email and SMS revenue while making up a small share of the messages sent. If you're below 40%, more of your revenue depends on campaigns someone has to plan and send every week.

The seven flows don't bring in the same revenue, so they aren't worth the same points. Welcome and abandoned checkout are worth 44 of the 100 points together. A store missing those two is in a much worse spot than one missing list cleanup.

80 to 100 · Compounding

Repeat customers bring in a big share of your revenue, so your ad spend grows the business instead of replacing customers you lost.
60 to 79 · Solid

The basics are in place. The gaps are specific and usually cheap to fix.
40 to 59 · Exposed

New customers bring in most of your revenue, so every increase in ad costs comes straight out of your margin.
Under 40 · Acquisition-dependent

You have to pay to win most of your revenue again every month, which is the most expensive way to grow.

Sources used to calibrate

Klaviyo, 2026 Email Marketing Benchmarks

Across 183,000+ brands, automated flows bring in about 41% of email revenue from 5.3% of sends. Revenue per recipient is about 18 times higher than campaigns, and click rates are 5.58% vs 1.69%.
klaviyo.com/products/email-marketing/benchmarks
Klaviyo, 2026 SMS Marketing Benchmarks

SMS flows are 7.6% of sends but 45.2% of SMS revenue, with about 8 times more revenue per recipient than campaigns.
klaviyo.com/products/sms-marketing/benchmarks
Omnisend, Email Marketing Statistics

Automated emails are about 2% of email volume but bring in 37% of email sales, at $2.87 per automated email vs $0.18 per campaign email.
omnisend.com/blog/email-marketing-statistics
Shopify, average customer retention rates by industry

Used for the target in the "Mixed or other" category, along with the 30% average retention reported by the Decile customer data platform.
shopify.com/blog/average-customer-retention-rate-by-industry
Category repeat-rate spread

Published repeat rates range from about 10% for durables and general retail to 60% and above for subscription, so each category gets its own target. Studies measure repeat customers over different time periods, so each target is the low end of a healthy rate for that category.

Sources last checked August 2026.

Two things to keep in mind. The repeat-rate gap assumes one extra point of repeat rate brings in about one extra point of revenue at your current order sizes. It's an estimate, not a forecast. The automation gap is on the low side on purpose. It only compares your current email and SMS revenue to the 40% target and doesn't assume that revenue grows, even though the data above shows it usually does.

Retention score by repeat purchase rate

The score weighs your repeat purchase rate against your category's target, the share of revenue from automated flows, and how many core flows are live. The example is an apparel store at $250k a month, with 28% of revenue automated and 3 of 7 flows live; the gap is the yearly revenue missed below the 22% apparel target.

Retention score by repeat purchase rate (apparel, 22% target; $250k/mo revenue; 28% automated; 3 of 7 flows live)
Repeat purchase rate	Retention score	Repeat-rate gap / yr
10%	57 (Exposed)	$360,000
14%	64 (Solid)	$240,000
18%	71 (Solid)	$120,000
22%	78 (Solid)	$0
30%	78 (Solid)	$0

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