Email Profits
Email Profits shows revenue, COGS, discounts, refunds, and real profit for every campaign and flow sent through Klaviyo, Omnisend, or Mailchimp.
What is Email Profits?
Email Profits is a Bloom dashboard that shows the true profitability of every order, revenue, and profit generated through your email marketing platform, whether that is Klaviyo, Omnisend, or Mailchimp. It gives Shopify merchants a single place to see how their email program is actually performing financially, not just how much revenue it drove.
How it Works
Bloom pulls attributed orders from your email platform and calculates true profit for each campaign and flow by subtracting COGS, discounts, and refunds from revenue. Each send is then automatically tagged with one of five performance labels so merchants can see at a glance which sends are working and which are not.
Email platforms report revenue, but revenue alone can be misleading: a $10,000 campaign built on a 40% discount and thin-margin products may have kept very little. Email Profits closes that gap by layering revenue, COGS, discounts, refunds, profit, and profit margin on top of every send.
Profit Engine
High revenue and high margins. One of the best performers: strong revenue paired with healthy margins. Worth studying and replicating.
Solid Earner
Healthy margins. Reliably profitable and making good money on every email sent, even if not top-tier on revenue.
Margin Trap
High revenue but weak profitability. Looks great inside the email platform because revenue is high, but after COGS and discounts there is little profit left. Click into the row to open the margin breakdown and identify what is reducing margin (product cost, an overly generous discount code, or a high refund rate).
Breakeven Zone
Technically profitable but only barely covering costs. Fallback label for any send that does not meet the criteria for Profit Engine, Solid Earner, or Margin Trap and is not losing money. Worth monitoring, since a small increase in discounting or refunds could push it into the red.
Money Pit
Losing money (profit below $0). This label is always evaluated first, ahead of every other rule, because losing money is the most urgent signal. Even a send that would otherwise qualify as a Profit Engine on revenue is labeled Money Pit if actual profit is negative, so the issue is never hidden behind a positive-sounding label.
How Labels are Calculated
Labels are driven by Label Rules, which merchants can tune. so thresholds reflect what profitability actually looks like for their store. See "How to use it" below for how to open and adjust them.
Label
Default Rule
What Merchants Can Adjust
Profit Engine
Margin at or above a merchant-defined threshold.
Minimum margin threshold, plus an optional revenue requirement (Above average, Top performers, or Top few).
Solid Earner
Margin of 20% or higher.
Minimum margin threshold.
Margin Trap
Margin below 18%.
Minimum margin threshold, plus an optional revenue requirement (Any revenue, Above average, or Top performers).
Breakeven Zone
Assigned automatically to any profitable send that does not meet the criteria for Profit Engine, Solid Earner, or Margin Trap.
Not adjustable.
Money Pit
Profit below $0. Always evaluated first.
Not adjustable.
For Profit Engine and Solid Earner, Bloom shows the chosen threshold alongside the store-wide margin and the platform (Klaviyo, Omnisend, or Mailchimp) margin, so merchants can calibrate the threshold against their own baseline rather than an arbitrary number.
Data Available
Insights
The Insights panel surfaces automatically generate observations about email performance, prioritized so merchants know what to look at first.
Priority
What It Flags
Critical
The most urgent issues: a Money Pit send, a sudden significant drop in margin, or a flow that has turned unprofitable. Example: "Your Abandoned Cart flow has lost money on the last three sends."
High
Important but less urgent issues, such as a Margin Trap campaign or a noticeable margin decline. Example: "Your Spring Sale campaign drove $8,200 in revenue but margin fell to 12%, well below your store average."
Low
Informational observations that do not require immediate action, such as a flow moving from Solid Earner to Breakeven Zone. Example: "Your Welcome Series flow's margin has slipped from 24% to 19% over the last month."
Summary Metrics
Three at-a-glance metrics at the top of the dashboard for the selected date range.
Total Revenue (All sends)
Combined revenue from every order attributed to campaigns and flows sent within the selected date range, including orders that came in after the send date.
Profit (All sends)
Combined gross profit across all attributed orders after subtracting COGS, discounts, and refunds. It shows the true financial contribution of the email program.
Revenue by Type
Splits attributed revenue between one-time campaigns and automated flows, helping merchants understand whether revenue is driven more by promotional sends or always-on automation.
Revenue by Channel
Splits attributed revenue between email and SMS sends, helping merchants compare the revenue contribution of each channel.
Campaign and Flow Table
Lists every campaign and flow in the selected date range, one row per send, with the performance label and the full profitability breakdown.
Column
Description
Name
The name of the campaign or flow as it appears in the email platform.
Type
Whether the send is a Campaign (one-time) or a Flow (automated).
Label
The performance label assigned automatically based on Label Rules: Profit Engine, Solid Earner, Margin Trap, Breakeven Zone, or Money Pit.
Recipients
The number of people who received the email.
Open %
The percentage of recipients who opened the email.
Click %
The percentage of recipients who clicked a link in the email.
Orders
The number of orders attributed to the send.
Revenue
Total revenue generated from attributed orders.
COGS
The total cost of goods sold for the products included in attributed orders.
Discounts
The total dollar value of discounts applied to attributed orders.
Discount %
Discounts expressed as a percentage of revenue, showing how much of the top line was given away.
Profit
Gross profit after COGS, discounts, and refunds are subtracted from revenue.
Profit Margin %
Profit expressed as a percentage of revenue. The core profitability metric for the send.
Profit per Recipient
Profit divided by the number of recipients, useful for comparing efficiency across sends of different sizes.
Labels update immediately if Label Rule thresholds change. The table supports search by campaign or flow name, export to Excel, and two views: the standard table above, or the Bubble Chart described next.
Bubble Chart
Plots every campaign and flow visually, using three dimensions at once, so different categories of sends stand out at a glance.
Dimension
What It Represents
Bubble size
Send Volume: larger bubbles mean more recipients.
X-axis
Revenue: bubbles further right generated more revenue.
Y-axis
Profit Margin %: bubbles higher up have better margins.
Common Patterns to Spot:
Large bubbles high and to the right are large, profitable campaigns worth replicating; bubbles far right but low are high revenue with poor margins, worth investigating for excessive discounting or high product costs; small bubbles high on the chart are small but highly profitable, and may be good candidates to scale up to a larger audience.
Margin Breakdown (per send)
From the Campaign and Flow table, clicking into any row opens a visual margin breakdown that shows exactly where profit is being consumed for that send, including product costs (how much of revenue was absorbed by COGS), discounts (how much was given away through promotions), refunds (how much profit was erased by returns), and other profitability factors such as shipping costs or transaction fees, depending on what is configured in Bloom.
How to Use It
1. Connect your email platform. For Klaviyo and Mailchimp, paste your Private API Key into Bloom and click Connect. Bloom validates the key and runs an initial sync (about 5 to 10 minutes). For Omnisend, install the Bloom Pixel: enable the Bloom App Embed in your theme (to capture site visits), then enable the Shopify Checkout Extension (to match those visits to purchases). Once connected, data refreshes automatically.
2. Set the date range. The date range filters by send date, not order date. Every campaign and flow sent within the window is shown, and their revenue includes all attributed orders, even ones that came in weeks or months after the send. A February campaign can keep gaining revenue in March or April as new attributed orders arrive.
3. Apply filters. Filter by Type (All, Campaigns only, or Flows only) and Channel (All, Email, SMS, and Push where available) to compare, for example, whether one-time promotional campaigns are more or less profitable than always-on flows.
4. Adjust Label Rules if needed. Open Label Rules to tune the thresholds for Profit Engine, Solid Earner, and Margin Trap so labels reflect what profitability looks like for your store. Use Reset Defaults to restore Bloom's recommended settings, Apply to save and re-label every send, or Cancel to close without saving.
5. Review the Insights panel. Start with Critical insights, then High, then Low. This points you at the sends most worth reviewing without scanning the whole table.
6. Investigate flagged sends. For any Money Pit or Margin Trap row in the Campaign and Flow table, click into it to open the margin breakdown and see whether product costs, discounts, or refunds are the driver. Take action: tighten a discount code, re-price a bundle, swap in higher-margin products, or review why refund rates are elevated.
7. Use the Bubble Chart to spot patterns. Switch from Table View to Bubble Chart View to see revenue, margin, and volume together. Look for small, high-margin bubbles that could be scaled up (for example, by widening a flow's trigger conditions), and large, low-margin bubbles that need cost or discount work.
8. Export to Excel. Use Export to Excel to download the full table, including every column, for offline analysis or reporting.
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