Klaviyo, Mailchimp and Omnisend count a sale as "email revenue" off an auto-open days earlier — and leave refunds in. Flatmail counts it only when someone clicked and bought within 24 hours, refunds off the top. The number you see is the number you made.
The number isn't a lie, exactly. It's just counted three ways that quietly push it up.
How a "£1,847 from email" figure gets built — some of it's in their own docs.
Apple Mail pre-loads the tracking pixel on every message, logging an "open" whether anyone read it or not — on a majority of most lists. Klaviyo's own docs admit it "artificially inflates your open rates."
The default model credits email for a purchase if someone opened or clicked within a multi-day window. A sale that'd have happened anyway gets tagged "email revenue" off an open that was never real.
When a customer refunds, the money's gone from your bank — but it stays sitting inside the "email made you £X" figure. What you're shown is gross, and quietly out of date.
We built the email tool we wanted as merchants — one that never lies to make itself look good.
Pixels and Apple inflate open rates, so we don't have them — not hidden in a menu, nowhere. Only clicks and sales, because those are real.
Them: revenue built on opens that were never realBilling is based on emails actually delivered — never on the size of a list you're punished for growing. Flat pricing you can predict to the penny.
Them: billed by contact count, even people who never opted inIf a send breaks, billing stops and you hear it from us first. Locked verified sender, an unsubscribe footer that can't be removed, real numbers or nothing.
Them: you find out from an angry customerOpening to a small first cohort of Shopify merchants in January. Get in early — and help shape the honest alternative.