600+ campaigns in, here are the real numbers
Not a projection: the actual Klaviyo account behind mLab's email program, including the sends that beat plan and the ones that didn't.
The situation
mLab sells pain-relief and recovery gear, a category where the sales pitch has to do real educational work: most people don't know whether heat or ice actually helps their knee, or whether compression sleeves are worth it, until someone credible explains it. That's most of what this account's campaigns are built around: education first, discount second.
The account has sent north of 600 campaigns to date, spanning retention flows, educational sends and every major sale moment across the year.
The subscriber base skews toward people already dealing with a specific, recurring physical issue, arthritis, chronic back pain, post-workout recovery, which makes segmentation more valuable than it would be for a general lifestyle brand. Someone managing knee pain and someone managing shoulder recovery need genuinely different content, not just a different first name in the subject line. A meaningful part of the ongoing work here is keeping those segments current as new subscribers come in and existing ones move between categories (someone recovering from a specific injury eventually graduates into general maintenance, for instance), so the list doesn't quietly go stale.
The numbers
Revenue isn't part of this one. mLab's checkout was never wired into Klaviyo's tracking, so revenue and Placed Order figures on this account don't reflect real sales. Open rate is tracked independently of that and is the number worth trusting here.
Average open rate, trailing 30 days. Klaviyo's own benchmark rates this "Fair" for the category.
Best single-send open rate in the account: a plain-text teaser with no design and no images.
Open rate range across the four-email Black Friday series, each targeted to a different segment.
Campaigns sent through this account: retention flows, educational sends and every major sale moment across the year.
One of the sends
A final-hours Cyber Monday send, backed by real customer reviews so the "does this actually work" objection gets answered before it's even asked. The countdown shown is a snapshot from the actual live send, not a mockup.
Why the average undersells the good sends
44.49% is a blended number across 600+ sends of very different jobs. Big educational sends go to the full list to stay useful and top-of-mind, sends like "Does Winter Really Make Arthritis Worse?" or "Back Pain: Causes and Solutions", and pull solid but unremarkable opens by design, since they're not trying to convert on the spot. Smaller, sharply-targeted sends did noticeably better: "Compression vs Braces vs Creams: Which Actually Helps Winter Joint Pain?" hit 50.63% opens, and the Black Friday series ran between 40–52% across four separate sends. The plain-text teaser above beat all of them at 65.63%, with zero design effort, a good reminder that "looks like an email from a friend" still outperforms "looks like a marketing email" for getting opened.
Reading the blended average alone tells you the account is "fine." Reading the individual sends tells you which angle is actually working, which is the only version of that data worth acting on.
Where it stands
This is an active account with a live send calendar, so these numbers move month to month. Revenue tracking is the one open item: getting Klaviyo properly wired into mLab's checkout would turn this from an open-rate story into a full-funnel one, and it's on the list for a future phase of the engagement.