A data-driven look at your current email performance and the direct mail opportunity it reveals.
Average Open Rate
72.63%
Reported by Klaviyo
Average Click Rate
0.64%
Reported by Klaviyo
Placed Order Rate
0.08%
Reported by Klaviyo
Revenue Per Recipient
$0.05
Reported by Klaviyo
These numbers come directly from your Klaviyo campaigns dashboard. The open rate is labeled "Excellent" by Klaviyo. But when we looked closer, three things didn't add up.
We're not guessing — each of these points is backed by data you can verify yourself.
Reason 01
Klaviyo publishes average open rates by industry. The closest industry to pet supplements is Health & Beauty, which averages 30.5%. Food & Beverage averages 31.2%. The best-performing product industry on Klaviyo's benchmark list averages 33.1%. A 72% open rate would be more than double any of them.
| Industry | Avg. Open Rate |
|---|---|
| Health & Beauty | 30.5% |
| Food & Beverage | 31.2% |
| Clothing & Accessories | 33.1% |
| Home & Garden | 32.5% |
| Your Reported Rate | 72.63% |
Reason 02
Click-to-open rate (CTOR) measures how many people who opened your email actually clicked something. It's calculated by dividing your click rate by your open rate. Here's what your numbers show:
0.88%
Your CTOR
0.64 ÷ 72.63
6.81%
Industry Average
MailerLite 2025
10–15%
Best-in-Class
Top performers
Out of every 100 people Klaviyo says opened your email, less than 1 clicked. The industry average is 7 clicks per 100 openers. Your brand ships hundreds of orders every day — customers clearly love BuddyGuard. A CTOR of 0.88% is mathematically inconsistent with that level of brand loyalty.
Source: MailerLite 2025 Email Benchmarks
Reason 03
In September 2021, Apple introduced Mail Privacy Protection (MPP) for all Apple Mail users. When enabled, Apple's servers automatically preload every email — including the invisible tracking pixel used to measure opens — whether or not the recipient ever actually opened the message. This means Klaviyo logs an "open" even if the email was never seen.
This is not a Petsmont problem. It affects every brand using email marketing. Klaviyo themselves documented this issue and built tools specifically to identify it.
Using the segment-building method documented in Klaviyo's own help article, we filtered your list to show only subscribers with a confirmed verified human open in the last 30 days — meaning Apple Privacy Open = False.
134,505
Total active email subscribers
36,378
Confirmed verified human openers in the last 30 days (Apple Privacy Open = False)
46,819
Subscribers with an open event that may or may not be real (Apple Privacy Open = True — ambiguous due to MPP)
51,308
Subscribers with zero open event of any kind in the last 30 days
These three groups tell a clear story. The 36,378 confirmed openers are airtight — Klaviyo can verify a real human opened on a device without MPP enabled. The 46,819 in the ambiguous group may or may not have opened — Apple's privacy system makes it impossible to know. And the 51,308 with zero open event of any kind are completely unchallengeable — no open was recorded, MPP or otherwise.
That means at minimum 51,308 of your active subscribers are not seeing your emails. Add in even a portion of the ambiguous group and that number climbs toward 98,000. The confirmed floor for your direct mail audience is 51,308 people — existing customers who have already bought from you, reachable at 100% delivery rate via direct mail.
We ran two scenarios using your proven 6-month BuddyGuard bundle at $150 and estimated 55% margins. These are not guarantees — they're projections to illustrate the difference in scale between two possible realities. In either case, we always start with a small test mailing before scaling.
The Test (Same Either Way)
The test is the test regardless of which scenario reflects reality. A 5,000 piece mailing tells us whether your customers respond to direct mail. Once it's proven, we scale. Here's what that looks like depending on your true addressable audience.
Scenario A
If ~70% of your list isn't seeing emails
Scenario B
If ~30% of your list isn't seeing emails
These projections are based on estimates — your actual margins, response rates, and list size will vary. We share them not as promises but to illustrate why the size of your unreached audience matters. In either scenario, the economics are compelling. The test is always the starting point, and we never scale until the numbers prove out.
Based on everything we found in your account, we believe there's a straightforward, low-risk test we could run for Petsmont — built entirely around your best-performing offer and your existing customer base. No new creative to figure out from scratch. No unproven angles. Just taking what's already working and getting it in front of the people who haven't seen it yet.
We walk through exactly what that looks like, what it costs, and what to expect in the video below.