How To Measure Email & SMS Incrementality With Klaviyo

Summary

In this episode Ben Zettler explains how ecommerce marketers can measure the true incremental impact of email and SMS using Klaviyo, distinguishing incrementality from standard attribution. He walks listeners through setting up controlled holdout groups and program‑level suppression tests, detailing the steps to create random splits, export data, and calculate revenue per profile to estimate incremental lift. Zettler also highlights common pitfalls—such as relying on time‑based comparisons or insufficient test duration—and offers guidance on interpreting results to inform budgeting, cadence, and channel strategy.