What Your Email Results Are Actually Telling You (December Data Breakdown)
Your December Numbers Aren’t Random. They’re Talking to You.
December is the month when everyone suddenly becomes an “email analyst.”
Open rates go up, then down. Clicks spike, then tank. Revenue looks incredible… until it falls off a cliff.
Most Shopify brands stare at their Klaviyo dashboard and think:
“Is this good? Bad? Normal? Broken?”
And then they guess.
Your December email data is not confusing. You just haven’t learned how to read what it’s actually telling you.
This guide breaks down the exact metrics you should be watching in December, what they mean, and what to do when something looks off. These interpretations come straight from the systems I teach inside The Profitable Inbox™, where we turn “random numbers” into reliable revenue decisions.
Let’s decode your data like a strategist not like someone panicking over open rates.
1. Your Open Rates: The Loudest Clue About List Fatigue
December open rates don’t behave like the rest of the year.
Why?
Because inboxes are drowning in promos, countdowns, VIP “last calls,” and aggressive discounting.
If your open rates DROP in December:
This usually means:
Your list is fatigued
You sent too frequently
Your subject lines aren’t punching through inbox chaos
You’re sending to too broad of a segmen
What to do:
✔ Switch to your 30–45 day engaged segment
✔ Reduce sales emails and send value-based content
✔ Use fewer links + clearer subject lines
✔ Shorten your send volume for 7–10 days
Your subscribers aren’t ignoring you. They’re overwhelmed.
2. Click Rates: The Metric That Tells You Whether Your Content Is Working
Most brands obsess over opens, but clicks tell the truth.
In December, click rates typically dip, even when open rates stay stable.
If your click rate is LOW but your opens are OK:
This means:
Your content is too sales-heavy
Your CTAs are repetitive
Your images/graphics blend in with every other holiday promo
You’re not giving subscribers a reason to engage
Fix it fast:
✔ Add a poll, quiz, or “which version do you prefer?” interaction
✔ Use fewer CTAs. One strong CTA beats five weak ones
✔ Shift from “Buy now” to “Here’s how to get more out of what you already bought”
Clicks = intent.
Opens = curiosity.
You need both.
3. Revenue per Recipient: The Only Metric That Really Matters
Your revenue in December can be misleading especially during Black Friday/Cyber Monday.
If your December revenue looks AMAZING:
Good. But here’s what it actually means:
People bought because of discounts, urgency, and scarcity
Your list may not buy this way again until the next promo
You need to audit who purchased (first-time gift buyers vs. loyal customers)
If your revenue DROPS mid-December:
Also normal.
By December 10–15, most holiday shoppers are done spending or waiting for last-minute deals.
Your priority here:
✔ Track repeat purchase patterns
✔ Check which segments bought (buyers vs. non-buyers)
✔ Prepare nurture content for post-holiday retention
Inside The Profitable Inbox™, we help brands translate these numbers into Q1 revenue predictions, not just “look at my spike” moments.
4. Unsubscribe Rates: The Most Misinterpreted Metric of December
Unsubscribes go UP in December.
This is normal. Let me repeat: normal.
You’re sending more emails.
People are tired.
Gift buyers are no longer relevant to your brand.
Discount hunters are leaving after getting what they wanted.
If your unsubscribe rate spikes:
It does NOT mean:
✘ Your brand is annoying
✘ Your content is bad
✘ You should send less
✘ You’re “doing email wrong”
It DOES mean:
✔ You’re filtering out subscribers who were never going to buy again
✔ Your list is cleaning itself naturally
✔ Your segments need tightening
This is where segmentation does the heavy lifting.
5. Spam Complaints: The Metric You Absolutely Cannot Ignore
Spam complaints shouldn’t spike even in December.
If they do, that’s a red flag.
What increasing complaints actually mean:
You’re sending to cold subscribers
Your segments are too large
You’re sending too many promos
Your content feels repetitive
Your timing is off
Fix this immediately:
✔ Tighten your 30–45 day engaged segment
✔ Reduce frequency for 7–14 days
✔ Switch to value-based content
✔ Pause sales-heavy automations temporarily
Spam complaints hurt your sender reputation faster than any other metric.
6. Deliverability Dip: December’s Silent Troublemaker
Your deliverability WILL get weird in December.
Inbox providers are overwhelmed with promotional volume across every industry.
This is why your open rate and spam folder placement often don’t match.
Signs of deliverability issues:
Open rates drop 5–10% suddenly
Clicks fall even though your content looks strong
SMS conversions outperform email
Gmail performance suffers more than other domains
Your response:
✔ Pull back on frequency
✔ Warm up engaged segments only
✔ Reduce links/buttons
✔ Add more text-only sections
✔ Avoid multiple sends per day
Deliverability is the most fragile metric in December; treat it carefully.
7. AOV & LTV: Your Most Underrated December Data Points
Everyone watches revenue.
Almost no one watches who drove that revenue.
This is where your real money is.
If your AOV drops:
People bought sale items, bundles, or giftables.
No problem but those customers need nurturing in January.
If your AOV increases:
This means:
Your VIPs are buying
You’re targeting the right segments
Your upsells are working
Your bundles are well-structured
If your LTV looks low:
Fair.
Holiday buyers are often one-and-done.
Your goal in January:
Turn gift buyers into repeat buyers.
8. Your December Data Should Shape Your January Strategy
Most brands look at December data and say:
“Wow, interesting.”
And then do nothing differently.
Here’s what you should ACTUALLY do with this information:
If open rates dropped:
→ Rebuild engagement with value-heavy content.
If click rates dropped:
→ Focus on interactivity + education.
If revenue changed drastically:
→ Break your data down by buyer type.
If unsubscribes spiked:
→ Tighten segmentation.
If deliverability dipped:
→ Warm the list before sending promos.
If new buyers came in:
→ Strengthen post-purchase flows.
Your December data isn’t just numbers. It’s your January strategy blueprint.
Want Me to Help You Interpret Your Email Results Every Month?
Join The Profitable Inbox™ and get:
✔ Monthly email insights
✔ Data interpretation guides
✔ Campaign calendars
✔ Segmentation playbooks
✔ Flow optimization checklists
✔ And the support to finally understand what your numbers are telling you.
Your email results aren’t confusing… you just need someone to translate them.