How do I track which email in my Mother's Day sequence drove the most revenue?

Attributing Revenue to Individual Emails in a Sequence

When a customer receives four Mother's Day emails and purchases after the third, most platforms default to last-click attribution, giving all credit to email 3. To understand which emails in your sequence actually influence purchase decisions, you need a deliberate attribution setup before the campaign launches.

UTM Parameter Structure for Email Sequences

Attribution Methods

• UTM + GA4 - Set a 30-day session timeout in GA4 to capture multi-touch paths; view the User acquisition report filtered by utm_content to see revenue per email
• Unique discount codes - Assign MD26EARLY, MD26REMIND, MD26LAST to each email; Shopify's discount usage report directly shows redemptions and revenue per code
• Email platform revenue tracking - Klaviyo and Drip attribute revenue to the email clicked before a purchase within a 5-day window, making sequence comparison straightforward

What to Look For

In most Mother's Day sequences, the early-bird and last-chance emails drive 70-80% of total sequence revenue. The teaser generates awareness but low direct conversions. If your reminder email outperforms your last-chance, it often means your offer deadline is too far from the holiday date to feel urgent - tighten the timeline for the next year.