Case Study — Fashion & Accessories
The brand had the tools but no system. We rebuilt their email from the ground up — and it became their single biggest channel, right in time for their biggest season.
47%
of total revenue from email
+204%
email revenue, year over year
23.6%
returning customer rate
When they came to us, email was run in-house — and it was a mess. Klaviyo was installed, but there was no strategy behind it.
A couple of basic flows on default settings. Campaigns going out at random, to the entire list, with no segments. Everything was there. Nothing was working together.
For a brand with real products and real demand, email was leaving money on the table every single day.
Welcome, browse abandonment, abandoned checkout, post-purchase, and win-back — written properly and wired to actually convert, instead of the default templates that were sitting there.
Split the list by how people actually behave — engaged buyers, VIPs, lapsing customers, and cold subscribers — so the right message goes to the right people.
Replaced one-off blasts with a planned calendar tied to launches, restocks, and the season — every send with a reason behind it.
Built the BFCM sequence ahead of time so the brand walked into Black Friday with the account ready, not scrambling.
Business performance summary
Full year · Klaviyo
$397,864.01
Total revenue
↗ 62% vs. previous year
$119,711.39
Attributed revenue (30.09% of total)
↗ 204% vs. previous year
Klaviyo · full year
$119,711 from email
Email revenue up 204% year over year — nearly a third of the brand's $397,864 total.
Klaviyo · Sep 1 – Oct 14, 2024
47% of total revenue
In one window, email drove nearly half of all revenue — up 513% on the prior period.
Klaviyo · Oct 22 – Nov 6, 2024
$141K through the BFCM ramp
Attributed revenue up 638% versus the same window a year before.
Shopify · Last 90 days
23.6% returning customers
Repeat purchase rate climbed 7% as the flows did their job.
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