30% more email revenue with fewer campaign recipients

Client: Wholesale ecommerce brand

Platform: Klaviyo

Focus: Lifecycle email strategy, automation optimization, and campaign efficiency

This wholesale ecommerce brand already had email working, but the program was still putting a lot of pressure on campaign sends to drive revenue.

The opportunity was not to send more email. It was to make the email system work harder behind the scenes.

I focused on strengthening the brand’s Klaviyo flow foundation across key lifecycle moments, including abandoned browse, abandoned cart, abandoned checkout, and post-purchase. At the same time, campaign strategy became more intentional, with fewer total recipients and a stronger focus on quality over volume.

The results

In one year, the email program became more efficient, more automated, and more profitable.

Total email revenue grew 30%
From $48,409 to $63,092

Flow revenue increased 159%
From $11,086 to $28,767

Automated flows grew from 23% to 46% of total email revenue

Campaign recipients decreased 28%
From 27,658 to 19,936

Revenue per recipient increased 28%
From $1.35 to $1.72

Campaign conversion rate doubled
From 0.12% to 0.24%

The takeaway

This is what happens when email stops operating like a batch-and-blast channel and starts working like a system. Campaigns still mattered, but they were no longer carrying the full weight of the program.

With stronger Klaviyo automations in place, the brand had a better foundation to recover more revenue from the traffic and buying intent their campaigns were already creating.

Same audience. Smarter system. Stronger results.