Case Study: Email Revenue Soars 369% in Just Two Weeks (11X in 5 Months)
One of the things I love about email marketing is how unbelievably easy Klaviyo makes it to measure success. The results are clear as day — you either beat the control or you don’t.
The problem is most brands go about email marketing all wrong—sending spontaneous sales emails only, relying too heavily on direct response tactics, failing to build customer relationships, and using poor copy, design, and cadence.
Miraculously, even the big brands with big budgets and big in-house teams are just as likely – if not more likely – to make these mistakes than a small business. I guess many employees are far too comfortable with a guaranteed monthly paycheck.
When we started working with this particular client, they had their basic flows (or automations) set up in Klaviyo. However, poor copy, design, and technical setup were holding them back, hurting both deliverability and overall effectiveness.
So, that’s what we set out to fix.
As you can see below, just one month prior, the open rate for their welcome email was 18.6%, with a 6% placed order rate. Within just two weeks of turning on the new welcome email, they were enjoying an 87% open rate and a 20.9% placed order rate.
(One month versus two weeks. Note: As I share figures, I don’t disclose the client.)
This is just one email in a sequence of eight that runs on autopilot. While a welcome email typically runs hottest, each email in the sequence collects more revenue for the business while the owner sleeps soundly at night.
In total, there are another 28 emails working hard across multiple flows — triggered by time delays and behavioral actions — all providing customers with a first-class experience that increases loyalty, retention, and satisfaction while continuing to drive more revenue for the business.
By simply turning off the old flows and implementing the new ones, the client saw a staggering 369% increase in email revenue in just over two weeks — all during a traditionally slow sales period.
In addition, their attributed business revenue from email jumped from around 10% to 24% — all driven by automation.
As you likely know, ads are expensive. Email is cheap. The additional revenue can support their ads strategy, leading to even more growth.
The beauty of automation is that once it's set up, it requires zero effort while paying huge dividends. But with a strong ongoing campaign strategy to complement those flows, you can triple your email revenue.
Now, let’s have a look at what happened when we started sending campaigns.
Generally speaking, if everything is healthy, a good estimate is that your email flows will account for roughly 40% of revenue from email, with the remaining 60% coming from campaigns.
Starting from less than $1.2k per month (all other flows were making zero), they hit that 5k mark in the first month, and then just 4 months later, with a solid campaign strategy implemented, email accounted for $11,846 — and we’re only getting started!
The knock-on impact of that for the business is INSANE.
Beyond revenue, these automations provide invaluable feedback and insights from their customers, ensuring a first-class post-purchase experience that boosts loyalty and retention.
It's crazy to think that many e-commerce business owners dismiss email and continue to put all their time, effort, and money into social media and ads without a proper email system working for them in the backend.
These strategies work for all e-commerce businesses.
As long as it's set up correctly and your emails have strong copy and design, Klaviyo can become a revenue-generating machine for your business.
The reality is, as consumers, we love to buy. Your job is to ensure they buy from you. A good email strategy can do just that — it ensures prospects become customers, those customers become loyal fans and repeat buyers, tell their friends, and don’t jump ship to the competition.
That's the power of email marketing.
Hi, I’m Nicky. I help small, legendary e-commerce brands with BIG personalities transform their email marketing into revenue-generating machines. And by help, I mean I do it all for them.
If you want to get in on the party and watch your email revenue double, triple, or even quadruple with zero stress or hassle, then…
