From zero email flows to $160K in automated revenue in 90 days. We rebuilt this luxury skincare brand's entire email infrastructure from the ground up.
This luxury skincare brand had recently migrated from Constant Contact to Klaviyo. The move was strategic — they knew Klaviyo's segmentation and automation capabilities were what they needed to scale — but it left them starting from scratch.
There were no flows set up. No automated welcome series, no post-purchase sequences, no abandoned cart recovery. Campaigns weren't going out on any consistent schedule. The entire email infrastructure needed to be built from the ground up.
On Constant Contact, their total email-attributed revenue sat below 20%. They had a few basic templated flows, but nothing was optimized, nothing was segmented, and nothing was driving real revenue.
We started with the eight core flows and built out from there. Every flow was custom-designed and A/B tested with different logic systems until we found what converted. The focus was always on education over promotion — building community and helping customers understand the products they were buying.
Timed flows that trigger when a customer's product is running low, prompting a repurchase at the right moment. This became one of the biggest revenue drivers.
Built a skincare quiz that feeds into a personalized email series — results, product recommendations, and a routine tailored to each customer's skin type.
Personalized recommendations based on current product usage. If a customer uses a specific lotion, we educate them on hydration and suggest complementary products.
Cancel-intent flows that offer incentives to keep subscribers active, reducing churn before it happens.
Win-back sequences for lapsed buyers — even those past their expected repurchase window. VIP flows to reward and retain top customers.
Automated notifications when popular products return to inventory, capturing demand that would otherwise be lost.
On the campaign side, we developed a content calendar that leaned heavily on education — product knowledge, ingredient breakdowns, skincare routines — instead of constant promotional blasts. The goal was to build a community, not just push discounts.
Deliverability was handled carefully. We started by sending only to the 30-day engaged segment, then expanded to 60-day, then 90-day — warming the domain gradually until we were consistently hitting 60% open rates across the full engaged list.
Within three months, email went from a neglected channel to the brand's most reliable revenue source. Flows alone were generating over $160,000 per month — accounting for 61% of all email-attributed revenue.
The replenishment and subscription flows carried a significant portion of that number, proving that education-first email drives repeat purchases far more effectively than promotional blasts.