How we took a seasonal product brand from "Email? What Email?" to 56% Klaviyo revenue in 30 days
Let me tell you about Lucy.
Lucy runs a brilliant seasonal product business, the kind of brand people come back to year after year when the timing’s right. She had a loyal customer base, a lovely product range, and orders ticking over. But email? That part of the business wasn’t really… happening.
She was sending the odd newsletter when she had a spare minute. Sometimes it worked. Most of the time, it felt like a shot in the dark.
Then we rebuilt her email marketing from the ground up. And just 30 days after launching her new Klaviyo setup, email was responsible for 56% of her total revenue.
Here’s what we did, and why it worked so fast.
Step 1: Throw out the duct tape
When Lucy came to me, she’d been using Shopify Email. No flows. No segmentation. No real plan. Her main campaign was a weekly "What’s ready to order now" email, a great idea in theory, but hard to scale, and only going to her full list.
What we did instead was start completely fresh.
We set up her Klaviyo account from scratch (no copy/paste templates)
Designed a master email template to finally match her brand
Created embedded and pop-up forms optimised for both desktop and mobile
Made sure the list was GDPR-friendly and tagged properly from day one
We weren’t just replacing her newsletters — we were building a long-term email machine.
Step 2: Map the full journey (not just bits of it)
I wanted to make sure we weren’t just ticking boxes, we were building flows that actually mirrored how Lucy’s customers shop. That meant:
Understanding when and how they browse
Spotting what holds them back (delivery? product knowledge? seasonal timing?)
Making every step of the email journey feel helpful and relevant
We built:
A Welcome flow that introduced Lucy’s story and the products that were ready now
Abandonment flows for browse, cart and checkout
A collection abandonment flow (because her customers often browse whole collections)
Post-purchase flows (one for Placed Order, one for Fulfilled Order)
Then, we added more:
A Win-back flow with a waterfall setup based on purchase behaviour
A Birthday flow that let us surprise returning customers
A Sunset flow to clean her list and protect deliverability
Back-in-stock alerts for her bestselling and most seasonal products
All of it was designed to feel warm, useful, and entirely on brand.
Step 3: Launch → results in 72 hours
We turned everything on, and within three days, the first order came through from her Browse Abandonment flow.
Some highlights from the first month:
56% of total revenue from email
£10.5K total from Klaviyo
£4.6K from flows
£5.8K from campaigns
588% increase in revenue vs the previous period
184 new subscribers
Open rate: 49.4%
Click rate: 5.5%
The pop-ups were converting at 5–6% (well above average for Klaviyo), and the system ran like a dream. No more wondering if it was worth sending something. Lucy could finally see the impact in real time.
Step 4: Look at the year-on-year data
Here’s the clincher. We compared the exact same seasonal window across 2024 and 2025.
Spring 2024: £5,179 total email revenue
Spring 2025 (with flows + strategy): £60,340 total email revenue
That’s a 1,065% increase. Wild.
Campaign revenue went from £2,977 → £33,328 Flow revenue jumped from £2,201 → £27,011
It’s easy to say, “Email works.” But it really works when you treat it like a system, not a to-do list item.
Why this worked so well
Here’s what made the biggest difference:
1. We stopped relying on Lucy to send the emails
Flows now handle 80% of what she was trying to do manually. Her weekly campaign is just a bonus.
2. We built flows around the buyer’s mindset
These emails aren’t just “abandoned cart” reminders. They offer help, show seasonal inspiration, and give buyers a reason to trust the brand.
3. We amplified her authority
Lucy knows her stuff, so we made sure every email reflected that. From subject lines to PS lines, we built trust and made it clear why she’s the person to buy from.
4. We iterated the forms
Once live, we tested colour, position, copy, and offers. That’s why she’s growing her list and converting more subscribers.
What does this mean for your brand?
If you’re a founder juggling email with everything else, it’s time to shift your thinking. You don’t need to send more emails — you need better email systems.
Here’s what to focus on:
A welcome series that reflects your voice and brand
Abandonment flows that follow collections, not just carts
A solid post-purchase journey
Smart segmentation and list hygiene
Sign-up forms that actually earn the click
👉 Want to steal Lucy’s setup? I’ve broken down the top flows you need in Klaviyo for any scaling e-commerce brand.
👉 Or if you’re wondering if Klaviyo is even worth the switch, check out how Klaviyo transformed my ecom business.
What’s next for Lucy?
She’s now testing subject lines and A/B testing her forms. We’re planning to add:
Low stock alerts
Price drop flows
Back-in-stock segmentation
Campaigns tied to local weather (!!)
And most importantly? Email no longer feels like a mystery.
“Results are fab — so pleased!” – Lucy
Want help turning email into your best-performing channel?
If you’re a founder-led Shopify brand and want:
Weekly quick wins in your inbox
Help fixing your flows or growing your list
A system that sells on autopilot (while you do literally anything else)
Let’s talk.
Book an intro call to find out what level of support is right for you
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Let’s make email the easiest part of your business to get right.
