How email grew to half of revenue for a gardening brand.

Reactive email, with no real strategy behind it

When I stepped in, the brand was using Mailchimp. Campaigns went out once a week or once a fortnight, usually around sales periods.

Email existed, but it was reactive rather than strategic.

Moved to Klaviyo and planned around the seasons

The first step was migrating the whole account to Klaviyo and setting it up properly. From there, I:

• FlowsBuilt foundational revenue-driving flows
• CalendarCreated a content calendar aligned with seasonal demand
• CampaignsIncreased frequency to 2–3 emails a week
• ListCleaned and segmented the list properly
• SeasonsPlanned ahead around planting seasons and peak buying periods

This was a close collaboration from day one. We'd regularly review the quarter and the month ahead, adjusting campaigns in real time around stock levels, availability and seasonal demand. If a product sold out, the strategy shifted. If a new planting window opened, we leaned into it.

Half of all revenue, coming from email

Email now drives 49.6% of total revenue, bringing in £26.9k in a single month.

Heading into their busy season, email revenue grew 71% month-on-month. Some seasonal uplift was expected. Email capturing so much of it is what made the difference.

Email isn't something to bolt onto someone's existing workload and hope for the best. Planned around seasonality and aligned with stock and commercial priorities, it became the brand's strongest revenue driver.