From barely emailing to £251k from email in 30 days.

Email was there. It just wasn't being used.

When I stepped in, email marketing was barely being used. They were on Mailchimp, sending the odd email here and there, with one very basic flow set up and that was it.

The opportunity sitting inside the account was huge, it just hadn't been tapped into.

Moved to Klaviyo and built the foundations properly

I moved them from Mailchimp to Klaviyo and focused on building the foundations properly from day one:

• FlowsImplemented the key revenue-driving flows
• StructureReworked the structure and logic inside Klaviyo
• ListCleaned and segmented the list
• CampaignsIntroduced a consistent campaign strategy
• Pop-upsOptimised pop-ups to support list growth

I didn't overcomplicate it. I focused on the highest-impact areas first, prioritised the flows that would drive revenue straight away, and made sure everything was structured so it could scale.

+407% in 90 days. £251k in a month a year on.

In the first 90 days, email revenue grew 407% compared with the period before, bringing in £174.8k.

Almost a year on, email brought in £251k in the last 30 days, and now makes up 26% of total revenue, up 26% on the previous month as they head into their busiest season.

Email was already there. It just wasn't being used properly. With the right flows, a clean structure and a consistent strategy, it went from almost irrelevant to one of the brand's biggest revenue drivers.