When I stepped in, email marketing was barely being used.
They had one very basic flow set up and that was it. No real campaign strategy. No segmentation. No optimisation. No structure.
In the two months before I started, email contributed just 2.27% of total revenue, so the opportunity sitting inside the account was huge, it just had not been tapped into properly.
Email Marketing
Klaviyo
Services
Email Marketing
Category
Klaviyo
Client
UK home heating & appliance retailer
What I Did
I focused on building the foundations properly from day one.
That meant:
Implementing the key revenue-driving flows.
Reworking structure and logic inside Klaviyo.
Cleaning and segmenting the list.
Introducing a consistent campaign strategy.
Optimising pop-ups to support list growth.
I did not overcomplicate it. I focused on the highest-impact areas first, prioritised the flows that would drive immediate revenue, and made sure everything was structured properly so it could scale, which paid off quickly.
The Results
In under two months:
Email generated over £158,000 in revenue.
Revenue contribution increased from 2.27% to 17.20%.
That’s a 262% increase in attributed revenue.
Over 90% of that revenue came directly from the flows I built and optimised.
Campaigns have only recently been introduced and are already contributing close to 10% of total email revenue.
And we are only getting started.
The Takeaway
Email was already there. It just was not being used properly.
By putting the right flows in place, cleaning up the structure and introducing a consistent strategy, email went from being almost irrelevant to becoming a serious revenue driver in under two months.
This is still a work in progress, and the foundations are only just getting stronger.
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