When I stepped in, the brand was using Mailchimp.
There were no meaningful automations in place, no proper sequences and no structured flow strategy. Campaigns were being sent once a week or once a fortnight, usually around sales periods, but without a clear commercial plan behind them.
Email existed, but it was reactive rather than strategic.
The foundations simply were not there.
Email Marketing
Klaviyo (migrated from Mailchimp)
Services
Email Marketing
Category
Klaviyo (migrated from Mailchimp)
Client
Gardening & Plant Company
What I Did
The first step was migrating the entire account to Klaviyo and setting it up properly.
From there, I:
Built and implemented foundational revenue-driving flows.
Created a structured content calendar aligned with seasonal demand.
Increased campaign frequency to 2 to 3 emails per week.
Cleaned and segmented the list properly.
Introduced forward planning around planting seasons and peak buying periods.
This has been a close collaboration from day one. We regularly review both the upcoming quarter and the month ahead, adjusting campaigns in real time depending on stock levels, product availability and seasonal demand.
If a product sells out, the strategy shifts. If a new planting window opens up, we lean into it. It is responsive, commercial and aligned with what is actually happening inside the business.
Their team is fantastic to work with, and that partnership has made a real difference.
The Results
The impact was immediate.
In September, the first full month after implementation:
Email accounted for 37.97% of total revenue.
In October:
Email accounted for 60.08% of total revenue.
Revenue increased 530% compared to the previous month.
In November:
Email accounted for 55.02% of total revenue.
Revenue exceeded £34,000 for the month.
Between November and January:
Klaviyo generated £64,945+ in revenue.
Email attributed over 53% of total revenue across that three-month period.
Of that £64,945:
Over £35,000 came from flows.
Over £29,000 came from campaigns.
Email quickly became the dominant revenue channel.
The Takeaway
Email is not something to bolt onto someone’s existing workload and hope for the best.
When managed strategically, planned around seasonality and aligned closely with stock and commercial priorities, it becomes one of the strongest revenue drivers in the business.
By moving from a reactive Mailchimp setup to a structured Klaviyo strategy with proper flows, segmentation and ongoing collaboration, email now drives over half of total revenue.
And this is still only the beginning.
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