When I took over the account, email was being managed in-house.
They had some flows set up and campaigns were being sent, but it was sporadic. There was no clear overarching strategy, no consistent segmentation, and no structured optimisation happening month on month.
Email existed. It just was not being used properly or strategically.
The goal was to hand it over to an expert and turn it into a serious revenue channel rather than something that was just ticking along in the background.
Email Marketing
Klaviyo
Services
Email Marketing
Category
Klaviyo
Client
Kitchen Appliance Company
The Situation
I completely restructured the account and built a clear strategy around it.
That included:
Auditing and rebuilding core revenue-driving flows.
Introducing new flows tailored to specific products and customer behaviours.
Optimising pop-ups to improve list quality and conversion.
Implementing granular segmentation based on product interest and engagement.
Establishing a consistent campaign calendar, moving to 2 to 3 campaigns per week.
This has been a close collaboration with the client. We work together on identifying opportunities within the customer journey, discussing product-specific strategies and deciding what should be implemented next inside the flows.
It is not just about execution. It is about strategic alignment.
Every email, whether campaign or flow, is now sent with intention. Nothing goes out randomly. Everything is backed by behaviour, data and commercial goals.
The Results
The impact has been substantial.
In November 2025:
Email accounted for 24% of total revenue.
Revenue increased 228% year-on-year.
In December 2025:
Email accounted for 40.66% of total revenue.
Revenue increased 1,262% year-on-year.
In January 2026:
Email accounted for 41.65% of total revenue.
Revenue increased over 400% year-on-year.
Between August 2025 and January 2026 alone:
Klaviyo generated £136,679+ in revenue.
That represents a 795% increase compared to the previous year.
Email is no longer supplementary. It is one of the brand’s primary revenue drivers.
The Takeaway
Email marketing is not about sending more emails.
It is about sending the right emails, to the right people, at the right time, with a clear commercial objective behind each one.
By moving from sporadic in-house sending to structured, expert-led monthly management and close collaboration, email scaled to over 40% of total revenue.
And we are still optimising.
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