Flows set the floor, campaigns raise the ceiling
At six weeks, flows carried 89% of attributed revenue. At ten months the split was 51/49. The flow build pays first; the calendar keeps the number climbing after that.
Client results
Three accounts. Three starting points. One method.
Every figure on this page is read off that brand's own Klaviyo Business Performance dashboard - attributed revenue on Placed Order conversion, compared against the equal period immediately before it. Nothing is modelled, and nothing is rounded up.
Kidswear · Australia+312%Klaviyo attributed revenue6 months measured · email and smsBeverage · New Zealand+60%Klaviyo attributed revenue6 months measured · email onlyOutdoor and camping · Europe+930%Klaviyo attributed revenue7 weeks measured · email only
These are outcomes for three specific brands, not guarantees. List size, offer and margin set your ceiling. What transfers between accounts is the method, not the multiple.
“We already run email in-house.”
The store grew 98%. The owned channel grew 312%.
Attributed revenueA$536,616+312% vs previous periodCredited to email and SMS
Share of store revenue24.66%Roughly a quarter of everything the store sold
Total store revenueA$2.18M+98% vs previous periodWhole store, all channels
Flows / campaigns51% / 49%A near even split, the signature of a mature program
What we changed
- Built the core lifecycle flows, so revenue keeps arriving between campaigns.
- Put a fixed monthly campaign calendar in place across five content pillars.
- Segmented by engagement to protect sending reputation as volume climbed.
- Layered SMS onto the highest-intent moments only, rather than as a second broadcast channel.
What moved
- Attributed revenue up 312% while the store grew 98%, so the owned channel grew roughly three times faster than the business around it.
- Email carries 94.79% of attributed revenue, SMS the remaining 5.21%.
- SMS campaign reach up 574%, holding an 18.17% click rate.
“Our Klaviyo is already set up.”
Klaviyo was already installed. Installed is not built.
Attributed revenueNZ$107,125+60% vs previous periodUp from NZ$66K in the prior period
Share of store revenue35.37%More than a third of all revenue, from email alone
Average order valueNZ$66up from NZ$52
Revenue per recipientNZ$0.38Earned on every single email delivered
What we changed
- Stood up the base flows: welcome, browse, cart, checkout, post-purchase and winback.
- Rebuilt email capture, so paid traffic converts into owned traffic.
- Built the core segments and moved sending onto the engaged list.
- Replaced ad hoc sends with a repeatable monthly calendar.
What moved
- Attributed revenue up 60% while the store grew 84%.
- Email now carries 35.37% of total store revenue.
- Flows 55.73%, campaigns 44.27%, with the calendar still maturing.
“How long before we see anything?”
Six weeks in. One email in nine had never been arriving.
Attributed revenueEUR 62,622+930% vs previous periodPlaced Order attribution, email only
Delivery rate99.5%up from 89%Around one in nine emails was not arriving
Average open rate41%up from 32%Same list, no new subscribers
Average order valueEUR 116up from EUR 60
Share of store revenue21.34%From email alone, six weeks in
What we changed
- Fixed the sender reputation before anything else: list hygiene, suppression rules, engagement-based sending.
- Rebuilt the flow library from the trigger up, including a true cart abandonment flow.
- Rewrote and redesigned the templates around a single clear click.
What moved
- Attributed revenue up 930% in six weeks, on a list that was already there.
- Delivery 89% to 99.5%, open rate 32% to 41%, average order value EUR 60 to EUR 116.
- Flows carried 89% of attributed revenue. At six weeks the campaign calendar had barely started.
Called out deliberatelyThis window overlaps peak season for an outdoor brand, so the lift in TOTAL store revenue over the same period is substantially seasonal and we do not claim it. Judge this engagement on the email metrics above.
Different products, different lists
The same shape, three times.
Kidswear, beverage and outdoor gear have nothing in common except how a properly run email channel behaves. These are the three patterns that repeated.
Deliverability is upstream of everything
The biggest single lift in this set started with a delivery rate fix, not a copy rewrite. No amount of creative recovers an email that never lands.
The owned channel settles at a fifth to a third of revenue
24.66%, 35.37% and 21.34% of total store revenue across three unrelated categories. Two of those are email alone; the kidswear figure covers email and SMS together, and email carried 94.79% of it. That is the range a properly run owned channel lands in, and a useful benchmark against your own.
How these numbers were produced
Every figure here has a source you can check.
Nothing on this page is modelled or estimated. If you want to see the dashboard a figure was read from, ask on the call and we will pull it up.
The client's own account
Read off the brand's Klaviyo Business Performance dashboard. The conversion metric is Placed Order. Nothing here is counting opens.
Attributed, not total
Attributed revenue is what Klaviyo credits to email and SMS inside its attribution window. It is a subset of store revenue, not the whole thing.
Period over period
Every movement compares the window shown against the period of equal length immediately before it. The window is printed on every card.
Credit that is not ours
Seasonality, paid spend and the promo calendar move store revenue too. Where that applies to a window, it is called out on the card rather than left for you to find.
Design work shown on our work page is selected work by the designers on our team, presented as craft and range. The revenue figures on this page are the client outcomes.
Let's look at your account.
Book a free teardown and we will read your storefront the way we read theirs - where capture is leaking, what your sold-out demand is worth, and what a properly run channel would be worth on your list.