$434,056 in Klaviyo revenue, with 74% coming from flows.

The starting point

Email existed, but it wasn’t engineered. Revenue was inconsistent and depended on batch campaigns. Flows existed in fragments rather than as a lifecycle system, and segmentation was surface-level.

The goal was to turn email into a predictable revenue engine that reduces discount reliance, captures buying moments automatically and increases customer lifetime value.

What we built

• A full-funnel flow system: browse abandonment, cart abandonment, post-purchase upsell and cross-sell, thank-you and winback, each mapped to where the customer is (considering, hesitating, satisfied, dormant)
• Segments built on behavior: purchase frequency tiers, category affinity (flower, edibles, vapes), engagement recency, and priority rules so flows never overlap
• Trigger delays calibrated to buying temperature and a resend for non-openers
• Intent hooks like “Still thinking it over?” and “Your stash is running low”, with discounts used strategically rather than habitually
• Mobile-first layouts, direct product links and a hook, product, proof, call-to-action structure

The results

Klaviyo-attributed revenue reached $434,057 over nine months, up 57.2% on the previous period. Flows produced $323,197 of it, up 92.8%, at $3.14 per recipient. Campaigns contributed $110,860 in a supporting role. Over the same period, Klaviyo shows attributed email revenue at about 29% of the store’s total revenue.

Campaigns became amplification. Flows became the foundation.

Why it worked

Messages were triggered by intent, not the calendar. Category-level segmentation made emails feel personal without adding complexity, and post-purchase and winback flows each had a job other than pushing a discount.