$1.12M from email in 12 months, and it survived a six-week shutdown.

The starting point

When we started on the account, the email program was gaining momentum as new flows and campaigns went live. From early 2025, performance trended up every month as the foundation matured.

Then, from mid-November to mid-December 2025, a website issue forced the brand to pause all marketing. Email revenue dropped while nothing was running. The real test was whether the system would recover once the store came back.

What we built

Before the pause, a full lifecycle system was already in place: complete pre-purchase and post-purchase flows working alongside a steady campaign calendar.

• Triggers and segmentation filters so each subscriber got the message that matched their behavior and stage
• Balanced sending frequency to keep engagement high without wearing the list out
• Educational emails explaining product benefits and use cases
• Product highlights, customer reviews and social proof
• Clean, scannable layouts with one clear call to action

After the pause we didn’t rebuild anything. We resumed sending, and the system did the rest.

The results

Over twelve months the program generated $1,122,477 in Klaviyo-attributed revenue. $1,026,429 of it, 91%, came from automated flows, with campaigns contributing $96,048. When sending resumed, revenue climbed back toward its previous trend, with the first campaign acting as a re-entry point for subscribers who hadn’t heard from the brand in weeks.

Why it worked

Flows, segmentation and lifecycle messaging were built as one connected system, so they kept working the moment communication resumed. The strategy also favored long-term engagement over short promo bursts, which built the familiarity that made the recovery quick.