← Case studies
DTC · Skincare · Klaviyo · 6 months · ongoing
+312% email-attributed revenue in 6 months
A US-based skincare brand
The challenge
The brand was sending weekly campaigns but had no automated lifecycle. ~8% of revenue came from email — well below the 25–35% benchmark for skincare DTC. Welcome and abandoned cart flows existed but were never optimized; segmentation was non-existent.
Our approach
- 01Audited deliverability, list health and Klaviyo account structure
- 02Rebuilt segmentation around RFM + product affinity (cleansers, serums, SPF)
- 03Designed and built 9 core flows including a 6-step welcome and replenishment by product
- 04Shipped a fresh template system in dark-mode-tested HTML
- 05Set up A/B testing cadence on subject lines, hero modules and CTA placement
Flows shipped
Welcome (6 steps)
Brand story → routine quiz → first-purchase nudge
Abandoned Cart
3 emails + 1 SMS, dynamic product blocks
Browse Abandonment
Triggered on PDP view, suppresses cart abandoners
Post-Purchase
Routine education → review → cross-sell
Replenishment
Per-SKU usage windows, 30/60/90 day variants
Winback
60/90/120 day lapsed segments with declining incentive
VIP
Top 10% LTV — early access + perks, no discounts
Results
Email-attributed revenue
+312%
8% → 33%
Avg open rate
+25 pts
21% → 46%
Click rate
+209%
1.1% → 3.4%
Flow revenue / total
+46 pts
12% → 58%
Who shipped it
- Uday — strategy & Klaviyo build
- Senior copywriter
- Email designer (Figma)
- Front-end dev (HTML)
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