Tripling Email Revenue for a UK Homeware Brand

Email marketing should be the highest-ROI channel for any ecommerce brand. For this homeware retailer, it was generating just 8% of total revenue despite an 80,000-subscriber list built over five years. Their previous agency had been sending weekly broadcast emails — same message, same segment, same underperformance. We rebuilt their entire Klaviyo operation from scratch.

The Audit Findings

• No automated flows beyond a single welcome email.
• No list segmentation — all 80,000 subscribers receiving the same campaigns.
• Deliverability health score of 62% due to years of sending to unengaged contacts.
• No post-purchase sequence — a huge missed opportunity for a brand with high repeat purchase potential.
• Average open rate of 14% — industry average for homeware is 22–26%.

What We Built

Before sending a single new email, we spent three weeks on deliverability recovery: suppressing contacts unengaged for over 12 months, validating the list, and warming the domain with a re-engagement campaign. Once deliverability was restored, we built the flow architecture.

Automated Flow Architecture

• Welcome series: five emails over 14 days introducing the brand, values, and bestsellers.
• Abandoned cart: three-step sequence at 1 hour, 6 hours, and 24 hours.
• Browse abandonment: triggered for high-value collection visitors who didn't add to cart.
• Post-purchase: six-email sequence over 60 days driving reviews, complementary products, and loyalty sign-ups.
• Win-back: triggered at 90 days of inactivity with a personalised product recommendation.
• VIP flow: triggered when customers crossed the top 10% spend threshold.

Campaign Segmentation

Broadcast campaigns were rebuilt around six core segments: new subscribers (under 30 days), active customers (purchased in 90 days), lapsed customers (90–180 days), high-value customers, seasonal buyers (Christmas and summer only), and product-interest segments based on browsing and purchase history.

“We had no idea our email list was this valuable. It was all just sitting there doing nothing.”

Results After Four Months

• Email revenue grew from 8% to 26% of total revenue.
• Total email-attributed revenue tripled in absolute terms.
• Average open rate improved from 14% to 31%.
• Automated flows now account for 44% of all email revenue.
• List growth rate increased 35% following the opt-in optimisation work.