2.1x
Campaign
ROI
Same list. Smarter sends. Double the return.
+119%
CVR in VIP Segments
Precision targeting beats volume every time.
+33%
A/B Testing Lift
Every send became a learning engine.
Overview
This athleisure brand had a strong product and growing list, but their campaigns were stuck in “batch-and-blast” mode. Every subscriber received the same message, at the same time, with the same offer.
Engagement was falling. Revenue per send was flat. And email felt more like a cost center than a growth channel.
I stepped in to rebuild their campaign engine inside Klaviyo by turning raw data into targeted cohorts and generic emails into high-performing, conversion-focused campaigns that felt personal at scale.
The Challenge
- One-size-fits-all campaigns across the entire list.
- Declining open and click rates.
- Mobile-unfriendly templates with weak CTAs.
- No structured testing framework.
- Low revenue per send despite a large audience.
The goal was clear:
Deliverables: Increase campaign ROI without increasing send volume.
My Smart Approach
- Created SKU-based replenishment flows triggered by average consumption timelines (e.g., 25, 45, 60 days post-purchase).
- Integrated cross-channel reminders (email + SMS) to boost engagement timing.
- Designed a campaign cadence model:
- Education → Tease → Launch → Urgency
- Matched message type to lifecycle stage (new vs returning vs VIP).
- Introduced send-time optimization by cohort.
- Rebuilt templates for mobile-first reading.
- Introduced scannable layouts, product-led sections, and bold CTAs.
- Added dynamic content blocks personalized by segment.
- Implemented continuous testing across:
- Subject lines & preview text
- Hero imagery
- CTA placement & language
- Offer framing
- Used Klaviyo reporting to track CVR and revenue per recipient by segment.
3 Months Results
|
Metric |
Baseline |
After Optimization |
% Change |
|---|---|---|---|
|
Revenue Per Send |
$0.21 |
$0.44 |
+110% |
|
Campaign Click Rate |
2.8% |
4.6% |
+64% |
|
Mobile Conversion Rate |
1.9% |
3.4% |
+79% |
|
Email-Driven Monthly Revenue |
$68k |
$142k |
+109% |
|
A/B Test Win Rate |
|
33% CVR lift |
|
|
Segment-Level CVR |
|
+119% (VIP cohort) |
|
Final Outcome
By restructuring how campaigns were built and sent inside Klaviyo, this brand shifted from noisy broadcasts to precision-driven communication.
Every message became more relevant. Every send worked harder. Email stopped being “just another channel” and became a predictable revenue driver.
What changed wasn’t volume, it was intent!
