Email & SMS · E-commerce & fashion
Luxury clothing brand: $1.14M from email in one year with Klaviyo
$1.14M
Email-attributed revenue in 12 months, 27% of store revenue
For a luxury clothing brand we built Klaviyo into a revenue channel: $1.14M attributed to email in twelve months, 27% of the store's $4.19M total. Automated flows produced 69% of it, campaign open rates stayed above 58% and the spam complaint rate was zero.
- Industry
- E-commerce & fashion
- Timeframe
- 12 months
- Services
- Klaviyo strategy, Email flows, Campaigns, Segmentation, Deliverability
- Pillar
- Grow
$1.14MEmail revenue in a year
69%Of email revenue from automated flows
58%+Campaign open rates
0%Spam complaint rate
The brief
A luxury clothing brand had a large list and a basic welcome email. Email was treated as an announcement channel, not a sales channel.
What we did
- Built the full flow set: welcome, browse and cart abandonment, post-purchase, win-back and VIP, each written in the brand’s voice.
- Segmented the list by purchase history and engagement so campaigns went to people likely to buy, which protected deliverability.
- Ran a campaign calendar that peaked around November and December without burning the list.
- Monitored open rates, cart size and complaints monthly and adjusted send frequency by segment.
Results
After twelve months Klaviyo attributed $1,136,783 to email, 27.11% of total store revenue of $4,193,619. Flows produced 69% of that figure, campaign open rates exceeded 58%, the average cart held 2.5 items and the spam complaint rate was 0%. Within the first three months the programme had already reached a 600× return.
Why it worked
- Flows did the heavy lifting, which means the revenue keeps coming without a campaign going out.
- Segmentation kept open rates above 58%, which in turn kept the brand out of the spam folder.
- Cross-sell content lifted average cart size to 2.5 items.
