Sustainable Undergarment Brand
The client, a sustainable undergarments brand, needed to simplify their overly complex email automation flows in Klaviyo. They sought to increase flow effectiveness, improve their email pop-up conversion rates, and learn how to manage their email marketing independently. The client also wanted a personalised touch that resonated with their eco-conscious audience and highlighted their charity initiative, which was underperforming in their existing flows.
121%
Growth In Revenue
1741%
Increase In Email Subscribers
A$11,048
Revenue Generated In 90 Days
"I have a social enterprise with very specific needs, it is quite a complex business. Letterbox Media worked with me on our Klaviyo flows. I thought at first that it would be just technical advice for best practice, but it was FAR more. They helped us with brand messaging, graphic assets and their copy was much better than ours! The flows have been incredibly successful for us. I cannot recommend Letterbox Media highly enough and will be doing more projects with them."
- Kelly Barrett, Australia
Challenges
After hiring a previous agency that left their email automation half-completed, the client approached us for a comprehensive audit. Their email flows were underperforming—complex and convoluted structures meant that customers were slipping out of the funnel without receiving relevant content or converting. Worse, their pop-up form was barely converting visitors into subscribers, and their internal team was struggling to manage the email system due to its complexity. As a growing small business, they needed a simplified yet effective approach to increase email marketing performance and learn how to manage it themselves.
Audit and Issues Found
- Overly complex flows with excessive conditional splits and branches, making them difficult to manage and causing conversion drop-offs.
- An ineffective email pop-up leading to poor subscriber growth.
- Lack of clear segmentation, which impacted email campaign deliverability, open rates, and click rates.
The Solution
We dove deep into their Klaviyo email setup and found that the existing flows were cluttered with too many unnecessary conditional splits and branches. This resulted in confusion for both the client and their customers, severely hampering performance.
Here’s how we fixed it:
Flow Simplification & Personalisation: We rebuilt their flows with simplicity and effectiveness in mind. By removing the unnecessary complexities, we ensured that customers received relevant emails at the right time, with dynamic content tailored to each customer’s interactions.
Highly Personalised Emails: For their charity-focused Post-Purchase flow, we created personalised emails that highlighted the direct impact of each customer’s purchase on their charity work—something that deeply resonated with their audience.
Pop-Up Optimisation: The existing pop-up form for converting website visitors was ineffective, leading to a stagnant email list. We designed a new, optimized pop-up form with clear calls to action that not only grew the subscriber list but captured quality leads aligned with their target audience.
Optimised Subject and Preview Line: Personalised and optimised subject and preview lines were put in place for all the flow emails. This resulted in higher open rates and click rates. Delivering high-quality emails to the subscribers subsequently showed a dramatic increase in conversions.
A/B Testing: Variation in content like different subject/preview lines was tested to find the most effective way to generate engagement with the customers. Results were monitored and the most effective emails became part of the final on-going flow automations.
Targeted Segmentation: Their current email segmentation was poorly optimised, resulting in low engagement and deliverability issues. We cleaned up their segments, ensuring that their email campaigns reached the right people with the right message—boosting open rates, click rates, and conversions.
Results:
The impact of these changes was significant. After implementing the new email flows and optimising the pop-up form, the client experienced notable improvements in email marketing performance.
Key Highlights:
+121% Increase in Revenue from Flows: Before the revamp, flows contributed only 17% of total email revenue. After our work, this jumped to 46%, with revenue increasing from A$5,003 (June–August) to A$11,048 (October–December).
+470 New Subscribers: Their previous pop-up form brought in only 27 new subscribers over three months. After the revamp, they gained 497 new subscribers in the following 3 month period.
Streamlined & Effective Flows: The simplified email flows were not only easier to manage but also led to a significant improvement in customer engagement, with personalised emails driving higher click-through and conversion rates.
Conclusion:
Through a one-time investment in flow automation, we were able to drive ongoing, sustainable results for our client. The revamped email flows and segmentation helped them increase conversions, grow their email list, and deliver personalised content that aligns with their mission of sustainability and social impact. These optimisations continue to pay dividends, boosting both engagement and revenue.