Email Marketing · Case Study
How a strategic email lifecycle system transformed an underutilised channel into the brand's most important revenue driver: growing attributed revenue to £134K over the last 12 months, up 88.9% year on year.
The brand (a UK premium food e-commerce brand) had strong customer demand but email marketing was significantly underutilised.
Despite a growing customer base, lifecycle automation was limited and most email revenue came from occasional campaign sends rather than structured retention flows.
The opportunity was clear: build a full lifecycle email system capable of increasing repeat purchases, improving customer engagement, and turning email into a predictable revenue driver.
Designed and implemented a complete lifecycle email system including welcome flows, browse abandonment, checkout recovery, post-purchase nurturing, replenishment reminders, win-back campaigns, and customer segmentation flows.
Created behaviour-based and purchase-based segments including high-value customers, repeat buyers, and product-specific audiences to deliver more relevant messaging and offers.
Established a consistent campaign strategy combining promotional emails, product education, and brand storytelling to maintain engagement and drive repeat purchases.
Regular performance reviews were implemented to optimise subject lines, send times, segmentation, and flow triggers based on engagement and revenue performance.
Attributed Revenue
Last 12 months · +88.9% YoY
Campaign Revenue
+92.6% YoY
Flow Revenue
+82.5% YoY
Campaign Open Rate
78th percentile benchmark
Flow Click Rate
Automated flows
Full Lifecycle System
Built in Klaviyo
Over the last 12 months email attributed £134K in revenue, up 88.9% year on year: split between £86.1K from campaigns (+92.6%) and £48.3K from automated flows (+82.5%).
The gains held on engagement as well as revenue: a 50.4% average campaign open rate (78th percentile against the industry benchmark) and a 7.27% flow click rate over the 12-month window (9.14% across the 2024 calendar year).
Seen over the full engagement, email-attributed revenue grew from £33K in 2021 to £134K in 2025: a 4x increase, and a channel turned into a scalable, predictable growth driver.
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