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How We Helped a Sportswear Brand Turn Email Marketing Into a Major Revenue Channel
And increased attributed email revenue by 34% while scaling total store revenue
How We Helped a Sportswear Brand Turn Email Marketing Into a Major Revenue Channel
And increased attributed email revenue by 34% while scaling total store revenue
RESULTS
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€116,550+
34%
€276,607
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CLIENT OVERVIEW
The client is a fast-growing sportswear brand operating in a highly competitive market, selling performance-focused apparel such as leggings, shorts, and tops. While the brand was already driving strong traffic through paid ads and organic channels, their email marketing was significantly underperforming.
Despite having a large customer base and consistent website traffic, email was contributing far less revenue than it should. Flows were active but outdated, logic was inefficient, engagement rates were inconsistent, and list growth was stagnating. The brand knew email should be a major profit center — but it wasn’t.
That’s when we stepped in to restructure their entire Klaviyo ecosystem.
CHALLENGE
The main challenge wasn’t traffic — it was inefficient monetization through email.
Key problems we identified:
- Low attributed revenue from Klaviyo compared to total store revenue
- Poor flow logic causing missed conversion opportunities
- Outdated email designs leading to low CTR
- Inconsistent open rates across core flows
- Weak popup strategy resulting in slow list growth
- Revenue-heavy flows not prioritized or optimized
In short: email marketing existed, but it wasn’t engineered to scale.
OUR PROCESS
PHASE 1:Full Klaviyo Audit & Revenue Mapping
We started by auditing the entire Klaviyo account, mapping out:
- All live flows and their contribution to revenue
- Flow entry logic, timing delays, and exit condition
- Engagement metrics (open rate, CTR, conversion rate)
- Revenue per recipient per flow
This allowed us to identify which flows were carrying revenue — and which were wasting opportunity.
PHASE 2: Flow Logic Restructuring
Next, we rebuilt the logic of the core revenue-driving flows:
- Welcome Series
- Abandoned Cart
- Browse Abandonment
- Abandoned Checkout
- Post-Purchase & Cross-Sell
We improved:
- Trigger precision
- Conditional splits based on behavior
- Smart delays to avoid inbox fatigue
- Exclusions to prevent message overlap
This alone significantly improved conversion efficiency.
€116,550+
34%
23%
PHASE 3: Design, Copy & CTR Optimization
We redesigned key emails with a clear goal: clicks that lead to purchases.
Improvements included:
- Mobile-first layouts
- Clear product-focused CTAs
- Simplified copy aligned with the brand voice
- Strong visual hierarchy for faster decision-making
CTR and revenue per recipient increased across nearly all optimized flows.
PHASE 4: High-Converting Popup Strategy
To fuel long-term growth, we implemented a new popup system focused on:
- Intent-based triggers
- Clear value exchange (not generic discounts)
- Country-specific logic for EU vs NL audiences
This significantly increased email subscribergrowth, feeding more qualified users into high-performing flows.
25%
18%
PHASE 5: Continuous Testing & Scaling
Once the foundation was rebuilt, we continuously:
- A/B tested subject lines and CTAs
- Optimized send timing
- Prioritized flows with the highest revenue per recipient
- Scaled what worked instead of spreading effort thin
This turned Klaviyo into a predictable, scalablerevenue channel.
RESULTS
BEFORE Clever Converters
Email contributing a small portion of total revenue
Inefficient flow logic
Inconsistent engagement rates
AFTER Clever Converters
€116,550+
attributed email revenue in one period
34%
increase in email-attributed revenue
Email responsible for 42%+ of total store revenue
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