The Modern Letter
E-COMMERCE BRAND – CHILDREN'S UNIVERSE
Structuring and launching a Klaviyo email strategy
This is an e-commerce brand on Shopify in the children's products universe, with an existing customer base, but whose email marketing was not yet structured as a growth lever.
Automations were limited, segmentation was underutilized, and the majority of revenue relied on acquisition and one-off actions.
The objective of the mission was to implement a high-performing email infrastructure from launch, capable of generating measurable revenue, while ensuring a solid foundation for the future.
Objectives
- Ensure the reliability of Klaviyo's technical configuration
- Structure strategic flows with high business impact
- Leverage customer data through advanced segmentation
- Rapidly generate revenue attributable to email marketing
Mission accomplished
1. Klaviyo technical setup and optimization
Before any marketing action, foundational work was carried out on the account configuration:
- Complete audit of the existing Klaviyo configuration
- Deliverability optimization (SPF, DKIM, DMARC)
- Verification of triggers, delays, and sending rules
- Integration of advanced Shopify × Klaviyo tracking
- Analysis of the Klaviyo plan and recommendations for ROI optimization
Objective: to ensure a healthy, traceable, and scalable foundation.
2. Implementation of strategic flows
The following automations have been created or fully optimized:
- Welcome flow: A sequence of 3 to 4 emails to introduce the brand and its values, and encourage the first purchase.
- Browse abandonment flow: Re-engages visitors who viewed a product but didn't take action, with up to 2 emails.
- Cart abandonment flow: A conversion-oriented sequence to recover warm purchase intentions.
- Checkout abandonment flow: 2 emails targeting friction points in the checkout funnel.
- Post-purchase flow: Thank you and reassurance emails, and initial loyalty-building logic.
- Reactivation/win-back flow: A sequence of 3 emails for inactive customers.
All flows were put into production with A/B testing from the start.
3. Advanced Segmentation
In-depth work has been carried out on the database to create dynamic segments that can be used in automations:
- Purchase behavior
- Frequency and average basket
- Customer value (RFM)
- Product interests
- Geographical area
- Customer status (new buyer, active, inactive)
This segmentation allows for more relevant and less intrusive mailings.
4. Email writing
- Full drafting of messages for each flow
- Tone adapted to children and parent audiences
- Subjects optimized for deliverability and open rates
- Conversion-oriented content
Results obtained in 30 days
During the launch period:
Approximately €162,000 in total revenue
Approximately €26,000 in revenue attributed to email marketing
Email accounts for just over 16% of total revenue
Performance relies heavily on automations: Over 90% of email revenue is generated by flows
Top performing flows
- Welcome flow: ~€21,000 generated in one month
- Abandoned cart: strong growth (over +200%)
- Abandoned payment: growth close to +100%
- Navigation (product view): significant progress on a controlled volume
Contact Acquisition
- Around 31,000 pop-up displays
- Around 3,000 registrations
- Completion rate close to 10%, above e-commerce standards
- Around €39,000 in revenue generated by captured leads
Implementing a structured Klaviyo strategy enabled this e-commerce brand specializing in children's products to transform email marketing into a measurable and profitable channel within the first few weeks. The approach is based on a solid technical foundation, high-performing automations, and fine segmentation, designed to support long-term growth.
DON'T HAVE A KLAVIYO ACCOUNT?
Create yours in minutes!
