The Modern Letter
E-COMMERCE BRAND – STREETWEAR
Structuring and deploying a Klaviyo email strategy
This is an e-commerce brand in the streetwear world, with an engaged audience but a still largely unorganized email strategy.
The Klaviyo account was set up, but automations, segmentation, and customer data utilization remained limited.
The mission's challenge was twofold:
- to strengthen the technical foundation,
- to transform email marketing into a measurable and automated sales channel, without exclusively relying on campaigns.
Mission Objectives
- Secure and optimize Klaviyo configuration
- Structure key customer lifecycle flows
- Implement actionable advanced segmentation
- Improve conversion and customer lifetime value
- Generate attributable revenue within the first few weeks
Mission accomplished
1. Technical configuration and optimization
A full audit of the existing Klaviyo setup was conducted, followed by the following optimizations:
- Deliverability settings checked and optimized (DNS, domain, email configuration)
- Triggers and sending conditions configured
- Advanced tracking implemented for performance monitoring
- Purchasing journey and key events structured
Objective: to ensure a reliable, traceable, and scalable foundation.
2. Creation of strategic flows
- Abandoned Cart Flow: A sequence of 3 emails sent at strategic times (2h, 24h, 48h after abandonment) to recover purchase intentions.
- Abandoned Checkout Flow: Similar logic, targeting users who exited the payment tunnel.
- Welcome Flow: A series of 4 emails to introduce the brand, its values, flagship products, and encourage a first purchase.
- Post-Purchase Flow: A sequence of 3 emails focused on cross-selling, re-engagement, and enhancing each order.
- Reactivation Flow: 3 emails sent to customers who haven't purchased in 180 days.
3. Pop-up setup
- Design aligned with the brand's streetwear identity
- Email capture form with first name and email fields
- Display rules configured (timing, pages, devices)
- Tested on desktop and mobile
The pop-up is the main entry point for the email system.
4. Advanced Segmentation
Analysis of the existing database and creation of approximately 20 dynamic segments, including:
- Customer status (active/inactive)
- Purchase behavior
- Customer value (RFM)
- Product preferences
- Geographic segmentation
These segments are used directly in flows to refine messages and improve conversion.
5. Email copywriting, design, and integration
Complete content writing for all flows
- Tone adjusted to the streetwear universe and audience
- Subjects optimized for open rates
- Template creation respecting visual identity
- Responsive mobile and desktop design
- Integration of product visuals
- Dynamic variables (first name, products viewed, purchase history)
- Code optimization for deliverability
Results obtained in 60 days
Approx. €109,000 in total revenue
Approx. €12,000 in revenue attributed to email marketing
Email represents approx. 11% of total revenue
+92% in total revenue compared to the previous period
+41% in email revenue
100% of email revenue comes from automated flows.
Top performing flows
- Welcome flow: Around €9,000 generated, with a high value per recipient.
- Payment abandonment flow: Significant progress, with over +100% growth.
- Browsing flow: Stable and measurable contribution on cold intentions.
- Cart abandonment flow: Consistent performance, despite voluntarily controlled volume.
Pop-up performance
- About 56,000 forms viewed
- About 1,300 registrations
- Completion rate over 2%
- About €12,000 in revenue generated from captured leads
This mission demonstrates that a structured email strategy, even when deployed over a short period, can generate a measurable impact in a competitive environment like streetwear.
Performance rests on three pillars:
- a reliable technical foundation,
- well-constructed flows,
- actionable segmentation from the outset.
Email marketing thus becomes a sustainable growth channel, independent of ad hoc campaigns and advertising pressure.
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