Case Study / Email Marketing
1% of sends.
67% of email revenue.
Huntlea moved to Klaviyo in May. In the first 90 days, email drove 22% of store revenue, and two thirds of that came from the welcome series and abandoned checkout.
Of store revenue from email
Of email revenue from flows
Of sends were automated
Welcome series open rate
Of email revenue from the welcome series
01
Huntlea has made premium dog beds in Durban since 2020. In May we moved their email from Mailchimp to Klaviyo and gave the first 90 days one job: get the flows working, then let them do the heavy lifting.
“Flow emails were 1% of what Huntlea sent. They brought in two thirds of email revenue.”
Two flows went live first, a welcome series and an abandoned checkout. By the end of the window, email was bringing in 22% of store revenue, and two thirds of that came from those two flows.
02
Huntlea needed email that reacts to what shoppers actually do.
01
Revenue was slipping through the gaps between a first visit and a first order.
02
The move from Mailchimp had to happen without losing the list along the way.
03
The first 90 days on Klaviyo had to show that email could pay its way.
03
The move to Klaviyo
We ran the switch from Mailchimp in May, so every flow was built on Klaviyo from the start.
Welcome series
A welcome code goes out the moment someone joins the list. Three days later, anyone who hasn’t ordered gets a reminder, and buyers skip it. We built it first, because new subscribers are most ready to buy the moment they sign up.
Abandoned checkout
Two emails, three hours and two days after a checkout is left. No discount, just a nudge and a reminder that the cart is about to expire. It recovers sales without cutting into margin.
04
Of store revenue from email
Of email revenue from flows
Of sends were automated
Welcome series open rate
Of email revenue from the welcome series
Most of the email revenue came from two flows running quietly in the background. Campaigns still played their part and brought in the other third.
05
Ninety days in, the flows are doing what they were built for. They reach people when they’re most likely to buy, and they keep working whether anyone hits send or not.
