Email moves that made revenue rise
Klaviyo Vol 2: Three growth journeys, one thing in common
Email moves that made revenue rise
Klaviyo Vol 2: Three growth journeys, one thing in common
7 minute read09 Apr 2025
Retention still rules. Klaviyo keeps evolving. And email isn’t dead, it’s waiting for brands to use it right.
Welcome back to our Klaviyo series.
In Vol 1: Ways to win at customer retention, we broke down the retention fundamentals, from automation flows and dynamic content blocks to A/B testing, segmentation, and standout design.
Now in Vol 2, Klaviyo Consultant Cecilie Overgaard takes things further with real results. A slow-burn buyer journey, a story too personal to rush, and a marketing message in need of a sharper hook. This chapter is about the utility of email, its aptness to connect, drive customer decisions and ultimately grow business, beyond the benchmarks.
In our Klaviyo era
When building email flows, we reject assumptions in favour of personalisation, and customers? They’re responding! Cecilie is featuring Charlotte de Koomen, Josephine & Co and Petit Puk, three brands with three sets of challenges. After 6 months, the results were staggering. Keep reading.
Emails for the sake of sending simply doesn't cut it these days. We build brand experiences and Klaviyo happens to be our favorite way to do it.
Charlotte de Koomen
Fine jewelry handcrafted in Amsterdam
Charlotte de Koomen is a family-owned jewelry brand led by two sisters who believe in meaningful craftsmanship. Every made-to-order piece is handcrafted by the goldsmiths and intended to be cherished for life - where customers consider “what does this tradition mean to you?”
But how do you guide a customer through a decision so personal - and how do you do it online?
The strategy
With Charlotte de Koomen, email became a core part of the customer experience. We shifted away from fast conversion CTA’s and leaned into education, storytelling, and nurturing. Emails were designed to mirror the brand’s quiet elegance and to help customers feel confident and emotionally connected to the investment. Our goal was a full appointment calendar, flows were built to invite curiosity and make each customer feel eager to continue the experience in-store.
To support this, we’re now working with a custom Klaviyo booking integration that allows for even deeper personalisation. These new flows:
- Provide real-time updates on the status of the customer’s appointment.
- Include appointment-specific content based on the selected service and any notes left by the customer.
- Offer inspiration and ideas tailored to their unique needs - whether they’re designing a bespoke engagement ring or reviving a family heirloom.
Currently in development is a similar, bespoke flow for custom pieces. This journey brings customers behind the scenes with status updates like “Your jewel is now with our goldsmiths” or “We’ve sourced your rare gemstone” - helping build anticipation every step of the way.
The results after 6 months
- Over 15% of total revenue now comes from email
- 73.30% open rate on flow emails
- 36.24% click rate on flows
- +190.70% increase in placed order rate from flows
- 13.2% conversion rate on the "Book Appointment" page
What you can implement tomorrow:
In jewelry making, the journey matters. If your product is made-to-order or custom, don’t leave customers in the dark. Bring them along. Use email to make them feel personally invited, involved in the process and connected to the end piece.
Petit Puk
Kids' Beds & Accessories
Petit Puk designs up-market beds and accessories for parents who appreciate style and want their little ones to sleep comfortably in quality. One of the slower moving FMCG segments, we had to break -through the perception that bed brands are only worth scrolling when your child reaches a new height milestone. And selling beds and furniture via email? It's no easy task.
The Strategy
Petit Puk was all about turning emails into an experience that resonated with their fun, playful brand. We focused on building personalised, engaging email flows, with vibrant visuals and copy that spoke to parents’ emotional reasons for purchasing. The real challenge, though? Petit Puk operates in three different markets - Dutch, English, and German. That meant tailored messaging for every language, ensuring cultural relevance in every email sent.
The results after 6 months
- 59% increase in attributed revenue, and emails that hit the mark
- 60.09% campaign open rate
- 65.94% open rate on flow emails
- Personalised email content worked. Petit Puk saw a significant boost in customer engagement across their diverse markets.
What you can implement tomorrow:
I hear brands all the time saying ‘but can’t we just auto-translate it’. Localisation is more about cultural understanding than it is purely language. If your brand operates across multiple markets, tailor it to fit the emotional context of each audience.r
Josephine & Co
Women’s fashion house
Josephine & Co's email marketing game was already strong, but we saw an opportunity to take it up a notch. With a loyal customer base and a strong visual identity, the goal wasn’t to start from scratch, it was to fine-tune what was already working and unlock new growth potential.
The strategy
Our focus here was refining segmentation and optimising email flows. We introduced English as a second language to capture a wider audience and conducted A/B testing on subject lines (short, snappy, sales-driven subject lines won). Additionally, weekly campaigns were optimised to ensure their messaging aligned with customer behavior, and segmentation was tightened to prevent overwhelming customers with too many emails.
The results after 6 months
- Average Open rates increased by 11.64%.
- Average Orders rose by 17.5%
- Revenue increased by 26.81%
- Overall attributed revenue has grown by 55% compared to the previous period.
What you can implement tomorrow:
Even the best brands need to keep tweaking. For established companies, refining segmentation and testing subject lines can yield impressive results. Don’t just rest on your laurels, continue optimising and testing to keep your email game fresh and effective. Because who knows, the next big competitor could be just around the corner. Stay prepared!
Where is email marketing with Klaviyo headed?
Now that we’ve seen the impact Klaviyo has had on these three brands, let’s talk about the future. Email marketing isn’t going anywhere. In fact, it’s only going to get smarter. With more and more tools being developed to automate, personalise, and optimise the email experience, the question isn’t if your email marketing will drive results, it’s how much you can scale.
The future is in segmentation and personalisation - advanced data and predictive analytics will allow brands to anticipate customer needs before they even hit the “Buy” button. The shift to mobile-first, responsive email design is also going to be fruitful for brands. And, with Klaviyo’s ability to integrate seamlessly with Shopify, the lines between marketing and customer experience will continue to blur. That’s what we want as Marketeers right, customers should feel special, it’s an honour we get to email them so let’s do it at the right time and with products that diffuse the pain point.
Got questions or want to dive deeper into how Klaviyo can transform your email marketing? Reach out to Cecilie Overgaard, she's always keen to chat.
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