Case Study: Improving Email Systems To Improve Retention and Growth
Client Overview: L-Complex, a brand in the longevity, wellness, and supplements niche, approached us with a clear challenge: their email marketing strategy was underperforming. They were using Omnisend but lacked the tools and strategy to fully utilize their email list. The brand needed an overhaul to drive more sales, improve engagement, and unlock the potential of their email subscribers.
Challenges:
BEFORE MIGRATION
Underutilized Flows: While L-Complex had basic flows set up in Omnisend, they were largely neglected and ineffective at driving purchases or engagement.
Low Campaign Frequency: The brand sent campaigns inconsistently, averaging one campaign every one to two months. These campaigns generated little traction and lacked a cohesive strategy.
Outdated Design: Existing emails lacked modern, engaging designs that resonated with their audience and communicated their brand’s value effectively.
Underwhelming Metrics Before Migration: Revenue attributed to email was €14,956.83 for the year leading up to the migration, accounting for 22.6% of total revenue.
Our Solution:
To address these challenges, we took a 3 step approach to allow the brand to continue selling while we worked in the background. Here is how we did it to implement a robust email marketing strategy.
1. Platform Migration
Seamlessly moved all existing data from Omnisend to Klaviyo, ensuring no disruption to customer communication. Integrated Klaviyo with their e-commerce platform to enable advanced segmentation and data-driven decision-making.
2. New Flows Implementation
Designed and implemented a suite of automated flows tailored to the customer journey:
  • Welcome Series
  • Abandoned Cart Flow Browse Abandonment Flow Post-Purchase
  • Nurture Sequence Replenishment Flow
  • Survey Request
3. Campaign Strategy - Campaign Calendar
Established a consistent email campaign calendar with 2-3 campaigns sent per week. Focused on educational and promotional content to engage subscribers while driving conversions. Campaign topics included:
  • The science behind longevity supplements
  • Wellness Guides related to longevity and overall health
  • Customer success stories
  • Limited-time promotions and product launches
Results: Within the first 60 days of implementing the new email strategy
  • Sales from Email Increased by 240%:
  • Automated flows contributed 45% of total email revenue.
  • Campaigns contributed 55% of total email revenue.
  • Total revenue attributed to email reached $13,353.59, as shown in the Klaviyo performance summary.
  • Engagement Metrics Skyrocketed:
  • Open rates improved from 20% to 50%+.
  • Click-through rates increased from 0.65% to 1.5%.
Examples Of New Email Designs
Conclusion:
By transitioning to Klaviyo and implementing a strategic overhaul of their email marketing, we helped L-Complex transform email from a stagnant channel into a high-performing revenue driver. This success underscores the importance of consistent campaigns, personalized flows, and data-driven decision-making in maximizing email marketing’s potential.
Note: The results above are based on the performance metrics captured in the first 60 days of the new flows and campaigns being live, as detailed in the Klaviyo performance screenshot.
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