Email revenue that grew while the list grew
Automated flows and a campaign calendar for a Shopify store in Klaviyo. Over twelve months, attributed placed-order value grew 55% and add-to-cart value grew 141% against the year before.
The brief
Paid media had brought the traffic; most of it left without buying. The list was the cheapest place to recover that revenue, so the work was to make the automated flows carry the weight rather than relying on campaign sends.
What I did
- Built the core flows first, welcome, browse abandon, cart abandon and post-purchase, before touching the campaign calendar.
- Segmented sends by engagement so the list stayed deliverable as it grew past 144,000 recipients.
- Tied Klaviyo attribution back to Shopify orders so the numbers in the dashboard matched the store.
- Kept campaigns for launches and moments, and let flows do the repeatable revenue.
The report behind it
Taken from the platform exactly as exported. Click any report to open it full size.
The numbers
| Conversion metric | Attributed value | Change | Campaigns | Flows |
|---|---|---|---|---|
| Placed order | AED 34,523.69 | +55.09% | AED 13,829.48 (40%) | AED 20,694.21 (60%) |
| Added to cart | AED 147,288.50 | +141.43% | AED 80,743.20 (55%) | AED 66,545.30 (45%) |
| Campaign recipients | 144,188 | >999% | — | — |
Klaviyo attribution, matched against Shopify orders for the same period.
What it means
Flows out-earned campaigns on placed orders while campaigns did the wider reaching. Recipients grew past 144,000 without the revenue per send collapsing, which is the part that usually breaks when a list scales.
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