$128 to $52.8K monthly email revenue in 4 months for a handmade crochet gifts brand

A handmade and personalized gifts brand that crochets dolls of people's loved ones as keepsakes.

The challenge

• Email drove under 2% of revenue, and core flows were missing.
• Backend settings were not optimized: weak visitor tracking, no backfill, no DMARC.
• No campaigns were going out to engage customers.

What we did

• Built 5 core flows.
• Ran weekly campaigns with useful content and good deals.
• Optimized backend settings for data collection and email performance.
• Improved lead capture with account registration and a personalized pop-up.

Results

• June 2024: Klaviyo attributed $128 to email, 0.14% of $90,683 total revenue, all from flows.
• October 2024: $52,862, 31.40% of $168,352 total revenue. Flows brought in $49,845 and campaigns $3,018.
• A/B tests reached 100% win probability.

From the original case study