Three revenue levers worth a 90-day re-prioritisation
A diagnostic of a $234K Klaviyo program. Compounding revenue locked inside an under-built automation layer, narrow win-back triggers and a silent post-purchase flow.
/ Snapshot
Business context
A founder-led DTC brand with five years of earned trust, a 59% average open rate, and 47 campaigns delivered across 12 months. The audience was not the problem. The architecture was.
Opportunity
Five active flows for a $185 AOV brand leaves compounding revenue uncaptured. 57% of orders sit unattributed, a tracking and click-friction problem hiding in plain sight.
Strategic thinking
- 01Open rates are a genuine asset. 59% reflects five years of earned trust.
- 02Automation is underbuilt for this list quality. Every additional flow step compounds.
- 03Revenue concentration in a few months means a single failed launch has outsized impact. Plan major sequences six weeks out.
Recommended approach
Step 01
Lever 1, extend abandoned cart to a 3-email series
First email already converts at 3.22%, confirming intent. Add a 24-hour social-proof email and a 72-hour urgency closer with size scarcity. Add 'purchased in last 48h' suppression. Projected $3-5K uplift, low effort.
Step 02
Lever 2, scale winback to real volume
Win-back converts at 12.1% with the highest revenue-per-recipient in the account ($20.55), but reaches only 66 people. The trigger is too narrow. Broaden to 1+ orders AND no order in 90+ days. Founder-voice email 1, light incentive at day 7.
Step 03
Lever 3, rebuild post-purchase
Current post-purchase has zero clickable links and zero tracked clicks. Split into New Customer (Day 3 care guide, Day 7 review, Day 30 cross-sell) vs Returning (skip care guide, review Day 5, cross-sell Day 10). Add UTMs to every link.
Step 04
Constraint scan and 90-day roadmap
Click rate gap (1.8% vs 2.5-3.5%) is a layout problem. Test single-CTA. BFCM competition email sent to a cold list at the end of a sequence: giveaways open sequences, they don't close them. January delivery anomaly: suppress hard bounces before EOFY.
Customer & lifecycle insights
- 57% of orders are unattributed. UTMs across every flow link is a 30-minute fix that makes attribution visible immediately.
- Top 4 months equal 60%+ of annual revenue. Any single failed launch is structural, not seasonal.
- 'Life Updates' emails opened at 73.9%, the highest in the program. A single product block at the bottom adds revenue without changing tone.
Key takeaways
- 01Audit deliverable is a prioritised decision tool, not a metrics summary.
- 02Three levers ranked by revenue impact, speed, ease, data confidence and strategic value.
- 03Roadmap sequenced into Months 1, 2 and 3, designed to be self-executable.
Want to talk through this in more detail?
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