Project overview
The challenge
Justine’s email programme was underdeveloped, with an opportunity to make the channel work much harder across both campaigns and the customer lifecycle.
Campaigns leaned heavily on promotions and product-led messaging, while automated journeys weren’t being used to their full potential across conversion, product discovery and repeat purchase.
The action
I started by building a much clearer picture of the customer – combining historical email and ecommerce performance with customer surveys, reviews, purchase behaviour and the questions and pain points we were hearing directly from customers.
That research informed both the lifecycle rebuild and a new campaign strategy. Rather than constantly speaking at customers with promotions, I developed core content pillars around what genuinely mattered to the audience, balancing commercial campaigns with product education, inspiration, recipes, customer stories and useful content.
I also rebuilt key automated journeys around what customers needed at each stage – from discovering the brand and choosing the right product through to overcoming purchase barriers and coming back to buy again.
I owned the work end-to-end across strategy, copy, design, Klaviyo build, segmentation, testing and ongoing optimisation.
The result
Flow revenue per recipient increased from approximately $0.14 to $1.13 – nearly 8x. More broadly, the work helped establish email as a major ecommerce revenue channel for the brand, with campaigns and automated journeys playing a much more meaningful role in driving online revenue.
