Klaviyo case studies: real revenue, real brands.
Three Klaviyo case studies from named ecommerce brands (Better Body Co., Popl and Relaxium), each told the same way: the challenge, what we changed, the results and how long it took. Named clients, real timelines, verified results. No projections, just what happened when we worked on their email programs.
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800+ brands
How the numbers are measured.
Email results are easy to flatter. Klaviyo's default attribution gives email credit for orders that would often have happened anyway, and a case study can quote that number without saying so. These are the rules we hold our own reports to.
RULE.01
Attributed is not incremental
Klaviyo credits an order to the last message a customer interacted with inside its attribution window. For email, the default window is 5 days for opens and 5 days for clicks. Attributed revenue is a useful signal, but it is not proof the message caused the order.
RULE.02
We tighten the window
For most ecommerce accounts we recommend a 3-day click and 1-day open window, with Apple Privacy opens and bot clicks excluded so machine activity earns no credit. The reported number goes down. That is the point: the lower number is closer to the truth.
RULE.03
We say what kind of number it is
Each report labels its headline figure: a brand's total revenue, the share of revenue credited to email and SMS, inbox placement, or incremental revenue. Our $250M+ figure across 800+ brands is attributed email and SMS revenue, so read it as attributed.
RULE.04
Holdouts for the hard questions
When a budget decision depends on what email actually caused, the honest test is a holdout: a random group that does not receive the messages, compared with one that does. Attribution settings cannot answer that question on their own.
The detail, with settings, is in our guides to email revenue attribution in Klaviyo and Klaviyo metrics explained. To estimate what your own attributed revenue is really worth, try the Klaviyo ROI calculator.
Better Body Co.: email from 10% to 20-25% of revenue
Health & Supplements · June 2021 · 3 months
RESULT.01
10% → 20-25%
Email revenue share, target range reached
RESULT.02
$100M SGD
Total company revenue, 2021
RESULT.03
10+ person
In-house team upskilled
RESULT.04
3 months
Consulting engagement length
01 / Challenge
A capable 10+ person in-house email team, around 10% of revenue from email, and a target of 20-25%. The brand was doing roughly $2M a month when the engagement started.
02 / What we changed
A 3-month consulting program alongside the in-house team: a flow architecture audit, flow and campaign revenue per recipient reported side by side, deeper segmentation, a tighter attribution window, and a split-testing framework the team kept running.
03 / Results
Email and SMS reached the 20-25% target range, and Better Body Co. ended 2021 at $100M SGD in revenue, with the in-house team running the program on its own.
04 / Timeline
- June 2021 Engagement starts alongside the 10+ person in-house team, beginning with the flow architecture audit. The brand is doing roughly $2M a month.
- Within 60 days Effort moves from broadcasts to flows. Within 60 days of the shift, flow contribution is up materially, broadcast volume is down slightly and total email revenue is up.
- Month 3 Engagement ends. The in-house team runs the program and the split-testing framework on its own.
- End of 2021 The year closes at $100M SGD ($75M USD) in revenue, with email and SMS in the 20-25% target range.
How to read it $100M SGD is Better Body Co.'s total revenue for 2021, as its founder reported it. It is not revenue attributed to email. Email's share is attributed revenue, and the team moved its reporting from Klaviyo's default 5-day window to 3-day click and 1-day open during the engagement, which makes the share harder to flatter.
Read the full Better Body Co. Klaviyo case study"Thanks for helping us out with the klaviyo thing... Ended the year 2021 at $100m SGD"
Popl: email and SMS from under 20% to 50-60% of revenue
NFC Technology · B2B + B2C · Jan 2022 · 21 months (through Sep 2023)
RESULT.01
50-60%
Revenue from email & SMS (was <20%)
RESULT.02
95%+
Inbox placement by month two
RESULT.03
B2B + B2C
Separate customer journeys built
RESULT.04
21 months
Full engagement duration
01 / Challenge
Emails landing in spam more often than not, under 20% of revenue from email and SMS, and B2B and B2C buyers treated as one audience. Popl is Y-Combinator backed, with $2.2M raised.
02 / What we changed
Deliverability first: authentication review, suppression of 90-day non-openers, list hygiene and a 30-day warm-up. Then separate B2B and B2C journeys, segmentation that routed each subscriber, and daily, weekly and monthly calendars built with Popl's VP of Operations.
03 / Results
Inbox placement at 95%+ by month two. After 21 months, email and SMS were contributing 50-60% of total revenue, and Popl brought the program in-house with a dedicated team.
04 / Timeline
- Jan 2022 Engagement starts with deliverability triage: authentication audit, sender reputation analysis, list hygiene and a 30-day warm-up on the existing sending domain.
- Month 2 Inbox placement reaches 95%+ and stays there.
- Then With deliverability stable, the architecture rebuild: separate B2B and B2C journeys, segmentation routing, and daily, weekly and monthly calendars with the VP of Operations.
- Sep 2023 After 21 months, email and SMS are contributing 50-60% of total revenue. Popl brings the program in-house with a dedicated team.
How to read it 50-60% is the share of Popl's total revenue credited to email and SMS, against under 20% when the engagement began. The 95%+ figure is inbox placement, a deliverability measure, not a revenue one.
Read the full Popl Klaviyo case studyRelaxium: +$3M in incremental annual revenue from email and SMS
Supplements · INC 5000 #461 · October 2022 · 22+ months
RESULT.01
+$3M
Incremental annual revenue from email & SMS
RESULT.02
INC 5000 #461
2021 ranking
RESULT.03
22+ months
As Head of Retention Marketing
RESULT.04
$100-120M
Brand annual revenue
01 / Challenge
A $100-120M a year supplement brand, #461 on the 2021 INC 5000 with 1,040% three-year growth, where email and SMS were not earning in proportion to the list or the brand's momentum.
02 / What we changed
Pete joined as embedded Head of Retention Marketing (Email & SMS). The flows were reasonably built, so the work was campaign-led: cadence, segmentation depth and a high-frequency send strategy to engaged subscribers, run in step with paid, retail and brand calendars.
03 / Results
+$3M in incremental annual revenue from email and SMS, built from compounding monthly campaign decisions rather than one big fix, over 22+ months in the role.
How to read it +$3M is incremental annual revenue from email and SMS, on a brand doing $100-120M a year.
Read the full Relaxium Klaviyo case study"Awesome! I'm going to start calling you Mr. Director of Marketing (though you're completely over qualified)"
Three brands, one method.
Diagnosis came first, every time. At Better Body Co. it was attribution and a reporting gap between flow and campaign revenue per recipient. At Popl it was deliverability, with email landing in spam more often than not. At Relaxium the flows were sound and the gap was in the campaigns. Three different problems, and each one set the plan.
Much of the work was removal. A flattering attribution window. Broadcast volume that earned more as flows. Subscribers who had not opened in 90+ days. An email setup that treated B2B and B2C buyers as the same customer. At Relaxium, even the emails went plain, tested month by month, the same approach we take to email design and copywriting. We win by removing things, and the manifesto explains why.
The engagement model followed the brand. A 3-month consulting program for a strong in-house team. A 21-month build that ended in a clean handoff to an in-house team. An embedded Head of Retention Marketing for a $100-120M brand. If you are weighing those models for your own brand, start with our pages on email marketing consulting, retention marketing and our Klaviyo agency work, see how we run accounts as an ecommerce email marketing agency, or see pricing.
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