← BackCase Study — Fashion & Accessories
From a messy in-house setup to nearly half of revenue from email.
The brand had the tools but no system. We rebuilt their email from the ground up — and it became their single biggest channel, right in time for their biggest season.
of total revenue from email
email revenue, year over year
returning customer rate
The situation
When they came to us, email was run in-house — and it was a mess. Klaviyo was installed, but there was no strategy behind it.
A couple of basic flows on default settings. Campaigns going out at random, to the entire list, with no segments. Everything was there. Nothing was working together.
For a brand with real products and real demand, email was leaving money on the table every single day.
What we did
Rebuilt the core flows
Welcome, browse abandonment, abandoned checkout, post-purchase, and win-back — written properly and wired to actually convert, instead of the default templates that were sitting there.
Real segmentation
Split the list by how people actually behave — engaged buyers, VIPs, lapsing customers, and cold subscribers — so the right message goes to the right people.
A campaign calendar, not random sends
Replaced one-off blasts with a planned calendar tied to launches, restocks, and the season — every send with a reason behind it.
A plan for their biggest season
Built the BFCM sequence ahead of time so the brand walked into Black Friday with the account ready, not scrambling.
The results
The numbers, straight from Klaviyo & Shopify.
Business performance summary
Full year · Klaviyo
Total revenue
Attributed revenue (30.09% of total)
Attributed revenue
Per recipient
$0.09
Campaigns
$72,577.07
60.63%
Flows
$47,134.32
39.37%
$119,711.39
100.00%
SMS
$0.00
0.00%
More windows from the same account
Klaviyo · full year
$119,711 from email
Email revenue up 204% year over year — nearly a third of the brand's $397,864 total.
Klaviyo · Sep 1 – Oct 14, 2024
47% of total revenue
In one window, email drove nearly half of all revenue — up 513% on the prior period.
Klaviyo · Oct 22 – Nov 6, 2024
$141K through the BFCM ramp
Attributed revenue up 638% versus the same window a year before.
Shopify · Last 90 days
23.6% returning customers
Repeat purchase rate climbed 7% as the flows did their job.
Your customers are worth more than you’re collecting.
Let’s look at your account and show you where.
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