Case study · Fashion
Elegatto
A declining email channel reversed through a stronger lifecycle foundation.
Klaviyo · Nov–Dec 2024 vs Nov–Dec 2025Email-attributed revenue
Attributed share of total revenue
Flow revenue
The situation
Challenge
Email-attributed revenue had declined against the prior year, with flows underused relative to the brand’s overall growth.
What I saw
Diagnosis
Lifecycle revenue had the clearest headroom. The account needed deeper flow coverage, cleaner segmentation and campaign execution that matched the brand’s momentum.
Verified in Klaviyo
Before and after, without the theatre.
The comparison uses the periods shown in the supplied Klaviyo reporting. The source captures are displayed here as evidence, not decoration.
Work undertaken
- 01Flow rebuild and expansion
- 02Audience segmentation
- 03Campaign strategy and execution
- 04Brand-aligned copy and creative
- 05Deliverability monitoring
- 06Weekly measurement and testing
Commercial impact
Flow revenue more than tripled and email returned to growth, well ahead of the brand’s overall pace.