Mid-7-figure Texas apparel brand
Mid-7-figure Texas apparel brand: $104k in campaign revenue across 6 months at 73% open rates
A mid-7-figure Texas-based apparel brand came to us with strong campaign performance but a thin retention infrastructure underneath. Over the following nine months, we built out the full flow ecosystem, expanded the segmentation, and held open rates above 70% across more than 50 campaigns. Email’s share of business revenue climbed from ~20% at audit to ~28% in peak months.
73.2%
average campaign open rate across 59 campaigns (Nov 2025 – Apr 2026)
$104k
in campaign-attributed revenue across the same 6-month window
~20% → ~28%
of total business revenue from email, audit to peak
The brand
A mid-7-figure direct-to-consumer apparel brand based in Texas, with a strong identity built around regional design and storytelling. Total monthly revenue in the $80k-$148k range across the engagement, with consistent paid traffic feeding the site and a loyal repeat-purchase customer base. Active Klaviyo account, regular campaign sending, an existing basic flow setup at audit.
The campaigns were performing well. The brand had a clear voice and a list that engaged. The opportunity was downstream — adding the retention infrastructure to capture the value campaigns were already creating.
The gap
The initial audit showed a brand doing the visible work well, but missing the systems that compound it.
Flow library was thin. Welcome and Abandoned Cart existed but had been running unchanged for 1-3 years. Browse Abandonment was last updated in 2023. Back In Stock was from 2022. Missing entirely: Abandoned Checkout, Post-Purchase, Sunset, Winback, and a proper Review Request flow.
Pop-up was underconverting. Mobile submit rate sat at “Fair” levels, and there was no separate form for mobile vs. desktop — unusual for a brand with strong mobile traffic.
No SMS coordination in flows. SMS Welcome existed, but the rest of the flow ecosystem was email-only. Texas SMS regulations also required attention.
Email at ~20% of total revenue. A healthy floor, but well below where it could sit for a brand with this campaign performance and list quality.
Segmentation was static. Mostly time-based engagement segments. No customer-journey or interest-based segmentation to support deeper personalization later.
The foundation we built
We worked the systems in the order that compounded fastest.
Flow ecosystem build-out
Built or rebuilt every major automated flow with email and SMS coordination where applicable:
Welcome (email + SMS)
Abandoned Cart
Abandoned Checkout (new)
Browse Abandonment (rebuilt)
Back In Stock (rebuilt)
Post-Purchase (new)
Review Request + Review Posted follow-ups (new)
Sunset (new)
Winback (new)
By October 2025, the flow library was running 7+ active flows generating revenue, up from the 2-3 functional flows at audit.
Pop-up rebuild
Split the pop-up into separate mobile and desktop forms. Ran A/B tests on offer presentation, copy, and form structure. Mobile submit rate climbed from baseline through “Fair” into “Good” territory (2.07%), and desktop reached 3.19% — both rated “Good” against Klaviyo benchmarks. Zero-party data capture (style preference: Men’s/Women’s/Kid’s) integrated into the flow so future segmentation could draw on it.
Campaign rhythm and design
Established a consistent Wednesday + Friday send rhythm. Refreshed campaign templates while preserving the brand’s existing voice. Open rates held above 70% across 59 campaigns over six months — well above Klaviyo’s recommended floor of 33% and double the 40-50% range typical of healthy brands.
Segmentation expansion
Built engagement-based segments (30/60/90/180-day windows) alongside customer-journey segments. Added size-based segments for targeted campaigns (e.g., size-specific sale launches went to the right subset of the list, not the whole base).
Deliverability stewardship
Maintained deliverability through high-frequency sending periods including BFCM. Klaviyo deliverability score held at 80 (“Good”) through October 2025, with spam complaint rates consistently below 0.05% and bounce rates under 0.5%. The list could sustain the campaign volume without degrading.
The results
Over the six months from November 2025 through April 2026 — the period covering BFCM, holiday, and post-holiday — the channel delivered consistent results across seasons.
$104,000 in campaign-attributed revenue from 59 campaigns. 1,096 orders attributed to those sends.
73.2% average open rate across the period, weighted by recipients. Open rates held above 70% in every month except February (where a few targeted small-segment sends pulled the weighted average down slightly).
1.22% average click rate, sustaining above Klaviyo’s 1.20% recommended floor.
Email’s share of total business revenue moved from ~20% at audit to ~28-29% in peak months, with the channel consistently in the 25%+ range.
Total business revenue grew from $135k in August 2025 to $148k+ in October 2025 (the latest covered period in the monthly reports), with email contribution growing in parallel.
Pop-up submit rates moved from “Fair” to “Good” on both mobile (2.07%) and desktop (3.19%) by mid-engagement.
List grew from ~26,000 to ~27,000+ active subscribers across the first three months, with sustained healthy daily growth thereafter.
Deliverability held throughout BFCM and holiday peak frequencies. Spam complaint rates stayed below 0.05%. Bounce rates under 0.5%.
The brand kept doing what it was already doing well — strong product, consistent paid traffic, distinctive design. Email became the channel that captured and compounded the value of all of it.
Why it worked
The campaigns were already good. We didn’t break them. The team had a voice and a rhythm that was working. The job was to add the infrastructure around it, not to rewrite what was already converting.
Flow build-out before any complexity layer. Filling out the core 5 systems (capture, welcome, abandonment, post-purchase, winback) before any logic-heavy personalization or AI-driven segmentation. Touchpoints compound when each one is structurally sound.
Deliverability stewardship at scale. Holding 73%+ open rates across 59 campaigns over six months — including BFCM peak frequency — is a deliverability story, not a content story. The list stayed clean, the sending pattern stayed consistent, and the inbox kept letting us in.
Segmentation built to serve flows, not the other way around. New segments were built when a flow or campaign needed them, not in advance. Avoided the trap of overbuilding the targeting infrastructure before there was anything to target with.
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