proof · case study
A large, mature Klaviyo program that had quietly stopped improving.
We audited it, rebuilt the core flows, and cut over in weeks.
In the first four weeks live, the rebuilt flows convert measurably better than the ones they replaced.
the problem
Email and SMS were already pulling about 33% of revenue, at the top of the healthy DTC range. On paper, fine.
But under the surface, the lifecycle flows had aged. Welcome, cart, checkout, and post-purchase automations dated to 2022 through 2024, with a checkout step bouncing at about 23% and broken discount codes.
Revenue wasn’t collapsing. It had simply stopped compounding, and the base was softening year over year.
For a program this size, that quiet gap is expensive. Every month the flows stayed stale was margin left on the table, which is exactly why it was worth fixing fast.
how we approached it
Our AI mapped the entire account: 79 flows, 593 steps, 934 campaigns, graded each flow, and red-team-checked the findings.
What normally takes a consultant weeks became a structured diagnosis in days. It found the stale flows, the bouncing checkout step, the misconfigured branches, and the code gaps.
A Figma-to-Klaviyo pipeline rebuilt the flows as clean, on-brand, deliverability-safe templates: 9 flows and 62 templates.
Each one passed automated quality gates before going live: canonical footer, on-brand fonts, link audit, mobile safety, and a visual diff against the design.
New flows were built as fresh objects, quality-passed, and switched on in June 2026, with the aged versions archived.
Every result below compares a new flow against the exact version it replaced.
what actually changed
The lift wasn’t magic. It was four specific fixes, on flows nobody had touched in years.
Rebuilt the core flows on the current catalog and buyer behavior, not the 2022 assumptions they were built on.
Tightened segmentation so each send targets the right people instead of a broad, stale list.
Fixed deliverability, including the checkout step bouncing at about 23% and the broken discount codes.
Cleaned up the branching, removing overlapping and starving triggers so no one dead-ends or gets double-sent.
what happened
| Flow (new vs. replaced) | Conv. rate | Rev/recipient | Open rate | Click rate | New N |
|---|---|---|---|---|---|
| Welcome | +18% | +14% | flat | +37% | 8,300 |
| Abandoned Checkout | +25% | +75% | +12% | -4% | 3,918 |
| Abandoned Cart | +110% | +134% | +13% | +49% | 917 |
Each new flow compared with the archived version it replaced.
Old baseline window: Feb 1 to Jun 1, 2026 (full strength). New window: Jun 15 to Jul 12, 2026 (post-launch).
Placed Order conversion metric; rates on delivered email. Source: Klaviyo reporting API.
what surprised us
Revenue per recipient up, opens up, clicks up. Across three independent flows, in the first four weeks.
Rebuilds rarely line up that cleanly this early. That consistency is the strongest signal that the work, not noise, drove the lift.
what we know, what we don’t
Every metric moved the same direction, across three independent flows. Welcome and Abandoned Checkout, the two with real volume, both lifted revenue per recipient. The rebuild drove it, not noise.
The direction is clear; the exact numbers aren’t settled. This is four weeks of data.
Read them as early leading indicators. They will move as volume builds.
The rebuilt core flows already convert better, and the biggest one isn’t even measured yet. The subscription flows, including a reorder reminder worth about $760K per year, launched last.
The largest prize is still ahead of the numbers you see here.
Abandoned Cart’s +134% is the largest lift, on the smallest sample (about 26 conversions).
Real, but directional. Weigh Welcome and Checkout, measured on thousands of recipients, more heavily.
This is flow efficiency, cleanly measured against the exact versions it replaced.
It is not account growth. We don’t claim credit for total revenue, which was declining on a base we inherited.
for your program
A mature, $400M program is exactly the kind of account where “someone should really rebuild these flows” sits in a backlog for years. We collapsed that into a few weeks of shipped work, and the flows that went live already earn more per recipient than the ones they replaced.
The first step is the one that started this: an audit that finds the first three flows worth rebuilding. Full 60 to 90 day results to follow.