Case Study: Boosting Revenue with Lifecycle Email Strategy
Client: LumiGlow Skincare (North America)
Industry: Clean Beauty & Skincare
Platform: Shopify + Klaviyo
Markets: USA & Canada
Campaign Duration: 90 Days
Platform: Shopify + Klaviyo
Markets: USA & Canada
Campaign Duration: 90 Days
Goal:
Increase email revenue contribution from 18% to 30% of total DTC sales
Increase email revenue contribution from 18% to 30% of total DTC sales
📈 The Results (in 90 Days)
🧠 The Challenge
LumiGlow was scaling quickly, but their email performance lagged:
Heavy reliance on campaigns over flows
Low engagement from new subscribers (12% open rate)
High cart abandonment (69%) with minimal recovery
No structured post-purchase experience
No segmentation — all subscribers received the same emails
They wanted a full-funnel email system that nurtures, converts, and retains — without sounding robotic or generic.
🎯 The Strategy: Full Lifecycle Email Framework
We designed a 6-part strategy using Klaviyo, with behavioral automation and AI-powered personalization:
1. Intelligent Segmentation
We moved from a one-size-fits-all list to behavioral cohorts, including:
New Subscribers (tagged within 14 days)
One-Time Buyers (no repeat within 60 days)
VIPs (3+ purchases, CLV > $300)
Window Shoppers (site visitors, no purchase)
Dormant Users (90+ days inactive)
→ Result: Engagement lifted across all metrics with targeted content per group.
2. High-Conversion Flows (Automation)
We overhauled and launched the 4 following Flows:
💡 Welcome Flow (4 emails)
Day 0: Brand intro + 10% off
Day 2: UGC carousel + social proof
Day 4: Quiz CTA for product fit
Day 7: Testimonial + low-barrier purchase incentive
🎯 Conversion Rate: 9.6% | Open Rate: 47%
🛒 Abandoned Cart Flow (3 emails)
Hour 1: “Still shopping?” reminder
Hour 12: Scarcity + reviews (“This moisturizer sells out monthly!”)
Hour 24: Incentive unlock (free shipping)
🎯 Cart Recovery Rate: 18.3%
📦 Post-Purchase Flow
Day 1: Order confirmation + how-to-use video
Day 7: Reorder reminder based on product lifespan
Day 14: Review request + refer-a-friend CTA
🎯 Repeat Purchase Rate up 22%
💤 Winback Flow (4 emails)
Sent after 60 days of inactivity
AI-personalized product suggestions based on last view/purchase
Re-engagement incentive ($10 voucher)
🎯 Reactivate Rate: 14%
3. Smart Campaign Calendar
We built a 90-day calendar with a balance of:
Product-focused sends (e.g., new launches)
Educational content (skincare guides)
Thematic promos (e.g., “Hydration Week”)
UGC campaigns (“Glow Up Challenge” with user-submitted photos)
Each email had:
Dynamic blocks based on user behavior
AI-written subject lines with variants tested via Klaviyo AI
Send-time optimization per segment
🎯 Avg Campaign Open Rate: 39% | CTR: 7.1%
4. Pop-Up Optimization for Growth
Replaced generic signup form with:
Gamified wheel popup
Copy tested in A/B: “Spin & Save 10–20%” vs. “Join Glow Club – Get 15%”
Auto-tagged based on quiz results
🎯 Signup Rate grew from 1.8% → 6.4%
5. Deliverability & Hygiene Overhaul
Removed 8,000+ cold emails
Enabled double opt-in for new traffic sources
Authenticated domain (SPF/DKIM/DMARC compliance)
Monitored inbox placement via GlockApps
🎯 Spam complaints dropped by 83%, inbox placement rose to 98%
6. AI Insights Loop
Used AI to auto-generate copy variations weekly
Predicted best products to cross-sell using CLV and purchase frequency
Integrated AI-suggested segments (e.g., “likely to churn”)
🔑 Key Takeaways
Lifecycle automation ≠ spam — it’s timing + relevance + empathy
Segmentation unlocks efficiency at scale
Pop-ups must offer real value exchange
Email is still king — when it’s personal, dynamic, and data-informed
