eCom · Tea Subscription.
Email 8% → 31% of revenue in 6 months — zero ad spend added.
Stuck at 8% — running 6 flows on Mailchimp.
eCom tea subscription brand hit a revenue ceiling. Email at 8% of revenue, running 6 standard flows on Mailchimp. Subscriber list strong (185k) but list-only campaigns were the only growth lever pulling.
Mailchimp's segmentation couldn't express their RFM cohorts. Replenishment flow logic too simple. SMS not paired. The whole lifecycle was leaving 20%+ of email-attributable revenue uncaptured.
Klaviyo migration + 28-flow build.
Mailchimp → Klaviyo
185k subscribers + history migrated. BIMI/DMARC validated. IP warming on schedule.
28-flow architecture
Welcome (4 variants) → cart/browse (5) → post-purchase (6) → replenishment/win-back (5) → VIP/lifecycle (4) → sunset (4).
RFM + cohort segmentation
Predictive segments. Custom-audience syncs to Meta + Google. Sunset automation.
Optimise
Per-flow A/B testing. Weekly campaign cadence. Quarterly cohort analysis.
Six flows became 28. Email went from 8% to 31% of revenue in 6 months. We didn't add a dollar of ad spend. It was always there in the list — we just hadn't built the architecture to capture it.
6 months post-migration.
Same measurement method used for both windows. Numbers pulled from primary platform sources at write-up. Editorial standard at /about/editorial-standards/.
Stack we shipped.
Common questions about this engagement.
How was the eCom · Tea Subscription result measured?+
Per the methodology callout above: a baseline window of 90 days pre-engagement compared against a result window of 90 days post-engagement using last-touch attribution sourced from primary platforms (GA4, Shopify, Stripe, ad-platform UIs, Klaviyo where applicable). The same measurement method is used for both windows; we do not change attribution mid-engagement to make the result look better.
What was the time-to-result?+
For eCom · Tea Subscription, the bulk of the lift landed within the engagement window shown in the approach timeline. Compounding effects on slower-cycle channels (organic SEO, AEO citation share, lifecycle list growth) typically continue accruing for 6–12 months after the active engagement closes. We do not publish "uplift" numbers from a single inflated week; the result is the steady-state measurement window.
Could you replicate this for my brand?+
Honest answer: depends on category fit, current baseline, and execution discipline. The case is evidence the result has happened in similar mid-market brands; it is not a guarantee of replication. Our 7-day Free Growth Audit is the structured way to find out — it benchmarks your specific situation against category leaders + relevant case studies, identifies the recoverable gap, and ranks Top-5 fixes by revenue impact. The audit is delivered free regardless of whether you go on to engage.
Is the brand identifiable, and can I get a reference?+
eCom · Tea Subscription is anonymised under mutual NDA — most mid-market brands will not attach their name to public revenue numbers, and our NDA terms typically prohibit it. Reference contacts (real, reachable people who worked on this engagement) are available on request after counter-NDA, returned within 48 working hours of brief acceptance. The published metrics are pulled from primary platform sources at the time of write-up; the editorial standards are at /about/editorial-standards/ and the case-studies policy is at /about/case-studies-policy/.
Get a lifecycle audit.
Grant Klaviyo or HubSpot read-only. 10-day audit — flow gaps, deliverability score, segmentation health, 90-day plan to close the 28-flow gap.