How an Australian Fashion Brand pulled A$121K from email campaigns in 60 days on a Klaviyo account that did not exist three months earlier

The brand launched in October 2024. By February 2025 it had generated more than a million Australian dollars in attributed email revenue. None of that infrastructure existed when we started.

This is what the build looked like.

Starting point

When the client came to Ecomflows there was no Klaviyo account, no flows, no campaigns ever sent, and no subscriber list. Paid traffic was converting on first visits, but nothing was capturing the rest. Every abandoned checkout walked away clean.

For an AU fashion brand walking into the summer peak, timing was tight. November to January is when Australian fashion does its biggest numbers (the equivalent of US Q4) and the email channel was completely missing. We had just a couple days before BFCM hit.

The flow setup

Flows had to come first. They run on every visitor, every abandoned cart, every order, and every shipment without needing manual input after launch.

For a brand, the post purchase experience matters more than most people realise. Especially during peak periods when shipping times tend to increase, these emails are the only thing keeping customers connected to the brand between purchase and delivery. Get this wrong and the consequences are serious: more support tickets, more chargebacks, more disputes, and a real risk of payment processors flagging your store. Brands that ignore this part of the customer journey are playing with fire, especially when they want to scale long term.

We built the full Klaviyo setup from scratch, implementing the complete Elite flow package alongside a structured campaign strategy designed to drive revenue and repeat purchases.

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What the flow setup produced

A$932K in three months
658,969 total emails sent
87.85% of total email attributed revenue

Welcome Series

• A$518,317 revenue
• A$5.22 per recipient

The Welcome Series carries this kind of weight because every subscriber in it is fresh, engaged, and most likely to convert. Campaigns run on a much lower revenue per recipient (A$0.12 on average), and that is normal. Campaigns reach a wider audience, including subscribers who do not buy on the first send but come back later. When the welcome flow and the campaign strategy work together, that is where the compounding revenue comes from.

Other flows

• Post Purchase Upsell: A$108,861
• Browse Abandonment: A$75,604
• Abandoned Checkout: A$74,155
• Parcel Panel flows: A$75,406

The Parcel Panel number is worth a closer look. These are the emails that update customers on their order status, and they generated A$75K in three months. That means even shipping notifications can drive customers back to your site for another purchase. Most brands never set this up properly, which leaves serious revenue on the table.

Once live, these flows generated revenue continuously without further input.

Then campaigns

With flows generating daily revenue, campaigns were layered on top.

A total of 36 campaigns were sent across the peak period.

November - foundation phase

• 9 sends
• A$7,127 revenue

The focus was not revenue, but:

• Building sender reputation
• Validating segments
• Securing inbox placement

We started with small engaged segments (1,500 to 2,500 subscribers) to warm up the domain.

December - scaling phase

• 15 sends
• A$58,058 revenue

Highlights:

• First large send (~50K recipients): A$3,962 at 31% open rate
• December 24 resend: A$6,964
• December 30 resend: A$10,963

January - consistency phase

• 12 sends
• A$63,710 revenue

Top campaigns:

• January 6: A$11,386.56 at 44% open rate
• January 8: A$9,222.97

By mid January, campaigns were consistently generating ~A$5,000 per send.

Total campaign revenue

December + January combined:

A$121,768

Top Performing Campaign

Campaign strategy

The strategy ran on three types of sends rotated across the calendar:

• Designed emails: visual, brand heavy, used for the main promotional pushes
• Text style emails: simpler, more personal, used to break up the rhythm
• Recents: content built around recent product drops or what is currently performing well in the store

This variation kept the audience engaged and prevented fatigue.

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On the November ramp

At first glance, November looks weak.

That is intentional.

A new sending domain cannot handle large scale sends during peak season without damaging deliverability. November was used to:

• Build clean engagement signals
• Protect sender reputation
• Prepare for scale

The result:

• 0.254% bounce rate across 1.1M sends = Excellent on Klaviyo's benchmark
• 14% click rate across all flows = Excellent
• 7.15% click through rate across all campaigns = Excellent
• Five core deliverability and engagement metrics all rated Excellent

The takeaway

The brand did not lack demand.

• Paid traffic was already converting
• The email list grew to 66,648 subscribers in three months
• The volume was there

What was missing was the system.

A system that turns:

• Visitors
• Abandoned carts
• Orders
• Shipments

…into consistent revenue.

Campaigns created spikes:

A$121,768 in 60 days

Flows built the engine:

A$932,273 running continuously in the background

Built from scratch & Huge results in just three months.