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Australian Fashion Brand
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Ecomflows
How an Australian fashion brand pulled A$121K from email campaigns in 60 days
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Intro
The challenge
The brand launched October 2024 with no Klaviyo account, no flow infrastructure, and no campaign calendar. Paid traffic was converting on first visits and nothing was capturing the rest. Every abandoned checkout and every post purchase customer walked away clean.
The solution
We built the full Klaviyo setup from scratch. The complete Elite flow package and a solid campaign planning focussed on driving revenue and repeated purchases.
The result
A$1,061,168 in Klaviyo attributed revenue across November–January. A$121,768 from campaigns alone in the 60 days from December through January. A$932,273 from flows running on autopilot.
What we did
The brand had volume but no retention. Traffic was converting once, then disappearing. We built the system in two phases.
Phase 1
Flow setup from scratch. The complete Elite flow package live within 5 days from onboarding, plus a four stage Parcel Panel sequence.
Phase 2
Campaigns through the AU peak. November to January is when Australian fashion does its biggest numbers. We ran 36 campaigns across that window.
November was the warm up. A fresh sending domain has no reputation with inbox providers like Gmail and Outlook, send 50,000+ emails out of the gate and they get filtered to spam before anyone sees them. So we started with small samples of 1,500–2,500 engaged subscribers, sending consistently and getting clean opens and clicks. That's how a domain earns its inbox placement.
By mid December the domain was warmed up. We opened up to the full list and stepped up to 4–5 sends per week through January. The calendar mixed designed promotional emails with text style sends, rotated across the window so the audience didn't see the same thing twice in a row. Designed emails carried the brand and the offer. Text style sends added a more personal layer between them.
We only sent promotional campaigns to recently engaged subscribers. Anyone fully cold was held out. The average open rate stayed at 38.64% across more than a million sends because of that.
What we got
A$1,061,168 in Klaviyo attributed revenue from November 1 to January 31.
Campaigns A$128,894.
Flows A$932,273.
Best campaign send of the window: A$11,386 from a single email to 50,103 recipients on January 6.
The converting designs
The results we got
A$1,061,168 in attributed email revenue across the first three months of the brand's existence. A$121,768 of that came from campaigns sent in the 60 days from December 1 to January 31. The flow setup produced A$932,273 over the same window with no ongoing manual work.
Before and after Ecomflows
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.
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.
What the flow setup produced
A$932,273.20 in three months
658,969 recipient touches
87.85% of total email attributed revenue
The Welcome Series alone generated:
- A$518,317.21 revenue
- A$5.22 per recipient
For comparison, campaign emails averaged A$0.12 per recipient.
Other flows:
- Post Purchase Upsell: A$108,861
- Browse Abandonment: A$75,604
- Abandoned Checkout: A$74,155
- Parcel Panel flows: A$75,406
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
We alternated between:
- Designed promotional emails (visual, brand heavy)
- Text style emails (simpler, more personal)
This variation maintained engagement and prevented fatigue.
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.
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$150M+ generated
