The Big Picture

If you run a DTC brand doing over €100k per month, building out email marketing properly is one of the most important things you can do to drive serious results.

This brand was not new to email. The channel was running, but what was missing was a real system and the right strategy behind it. Brands can hire someone to send emails, but they cannot easily hire the experience that turns email into a top revenue channel.

Over the first 4.5 months of working with Ecomflows, attributed revenue went from under 10% of total store revenue to 32%. That is more than €1M in extra revenue, generated by setting this channel up the right way.

Below is the full breakdown of what changed, how it was built, and what it produced.

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The Starting Point

Before mid-August 2025 the brand was already sending email. The setup existed, but the strategy behind it did not. And strategy is where most brands lose serious revenue.

A lot of brands hire someone in-house to handle email. They get the output, they send the campaigns, but they miss the strategy that actually drives results. That is exactly what was happening here.

• Open rates between 15% and 19% on most sends
• The sending list was too small, too many people were being excluded
• Campaign frequency was inconsistent. Some weeks zero sends, some weeks two
• Flow strategy was off. The flows existed, but the strategy behind them was weak. Welcome series conversion was low, and abandoned cart was underperforming
• List health was not a focus. Dead profiles were still receiving sends, which lowers engagement and drops deliverability. That matters because it is what determines whether your emails land in the inbox or in the spam or promotions tab

The store had real traffic, real purchases, and people coming back to buy again. But email was only generating 10% of revenue, while this is the kind of brand where return customers should be driving much more from email.

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The First Weeks

The account went live on August 18, 2025, eight days after kickoff. From there it was straight into execution. The first flows went live, the first campaigns were scheduled, and from that moment the focus shifted to optimization, refining what was running so the account could pull as much revenue as possible heading into Q4.

The results came in fast. The Flash Sale on August 20, just two days after go-live, generated €34k in revenue from one send. That campaign is still the best-performing send in the account.

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Full Campaign Breakdown (Top 6 Sends)

Every number below pulled from the live Klaviyo account. Every subject line and preview text real.

1. Flash Sale, August 20, 2025

• Subject: 50% Korting op alle ....
• Preview: Let op: tijdelijke actie!
• Open rate: 39%
• Click rate: 5.51%
• Revenue: €34k

Why it hit: First major sale 2 days after the new product launch, 50% off across the catalog, clean deliverability and a strong offer combined.

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2. Start Early Black Friday, November 21, 2025

• Subject: 50% korting op alles 🖤
• Preview: Start je Black Friday nu al
• Open rate: 38%
• Click rate: 4.01%
• Revenue: €24k

3. Christmas Sale 15%, December 22, 2025

• Subject: Extra 15% korting 🎁
• Preview: Je kerstcadeau wacht op je
• Open rate: 36%
• Click rate: 1.65%
• Revenue: €23k

4. Halloween Sale Reminder, October 31, 2025

• Subject: Laatste kans op 20% korting! ⏰
• Preview: Nog een paar uur…
• Open rate: 38%
• Click rate: 1.63%
• Revenue: €22k

5. Black Friday Final Reminder (Text Based), 23-10 Resend on November 29, 2025

• Subject: Laatste kans: Tot 60% korting!
• Preview: (no preview text)
• Open rate: 29%
• Click rate: 2.15%
• Revenue: €21k

6. Order in time Christmas (Text Based), December 10, 2025

• Subject: Bestel nu = op tijd voor Kerst 🎄
• Preview: (no preview text)
• Open rate: 42% (highest open rate in the account)
• Click rate: 1.50%
• Revenue: €21k

Combined: €147k from 6 sends.

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Flow Performance Breakdown

The flow setup generated €469k over the 4.5 month period. These 5 flows did the heavy lifting.

Welcome series: €209k

‍This is the first sequence every new subscriber sees. Set up properly, it compounds over time. Every new subscriber from ads becomes more valuable to the brand.

Abandoned checkout: €75k

‍People who started checkout and did not finish are already in buying mode. A strong recovery sequence brings a serious share of them back.

Abandoned cart: €40k

‍One step earlier than checkout. Someone added a product but never made it to the checkout page. A well timed email pulls the customer back into the funnel.

Browse abandonment: €15k

‍Even softer intent. They looked at a product but never added it to cart. Lower conversion than the cart and checkout flows, but it catches buyers the other flows would miss.

Customer thank you: €12k

‍Sent after the order is placed. Sets the tone for the relationship, builds trust, and lays the groundwork for repeat purchases down the line.

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Segmentation Logic

The old setup sent the same email to everyone. Under the new structure, every send targets the people most likely to engage and buy. Here is what is running:

All list

The master list of all subscribers in the account.

Engaged 30, 60, and 90 days

Subscribers who opened or clicked in the last 30, 60, or 90 days. The core sending segments, used to keep emails landing with people who actually want to receive them.

Exclude (received 10+, opened 0)

Anyone who received 10 or more emails and opened none. Blocked from broadcast sends to protect deliverability.

Exclude (delivered, marked as spam, bounced)

Deliverability protection layer. Profiles flagged as spam or that bounced are kept out of future sends.

Placed Order 5D

Recent buyers, suppressed from promotional sends for 5 days after purchase to avoid hitting them with discounts right after they bought.

These are the base segments any ecommerce store should have running if email marketing needs to perform.

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Benchmark Context

Klaviyo publishes industry benchmarks per niche, and over the first 4.5 months this brand pulled results well above the fragrance industry standard.

The conversion rate landed at around 2.5 times the industry median, which is a strong first impression for an account that just went live. And these numbers are only the starting point. The longer the system runs and the more we test, the better the results get.

(Source: Klaviyo Email Benchmarks, December 2025 snapshot)

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Deliverability Picture

Over the 4.5 month period the brand sent emails to 6.3 million recipients across campaigns and flows, with strong deliverability across the board.

• Bounce rate: 0.32%
• Spam complaint rate: 0.04%
• Unsubscribe rate: 0.54%

These numbers matter because deliverability is what determines whether your emails land in the inbox or end up in promotions or spam. One metric that often gets overlooked here is bounce rate. When your bounce rate is high, inbox providers see that you are sending to addresses that do not exist or do not engage, and over time they start filtering more of your sends out of the main inbox.

A clean bounce rate is what keeps the channel scaling.

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Q4: The Most Important Time of the Year

As you already know, Q4 is the most important time of the year for any DTC brand. The brands that pull serious revenue in November and December are the ones that started preparing months earlier. By the time Q4 arrived the system was already running, optimized, and ready to scale.

Q4 is also not just about sending more emails. It is about running the right strategy. The right offers, the right timing, the right segments. That is where the real revenue is made.

November 2025:

• Total revenue: €1.044.223
• Attributed revenue: €359.259 (34.40% of total)
• Campaigns: €218.729
• Flows: €140.530

December 2025:

• Total revenue: €1.303.948
• Attributed revenue: €442.160 (33.91% of total)
• Campaigns: €180.693
• Flows: €261.467

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Two months combined: €801k in attributed revenue. That is 68% of the entire 4.5 month attributed total, generated in just two months.

Campaign revenue dropped slightly in December as the discount window closed before Christmas. Flow revenue nearly doubled, from €140k to €261k. When holiday traffic peaks, every extra visitor hits a flow setup that already works, and the revenue follows.

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Why It Worked

The system worked because nothing was left to luck. The traffic was there, the right strategy was in place, and people were already in buying mode. When that comes together with the right offers and the right communication, customers buy. The key is making sure your email strategy is set up properly to support that.

Three things specifically moved the needle.

First, list health up front

Dead profiles are pulled from the account on a monthly basis to keep deliverability strong. That means heading into November the brand was sending to a list of people who actually open, click, and buy. A list you can count on going into the busiest period of the year.

Second, campaign frequency

A lot of brands send too few emails. The assumption is that more sends means more unsubscribes. In practice, a clean list with the right segmentation handles 4-5 sends per week without damage. This brand went from inconsistent sending to a full calendar, and the unsubscribe rate stayed at 0.54%.

Third, flow optimization

All the flows were optimized in the first months so that by the time traffic scaled up, every visitor hit a setup that already worked. More traffic means more flow revenue and more new profiles in the account, which compounds over time.

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The Margin Point

Margin is what makes the difference. Revenue is one thing, but profit after ad spend is what actually keeps a brand running.

When you run paid media, every euro of revenue comes with an ad cost attached. That cost eats into your margin before anything else does. With email campaigns there is no ROAS calculation needed, because there is no ad spend in the first place. The platform cost is fixed regardless of revenue volume, so campaign revenue flows almost entirely to the bottom line, minus the cost of goods.

€716k in campaign revenue, generated mostly from returning customers.

At this scale, retention is what carries the margin and that is exactly why this channel matters so much.

Almost too good to be true, right?

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Key Takeaways

Where the starting point was

Email marketing was generating only 10% of total revenue. Performance was lagging behind, especially for a brand where customers naturally come back to buy again.

What we did

A full new flow setup combined with the right campaign strategy, focused on raising LTV and growing the account.

Go live time

8 days.

Full KPI breakdown

• Total revenue: €3.66M
• Attributed revenue: €1.18M (32% of total, was 10% before)
• Campaigns: €716k
• Flows: €469k

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This Works for Your Store Too

If you are a DTC brand doing more than €30k in monthly revenue and you have customers coming back to your site, this works for you too. Here is why.

A full flow setup

Flows make sure every visitor on your site converts at the highest possible rate. New visitors, returning customers, abandoned checkouts, post-purchase, all covered.

The right campaign strategy

Campaigns are how you stay top of mind. The mix of relevant content, sales emails, and informative sends keeps subscribers engaged and ready to open the next email when it lands.

But the real difference is strategy. We execute on what we already know works, based on data from 2000+ stores we have helped scale their email marketing.

‍You bring the brand. We bring the system that gets results.