Total Klaviyo attributed revenue generated since mid-2022
Of total store revenue consistently driven by email marketing
Generated in under one week from a single early-bird BFCM flow
This Canadian outdoor apparel brand sells jackets, waterproof pants, hoodies, and accessories – primarily to customers in Canada and the US. It is a sustainable brand built around quality over quantity. Products are designed to last years, not seasons, and the brand does not release new collections at the pace of fast fashion competitors.
That product philosophy shapes everything about how email marketing works for this brand. Customers are loyal but not frequent repurchasers. The list does not turn over rapidly. Every subscriber relationship has to be built carefully and maintained over time, because the goal is not just the next transaction – it is keeping the brand front of mind for the moment when a customer is ready to buy again, refer a friend, or upgrade their gear.
When they came to us in mid-2022, they already had some email flows in place generating around 33% extra revenue from email. There were no campaigns, no structured seasonal strategy, and no system for growing and nurturing the list beyond basic automation. The foundation was there. The opportunity to build on it was significant.
Over the following three years, we built a complete email programme that has generated over $4.5M in Klaviyo attributed revenue and consistently driven 40-50% of the brand’s total store revenue.
Before Budai Media
After Budai Media
1. Building the Foundation: From Flows Only to a Full Email System
When we started in mid-2022, the brand had flows handling the basics – abandoned carts and some post-purchase touchpoints – but no campaign programme and no content strategy. Email was doing a job, but not its full job.
The first step was auditing what was already working and identifying where the gaps were. The flows were generating revenue but lacked brand storytelling, trust-building, and the kind of relationship-driven content that keeps subscribers engaged between purchases. There were also no campaigns – meaning the brand had no way to stay top of mind consistently, respond to seasonal moments, or drive revenue outside of automated triggers.
We built both in parallel. The flows were enhanced with additional brand-building emails. A campaign programme was launched running approximately 15 campaigns per month, structured around a 60-40 ratio of content to promotional emails. The content topics were chosen to speak directly to this audience – travel packing guides, hiking destination features, outdoor adventure stories – written by a copywriter from our team with a genuine passion for the outdoors.
Within 4 months, email attribution had risen from 33% to 50% of total store revenue. That translated to $500K in additional revenue in those four months alone.
The early results confirmed the approach: content emails that build genuine interest and trust are what make promotional emails convert when the time comes.
2. A Sustained Campaign Programme Built for a Loyal Audience
For a brand where customers are not repurchasing every few months, the role of email campaigns is different from a typical eCommerce account. The goal is not to push a new product every week – it is to keep the brand present, relevant, and trusted in the subscriber’s inbox so that when they are ready to buy, or when they are looking for a gift, or when their jacket finally needs replacing, this brand is the one they think of first.
Our campaign strategy was built around three content types running in consistent rotation:
Promotional emails – sale announcements, seasonal offers, product highlights, and structured monthly sales events timed around the brand’s peak selling season from late September through February.
Trust emails – social proof, customer stories, product quality features, behind-the-scenes content, and anything that reinforces why this brand’s products are worth the investment.
Content emails – destination guides, outdoor tips, adventure stories, and lifestyle content that gives subscribers a reason to open the email beyond a discount. These consistently outperformed expectations. A content email with no CTA and no promotional angle generated $3,624 in a single send – proof that an engaged list responds to value, not just offers.
During peak season this ran at 10 campaigns per month. During the off-season, the volume dropped to 7-8 per month, with the additional capacity redirected toward reviewing and updating flows that had been running for years but needed refreshing as the brand evolved.
2023 was the strongest year on record with $1.7M Klaviyo revenue at 45% attribution, split between $611K from campaigns and $1.12M from flows:
3. A Full Lifecycle Flow Library Built and Evolved Over Time
One of the clearest markers of a mature, long-term email programme is what the flow library looks like after three years of continuous work. Flows are not set-and-forget – they need to be updated as the brand grows, as design standards improve, and as new data reveals what is working and what is not.
Over this partnership we built, iterated, and upgraded a complete set of flows covering every stage of the customer lifecycle:
Acquisition and welcome: Pop-up lead gen series and high-tier welcome email sequences designed to convert new subscribers into first-time buyers.
Abandonment recovery: Cart abandonment and browse abandonment flows, both built in multiple versions over time – starting with foundational sequences and progressively upgraded to high-tier design versions with more sophisticated copy, social proof, and offer structures.
New and returning customer flows: Separate nurture sequences for first-time buyers and returning customers, each updated as the brand’s tone and product range evolved.
Loyalty and reviews: A full Stamped integration including a rewards welcome flow, two-month rewards reminder, review request flow, and a positive/negative review response flow – turning post-purchase moments into long-term retention touchpoints.
Seasonal: A dedicated BFCM flow built specifically for the early-bird Black Friday strategy.
The pattern of multiple versions for the same flow type – three different cart abandonment iterations, three browse abandonment versions – reflects what a real long-term partnership looks like. The flows did not stay the same for three years. They were improved, upgraded, and rebuilt as the programme matured.
This graph shows the 2024 data, which included $1.1M Klaviyo revenue at 41% attribution, $529K from campaigns and $635K from flows:
4. The BFCM Strategy – Early Bird, Multi-Channel, and Built to Monetise Repeatedly
Black Friday is the highest-revenue period of the year for this brand. Rather than competing in the crowded inbox during BFCM weekend itself, we developed an early-bird strategy that starts building momentum weeks before the main event.
The approach works as follows: a dedicated landing page is created promoting an exclusive early-bird VIP offer. The client’s team promotes it on Facebook and Instagram, driving traffic to the page where visitors subscribe. Those subscribers enter a dedicated Klaviyo flow before the main BFCM period begins.
The BFCM flow itself runs four emails over less than one week:
The results from running this strategy: $26K+ generated in under one week from the flow alone. Open rates above 50% across all four emails. Peak click rate of 28%.
Crucially, the subscriber base built through this early-bird campaign does not disappear after the BFCM flow ends. Those same subscribers are then available for all subsequent BFCM campaigns and Christmas promotions throughout Q4 – generating additional tens of thousands in revenue beyond the initial flow. The structure is also reusable, meaning the same approach can be deployed for other major sale events throughout the year.
During BFCM, SMS marketing is also activated alongside email – a channel we do not run year-round for this brand but deploy specifically for the highest-intent commercial moments. The SMS programme has generated a 3,200% ROI.
This graph shows the 2025 data, including $752K Klaviyo revenue at 32% attribution, $386K from campaigns and $367K from flows:
Three years. One consistent programme. Over $4.5M in Klaviyo attributed revenue.
The table below shows the full picture year by year, from when we started in mid-2022 through to the end of 2025:
Email has driven between 32% and 45% of total store revenue in every single year of the partnership. In the strongest year, 2023, Klaviyo attributed revenue reached $1.7M at 45% attribution, with flows alone generating $1.1M.
The flow-heavy split in the earlier years reflects the depth of the automation infrastructure built during the first phase of the partnership. As the programme matured and more of the list shifted toward the campaign audience, the campaign-to-flow balance evolved – but the total email contribution to store revenue remained consistent.
For a brand in a category where customers do not repurchase frequently and the list does not grow rapidly, sustaining 40%+ email attribution across three years is not a default outcome. It is the result of a programme that keeps subscribers engaged between purchases through content, builds trust consistently, and converts that trust into revenue when seasonal moments arrive.
1. Content emails are not optional – they are what make promotional emails work
A 60-40 content to promotional ratio sounds counterintuitive when the goal is revenue. But a content email generating $3,624 with no CTA tells the real story: subscribers who receive consistent value open promotional emails when they arrive. Brands that only send promotions train their list to tune them out.
2. Flows need to be maintained, not just built
Three versions of the cart abandonment flow. Three versions of browse abandonment. Updated new and returning customer flows. The flow library at the end of three years looks nothing like the one built in the first six months – because it should not. As the brand evolves, the flows have to evolve with it.
3. Black Friday is won before Black Friday
Starting the BFCM campaign weeks early, building a dedicated VIP subscriber base through a multi-channel early-bird offer, and then monetising that list across the entire Q4 period generates significantly more revenue than a concentrated BFCM weekend push. The $26K+ generated in under one week from the early-bird flow alone is only part of the picture.
4. SMS does not need to run year-round to deliver results
Deploying SMS selectively – activated for BFCM and major commercial moments only – generated a 3,200% ROI. Strategic deployment of a channel at the right moment outperforms running it constantly at lower intensity.
5. Long-term partnerships compound
The programme that generated $1.1M in Klaviyo revenue in 2022 was built on the same infrastructure being managed and improved today. Every flow upgrade, every campaign test, every seasonal strategy refined over three years compounds into a programme that consistently delivers 40%+ of total store revenue without starting from scratch each year.
Since mid-2022, this Canadian outdoor apparel brand has generated over $4.5M in Klaviyo attributed revenue – consistently driven by a programme that covers the full customer lifecycle, runs campaigns built around content and trust as much as promotion, and deploys seasonal strategies that start earlier and last longer than the competition.
The first four months raised email attribution from 33% to 50% and generated $500K in additional revenue. Three years later, email still drives between 32% and 45% of total store revenue every year, supported by a flow library that has been built, updated, and improved continuously across the partnership.
For a brand where customers buy infrequently and the list grows slowly, that sustained performance is the result of doing the right things consistently – not chasing short-term spikes or relying on discounts to drive engagement.
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