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A look at recent email design work across beauty, wellness, outdoor, bridal, fashion, and lifestyle ecommerce brands — hover any piece for a closer look, or click to view it full length.
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An Australian home lighting brand wanted email to become a bigger, more dependable share of revenue. Tighter campaign targeting and a rebuilt set of automated flows pushed email to nearly a third of total store sales — in a single month.
Email was underused relative to the brand's large, engaged audience. The goal: grow email-attributed revenue and turn automated flows into a reliable, always-on engine.
Fewer, better-targeted sends. Recipients dropped 23%, yet the average open rate rose to 57.1% and average order value climbed 41% to $809 — every send worked harder.
Rebuilt the automation base — Abandoned Checkout, Welcome, Browse Abandonment, Post-Purchase, and Winback — improving structure, send timing, and design across the customer journey.
Automated flows generated $64,543 — 67% of all email revenue and up 95% over the prior month — led by a rebuilt Abandoned Checkout flow ($31,184) and a Welcome flow worth $18,071.
In a single month, email-attributed revenue reached $96,081 — 28% of total store revenue — with flows now earning roughly 17× more per recipient than campaigns.
The brand gained a dependable, always-on revenue base from flows, plus a sharper, more efficient campaign cadence to keep building on.
The client, an e-commerce outdoor gear business, brought me in to increase sales and revenue through email marketing — with a goal of lifting Klaviyo-attributed revenue to at least 20% of total sales.
Klaviyo-attributed revenue sat at just 8.13% of the month's $18,416.76 in total sales — well short of the client's 20% target, despite steady overall demand.
Customer data analysis revealed a large audience interested in hiking and camping gear that was being sent broad, untargeted messaging. I rebuilt segments around interest and behavior — separating non-buyers, category-specific shoppers, and engagement windows — so messaging could speak directly to each group.
I audited existing flows and adjusted structure, send timing, and design across the customer journey — improving conversion at each step of automated sequences like cart recovery and checkout reminders.
A weekly campaign cadence promoted products and promotions with messaging personalized to each segment, spotlighting the client's quality, pricing, and fast shipping. One reminder campaign alone reached a 45.3% open rate and $1,300.87 in revenue.
Within 30 days, attributed revenue rose to 21.9% of total sales — a 93% increase — totaling $12,937.49, with flows and campaigns together driving the full result.
The client hit their sales goal, and the segmentation and flow structure built during the project continue to support their email program's growth today.
Through stronger campaign planning, sharper creative direction, and more intentional Klaviyo execution, I helped improve campaign performance within three months — proof that strong email marketing can perform beyond discounts when strategy, design, and messaging are aligned.
The focus isn't just on creating beautiful emails, but on building campaigns that support engagement, conversions, and long-term customer retention.