Hey there,
Welcome to another round of The Advantage Hit 🚀 where we share what’s actually moving the needle inside real email programs.
Let me start with something that happened this March.
We’ve been working with a surf and beachwear brand, strong product, loyal fanbase, a healthy list of 55,000 profiles. On paper, their email program was running. Campaigns going out on time, decent opens, nothing visibly wrong.
But when we got into their Klaviyo account, here’s what we found:
Their flows, the automations that are supposed to work around the clock, were barely delivering. Not because of a tech issue. Because the triggers were misconfigured, the content hadn’t been touched since the prior year, and there was an active bot attack silently inflating their open rates while corrupting their deliverability data behind the scenes.
And of those 55,000 profiles? Fewer than 20,000 were regularly engaging.
The rest had gone quiet, not unsubscribed, just gone dark. A massive pool of potential revenue, effectively invisible.
Here’s what we fixed:
We rebuilt the flow triggers and rewrote the content to match the season, spring drops, real product USPs, and the brand’s actual voice. We resolved the bot issue. We rethought their campaign segmentation entirely, testing and expanding the engaged audience rather than just mailing to the same core list.
And we shifted the campaign strategy from generic sends to sharper angles, one built around the social dynamic of buying with your crew, another going deep on a single hero product and telling its full story.
The result in one month:
Flow deliveries: up 890% vs. the same period last year
Flow revenue: $3,200 → $11,000 vs the same period last year
Email-attributed revenue: +60% vs. February ‘26
Campaign revenue: +74.6% vs. February ‘26
Flow revenue: +49% vs. February ‘26
Not from switching tools. Not from a bigger list. From fixing what was already there.
Get a free audit and consultation
A NUMBER WORTH SITTING WITH:
The average D2C brand we audit gets 17 to 25% of revenue from email. The brands we manage are at 35 to 50%. Same tools. Same platforms. Very different outcomes.
We have been inside 200+ Klaviyo accounts for over three years. The gap almost never comes from the campaigns. It comes from the flows nobody set up properly, the segments nobody revisited, the automations that made sense in year one and quietly stopped working.
It is not dramatic. It just adds up!
If the number surprises you, that is worth a conversation!
If it does not, you are probably already in good shape, and we’ll tell you that too..
P.S. If you’ve been wondering whether your email program is actually performing or just running, this is the fastest way to find out. 30 minutes, no cost, no obligation.
