Chapter 01
Where we started.
Eternal Collagen had a strong product, loyal customers, and thousands of subscribers. The email program had none of that energy. Flows on Klaviyo defaults, campaigns inconsistent, segmentation barely existing.
/ List size
500
subscribers · low engagement
/ Active flows
2
on default templates
/ Cadence
4–6/mo
irregular schedule
/ Segments
0
all subs treated equally
Chapter 02
The audit.
Two weeks. Twelve months of Klaviyo and Shopify data pulled, sliced and stress-tested. Every flow, campaign and segment mapped. Then a twelve-page report on exactly where the revenue was hiding.
/ Audit findings
4 critical · 0 ignored
P1
£8k+ in flow revenue going unclaimed every month
P1
21% of sends landing in Gmail Promotions tab
P2
41% drop-off after welcome email 1
P2
VIP customers receiving the same emails as cold leads
Chapter 03
The rebuild.
Welcome rewritten. Abandoned cart upgraded with conditional logic. Post-purchase, win-back, browse-abandonment, back-in-stock and subscription churn-saver flows added from scratch. Sender authentication tightened.
/ Six flows · live in Klaviyo
All running
Welcome series
5 steps
Abandoned cart
4 steps
Post-purchase
6 steps
Win-back
7 steps
Browse abandon
3 steps
Back-in-stock
2 steps
Chapter 04
The cadence.
One campaign a week, every week. Themes rotated between education, social proof, founder-voice, product and promo. Every send briefed against a revenue target. Nothing shipped without a test.
/ Campaigns shipped · 12 weeks
12 sends · 0 missed
Week 1
Week 6
Week 12
Open rate:
low
mid
high
Chapter 05
The result.
Email went from a forgotten channel to one of Eternal Collagen's biggest revenue drivers, sitting right behind paid social. The list scaled past 11,000. The program runs on six live flows feeding multiple refined segments. And it compounds every month, because flows don't stop.
Live · attributed revenue
+£60,247
directly attributed to email · and compounding
/ List growth
500 → 11k+
/ Active flows
6 live
/ Refined segments
12+
