The Problem
The Challenge
A skincare brand was collecting emails via a "10% off" pop-up but had no follow-up sequence. Subscribers got the discount code and then heard nothing for weeks. First-purchase conversion from email was under 1%.
Key Insight
"Adding the founder's personal story in Email 2 (instead of a product feature) increased click-through rate by 3x compared to the previous product-only email."
How We Solved It
Strategy & Execution
Built a 5-email welcome series in Klaviyo: Email 1 (Welcome + discount delivery, 0 days), Email 2 (Founder story, Day 2), Email 3 (Hero product education, Day 4), Email 4 (Social proof — 50+ real reviews, Day 6), Email 5 (Last chance — discount expires, Day 8). Each email had one CTA, plain text style, and personalisation tokens.
01
Mapped the sequence structure and wrote all 5 email subject lines first — A/B tested 2 variants per email for subject line optimisation.
02
Wrote Email 2 (founder story) in a raw, personal tone — no product mentions, just the human story behind the brand.
03
Set up Klaviyo flows with time-delay triggers, suppression lists for purchasers (so they exit the sequence when they buy), and UTM tracking on all links.
04
Monitored open rates, click rates, and revenue per recipient weekly — optimised send times (Tuesday 10am won for this audience).
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