Klaviyo case study: how a skincare brand grew email revenue more than 4x

The situation

I'm going to keep the before picture to what the data shows. I don't want to dress it up to make the after look better.

Here's what we had:

• Email revenue for all of 2025: $48,193.
• Flows as a share of email revenue: 60%. The other 40% came from campaigns.
• Store revenue: six figures a year.

For a skincare brand, a lot of the money should come from people buying again. Skincare runs out, and a customer who likes a product will want more of it. So the question going in was simple: is email catching people at the moments that lead to a second and third order?

What we changed

We rebuilt the brand's flows, including welcome, browse abandonment, post-purchase, a reorder reminder and winback.

That's how I build for every brand. My Flow System has 8 core flows: welcome series, abandoned checkout, abandoned cart, browse abandonment, collection abandonment, site abandonment, post purchase thank you and customer winback. Each one has a separate path for customers and for people who haven't bought yet, and the core set goes live in the first 7 days. Then I personalize it once early data comes in.

The reorder reminder isn't one of the core 8. It's a flow I add on top for brands whose products run out, and skincare is exactly that kind of brand. Here's what each piece was there to do:

• Welcome. Turn a new subscriber into a first order. In the Flow System I install, it's 6 emails over 7 days, with the offer in email #1 and expiring on day 7. Email #1 carries most of the money, which is why the offer goes there.
• Browse abandonment. Catch people who looked at a product and left, and answer the question that probably stopped them.
• Post-purchase. Help a first-time buyer use the product the right way, so they actually like it enough to come back. It splits by order count: a first-time buyer gets 6 emails, a customer on their fourth order or later gets 3.
• Reorder reminder. Ask for the next order around the time the product is running low.
• Winback. Go after customers who've drifted. In the Flow System I install, it waits 45 days after an order, then runs 5 emails through day 60, with the offer held until email 4.

For a deeper look at how I'd build these for skincare specifically, read my guide to skincare email flows.

The numbers

Here's where things landed.

Two quick bits of math, so you can see it the way I do. $203,777 is about 4.2x the full 2025 total, and it took less than 7 months. On a rough monthly average, that's about $4,000 a month in 2025 against about $29,100 a month in 2026.

The other number I watch is the reorder reminder. In one month, it grew 496%, as a wave of new customers hit their reorder window. The flow was already sitting there when they ran low.

What we learned

The flows did most of the extra work

Flows went from 60% to 83% of email revenue. That tells me the growth didn't come from blasting the list harder. It came from the automated emails that fire when someone signs up, browses, buys or runs low.

That's the part I like most about it. Flows keep working on days nobody on the team is thinking about email.

Reorder flows grow with your customer count

A reorder reminder only earns when there are customers reaching their reorder window. When new customers come in, the flow's revenue follows a few weeks or months later. That's what the 496% month looked like.

The pooled data backs this up. Across 4 consumable brands, reorder reminder flows earned about $2.23 per person, about 28x the best campaign. Only 2 of the 4 brands had one built. If your product runs out, I'd build it early. My Klaviyo replenishment flow guide covers the setup.

Email didn't do it alone

Store revenue went from six figures to nearly seven over the same stretch. I'm not going to tell you email caused all of that. Products, ads, word of mouth and timing all play a part.

What I can say is that more customers came in, and the flows were in place to turn first orders into repeat orders. Those two things feed each other.

Klaviyo's number isn't the full story

All of these email revenue numbers are Klaviyo-attributed. That's the standard way to report it, and it's useful for tracking direction. It isn't the same as proving every dollar wouldn't have happened without the email. I always read it next to total store revenue and new customers.

Where these numbers come from

The revenue, flow share and reorder numbers are from one skincare brand. The $2.23 per person figure is pooled across 4 consumable brands, 2,897 campaigns and $17.7M in email revenue, so treat it as directional. One brand's result depends on its products, its list and where it started. It's an example, not a promise.

What this means for you

You don't need to be a skincare brand for this to apply. If people use up what you sell, here's what I'd check first:

1. Look at your flow share. Pull flow revenue as a share of total email revenue for the last 90 days. If campaigns carry most of the load, your automations probably have gaps.
2. Check that you have a reorder reminder. If you don't, and your product runs out, build it before anything else. Time it product by product.
3. Open your welcome email #1. Across 4 consumable brands, it earned about $4.50 per person, about 30x each of emails #2 to #5. Make sure it has a clear reason to buy.
4. Split customers and non-customers. A five-time customer and a first-time visitor shouldn't get the same browse abandonment email.
5. Read email next to store revenue. If both grow, great. If email's share jumps while store revenue falls, that's a different story. I go into that in what percentage of revenue should come from email.

For the full picture of how the pieces connect, start with my guide to the essential Klaviyo flows.

FAQ

WRITTEN BY Jack White

Founder of Bardown Digital, a Chicago-based Klaviyo email and retention agency for Shopify brands. He's worked with brands doing $500K to $100M a year, with $100M+ in email-attributed revenue across them.

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