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Key Stats
116% increase in Klaviyo performance
Email revenue grew from 14% → 37% of total revenue
Flows increased from 35% → 66% of email revenue
140% year-on-year growth during Q4
The Challenge
When Flex Fitness first partnered with us, the brand was growing—but its growth relied heavily on paid advertising.
Ad spend was increasing rapidly, and while revenue was rising alongside it, profitability was beginning to suffer. The business had become increasingly dependent on acquisition channels like paid media, leaving significant revenue potential untapped within its owned channels.
At the same time, Flex’s email marketing program lacked strategic structure. Campaigns were doing most of the work while automation flows remained underdeveloped and largely untested. This created constant pressure on the marketing team to produce promotional campaigns just to maintain revenue momentum.
For a brand selling high-ticket fitness equipment, this approach was especially problematic. Customers rarely convert from a single promotional email. Instead, they require multiple touchpoints that build trust, answer questions, and overcome objections.
The opportunity was clear: transform email from a reactive promotional channel into a strategic retention engine capable of nurturing long sales cycles and driving consistent revenue.
The Strategy
Flex sells premium gym equipment with a high average order value, meaning customers rarely purchase on impulse. The buying process is longer, more considered, and filled with objections, from price and space considerations to product comparisons.
Instead of relying on aggressive promotional campaigns, we focused on building a structured retention engine inside Klaviyo. This meant redesigning their email ecosystem around two pillars: high-converting automation flows and a long-term campaign nurturing strategy.
On the automation side, we rebuilt their key flows to support the full customer journey. This included optimized Browse Abandonment, Cart Abandonment, Checkout Abandonment, Welcome Flow, and Post-Purchase Thank You flows. Each sequence was designed to address objections, reinforce trust through social proof, and guide customers toward purchase over time rather than forcing immediate conversion.
Campaign strategy shifted away from constant promotions. Instead, we built a three-stage campaign philosophy: nurture cold audiences, build trust with social proof and education, and then convert high-intent subscribers. This approach ensured every campaign played a role in moving customers further down the funnel.
By combining smarter flows with intentional campaign messaging, Flex’s email marketing evolved from a simple promotional channel into a structured sales system that nurtures customers throughout a longer buying cycle.
The Solution
We began by completely rebuilding Flex’s automation infrastructure inside Klaviyo.The most critical flows, cart abandonment, checkout abandonment, browse abandonment, and post-purchase sequences, were redesigned to support a longer consideration period. Instead of rushing to offer discounts, the early emails focused on reminders, product value, and social proof to encourage customers to return and complete their purchase.
For example, the cart recovery flow used a structured sequence: two reminder emails encouraging shoppers to return, followed by tailored incentives only for new customers who had not yet redeemed their welcome offer. This approach protected margins while still capturing high-intent buyers.Post-purchase flows were also upgraded with a more personalized experience.
Customers received different messaging depending on whether it was their first, second, or third purchase, helping strengthen loyalty and encourage repeat business. A post-purchase survey was also introduced to gather insights that could improve product marketing and acquisition strategies.
On the campaign side, we shifted the strategy away from constant promotions. Instead of measuring success by individual email revenue, campaigns were designed to move customers progressively down the funnel, through educational content, product showcases, testimonials, and community-driven messaging.
This long-term approach ensured campaigns worked alongside flows rather than competing with them, creating a cohesive system that nurtured customers over time and converted them when they were ready.
The Outcome
Within months, Flex Fitness Equipment saw a dramatic transformation in the performance of their email channel.
Email attribution nearly tripled, from 14% of total revenue to 37%, turning it into one of the company’s most profitable marketing channels. Even more importantly, the revenue mix within email shifted significantly toward automation flows, which now generated 66% of email revenue.
This meant the brand was no longer reliant on constant promotional campaigns to maintain sales. Instead, a robust automation system was working continuously in the background capturing intent, nurturing leads, and converting customers automatically.
The improvements also allowed the business to scale more sustainably. With stronger retention and higher conversion from existing audiences, Flex could grow revenue without increasing its reliance on paid advertising.
Ultimately, the project transformed email marketing from a secondary channel into a core growth engine for the business, delivering consistent revenue while strengthening customer relationships and long-term profitability.
