Pets · UK · Klaviyo Email Marketing, Flows and Campaigns · Jan to Jun 2026
Leo's (The Happy Pet Co)
A dormant email channel rebuilt into a system that now captures 30% of store revenue.
- £31,515Attributed revenue in 6 months
- 30.51%Of store revenue from email
- 4.9xFlow revenue growth vs prior 6 months
The Situation
In early 2025, Leo's was growing on the front end while email sat idle. Across the first half of the year the store did £4,120 in total revenue and email contributed £179 of it, a 4.36% share. Flows earned £16.94 in six months.
The account was not empty. A set of basic legacy flows was live, and three half built drafts from May and June 2025 sat unfinished, never launched. In the second half of 2025 those legacy flows captured £3,327, mostly passive traffic riding the Q4 season.
What the setup lacked was structure: no segmentation, no testing, no follow up logic, nothing designed to convert the higher traffic volumes the brand was preparing to scale into. Pet supplement buyers are repeat buyers by nature. Plaque powder runs out, salmon oil runs out, and an owner who trusts a brand reorders on a cycle. Nothing in the account was built around that cycle.
The core opportunity: a store preparing to scale paid traffic, selling consumable products to repeat buyers, with an email system earning a fraction of its potential. Industry standard email attribution is 20 to 30%. Leo's only touched that range during peak season, with no engine underneath it.
| Period | Total revenue | Attributed revenue | Attribution | Flow revenue |
|---|---|---|---|---|
| Jan 1 to Jun 30, 2025 | £4,120.18 | £179.47 | 4.36% | £16.94 |
| Jul 4 to Dec 31, 2025 | £15,366.80 | £4,204.93 | 27.36% | £3,327.37 |
Flow Architecture
Legacy system archived in the first week of January 2026. A core 5-flow system was designed, built, and live between Jan 7 and Jan 12.
- Welcome Email Series£7,845.20
- Abandoned Checkout Flow£4,150.75
- Abandoned Cart Flow£1,920.30
- Post Purchase (Replenishment & Cross-Sell)£1,219.10
- Browse Abandonment Flow£1,215.11
Strategy and Setup
Segmentation
- Engagement tiers at 30, 60, 90, and 120 days, sent to separately.
- VIP Tier 1 and Tier 2 built on purchase count and spend.
- Existing customers split from prospects in every send.
- Non opener segments rebuilt after each campaign for follow ups.
Testing
- A/B tests on subject lines and send times across campaigns.
- Offer framing tested in cart recovery, code first vs proof first.
- Winning variants rolled into flow copy and campaign cadence.
- Send volume increased only where results held.
Technical Setup
- Legacy flows archived to stop overlap with the new system.
- Shopify integration and Placed Order tracking verified end to end.
- List hygiene and sunset logic to protect sender reputation.
- Deliverability monitored monthly, bounce held under 0.12%.
Campaign Management
Every send went to a defined segment, never the full list. VIP early access, engagement tiers, and existing customer splits kept open rates between 35% and 52% on core sends. Each promo got a follow up to engaged non openers. Result: £15,165 in campaign revenue in 6 months, against £877.56 in the prior 6 months, at 48.12% of total attributed revenue.
The Results
Baseline: Jul 4 to Dec 31, 2025, compared against Jan 1 to Jun 30, 2026.
| Metric | Before | After | Change |
|---|---|---|---|
| Total store revenue | £15,366.80 | £103,297.27 | 6.7x |
| Attributed email revenue | £4,204.93 | £31,515.89 | 7.5x |
| Attribution rate | 27.36% | 30.51% | +3.15 pts |
| Flow revenue | £3,327.37 | £16,350.46 | 4.9x |
| Campaign revenue | £877.56 | £15,165.43 | 17.3x |
| Revenue per recipient | £0.14 | £1.47 | — |
The number that matters most: attribution held above 30% while total store revenue scaled 6.7x. Email share usually falls when paid traffic scales this fast. Here it rose.
Deliverability Benchmarks
6.72% flow conversion rate, 28.4% abandoned cart click through, both rated Excellent by Klaviyo.
What Made This Work
Replenishment built into the first purchase: supplements and chews run out on a schedule. The post purchase flow educates first, asks for a review, then reorders the customer before they lapse. Flows convert at 6.72%.
Cart recovery that answers the real objection: pet owners hesitate on one question, will my dog actually eat this. The recovery emails answer it with before and after photos, an FAQ, and a lifetime guarantee. Abandoned cart flows hold a 28.4% click through rate.
Campaigns sent to segments, not the list: VIP tiers, engagement windows, and non opener follow ups meant every send earned its place in the inbox.
£31,515 attributed. 30.51% of store revenue.