Beauty and Personal Care · Hair and Beard Growth Ecommerce · Klaviyo Flows and Campaigns · Jan to Jun 2026
Minodeals
In six months, flow revenue grew 5.6x and email's share of total store revenue more than doubled, without a single ad dollar.
- 5.6xFlow revenue growth (€19,195 to €108,127)
- 19.22%Attributed revenue of total store revenue, up from 7.55%
- €244,686Total attributed revenue (flows plus campaigns)
The Situation
Minodeals sells clinically backed minoxidil treatments (Kirkland, Rogaine, Regaine, Foligain lotions and foams) plus dermarollers, for men and women dealing with hair loss across the EU. It is a slow, high consideration purchase. Buyers research for weeks, expect visible results only after 90 to 120 days of daily use, and often hesitate right at checkout over safety and authenticity concerns.
By the second half of 2025, the store was already growing, and a few flows were live earning some return, but email was capturing only a small slice of total revenue, well under the range brands this size typically see from a mature flow program. The flows in place were not built around how a minoxidil buyer actually behaves: slow to decide, easy to lose at checkout, and needing steady reminders to stay consistent with a routine that only works if you keep using it.
The opportunity: recover checkout hesitation and turn a single purchase into a consistent, repeat routine.
| Period | Total revenue | Attributed revenue | Attribution | Campaign revenue | Flow revenue |
|---|---|---|---|---|---|
| H1 2025 | €744,585.49 | €16,083.04 | 2.16% | €12,007.60 (74.66%) | €4,075.44 (25.34%) |
| H2 2025 (baseline) | €950,454.73 | €71,759.33 | 7.55% | €52,563.71 (73.25%) | €19,195.62 (26.75%) |
Both halves of 2025 stayed well under the 20 to 30% range typical of a mature flow program.
Flow Architecture
Top performing flows, Jan to Jun 2026.
- Welcome Email Series (single largest flow)€35,158.12
- Abandoned Cart Flow (recovers most common drop-off point)€17,297.82
- WinBack Flow€11,180.82
- Abandoned Checkout Flow€8,633.96
- Browse Abandonment Flow€5,736.15
- Site Abandonment Flow€4,431.96
- Post Purchase Flow€3,682.57
- Educational Tip Flow€3,460.69
- SunSet Flow€2,828.78
- Replenishment Reminder Flow (turns one-time buyer into repeat routine)€14,845.71
- Motivational / Consistency Flow€870.27
Strategy and Setup
Segmentation
- Welcome flow messaging split by declared interest (men's vs women's formulas, foam vs lotion vs dermaroller).
- Engaged 30 Day and Engaged 60 Day segments kept campaign sends targeted, and fed English vs Dutch audience segments for localized promotions.
- A dedicated UnEngaged Subscribers segment feeds the SunSet flow to protect deliverability.
- Replenishment Reminder and Motivational flows built around actual product duration.
Testing
- Campaign subject lines iterated across urgency, soft offer, and direct benefit angles for both English and Dutch sends, scaling whichever pulled stronger opens.
Technical Setup
- Core flows kept under 0.5% bounce and 0% spam complaints.
- Placed Order and Checkout Started triggers verified directly against Shopify events.
- Flow and campaign revenue tracked separately end to end.
Campaign Management
Every campaign was tagged and sent through Engaged 30 Day and Engaged 60 Day segments, split further by English and Dutch audience, instead of blasting the full list. Campaigns sent to Engaged segments opened at 58.90% to 72.09%. Campaigns sent to the broader Email List opened at 34.65% to 37.14%, roughly half.
The Results
| Metric | Before (H2 2025) | After (H1 2026) |
|---|---|---|
| Total Revenue | €950,454.73 | €1,273,238.38 |
| Attributed Revenue | €71,759.33 | €244,686.37 |
| Attribution Rate | 7.55% | 19.22% |
| Flow Share of Attributed Revenue | 26.75% (€19,195.62) | 44.19% (€108,126.85) |
Deliverability Benchmarks
10 metrics tracked, all rated Excellent by Klaviyo, led by a 64.5% campaign open rate.
What Made This Work
Reassurance where buyers stall: the Abandoned Checkout flow led with the guarantee and payment trust badges instead of a discount, and still recovered €8,633.96 in six months.
Consistency, not just conversion: because minoxidil only works with daily use, the Replenishment Reminder flow alone generated €14,845.71, turning a single purchase into a repeat routine.
Segmentation protected deliverability: sending to Engaged 30 and 60 Day segments instead of the full list kept the open rate at 64.5% and spam complaints at 0% as volume grew.
€108,126.85 in flow revenue, Jan to Jun 2026.