Beauty and Personal Care (Professional Skincare) · Shopify · Klaviyo Email & SMS · Jan to Jun 2026 (new flows live Feb 18, 2026)
Repêchage
Rebuilt five dormant Klaviyo flow automations into a system that generated $78,354 in its first 4.5 months live, lifting flows to a third of all email revenue.
- $78,354New flow revenue in its first 4.5 months live (Feb 18 to Jun 30)
- 34.59%Flows share of attributed revenue, up from 13.5%
- $269,886Total attributed revenue, Jan to Jun 2026
The Situation
Campaigns carried the brand, flows were left behind. Before the engagement (Jul to Dec 2025), 86.5% of attributed revenue came from campaigns while flows sat at just 13.5% of a $515K six-month engine. Five flows were already running (Abandoned Cart Reminder, Browse Abandonment, Welcome Series, Post-Purchase Followup, Repeat Purchase), generating just $15,000 combined in the six weeks before being disabled, against that $515K six-month engine, all underleveraged.
Skincare buyers are trust-driven, not impulse-driven. A buyer needs proof the formula works on their skin before they commit again. That decision takes proof, ingredient credibility, and repetition, not one touch.
| Period | Total revenue | Attributed revenue | Attribution | Campaign revenue | Flow revenue |
|---|---|---|---|---|---|
| Jul 1 to Dec 28, 2025 | $515,946.95 | $224,905.50 | 43.59% | $194,551.19 (86.50%) | $30,354.31 (13.50%) |
Flow Architecture
New architecture, live from Feb 18, 2026. Old flows marked "-Old" sat in Draft, quietly disabled by Feb 12, replaced within a week by the new architecture.
- Abandoned Cart Flow$21,194.96
- Browse Abandonment Flow$14,037.85
- Abandoned Checkout Flow$11,608.32
- Welcome Email Series$11,467.90
- SMS Welcome Series (new, zero prior SMS infrastructure)$7,214.32
- Winback Flow$2,841.43
Strategy and Setup
Segmentation
- Skincare buyers split into two groups: first-time buyers still deciding if the formula works, and repeat buyers who already trust it.
- New subscribers enter a welcome sequence leading with ingredient story and proof.
- Buyers who convert move to an education and reorder path.
- Non-buyers get a discount reminder before exit.
Email Logic
- Every flow runs three emails, not one, matching how a skincare buyer actually decides.
- Abandoned Cart: soft reminder, then lifestyle proof, then a 10% close.
- Abandoned Checkout: gift framing, cart reminder, then urgency.
- Welcome Series: brand story, seaweed sourcing, then a bundle offer.
Technical Setup
- Sender authentication (SPF, DKIM, DMARC) rebuilt to protect a 71.3% open rate baseline.
- Klaviyo pixel and UTM tracking audited across every flow.
- Suppression logic added so customers mid-purchase exit abandonment flows automatically.
- Old draft flows archived, not deleted.
The Results
| Metric | Before (Jul to Dec 2025) | After (Jan to Jun 2026) |
|---|---|---|
| Total Revenue | $515,946.95 | $593,338.99 |
| Attributed Revenue | $224,905.50 | $269,886.60 |
| Attribution Rate | 43.59% | 45.49% |
| Flows Share of Attributed | 13.50% | 34.59% |
Campaign revenue softened $194.5K to $176.5K (-9%), expected since the before period includes BFCM and holiday season and the after period does not. Total store revenue still grew 15%.
Deliverability Benchmarks
May 2026 benchmarks: 71.3% campaign open rate, 0% spam reports, both rated Excellent by Klaviyo.
What Made This Work
Sequence depth over single sends: each flow ran three emails, matching how a skincare buyer actually moves from doubt to purchase, reminder, proof, then incentive. Flows grew from 13.5% to 34.59% of email revenue.
Rebuilding, not guessing: the old flows sat in Draft, quietly disabled, while the account still leaned on campaigns for 86.5% of revenue. The new architecture targeted that specific gap and went live in under a week.
Protecting the sender reputation: deliverability and segmentation came first, so added send volume from richer flows never put the account's 71.3% open rate and 0% spam rate at risk.
$78,354 new flow revenue. 34.59% flows share of revenue. 4.5 months to full rebuild.