B2B and Niche Ecommerce (Soft Wash Equipment, Chemicals & Contractor Training) · Klaviyo Email & SMS · Six-month engagement, Jan to Jun 2026
Southeast Softwash
Southeast Softwash turned a sliding email channel into one of its fastest-growing revenue lines, without changing what made the brand trusted by contractors in the first place.
- +594%Flow revenue $98.5K to $684.2K, year over year
- 33.49%Email attribution, up from 15.34% of total store revenue
- $959KAttributed revenue, up from $391K, +145% year over year
The Situation
Southeast Softwash supplies professional soft wash equipment, chemicals, and training to pressure washing contractors nationwide. Equipment orders alone run $3,000 to $22,000, alongside recurring chemical and consumable purchases.
Coming into 2026, the account had flows running, but their share of revenue had been sliding. By the second half of 2025, email attribution had dropped to 11.87%, a 34% year-over-year decline against the same period in 2024, well under the commonly cited 20-30% range for a healthy email channel. The flow list showed why: while basic sequences were active, the account lacked dedicated high-ticket recovery logic. Generic cart abandonment emails treated a $22,000 equipment purchase the same as a $150 chemical order.
The core opportunity: build recovery and repeat-purchase logic that matches a $3K to $22K, contractor-trust-driven buying cycle, not a generic ecommerce flow set.
| Period | Total revenue | Attributed revenue | Attribution | Campaign revenue | Flow revenue |
|---|---|---|---|---|---|
| Jul 4 to Dec 31, 2025 | $1,154,320.50 (-23% YoY) | $137,017.84 (-34% YoY) | 11.87% | $93,747.61 (68.42%) | $43,270.23 (31.58%) |
Flow Architecture
Jan to Jun 2026.
- Abandoned Checkout Flow (single largest flow)$215,482.10
- Welcome Series$158,230.45
- Abandoned Cart$76,145.30
- Extended First Purchase Email Sequence$61,230.50
- Post Purchase$45,670.30
- Browse Abandonment$42,890.15
- Post Purchase Flow$38,450.90
- Contract Pitch$28,910.20
Strategy and Setup
Segmentation
- Split first-time equipment buyers from repeat chemical and consumable purchasers, since a $22,000 decision and a $150 reorder need different messaging.
- Isolated high-ticket checkout abandonment into its own extended recovery sequence, separate from generic cart abandonment.
A/B Testing
- Tested urgency-led vs. reassurance-led subject lines on checkout recovery sends, matched to the size of the purchase decision.
- Tested send timing around contractor work schedules rather than typical consumer send windows.
Technical Setup
- Bounce and spam monitoring kept deliverability in Klaviyo's top "Excellent" tier throughout.
- Held email/SMS at a 96/4 send mix, keeping SMS low-friction rather than over-texting a B2B list.
- Cleaned up attribution tracking to separate flow-driven revenue from campaign-driven revenue.
The Results
| Metric | Jan-Jun 2025 | Jan-Jun 2026 |
|---|---|---|
| Total Revenue | $2,551,926.73 | $2,864,115.20 |
| Attributed Revenue | $391,465.56 | $959,090.62 |
| Attribution Rate | 15.34% | 33.49% |
| Flows Share of Attributed | 25.17% | 71.34% |
Deliverability Benchmarks
12.45% flow click-through rate, 0.215% bounce rate, both rated Excellent by Klaviyo.
What Made This Work
Checkout recovery sized to the purchase: the Abandoned Checkout Flow alone generated $215,482 in six months, the single largest flow in the account, by treating a $3K to $22K decision as the considered purchase it is, not a generic cart nudge.
A system, not a single flow: Welcome Series ($158,230), Abandoned Cart ($76,145), and Browse Abandonment ($42,890) each added live, revenue-generating touchpoints alongside checkout recovery. The combination lifted flows' share of attributed revenue from 25.17% to 71.34% year over year.
Deliverability held while volume scaled: a 12.45% flow click-through rate and 0.215% bounce rate, both in Klaviyo's Excellent tier, meant attribution could climb without inbox placement paying for it.
15.34% to 33.49%, email's share of total revenue, year-over-year transformation for the brand's peak season.