A subscription coffee brand: share of email revenue from automated flows
over one quarter
≈60,000 subscribers
- Sector
- Subscription coffee (Shopify)
- Platform
- Klaviyo
- List size
- ≈60,000 subscribers
- Engagement
- Flow library rebuild
- Timeframe
- One quarter
Where they started
This brand sent good campaigns and people bought from them. The problem was the shape of the revenue: it spiked hard on send days and went flat in between, because nothing ran on its own.
Their flows were a stock welcome and a single cart reminder. For a subscription business with predictable repurchase cycles, that left most of the obvious revenue, replenishment and reactivation, completely on the table.
What we found
- Flows produced just 18% of email revenue, against a healthy benchmark closer to a third or more for subscription brands.
- Only two flows existed, a welcome and a one-email cart reminder, with no segmentation.
- No replenishment flow, despite a product with a known, repeatable consumption cycle.
- No win-back, so lapsed subscribers were left to churn in silence.
What we did
Map revenue to the journey
We charted the customer lifecycle and marked every point where revenue was leaking between purchases, then prioritized flows by the money each could recover.
Rebuild the flow library
We built welcome, browse-abandon, abandoned-cart, post-purchase, replenishment, and win-back in Klaviyo, with segmentation tied to what people bought and how often they reorder.
Time replenishment to the bag
We set the replenishment flow to the brand's real consumption cycle so the reorder reminder arrived the week a customer was likely running low, not on a generic timer.
Test the high-traffic flows first
We A/B tested timing and offers on the cart and welcome flows, where the most subscribers pass through, then rolled winners into the rest.
The results
share of email revenue from automated flows
abandoned-cart recovery rate after a three-email rebuild
blended flow click rate, near the top of the 0.83%–4.9% industry range
In one quarter, the share of email revenue coming from flows moved from 18% to 34%. Revenue stopped depending on send days, because the flows earned every day in the background.
Rebuilding the abandoned-cart flow into a timed three-email sequence lifted cart recovery 27%, and the blended flow click rate reached 4.1%, near the top of the 0.83% to 4.9% range we see across industries.
Figures are illustrative of a representative engagement and sit within current industry benchmarks. Client identity withheld.
“Our email revenue used to live and die on campaign days. Now the flows carry a third of it on their own, and the replenishment reminders basically print reorders.”
What happens now
We review the flow library every quarter, refreshing offers and retesting timing so the sequences keep earning as the catalog changes.
Lifecycle & Automation
The flows that earn while you sleep.
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