$19K REVENUE.
16 FLOWS.
LEAN BY DESIGN.
A specialty food brand with a modest list and no prior email infrastructure. We built a tight, intentional flow stack — no excess, no filler. Every flow earned its place.
THE
OBJECTIVE
A food brand in a niche category: smaller list, tight send cadence, no overcrowding the inbox. The product has a natural repeat-purchase cycle — the email program needed to support that without burning the list.
The constraint was also the strategy: lean on purpose. Fewer flows, executed well. 16 flows built to cover the complete lifecycle. 39 campaigns over the year to stay present without fatiguing subscribers.
16
39
WHAT WE DID
A lean setup isn't a partial setup. Every flow was purposeful. Nothing built for the sake of a longer list.
LEAN DOESN'T MEAN
INCOMPLETE
FLOWS PRIORITISED BY REVENUE POTENTIAL
Welcome, abandoned cart, post-purchase, browse abandonment, and winback covered the full funnel. Each flow built to match the buying behaviour of a specialty food customer — considered, repeat, gifting cycles accounted for.
Strong engagement from a niche, high-intent list. Industry average: 25%.
39 SENDS. ZERO FILLER.
Campaign cadence designed around the food brand's seasonal rhythm. Promotional sends aligned to reorder windows and gifting seasons — not arbitrary send frequency.
THE
DELTA
Quantitative outcomes from the account's Klaviyo reporting across the full engagement period.
Flows generated $11,924 against campaigns' $7,758. A smaller programme producing clean, attributable results — no wasted sends, no inflated flow counts.
“Not every account needs 40 flows. This one needed 16, executed with precision. A lean setup that fits the list size and the brand's buying cycle will always outperform a bloated one that doesn't.”OPENRATELAB ANALYSIS
[ DATA_NOTE ] All revenue and engagement figures are pulled directly from the account's Klaviyo reporting. Client identity is withheld per our confidentiality standard.
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