Apparel
Fewer sends. More revenue. Calmer inbox.
+0%
campaign revenue, season over season
−0%
total send volume
−0%
unsubscribe rate
The gap
Everything rode on two seasonal drops. Between them: silence, then a panic blast to the full list. Deliverability was sliding and the best customers were unsubscribing first.
What we ran
- Engagement-tiered segments — VIPs, actives, at-risk — with send frequency per tier
- Browse & size-restock triggers replaced the mid-season blasts
- Evergreen "style story" campaigns between drops, sent only to engaged tiers
- Sunset flow to retire dead addresses and repair sender reputation
The result
40% fewer sends, 54% more campaign revenue, and inbox placement back above 97%. The list stopped shrinking for the first time in two years.
Sends vs revenue — indexed by season
Klaviyo · Top performers
This season
Campaign revenue$238,519
Open rate — VIP tier61.4%
Inbox placement97.3%
Drop 014 — VIP Early AccessCampaign · Email$88,720
Style Story — Linen WeekCampaign · Email$54,309
Size Restock — WaitlistFlow · SMS$41,166
Browse AbandonmentFlow · Email$29,884
“We used to carpet-bomb the list and pray. Now every send has a reason, and the revenue chart finally goes up between drops.”
Head of E-commerce — apparel brand