The Client
An established Shopify e-commerce store in the United States. We run its Google and Microsoft ads, and in October 2026 it moved its Klaviyo campaigns from another agency to us, starting with a one-month trial of campaigns only. The client's name is withheld under a non-disclosure agreement.
The Challenge
The previous agency sent about two campaigns a week to the whole list, up to 38,000 people at a time:
- Even the suppression list got mailed. The agency's own "suppression" list, people who were supposed to be kept out, was included in the sends.
- Smart Sending off, no tracking links, and a discount code most weeks.
- Low engagement: about 27% opens, and each recipient earned about five cents.
What We Did
1. A clean audience on every send
The suppression list is excluded every time, Smart Sending is on, and every link is tracked.
2. Two tracks instead of one blast
Buyers (past customers, buyers of the store's main product category, and win-back) on one track; engaged non-buyers on the other. Each campaign goes to the track it fits, one every other day.
3. No discount habit
Product-led campaigns with a live price and stock check before every send, and no discount codes. Customers stopped waiting for the next code.
The Results: Our First Month
Every number here is a percentage or a rate, as Klaviyo reports it. "Before" is the previous agency's last 27 days of campaigns; "with us" is our first 27 days. Flows were not part of this trial and are not counted.
Revenue per recipient
2.3x
Open rate
1.6x
Orders per 1,000 emails
+61%
Spam complaints
-74%
Lower is better
Bounce rate
-36%
Lower is better
Spam complaint rate
-38%
Lower is better
People unsubscribing
-44%
Lower is better
Emails sent
-57%
Lower is better
Every campaign, before and with us
Each bar is one campaign. Grey: the previous agency's 7 campaigns. Gold: our campaigns through November 10.
The full numbers
| KPI | Before us | With us | Change |
|---|---|---|---|
| Revenue per recipient | 5.1 cents | 12 cents | 2.3x |
| Open rate | 27.1% | 43.5% | 1.6x |
| Orders per 1,000 emails | 0.19 | 0.32 | +61% |
| Average order value from campaigns | +44% | ||
| Campaign revenue | about the same | ||
| Emails sent | 221K | 93K | -57% |
| Bounce rate | 0.55% | 0.35% | -36% |
| Spam complaint rate | 0.024% | 0.015% | -38% |
| Spam complaints | 54 | 14 | -74% |
| People unsubscribing | 362 | 200 | -44% |
Our best campaign, sent to buyers of the store's main category, earned 8 times per recipient what the previous agency's best campaign earned in its last month.
What's next
The flows are still the previous agency's. Rebuilding them is the next step, and the holiday season is when the new campaign approach gets its biggest test. We'll update this case study with both.
Key Takeaways
- Audit the audience before anything else. A suppression list that gets mailed is a deliverability problem waiting to happen.
- Same revenue, half the emails, is a win. The list stays healthier, and every future email lands better.
- Segments beat discounts. Sending the right product to the right buyers earns more per order without training customers to wait for a code.
Frequently Asked Questions
What happens to revenue when you send fewer emails?
In this store's first month with us, campaign revenue held steady while we sent 57% fewer emails. Each recipient brought in 2.3 times as much, so the list gets mailed less, stays healthier, and earns the same.
Can a new agency improve results without touching the flows?
Yes. This first month covered campaigns only; the flows were left as the previous agency built them. Every result here comes from how the campaigns were targeted and sent.
Why isn't the store named?
The client asked us to sign a non-disclosure agreement, so we report the results without the name. The numbers are exactly as Klaviyo reports them.
About This Engagement
Industry: E-Commerce (Shopify) Platforms: Klaviyo (campaigns, segmentation, deliverability), plus Google Ads and Microsoft Ads Location: United States Engagement: October 2026 to present (ongoing)
The client's name is withheld under a non-disclosure agreement. Figures are Klaviyo's own campaign reporting (email campaigns, Klaviyo's default attribution), comparing the previous agency's 7 campaigns sent September 20 to October 16, 2026 with our 14 campaigns sent October 17 to November 12, 2026. One campaign sent outside our calendar during that time is excluded. Rates are rounded down.