Motorcycle apparel

Our client, a motorcycle apparel brand, already had an audience, demand, and a functioning Klaviyo account. We rebuilt its retention program into a consistent system for campaigns, flows, segmentation, and testing. Over a matched 12-month period, email and SMS attributed revenue reached $348.2K, campaign output nearly doubled, and list-health indicators improved.

Client’s Story

Our client operates in the motorcycle apparel market and has an established customer base. Its retention program was working, but the account had stopped evolving with the business. Emails still looked like a catalogue, campaigns arrived in bursts, and existing flows were not reaching their potential.

UM became the embedded retention team, owning strategy, copy, design, campaigns, flows, segmentation, deliverability, forms, SMS, reporting, and testing. Our task was to create a dependable customer journey while balancing revenue, relevance, and list health.

Challenges We Faced

• Outdated email design: Product-led layouts gave the audience few reasons to engage beyond the next offer.
• Inconsistent campaign cadence: Sends lacked a stable rhythm and a connected editorial narrative.
• Underdeveloped segmentation: Existing segments did not form a deliberate audience strategy.
• Underperforming flows: Automations were present, but needed a full rethink of content and design.
• Generic signup experience: A $5 popup collected email addresses without learning anything about the rider.

The 12-Month Rebuild

The Growth Method

Build an editorial rhythm

We moved from irregular campaigns to an intentional three-email-per-week cadence. Education, rider identity, protection, product utility, culture, seasonal offers, and customer stories each had a place in the calendar. Every campaign became part of a larger conversation.

The creative work changed with the schedule. Instead of opening every email with a product, we began with a situation the rider recognized and earned the transition to the offer.

See how the story transitions into the product

Write to the rider’s real experience

One campaign about how riding changes over the years captures the shift introduced in January 2026. It speaks to accumulated miles, changing bodies, comfort, fit, and an increasingly honest relationship with risk. Protective shirts enter the story after the reader recognizes the need.

Turn signup into the start of segmentation

The original popup offered $5 in exchange for an email address. We rebuilt the experience around a question about the subscriber’s riding habits. The interaction introduces the brand’s visual identity while gathering riding context that can inform future segmentation.

The subscriber participates, the brand learns something beyond contact details, and the customer journey begins on the website. This creates a basis for more relevant communication.

The Seasonal Stress Test

Black Friday and Cyber Monday tested whether the program could carry urgency while maintaining the brand’s identity. The UM team reported approximately $45K in November 2025 email and SMS attributed revenue. Offers were framed around preparation, road-readiness, and protective gear.

The system also adapted to different seasonal moods. Halloween used a cinematic nighttime riding concept, while Memorial Day introduced an interactive spin-to-win signup experience.

Explore the Halloween and Memorial Day examples

Scaling Results

Campaign output nearly doubled, and total campaign recipient volume grew from 718K to 1.44M. The campaign click rate increased while unsubscribe, spam complaint, and bounce rates fell. These changes show that the larger sending program was accompanied by healthier engagement.

Revenue figures and changes are reported as supplied. Campaign and flow subtotals do not exactly reconcile to the combined email + SMS total; they are shown separately and should not be added together. See the reporting notes below.

Changes are relative percentages, not percentage-point differences. ¹ Campaign recipients represent cumulative sending volume, not a count of unique subscribers. Reported totals are rounded.

What the Results Tell Us

The program grew alongside the business. Email and SMS attributed revenue remained near 21.6% of tracked store revenue in both periods, while tracked store revenue increased 18.9%. Retention continued to contribute at a similar share as the business expanded.

Engagement improved as sending increased. The evidence is the combination of a higher click rate and lower negative list-health rates. Open rate is not the headline measure: privacy changes limit how reliably it represents reader behavior.

The work continued after launch. The July 2026 redesign shows an account being actively maintained and improved. This was an ongoing retention partnership rather than a single creative refresh.

The System Behind the Results

• Strategy: A commercial calendar, campaign programming, offer planning, and reporting.
• Story and design: Rider-centered copy and a consistent visual language that adapts to education, promotions, and seasonal campaigns.
• Automation: Rebuilt welcome, browse, cart, checkout, post-purchase, winback, and supporting journeys.
• Audience: Strategic segments, engagement controls, suppression logic, and quiz-informed context.
• List health: Deliverability management, disciplined targeting, testing, and continuous optimization.

Reporting Notes

Comparison: August 15, 2024–August 14, 2025 (“Before UM”) and August 15, 2025–August 14, 2026 (“UM year”), in the account’s US/Pacific timezone.

Sources: Tracked store revenue and order totals use Klaviyo Placed Order event data. Campaign and flow performance use Klaviyo reporting aligned to send date. The figures shown here are taken from the supplied case-study report, rather than independently audited raw exports.

Attribution: Email and SMS revenue is platform-attributed revenue. This comparison is not an incrementality study and does not establish that UM caused every dollar of store growth. The campaign and flow breakdown differs slightly from the combined total in the supplied report; a reconciled export would be needed to resolve that difference.

Seasonal result: The approximately $45K November figure was supplied by the UM team and is presented as an approximate monthly result, rather than an exact BFCM-only total.