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The Client’s Story
A modern floral supply store set out to reinvent the way florists and retailers source flowers. By simplifying the importation process and connecting buyers directly with growers, the company ensures fresher products, fairer pricing, and less waste across the supply chain. With a large existing customer base, the company wanted to convert more of that audience into active buyers through email and SMS marketing.
Challenge
Only about 20% of the brand’s large customer base had ever purchased. Core flows were incomplete, pop-ups lacked incentives, and two Welcome sequences confused new users. Weak design, missing segmentation, and no testing or ad integrations led to roughly $197K in missed monthly revenue.
The Growth Method
Audit & Strategy
- Identified $177K/month missed revenue from flows + $20K/month from campaigns.
- Built a unified lifecycle retention roadmap.
Flows Optimization
- Consolidated Welcome flows into a single journey.
- Redesigned Browse & Cart Abandonment sequences with incentives and engaging design.
- Enhanced Post-Purchase & Winback flows to drive repeat orders.
Campaigns & Creative
- Introduced a new campaign calendar with offers, seasonal content, and product storytelling.
- Transitioned to Figma-based email design (interactive blocks, clear CTAs, responsive layouts).
Segmentation
- Launched behavioral tiers (T1–T4) + purchase-based segments.
- Rolled out a consistent A/B testing framework.
Future Growth (SMS)
Recommended Attentive SMS launch for advanced compliance, segmentation, and automations.
Design system
Performance Snapshot
Within 60 days, Petaljet transformed email into a high-performing channel, proving the impact of lifecycle strategy, creative redesign, and more intelligent segmentation.
- Conversions: +289%
- Revenue: +174%
- Profit: +160%
- ROMI: +660%
Klaviyo performance Jul – Sep, 2025
Key Takeaways
- Lifecycle Fix = Revenue Engine: Foundational flows, when optimized, directly translate into recovered revenue.
- Design Matters: From pop-ups to campaigns, engaging creative + incentives = higher CTR & CVR.
- Segmentation Unlocks ROI: Smarter targeting lifted conversions across all campaigns.
- Next Frontier: SMS: Adding SMS will compound retention revenue and further boost LTV.
