Collars & Co
How we helped Collars & Co, a Shark Tank-featured brand backed by Mark Cuban, scale to $3.1M monthly revenue with $1.6M+ driven by email and SMS marketing
Monthly email revenue through Klaviyo account restructuring
Monthly flow revenue - 34% increase
Black Friday flows revenue from seasonal strategy
How We Helped Collars & Co Scale to $1.6M Monthly Email Revenue with Advanced Klaviyo Flows
Collars & Co, known for their unique hero product that caught the attention of Mark Cuban on Shark Tank, came to us with a strong email marketing foundation already in place. While they were generating impressive results from campaigns, they lacked expertise in email flows and wanted to unlock the full revenue potential of their Klaviyo account.
We helped Collars & Co scale from $2.4M per month to $3.1M per month in total revenue, with email and SMS marketing now driving over $1.6M monthly—representing 51.6% of their total revenue.
We achieved this by creating a comprehensive suite of 10 distinct email flows tailored to every stage of the customer journey, implementing extensive personalization with conditional splits to prevent duplicate experiences, developing specialized Black Friday flows that generated nearly $650k in a single month, and continuously optimizing performance through rigorous A/B testing.
Flows now consistently generate over $480k monthly, representing a 34% increase from their previous flow revenue.
Strong Campaigns, Untapped Flow Potential
Collars & Co discovered us through social media and approached our team with a specific challenge—while they had built a strong email marketing foundation and were generating impressive results from campaigns, they lacked deep expertise in email flows.
Their existing flow architecture was basic and wasn't fully capitalizing on their unique product story, including their Shark Tank appearance and backing from Mark Cuban and Peter Jones.
With a hero product that had compelling unique selling points and a fascinating brand story, they needed sophisticated flow strategies that could nurture prospects through longer consideration periods, recover abandoned purchases more effectively, and maximize customer lifetime value through strategic post-purchase sequences.
Their campaign-heavy approach was working, but they recognized that flows represented a significant untapped revenue opportunity that required specialized expertise to unlock.
They needed a partner who could build comprehensive, sophisticated flow architecture while they continued to focus on their campaign excellence.
How We Solved It
We implemented a comprehensive four-part strategy focused on unlocking the full revenue potential of email flows while complementing their existing campaign strength.
Our approach began with analyzing the brand's unique product angles and Shark Tank journey to craft a comprehensive flow strategy that emphasized their hero product's USPs and compelling brand story. We then built extensive, highly targeted email flows with conditional logic to ensure personalized experiences at every customer touchpoint.
As Black Friday approached, we created specialized seasonal flows designed for high-traffic conversion optimization. Throughout the entire engagement, we implemented rigorous A/B testing protocols to continuously optimize flow performance across timing, messaging, and design elements.
This systematic approach transformed flows from an afterthought into a $480k+ monthly revenue engine that now represents 29.5% of their total email revenue.
Our comprehensive approach to transforming Collars & Co's email flow performance focused on building sophisticated automation that complemented their strong campaign foundation.
By creating extensive flow architecture tailored to their unique hero product story, implementing advanced personalization and conditional logic, developing specialized seasonal strategies, and continuously optimizing through data-driven testing, we increased their flow revenue by 34% and helped scale total email revenue to over $1.6M monthly.
The improved flow performance created a consistent, automated revenue stream that reduced reliance on campaign frequency while improving overall customer experience and lifetime value. This allowed Collars & Co to maintain aggressive growth while building a more sustainable, scalable email marketing program.
Our Four-Part Email Flow Optimization Strategy
Our first step was to deeply analyze Collars & Co's unique product angles and their compelling Shark Tank journey to craft a flow strategy that would resonate with prospects at every stage of the customer journey.
We focused on creating 10 distinct email flows, each tailored to specific customer behaviors and mindsets—from initial interest through post-purchase loyalty building. These flows were designed to emphasize the unique selling points of their hero product, the qualities that attracted investors like Mark Cuban and Peter Jones, and the innovative design that made them stand out in a crowded market.
Each flow had a specific strategic purpose: Welcome Series to introduce new subscribers to the brand story, Browse Abandonment to capture early-stage interest, Abandoned Cart and Checkout flows to recover lost sales with compelling product education, Post-Purchase sequences to enhance experience and drive repeat purchases, and Customer Winback campaigns to re-engage lapsed buyers.
The comprehensive flow architecture ensured no revenue opportunity was left on the table.
We built each flow for Collars & Co with extensive length and depth, ensuring comprehensive nurturing at every stage of the customer journey. Core flows like the Welcome Series and Browse Abandonment featured at least 6 emails each, allowing us to tell the complete brand story, educate prospects about the hero product's unique features, address common objections, and build trust over time.
We implemented sophisticated conditional splits throughout the flows to ensure customers would never receive the same flow twice, creating a personalized experience based on their specific behaviors and engagement patterns. This advanced logic allowed us to segment based on product interest, engagement level, purchase history, and dozens of other data points to deliver the most relevant messaging at the optimal time.
The extensive flow length gave us multiple opportunities to convert prospects while the conditional logic prevented message fatigue and maintained high engagement rates throughout the customer journey.
Right before Black Friday, we recognized that the standard flow architecture wouldn't be optimal for the high-intent, high-traffic holiday shopping period. We created unique flows specifically designed for Black Friday conversion optimization—shorter, more aggressive sequences focused on driving quick conversions during the limited promotional window.
These specialized flows emphasized urgency, scarcity, and the exceptional value of the Black Friday offer while maintaining the brand's premium positioning. The timing was compressed to match the accelerated decision-making of holiday shoppers, and the messaging was crafted to stand out in crowded inboxes during the most competitive email marketing period of the year.
The results were staggering—these specialized flows generated nearly $650k in revenue in November alone, demonstrating the power of seasonal flow customization. This success established a template for future seasonal strategies and proved the value of adapting flow architecture to match changing customer mindsets throughout the year.
We didn't stop at initial flow implementation—continuous optimization became a cornerstone of our approach to maximize flow performance over time.
We implemented rigorous A/B testing protocols across every element of the flow experience, systematically experimenting with timing delays between emails to identify optimal nurturing cadences, testing subject lines to maximize open rates at each flow touchpoint, refining email design and layout to improve click-through rates and conversions, and optimizing offer strategies and messaging angles to drive purchases without excessive discounting.
Each test was properly structured with statistical significance requirements, and winning variants were systematically implemented to create compound improvements. This data-driven optimization approach allowed flow performance to continuously improve month over month.
As a result, the brand now consistently generates over $480k monthly from email flows alone—a 34% increase from their previous flow revenue and a testament to the power of systematic optimization.
A key differentiator in our flow strategy was the strategic integration of Collars & Co's compelling hero product story throughout the customer journey. We wove the Shark Tank narrative, Mark Cuban's backing, and the innovative product design into flows in ways that built credibility, created emotional connection, and differentiated the brand from competitors.
The Welcome Series featured the founder's journey and the Shark Tank pitch, creating immediate engagement and brand affinity. Browse and Cart Abandonment flows highlighted the specific product innovations that attracted celebrity investors, addressing quality and innovation concerns. Post-Purchase flows emphasized the community of Shark Tank fans and Mark Cuban supporters, creating a sense of belonging and encouraging brand advocacy.
This strategic storytelling approach transformed flows from transactional sales sequences into brand-building experiences that resonated emotionally while driving conversions. The hero product positioning created higher perceived value, reduced price sensitivity, and built long-term customer loyalty.
To complement the email flow strategy and create additional touchpoints at critical moments, we integrated strategic SMS into the flow architecture. SMS was carefully deployed at high-intent decision points—abandoned cart reminders with urgency messaging, back-in-stock notifications for their popular hero product, and time-sensitive promotional alerts during key seasonal periods like Black Friday.
The immediacy and exceptional open rates of SMS made it perfect for creating urgency and driving quick conversions at moments when customers were on the fence. We managed SMS frequency carefully to avoid subscriber fatigue while ensuring messages provided genuine value and complemented rather than duplicated email touchpoints.
The SMS program now contributes $73,628.29 monthly in attributed revenue, representing 4.51% of total Klaviyo revenue. While SMS is a smaller percentage of overall performance, it provides critical incremental conversions at key decision points and enhances the overall flow effectiveness by creating a seamless multi-channel experience.
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