Jennychem
How we helped Jennychem grow from £280k to £649k monthly revenue by building their email marketing from zero to £243k per month in one year
Revenue growth from £280k to £649k monthly
Signup form CVR - 4x industry average
Return customer rate improving profitability
How We Helped Jennychem Scale to £649k Monthly Revenue with Klaviyo Email Marketing
Jennychem, a popular UK-based brand, had zero email marketing presence and was overly reliant on other channels for revenue. With no email list or strategy in place, they were missing out on one of the most profitable channels for any DTC eCommerce brand.
Within one year of implementing our comprehensive Klaviyo email marketing strategy, we helped Jennychem grow from £280k per month to over £649k per month, with £243k monthly revenue now driven by email marketing alone—representing 37.4% of their total revenue.
We achieved this by setting up their entire Klaviyo infrastructure from scratch, implementing a high-converting signup form that achieved an 8% conversion rate (4x the industry average), building sophisticated pre-purchase and post-purchase flow architecture, and optimizing campaigns from £4-5k per send to consistently hitting five figures.
Our strategy also improved their return customer rate to 31.63%, dramatically increasing backend profitability and enabling more aggressive front-end acquisition spending.
Starting from Zero: No Email Marketing Infrastructure
Before working with us, Jennychem faced a fundamental challenge—they had absolutely no email marketing presence whatsoever. With zero email infrastructure, no list, no flows, and no campaign strategy, they were completely missing out on one of the most profitable revenue channels available to DTC eCommerce brands.
Their reliance on other marketing channels meant they had no owned audience to communicate with, no way to nurture customer relationships, and no systematic approach to driving repeat purchases.
Every sale required expensive acquisition efforts with no backend support to improve customer lifetime value. This created an unsustainable business model where profitability was limited and scaling was constrained by acquisition costs.
They needed a complete email marketing buildout from the ground up—not just technology implementation, but a comprehensive strategy that would transform email into a major revenue driver and enable more aggressive business scaling.
How We Solved It
We implemented a comprehensive five-part strategy to build Jennychem's email marketing program from absolute zero to a £243k monthly revenue channel. Our approach began with complete Klaviyo setup and migration, establishing the technical foundation for sophisticated email marketing.
We then focused on rapid list growth through a high-converting signup form that captured subscribers at 4x the industry average rate. Next, we built out pre-purchase flows designed to drive immediate revenue momentum, followed by strategic campaign optimization that transformed their sends from £4-5k to five-figure revenue generators.
Finally, we optimized post-purchase flows to dramatically improve customer retention and repeat purchase rates. Each phase was executed with precision, building on previous successes to create a comprehensive email marketing engine that now drives over 37% of their total revenue.
Our comprehensive approach to building Jennychem's email marketing program from scratch focused on creating immediate revenue impact while establishing long-term growth infrastructure.
By starting with solid technical foundations, rapidly growing their list, implementing sophisticated automation, optimizing campaign performance, and improving customer retention, we transformed email from a non-existent channel to their second-largest revenue source.
The improved backend profitability from email marketing gave Jennychem the financial runway to scale their front-end acquisition efforts more aggressively, creating a virtuous growth cycle that more than doubled their overall monthly revenue in just one year.
Our Five-Part Email Marketing Buildout Strategy
Our first critical step was establishing Jennychem's email marketing infrastructure from the ground up. We handled their complete Klaviyo setup and migration, implementing our proven email marketing framework to ensure a seamless transition without interrupting their operations.
This included configuring their Klaviyo account with proper domain authentication and deliverability settings, integrating with their eCommerce platform to enable real-time data synchronization, setting up comprehensive tracking and attribution systems, implementing proper list management and compliance protocols, and establishing reporting dashboards for performance monitoring.
This technical foundation was essential for everything that followed, ensuring that all subsequent strategies would be built on solid infrastructure capable of scaling as their email program grew. The careful attention to setup details paid immediate dividends in deliverability and performance.
With the technical foundation in place, we immediately focused on rapid list growth to create the audience necessary for revenue generation. We designed and implemented a high-converting signup form optimized for maximum conversion while maintaining subscriber quality.
Within the first month, we achieved an exceptional 8% conversion rate—4x the industry average for eCommerce signup forms. This wasn't achieved through aggressive popups or intrusive tactics, but through strategic offer design, compelling copy that communicated clear value, optimized timing and targeting to reach visitors at high-intent moments, and professional visual design that aligned with Jennychem's brand.
This high conversion rate provided the brand with a steady stream of qualified new subscribers from day one, setting the foundation for all subsequent email marketing success. The rapidly growing list meant that every optimization and campaign we implemented had an expanding audience to drive revenue from.
To drive immediate revenue momentum, we focused on building highly effective pre-purchase flows in Klaviyo designed to capture sales from prospects at various stages of the customer journey.
These flows included Welcome Series to introduce new subscribers and drive first purchase, Browse Abandonment sequences to capture early-stage interest, Abandoned Cart flows to recover lost sales with strategic timing and compelling messaging, and Abandoned Checkout sequences for prospects who got even further in the purchase process.
Despite launching these flows halfway through the first month, we generated £11k in revenue immediately.
By the following month, flow revenue increased to £25k, proving the effectiveness of our Klaviyo automation strategy. The flows were built with advanced conditional logic to personalize experiences based on customer behavior, ensuring relevant messaging that drove conversions without overwhelming subscribers.
Once we had their flows optimized and generating consistent revenue, we shifted focus to campaigns as a major revenue driver. Initially, Jennychem's campaigns were bringing in £4-5k per send, which was respectable but far below their potential.
Through consistent optimization and rigorous A/B testing, we helped them scale to five-figure campaigns on a regular basis.
Our data-driven approach systematically refined every element: email subject lines were tested to maximize open rates, send times were optimized based on subscriber behavior patterns, email design and copy were continuously improved through split testing, and offer strategies were refined to drive conversions without training customers to wait for discounts.
We also strategically increased email frequency as performance metrics demonstrated that the list could handle additional volume without negative impacts, creating more revenue opportunities while maintaining exceptional engagement rates.
As Jennychem's email program matured, we focused on optimizing post-purchase flows to improve customer retention and maximize lifetime value. These efforts included strategic post-purchase sequences designed to enhance customer experience, drive product education, and encourage repeat purchases.
We implemented cross-sell and upsell strategies tailored to customer purchase history, created customer winback campaigns to re-engage lapsed buyers, and developed loyalty-building communication that strengthened brand relationships.
The results were impressive—Jennychem now boasts a 31.63% return customer rate, nearly double what they had before our engagement. This high return rate dramatically increased net profit by reducing the need for expensive acquisition to drive growth.
The improved customer retention gave the brand even more financial runway to scale their front-end acquisition efforts, creating a compounding growth effect.
To complement the email strategy and create additional revenue opportunities, we integrated strategic SMS marketing into Jennychem's owned channel approach. SMS was carefully deployed at high-intent moments in the customer journey—abandoned cart reminders, time-sensitive promotions, and back-in-stock notifications—where the immediacy and high open rates of SMS could drive quick conversions. We managed SMS frequency carefully to avoid subscriber fatigue while ensuring messages provided genuine value.
The SMS program now contributes £3,323.96 monthly in attributed revenue, representing 1.37% of their total Klaviyo-attributed revenue. While SMS is a smaller percentage of overall email and SMS revenue, it provides critical incremental conversions at key decision points and complements the email strategy effectively.
The multi-channel approach ensures Jennychem can reach customers through their preferred communication method at the optimal time.
The Impact of Our Klaviyo Strategy
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