Case Studies6 min read21 August 2025

How Klaviyo Integration Generated £200k in Email Revenue

Sarah Patel

CRO Specialist

A home fitness brand had 40,000 email subscribers but no automated flows. We built a full Klaviyo integration with Shopify and generated £200k in email-attributed revenue in year one.

A home fitness brand had been growing their email list for three years through a mix of competitions, lead magnets, and checkout opt-ins. The result was a Mailchimp list of 40,000 subscribers that received one campaign email per month, no automated flows, and no integration with Shopify purchase data. They were sitting on one of the most valuable assets in e-commerce — a large, warm audience — and doing almost nothing with it.

The Migration Plan

We migrated the list from Mailchimp to Klaviyo, connecting Klaviyo to Shopify via the native integration. The migration required careful list hygiene: 40,000 subscribers included a large proportion of unengaged contacts from competition entries. We suppressed anyone who hadn't opened or clicked in 12 months — reducing the active list to 18,000 but significantly improving deliverability.

Building the Automation Stack

The Klaviyo–Shopify integration unlocked event-based automation using real purchase data. We built 11 flows over six weeks, prioritised by expected revenue contribution.

Welcome series: 5-email onboarding sequence for new subscribers
Abandoned cart: 3-step sequence (objection handling, not discounting)
Browse abandonment: targeted at high-intent product viewers
Post-purchase: product education + cross-sell based on category purchased
Win-back: 90-day lapsed customer reactivation with tailored offer
Replenishment: reminder emails for consumable products (resistance bands, etc.)

Segmentation Strategy

Klaviyo's Shopify integration enabled purchase-behaviour-based segmentation that Mailchimp couldn't support. We created segments for active customers (purchased in last 90 days), lapsed customers, product category purchasers, and high-LTV customers spending over £200. Each campaign was sent to the relevant segment rather than the full list, improving relevance and protecting deliverability.

Key insightEmail-attributed revenue in the 12 months post-integration: £201,000. Automated flows contributed 68% of that figure — working around the clock without any additional resource.