Email & SMS went from £31K to £98K a month in ten weeks
A UK men’s-grooming brand that came to us from an agency where, in their words, “we felt like we did most of the work”. Ten weeks in, email & SMS revenue was up 3.2×, while the store itself almost doubled.
★★★★★ Rated 4.8/5 by 100+ happy brands.
A list over its limit, flows not built out, an offer test without a clean read, and no SMS.
Cleaned the list, rebuilt the flows, switched on SMS and ran clean offer tests.
Email & SMS went from 22% to 35.74% of store revenue.
“The difference is night and day.” The Smooth Geezer, on Trustpilot.
A shaver you keep, heads you replace.
The Smooth Geezer sells a head shaver for bald men. The warranty depends on replacing the shaver head on time, which makes it a built-in replenishment business.
Four gaps at takeover.
In July, email drove 22% of the store’s revenue. Here’s what was holding it back.
At 104% of the Klaviyo profile cap, including 2,375 people who never opened, clicked or bought.
Sunset was one plain-text email. The two strongest reminders, head replacement and warranty, sat at the end of the post-purchase flow.
The inherited pop-up test pitted £10 off against 10% off, but two of its three variants carried the same 10% offer.
Not set up in Klaviyo, and the pop-up collected no phone numbers.
Six moves in ten weeks.
We took over on 13 Aug. The first campaign went out two days later.
Dead profiles out before the first send. Back under the plan limit.
Two to three sends a week, planned a month ahead. No codes in the first 11 sends.
Welcome and sunset rebuilt. Warranty, cross-sell and site abandonment added.
Reset to a clean 50/50: £10 off beat 10% off. Then tested the headline wording on the same £10 offer.
Set up in Klaviyo, phone capture on the pop-up, texts inside the flows.
Leo wanted a customer day. We proposed the offer: a free replacement head with every full-price shaver.
- Welcome flow: rebuilt for email + SMS. First week: 2.39% conversion vs 1.01% on the old one.
- Sunset flow: one plain-text email became two branches. Two plain-text emails for past buyers, three with a £20 offer for non-buyers.
- Replacement & Warranty: five emails, plus SMS at three months and just before six.
- Post-purchase cross-sell: £20 off the beard trimmer for head-shaver customers.
- Site abandonment: completes the browse, cart and checkout set.
- Order tracking: switched to transactional, so every customer gets shipping updates.
Slow build, then lift-off.
Six weeks of groundwork. Then the new welcome flow and SMS kicked in.
- % = share of total store revenue.
- July = the calendar month before we took over.
- Each later bar = a weekly report that set a new high (the 30 days to that date), so August’s include weeks before we joined.
- The three September reports in between: £39.0K–£39.6K.
Every figure here comes from our weekly account reports to the brand.
Straight from their Klaviyo.
Same account, same settings. July vs 22 Sep – 22 Oct. Tap a screenshot to enlarge it.
- Revenue = Klaviyo-attributed email + SMS (Placed Order). July had no SMS.
- Both windows are the same length. Per day: £997 → £3,156 (3.2×).
- The whole store grew too: £4,524 → £8,830 a day (+95%), helped by a new website and creative.
- So share of revenue isolates email & SMS: 22% (Jul) → 24.9% (1 Oct) → 29.5% (15 Oct) → 35.74% (22 Oct).
In their words.
These guys are next level. We moved from an agency where we felt like we did most of the work and the difference is night and day. The metrics are massively different yes but also the quality of suggestions, work and overall tenacity is what makes this partnership worth it. Rui is a don and feels like a part of our company! Keep it going guys, you are amazing
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