03
Fp
RETENTION
Case study · FIT Protection · Seasonal · auto accessories
How a seasonal windshield protection store went from a quiet winter to a spring where email drove 43% of sales and the welcome flow alone earned $152K.
Welcome flow revenue.
Flow revenue per recipient in May 2025. Klaviyo median: $2.06.
Email’s share of store sales.
Mar 1 to May 31, 2025 · source: Klaviyo
01 · Starting point
FIT Protection sells windshield protection on Shopify and sends email through Klaviyo.
The store is seasonal. Orders ran through summer 2024, stopped in the autumn, and restarted in January 2025 with 31 orders and $6.3K of email revenue. The flows were built in January and February, and the campaign calendar followed. In the 90 days before the window, email earned $35.6K.
The goal: an email system that carries the peak season, not just the first weeks of it.
02 · What I built
I built the flows that follow a visitor from signup to first order, then began sending campaigns on a calendar tied to the buying moments of the season, aimed at segments instead of the whole list.
Email revenue went from $35.6K to $297K against the quarter before. +734% against the off-season quarter before it.
03 · The numbers in detail
Every figure below comes from Klaviyo, with its period. The decks these come from are shown next to each result.
Before and after
$35.6K to $297K.
Email-attributed revenue went from $35.6K (Dec 1, 2024 to Feb 28, 2025) to $297K (Mar 1 to May 31, 2025). It is a seasonal store, so Dec to Feb is off-season and part of the lift is the season arriving. Recipients grew about 6.8x.
$35.6K
Before.
$297K
After.
Revenue is Klaviyo-attributed · source: Klaviyo
EMAIL-ATTRIBUTED REVENUE
Dec to Feb
Mar to May
Source: Klaviyo
Welcome flow
The welcome flow earned $152K.
A welcome series with a $20 first-order code. It earned $18.6 per recipient across the window.
$152K
Welcome flow revenue.
$18.6
Per recipient.
Top flows · Mar 1 to May 31, 2025 · source: Klaviyo
Abandonment flows
Abandonment flows earned $46.9K.
Checkout, cart and browse abandonment, each ranked by revenue and by revenue per recipient.
$25,098
Checkout, $20.69 per recipient.
$16,807
Cart, $11.60 per recipient.
$5,010
Browse, $2.69 per recipient.
Live abandonment flows · Mar 1 to May 31, 2025 · source: Klaviyo
ABANDONMENT FLOW REVENUE · MAR TO MAY
Checkout
Cart
Browse
Source: Klaviyo
FLOW REVENUE PER RECIPIENT · MAY 2025
FIT Protection
Median
Source: Klaviyo
Vs industry benchmark
$14.50 per recipient. The median is $2.06.
Flow revenue per recipient in May 2025 put FIT Protection in the 89th percentile.
$14.50
FIT Protection.
$2.06
Benchmark median.
Flow benchmarks · May 2025 · source: Klaviyo
Campaigns
A calendar built around buying moments.
Mother’s Day and Memorial Day offers, plus educational sends in between.
Campaign calendar · May 2025 · source: Klaviyo
04 · Results
How to read these numbers
• Revenue is Klaviyo-attributed.
• The store is seasonal: Dec to Feb is off-season, so the previous period is a low base, and part of the lift is the season arriving.
• Volume did most of the work. Email recipients grew about 6.8x, and welcome flow revenue per recipient held steady rather than rising ($17.1 to $18.6).
• Open and click rates dipped as the list widened, and spam complaint and unsubscribe rates sit above the benchmark median. That is the next thing to fix.
05 · The screenshots
Cropped to hide account details. The numbers are as Klaviyo reports them.
After · Mar 1 to May 31, 2025 · source: Klaviyo
Before · Dec 1, 2024 to Feb 28, 2025 · source: Klaviyo
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