01
Nr
RETENTION
Case study · Naked Root · Home & garden · US
How a US planter brand grew campaign revenue 755% and flow revenue 247% in a year, with email reaching 37% of store revenue.
Campaign revenue year over year.
Flow revenue year over year.
Email’s share of store revenue.
Aug 1, 2024 to Jul 31, 2025 · source: Klaviyo
01 · Starting point
A US brand selling planters on Shopify, sending email through Klaviyo.
The welcome, post-purchase and checkout recovery flows decide whether a first order becomes a second. Like most accounts I see, they had been set up once and left alone.
The goal: more second orders, at full price.
02 · What I built
I rebuilt the three flows first, so new subscribers buy, first-time buyers come back, and abandoned checkouts recover without a code at every step. Then campaigns went out every month, judged on revenue per recipient.
Campaigns were tested on revenue per recipient, and the winners stayed. That included seasonal gift drops with no discount. The summer drop, Starry Night, earned $32,226 across all its campaigns in July 2025. The six emails below made up $27,851 of it.
Launch, Jul 10
$9,702.59
Behind the scenes, Jul 17
$6,834.71
Night, Jul 24
$5,122.04
Van Gogh, Jul 31
$4,724.75
Two resends
$1,467.02
Total, six emails
$27,851.11
Starry Night sends · Jul 2025 · source: Klaviyo
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.
Campaign revenue
$160,228.73 in campaign revenue.
Aug 2024 to Jul 2025, up 754.9% on the previous 12 months, on 621,533 recipients.
+754.9%
Against the previous 12 months.
621,533
Recipients.
Aug 2024 to Jul 2025 · source: Klaviyo
Drop 01 · Velvet Red · Feb 6, 2025
Never for sale. Only gifted.
An exclusive one-time edition of the 5-inch Breathing Planter, given as a gift with any $125+ order.
$13,091.06
Revenue from all Velvet Red campaigns.
0.25%
Placed order rate, Feb 6 send.
Source: Klaviyo
Drop 02 · Lavender Haze · Apr 23, 2025
A free planter in every order.
Every order included a free 3″ Lavender Haze Breathing Planter. In the Mother’s Day window (Apr 21 to May 11), orders over $125 also received a free 5″ planter.
$21,165.78
Revenue from all Lavender Haze campaigns.
0.49%
Placed order rate, Act IV, Jun 1 send.
Source: Klaviyo
Drop 03 · Starry Night · Jul 10, 2025
Not for sale. Not for everyone.
The Starry Night launch email. A gift wrapped in silence, given without a price tag.
$32,225.71
Revenue from all Starry Night campaigns.
0.46%
Placed order rate, Jul 10 launch.
Source: Klaviyo
Gifts vs discount
Three gift drops. All beat the 30% off sale.
The BFCM sale at 30% off earned $12,699.22. Velvet Red earned $13,091.06, Lavender Haze $21,165.78 and Starry Night $32,225.71.
$12,699.22
BFCM, 30% off.
$32,225.71
Starry Night, no discount.
Campaign revenue, all campaigns in each drop or sale · source: Klaviyo
CAMPAIGN REVENUE · EACH DROP OR SALE
BFCM 30% off
Velvet Red
Lavender Haze
Starry Night
Source: Klaviyo
MONTHLY ATTRIBUTED EMAIL REVENUE
Aug 24
Dec 24
Feb 25
May 25
Aug 25
Source: Klaviyo
One year of growth
From $10,448 to $84,981 a month.
Monthly attributed email revenue, Aug 2024 to Aug 2025: 8.1x in a year. It passed $19,838 in Dec 2024 after BFCM, $31,833 in Feb 2025 and $63,510 in May 2025.
8.1x
Monthly email revenue in a year.
Monthly attributed email revenue · source: Klaviyo
Email share of revenue
37% of store revenue now comes from email.
Total store revenue was up 399.1% on the previous 12 months, so not all of the growth is email’s. Email was still more than a third of the total.
$438K
Attributed email revenue, 37.3% of store revenue.
$1.17M
Total store revenue, up 399.1%.
Aug 1, 2024 to Jul 31, 2025 · source: Klaviyo
04 · Results
How to read these numbers
• Revenue is Klaviyo-attributed and compared with the previous 12 months.
• Total store revenue was $1,174,587.89 (+399.1%), so not all of the growth is email’s.
• Email-attributed revenue was $438K, 37.3% of the total (+343.2%).
• Campaign revenue was $160,228.73 (+754.9%) on 621,533 recipients (+355.2%). Revenue per campaign recipient went from about $0.14 to $0.26, so better sends did part of the work, not only more of them.
• Flow revenue was $277,902.55 (+246.9%) on 95,043 recipients (+234.3%). Flow growth came mostly from volume.
• Give people a reason to buy that isn’t a coupon. The summer drop earned $32,226 with no discount.
05 · The screenshots
Cropped to hide account details. The numbers are as Klaviyo reports them.
Overall growth · Aug 2024 to Jul 2025 · source: Klaviyo
Starry Night gift drop · Jul 2025 · source: Klaviyo
Book a call and we’ll look at where your account stands. Prefer to start on your own? The 308-Point Leak Audit shows where repeat revenue is leaking, biggest first.
30-min call · Leak Audit walkthrough in 3 days · read-only access
Not ready for a call?
Start with the Leak Audit
Not ready yet? Get a free breakdown.
A short video of the biggest leak I can see from the outside. No access needed.