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Case study · Planificador Creativo · Digital planners
How a digital planner brand went from a launch spike and almost no email revenue to a store where email drives 43% of sales.
Email’s share of store revenue, up from 14%.
Email-attributed revenue, up from €1.75K (+911%).
Recipients reached, up from about 3,000.
Jul 1 to Aug 31, 2024 · source: Klaviyo
01 · Starting point
Planificador Creativo sells digital planners on Shopify and sends email through Klaviyo.
Sales bunched into a single launch month, then nearly stopped. Email was barely part of the picture. There was no branded sending domain, no flow map, no mapped customer journey and no email strategy. No campaigns went out in the 62 days before the work began, and email earned €1.75K, 14% of store revenue.
The goal: an email system that sells without a launch behind it.
02 · What I built
I started with what was missing: a branded sending domain, a flow map and a mapped customer journey. Then I built the flows that follow a visitor from signup to first order, and began sending campaigns on a real strategy.
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.
Email share of revenue
43% of store revenue came from email.
Up from 14% in the 62 days before. Jul 1 to Aug 31, 2024 compared with Apr 30 to Jun 30.
14%
Before.
43%
After.
Jul 1 to Aug 31, 2024 vs Apr 30 to Jun 30 · source: Klaviyo
EMAIL SHARE OF STORE REVENUE
Before
After
Source: Klaviyo
Automated flows
€16.1K from automated flows.
91% of email revenue now runs without a send. Welcome flow revenue per recipient is €1.10, up from €0.11.
€16.1K
Flow revenue.
€1.10
Welcome flow per recipient, up from €0.11.
Jul 1 to Aug 31, 2024 · source: Klaviyo
Vs industry benchmark
2.48% click rate. The median is 1.14%.
Campaign click rate in August 2024, against the Klaviyo benchmark median.
2.48%
Planificador.
1.14%
Benchmark median.
Campaign benchmarks · Aug 2024 · source: Klaviyo
CAMPAIGN CLICK RATE · AUG 2024
Planificador
Median
Source: Klaviyo
Campaigns
Newsletters that teach.
Educational sends on planning, notebooks and seasonal prep, each with one clear next step.
Source: Klaviyo
04 · Results
How to read these numbers
• Revenue is Klaviyo-attributed.
• The starting point was small (€1.75K), and the audience grew from about 3,000 to 85,000 recipients, so I show revenue per recipient next to the totals.
• This covers the first 60 days of the engagement.
05 · The screenshots
Cropped to hide account details. The numbers are as Klaviyo reports them.
Before · Apr 30 to Jun 30, 2024 · source: Klaviyo
After · Jul 1 to Aug 31, 2024 · source: Klaviyo
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