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Case study · Purra Performance · Socks · Shopify + Klaviyo
How Purra Performance, a sock brand, turned email from an afterthought into about a quarter of store revenue, with flow revenue nearly tripling.
Email’s share of store revenue, up from 8%.
Email-attributed revenue, to $67.9K.
Flow revenue, nearly tripled.
Jan 1 to Aug 31, 2025 · source: Klaviyo
01 · Starting point
Purra Performance sells socks on Shopify and sends email through Klaviyo.
In January 2025, email earned $2.49K, 8% of a $31K month. The store was selling, but email was doing very little of the work. Over the following months the flows went live and campaigns began going out on a regular schedule.
The goal: make email a real share of store revenue, not an afterthought.
02 · What I built
I built the automated flows that follow a visitor from signup to first order and win back the ones who leave, then added a regular campaign program on top.
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
25% of store revenue came from email.
Of total store revenue ($272.6K), up from 8% in January 2025. Total store revenue rose 18.2%, so most of the gain is email taking a larger share of sales, not the store growing 89%.
8%
Jan 2025.
25%
Jan 1 to Aug 31, 2025.
Jan 1 to Aug 31, 2025 · source: Klaviyo
EMAIL SHARE OF STORE REVENUE
Jan 2025
Jan to Aug 2025
Source: Klaviyo
Automated flows
+186% flow revenue.
Flow revenue went up to $33.5K, on 4.3x the recipients (+329.5%).
+186%
Flow revenue, to $33.5K.
+329.5%
Flow recipients.
Jan 1 to Aug 31, 2025 vs previous period · source: Klaviyo
Campaign program
+42% campaign revenue.
Campaign revenue rose to $34.4K, on 71% more recipients.
+42%
Campaign revenue, to $34.4K.
+71%
Campaign recipients.
Jan 1 to Aug 31, 2025 vs previous period · source: Klaviyo
Seasonal promos
A promo for every buying moment.
Mother’s Day, Memorial Day, Father’s Day and 4th of July, each with its own code and creative: 30% off, 30% off, 30% off and 40% off.
Source: Klaviyo
Beyond promos
Product education, not only discounts.
Specific product education and customer-proof sends keep the list warm between promos.
Source: Klaviyo
04 · Results
How to read these numbers
• Revenue is Klaviyo-attributed.
• Total store revenue rose 18.2% ($272.6K), so most of the gain is email taking a larger share of sales, not the store itself growing 89%.
• Sending volume grew a lot: flow recipients were up 329.5% and campaign recipients up 71.1%.
• Welcome flow revenue per recipient is $2.35, which is modest, so the lift comes from reach and coverage rather than from unusually high yield per send.
05 · The screenshots
Cropped to hide account details. The numbers are as Klaviyo reports them.
Growth overview · Jan 1 to Aug 31, 2025 · source: Klaviyo
Top flows · Jan 1 to Aug 31, 2025 · source: Klaviyo
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