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United StatesSwimwearKlaviyo email

Store sales fell 24%. Email revenue grew 65%.

A US swimwear brand had email doing very little: a 2.5% popup opt-in, a 0.83% flow click rate, and every welcome sale on the first email. I rebuilt its five core flows. Six months later, in a month when store revenue was down 24% year over year, Klaviyo revenue was up 65%.

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All figures reported by Klaviyo. Screenshot below.

Tal Mor, Swimwear Klaviyo Email Case Study

Klaviyo share of store revenue

~13% → 29%

+65%Klaviyo revenue, Mar 29 to Apr 28, 2025 vs 2024

$20,720from the flows I built, in those 31 days

Real account. Client name withheld for privacy.

+65%

Klaviyo revenue, Mar 29 to Apr 28, 2025 vs same dates 2024

~13% → 29%

Klaviyo share of store revenue, same windows

16%

Of all store revenue came from the rebuilt flows, same 31 days

The client

A direct-to-consumer swimwear brand in the US, selling online and through large retailers.

Swimwear is seasonal and discount-heavy. Most buyers come in once a year, compare a lot and wait for a code. That makes email the cheapest place to win them back, if the flows actually do their job.

Here they did not. The popup converted 2.5% of visitors, flow emails got a 0.83% click rate, and the welcome flow gave away 25% and then 35% off almost immediately.

Industry	Swimwear, direct to consumer
Country	United States
Channel	Klaviyo email flows
Starting point	2.5% popup opt-in, 0.83% flow click rate, Klaviyo about 13% of revenue
Scope	Welcome, browse, cart, checkout and post-purchase flows
Engagement	October 2024 to May 2025

What I found in the audit

A weak popup. 2.5% opt-in, even with 25% off on the table, and no mobile exit intent.
Flows nobody clicked. A 0.83% click rate on flow emails, with the call to action often at the bottom and very little about the product itself.
Discounts too big, too soon. 25% and then 35% off inside the welcome flow, and nearly all welcome sales came from the first email.
Overlapping logic. Browse abandonment also fired on add to cart, a separate site abandonment flow duplicated it, and a 50% random sample cut browse emails in half.
No VIP treatment. Campaigns were split into segments, but every segment got the same content.

The strategy

Four flows built as one system. Welcome, browse, cart and checkout abandonment, 8 to 10 emails each, with shared emails so a shopper moving between flows still sees the key content once.
A slower discount ladder. The welcome offer dropped to 10%, with bigger codes held back for later emails and last-chance moments.
Product first. Each email leads with the call to action and explains fit, fabric and use, instead of burying it at the bottom.
A 10-email post-purchase flow. Care tips, social proof, a next-purchase offer, a refer-a-friend credit, the warranty, top picks and a short-window offer to bring buyers back.
Designed in Figma, built to stay editable in Klaviyo, so the brand team can change copy and offers without a designer.
A tuning pass after launch. Discount codes matched to each email position, a fixed cart trigger, and A/B tests on the emails that mattered most.

Results

The same 31 days a year apart, so seasonality cancels out. All figures reported by Klaviyo (Placed Order, Klaviyo attribution).

Metric	Mar 29 to Apr 28, 2024	Mar 29 to Apr 28, 2025	Change
Total store revenue	~$171,000	$129,960	-24%
Klaviyo-attributed revenue	~$22,980	$37,917	+65%
Klaviyo share of revenue	~13%	29%	+16 pts
Revenue from flows	n/a	$20,720	16% of store revenue

2024 figures are worked back from Klaviyo's reported change and are approximate. In the 2025 window, email was $31,579 and SMS $6,338 of the attributed total, and campaigns were $17,197. Klaviyo's report does not show order counts.

The screenshots

Straight from Klaviyo. No brand name in frame.

app.klaviyo · email

+65%

Klaviyo revenue, Mar 29 to Apr 28, 2025 vs the same dates in 2024, while total revenue fell 24%

How I work

Free email review

I look at your Klaviyo account before we talk: flows, popup, segments and what each email earns.

Flow plan

A map of every flow and email, with timing, offers and what each one should do.

Design and build

Designed in Figma, built in Klaviyo so your team can still edit it.

Tune after launch

Discounts, triggers and A/B tests adjusted on real numbers.

I have run my own ecommerce brands for 20 years. Email is the cheapest revenue a store has, and most stores leave it on the table.

In at least five brands I have taken email from about 15% to the 30% range of revenue. I plan the flows, direct the design and build them in Klaviyo myself.

20 years operating5+ brands to ~30% email revenueFigma to Klaviyo, editableUpwork Top Rated · 100% JSS

Questions about Klaviyo for swimwear and apparel brands

Straight answers, from this account.

What share of revenue should email bring in for a swimwear brand?

A healthy store usually gets 20% to 30% of revenue from email and SMS. This brand went from about 13% to 29% in the same month a year apart.

Which Klaviyo flows matter most?

Welcome, browse abandonment, cart abandonment, checkout abandonment and post-purchase. Get those five right before adding anything else.

How big should the welcome discount be?

Smaller than most brands think. Here it went from 25% to 10%, with bigger offers saved for later emails and last-chance moments.

How long are good Klaviyo flows?

Longer than the usual two or three emails. These flows run 8 to 10 emails each, with shared emails so shoppers who move between flows are not hit twice.

Can a designed email still be edited in Klaviyo?

Yes, if it is built in Klaviyo's drag and drop blocks instead of one big image. That is how these were built.

How fast do new flows show results?

Flows start earning as soon as they go live, but a fair read takes a full season. This comparison is about five months after launch, against the same dates a year earlier.