Turning email into a predictable revenue engine for Ettika.
An established DTC jewelry brand with email flat at 16% of revenue, 30+ overlapping flows, and a list carrying 50,000 dormant profiles. We rebuilt the lifecycle from fragmented flows into a structured, scalable revenue system.
The problem
Critical gaps were limiting email performance.
Ettika was already an established DTC jewelry brand with real revenue. Email was running, and running hard, but the system underneath it was working against itself.
Fragmented flow architecture
Over 30 flows existed with overlapping triggers. The same customer could sit in three at once, which caused fatigue and lost revenue rather than adding it.
Broken personalization logic
Dynamic blocks were malfunctioning, so the content people received often had little to do with what they had browsed or bought.
Weak deliverability infrastructure
Authentication protocols were incomplete, which quietly capped inbox placement no matter how good the send was.
Low quality list structure
50,000 dormant profiles were dragging deliverability down and inflating the platform bill every month.
The rebuild framework
Fragmented automations became a modular lifecycle.
Consolidation before creation. Thirty overlapping flows became a smaller set that each do one job, on infrastructure clean enough for them to land.
Infrastructure reset
Authentication fixed, list cleaned, sender reputation restored. 50,000 dormant profiles removed, deliverability 61 to 71, and roughly $800 a month saved in platform costs that were being spent on people who never opened.
Modular flow system
Thirty-plus overlapping flows consolidated into a modular lifecycle: welcome, abandoned checkout, abandoned cart, browse, post-purchase and winback. One job each, with exit conditions that actually fire.
Behavioural segmentation
Segments built on what people did rather than who we guessed they were. Post-purchase branched by first product bought, because the first purchase turned out to predict the second.
Design elevation
Improved hierarchy, clarity and mobile experience, matched to Ettika’s brand positioning rather than a discount template. Open rate went 55% to 71% and unsubscribe rate fell from 0.66% to 0.29%.
The creative
Email design was elevated to match the brand.
Ettika sells jewellery that people wear to be looked at. The email had to carry that. Improved hierarchy, cleaner mobile layouts and photography given room to breathe, with behavioural segmentation deciding who saw which piece.
The results
Email became a primary revenue driver.
The engagement figures below are from the rebuild window. The live account has kept compounding since: flow revenue is up 174% year on year and revenue per recipient rose from $0.61 to $0.86, so the growth is efficiency, not just more sending.
The first product someone buys predicts the second. One flow was averaging that away.
The best post-purchase branch now repurchases at 26.1%. The weakest sits at 6.0%. A single unsegmented flow would have averaged those into one unremarkable number and hidden the entire insight.
Want this run on your account?
It starts with a discovery call. If we both think the engagement makes sense, the audit is free, and it opens your account the same way this one started.
Book a discovery callCase studies / Ettika
Turning email into a predictable revenue engine for Ettika.
An established DTC jewelry brand with email flat at 16% of revenue, 30+ overlapping flows, and a list carrying 50,000 dormant profiles. We rebuilt the lifecycle from fragmented flows into a structured, scalable revenue system.
+40%
email revenue growth
21.64%
of total revenue from email, up from 15.82%
$376,068
attributed email revenue
50,000+
dormant profiles removed
Live account
Last 12 months
$1,184,285
Klaviyo attributed revenue
+117% year on year
$763,093
flow revenue
up 174%, RPR $0.61 to $0.86
$125,053
SMS revenue
from zero, channel launched
45
flows live
up from 26
The problem
Critical gaps were limiting email performance.
Ettika was already an established DTC jewelry brand with real revenue. Email was running, and running hard, but the system underneath it was working against itself.
Fragmented flow architecture
Over 30 flows existed with overlapping triggers. The same customer could sit in three at once, which caused fatigue and lost revenue rather than adding it.
Broken personalization logic
Dynamic blocks were malfunctioning, so the content people received often had little to do with what they had browsed or bought.
Weak deliverability infrastructure
Authentication protocols were incomplete, which quietly capped inbox placement no matter how good the send was.
Low quality list structure
50,000 dormant profiles were dragging deliverability down and inflating the platform bill every month.
Customer fatigue
Low relevance
Inflated platform cost
The rebuild framework
Fragmented automations became a modular lifecycle.
Consolidation before creation. Thirty overlapping flows became a smaller set that each do one job, on infrastructure clean enough for them to land.
Infrastructure
→
Consolidation
→
Segmentation
→
Design
Pillar 1
Infrastructure reset
Authentication fixed, list cleaned, sender reputation restored. 50,000 dormant profiles removed, deliverability 61 to 71, and roughly $800 a month saved in platform costs that were being spent on people who never opened.
Pillar 2
Modular flow system
Thirty-plus overlapping flows consolidated into a modular lifecycle: welcome, abandoned checkout, abandoned cart, browse, post-purchase and winback. One job each, with exit conditions that actually fire.
Pillar 3
Behavioural segmentation
Segments built on what people did rather than who we guessed they were. Post-purchase branched by first product bought, because the first purchase turned out to predict the second.
Pillar 4
Design elevation
Improved hierarchy, clarity and mobile experience, matched to Ettika’s brand positioning rather than a discount template. Open rate went 55% to 71% and unsubscribe rate fell from 0.66% to 0.29%.
The creative
Email design was elevated to match the brand.
Ettika sells jewellery that people wear to be looked at. The email had to carry that. Improved hierarchy, cleaner mobile layouts and photography given room to breathe, with behavioural segmentation deciding who saw which piece.
The results
Email became a primary revenue driver.
The engagement figures below are from the rebuild window. The live account has kept compounding since: flow revenue is up 174% year on year and revenue per recipient rose from $0.61 to $0.86, so the growth is efficiency, not just more sending.
+40%
Email revenue growth
15.82% → 21.64%
Email contribution to revenue
$376,068
Attributed email revenue
50,000+
Dormant profiles removed
55% → 71%
Open rate
0.66% → 0.29%
Unsubscribe rate
61 → 71
Deliverability score
$800/mo
Saved in platform costs
The first product someone buys predicts the second. One flow was averaging that away.
The best post-purchase branch now repurchases at 26.1%. The weakest sits at 6.0%. A single unsegmented flow would have averaged those into one unremarkable number and hidden the entire insight.
Want this run on your account?
It starts with a discovery call. If we both think the engagement makes sense, the audit is free, and it opens your account the same way this one started.
Book a discovery call
See all case studies