Building Maison Mahj’s email revenue engine from zero.
A premium, collector-led brand on Klaviyo. This was a foundational build, not an optimization project: full lifecycle architecture designed and deployed from the ground up, generating revenue within three weeks. The launch it powered sold out in two days.
The problem
Nothing to optimise. Everything to build.
A premium, collector-led brand with a launch date and no retention system behind it. There was no account history to read, which meant nothing could be inferred and everything had to be proven.
No lifecycle at all
No welcome, no abandonment, no post-purchase, no winback. A brand about to launch with no system to catch the demand it was about to create.
A list of 700 people
Small, and the only audience for a launch that needed to sell out. Every subscriber mattered, which ruled out spraying the list to see what stuck.
Luxury product, discount reflex
The easy opening move is a coupon. On a collector product at this price point that would have set the wrong anchor permanently.
No sending history
No sender reputation, no benchmarks, no behavioural data. The system had to be built and validated at the same time.
The lifecycle system
A complete stack, deployed before the doors opened.
Six flows built to run automatically inside Klaviyo, sequenced so the system could capture intent, convert the first purchase, then carry the relationship past it. Revenue started landing inside three weeks.
Welcome
Brand story first, purchase conversion second. The list was small and had to be earned, not converted at any cost.
Abandoned cart
The highest revenue flow in the build, at $9.02 revenue per recipient.
Abandoned checkout
Checkout recovery at $8.33 revenue per recipient, kept separate from cart because they are different journeys.
Browse abandonment
Intent recovery. $2,163 in under three weeks from people who only looked.
Post-purchase
The repeat purchase bridge, built to carry a collector from a first set to a second.
Winback
A re-engagement layer, deliberately light on a list this new.
The creative
An invitation, not a coupon.
The list was built with a Collectors’ List signup that offered access rather than a discount, and the popup converted at 9.31% on desktop. The emails were designed to look like something you would want to receive from a brand you collect, which is a different job from making someone click today.
The results
Revenue inside three weeks. A sell-out inside two days.
The first figures below are from the opening three weeks and the launch that followed. Across the first twelve months the account now runs at 75.9% of total store revenue attributed to email, which is the highest share of any brand we work with.
A small list is not a small opportunity. It is a reason to be precise.
Under 3,000 subscribers produced $148,048 in launch week and 74.9% of store revenue. Nobody was sent a discount to make that happen.
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 / Maison Mahj
Building Maison Mahj’s email revenue engine from zero.
A premium, collector-led brand on Klaviyo. This was a foundational build, not an optimization project: full lifecycle architecture designed and deployed from the ground up, generating revenue within three weeks. The launch it powered sold out in two days.
$148,048
email revenue in launch week
74.9%
of store revenue during the launch
$10,137
flow revenue in the first 3 weeks
700 → 1,364
subscribers in 30 days, up 94%
×
Live account
First 12 months
75.9%
of total store revenue from email
the highest share in our portfolio
$1,264,532
Klaviyo attributed revenue
from a standing start
$1,161,343
campaign revenue
across 144,188 sends, $8.05 per send
$103,189
flow revenue
across 45,106 sends, $2.29 per send
The problem
Nothing to optimise. Everything to build.
A premium, collector-led brand with a launch date and no retention system behind it. There was no account history to read, which meant nothing could be inferred and everything had to be proven.
No lifecycle at all
No welcome, no abandonment, no post-purchase, no winback. A brand about to launch with no system to catch the demand it was about to create.
A list of 700 people
Small, and the only audience for a launch that needed to sell out. Every subscriber mattered, which ruled out spraying the list to see what stuck.
Luxury product, discount reflex
The easy opening move is a coupon. On a collector product at this price point that would have set the wrong anchor permanently.
No sending history
No sender reputation, no benchmarks, no behavioural data. The system had to be built and validated at the same time.
No flows
No history
One shot at launch
The lifecycle system
A complete stack, deployed before the doors opened.
Six flows built to run automatically inside Klaviyo, sequenced so the system could capture intent, convert the first purchase, then carry the relationship past it. Revenue started landing inside three weeks.
Capture
→
Convert
→
Repeat
→
Scale
4 emails
Welcome
Brand story first, purchase conversion second. The list was small and had to be earned, not converted at any cost.
15 emails
Abandoned cart
The highest revenue flow in the build, at $9.02 revenue per recipient.
6 emails
Abandoned checkout
Checkout recovery at $8.33 revenue per recipient, kept separate from cart because they are different journeys.
4 emails
Browse abandonment
Intent recovery. $2,163 in under three weeks from people who only looked.
4 emails
Post-purchase
The repeat purchase bridge, built to carry a collector from a first set to a second.
2 emails
Winback
A re-engagement layer, deliberately light on a list this new.
The creative
An invitation, not a coupon.
The list was built with a Collectors’ List signup that offered access rather than a discount, and the popup converted at 9.31% on desktop. The emails were designed to look like something you would want to receive from a brand you collect, which is a different job from making someone click today.
The results
Revenue inside three weeks. A sell-out inside two days.
The first figures below are from the opening three weeks and the launch that followed. Across the first twelve months the account now runs at 75.9% of total store revenue attributed to email, which is the highest share of any brand we work with.
$148,048
Email revenue in launch week
74.9%
Of store revenue during the launch
2 days
To sell out, on a list under 3,000
$10,137
Flow revenue in the first 3 weeks
700 → 1,364
Subscribers in 30 days, up 94%
$9.02
Abandoned cart revenue per recipient
9.31%
Desktop popup submit rate
$2,617
From one validation send to 658 people
A small list is not a small opportunity. It is a reason to be precise.
Under 3,000 subscribers produced $148,048 in launch week and 74.9% of store revenue. Nobody was sent a discount to make that happen.
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