From a broken email setup to a flow-led revenue engine.
A premium leather goods brand where email was contributing only 3 to 5% of revenue. The issue was never volume, it was missing lifecycle infrastructure. Core flows were absent or broken. We built the lifecycle system in Klaviyo and turned email into a predictable revenue channel in 90 days.
Subscriber growth: +510.53% · Built and measured over 90 days
The problem
The issue was architecture, not effort.
A premium leather goods brand doing real revenue, with email stuck at 3 to 5% of it. Nobody was being lazy. The lifecycle infrastructure that turns sending into a system simply was not there.
Lifecycle coverage
Key automation flows were missing or incomplete, so the moments that reliably produce revenue were going uncovered.
Experience design
Emails lacked the premium structure and trust signals a leather goods buyer expects before spending at this price.
Funnel logic
Messaging did not adapt to buyer context or behaviour. Everyone was treated as though they were at the same stage.
Capture infrastructure
Subscriber acquisition was not feeding automation, so even new subscribers landed in nothing.
The rebuild framework
Lifecycle architecture, built in 90 days.
Four constraints, addressed in order. Coverage first, because a flow that does not exist cannot be optimised, then the experience, the logic and the capture that feeds it all.
Coverage
The missing flows were built and the broken ones repaired, so every revenue moment in the journey had something behind it. 99.57% of email revenue now comes from flows rather than manual sends.
Experience
Emails rebuilt with the structure and trust signals a premium leather buyer expects, so the email matched the product rather than undercutting it.
Logic
Messaging adapted to buyer context and behaviour, with pre-purchase and post-purchase treated as genuinely different journeys.
Capture
Subscriber acquisition rewired to feed the automation directly. Subscriber growth rose 510.53% and, crucially, new subscribers landed in a working system.
The creative
The email had to feel like the product.
Premium leather is bought slowly and deliberately, and the inbox is usually the first place a buyer decides whether a brand is serious. Structure, restraint and trust signals did more work here than any offer would have.
The results
A predictable revenue channel in 90 days.
Flow revenue went from a rounding error to the engine of the channel. The figure worth reading twice is 99.57%: almost all of this revenue arrives without anyone deciding to send anything.
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 Milano
From a broken email setup to a flow-led revenue engine.
A premium leather goods brand where email was contributing only 3 to 5% of revenue. The issue was never volume, it was missing lifecycle infrastructure. Core flows were absent or broken. We built the lifecycle system in Klaviyo and turned email into a predictable revenue channel in 90 days.
€2,288 → €30,122
flow revenue
+773.8%
email revenue growth
3.04% → 33.92%
email contribution
99.57%
revenue from flows
Subscriber growth: +510.53% · Built and measured over 90 days
×
The programme
90 days
€2,288 → €30,122
flow revenue
+773.8% over the period
3.04% → 33.92%
email contribution to revenue
from a 3 to 5% starting point
99.57%
of email revenue from flows
automation, not manual sending
+510.53%
subscriber growth
capture infrastructure rebuilt
The problem
The issue was architecture, not effort.
A premium leather goods brand doing real revenue, with email stuck at 3 to 5% of it. Nobody was being lazy. The lifecycle infrastructure that turns sending into a system simply was not there.
Lifecycle coverage
Key automation flows were missing or incomplete, so the moments that reliably produce revenue were going uncovered.
Experience design
Emails lacked the premium structure and trust signals a leather goods buyer expects before spending at this price.
Funnel logic
Messaging did not adapt to buyer context or behaviour. Everyone was treated as though they were at the same stage.
Capture infrastructure
Subscriber acquisition was not feeding automation, so even new subscribers landed in nothing.
Broken or missing flows
No pre-purchase journey
Weak post-purchase
The rebuild framework
Lifecycle architecture, built in 90 days.
Four constraints, addressed in order. Coverage first, because a flow that does not exist cannot be optimised, then the experience, the logic and the capture that feeds it all.
Coverage
→
Experience
→
Logic
→
Capture
Pillar 1
Coverage
The missing flows were built and the broken ones repaired, so every revenue moment in the journey had something behind it. 99.57% of email revenue now comes from flows rather than manual sends.
Pillar 2
Experience
Emails rebuilt with the structure and trust signals a premium leather buyer expects, so the email matched the product rather than undercutting it.
Pillar 3
Logic
Messaging adapted to buyer context and behaviour, with pre-purchase and post-purchase treated as genuinely different journeys.
Pillar 4
Capture
Subscriber acquisition rewired to feed the automation directly. Subscriber growth rose 510.53% and, crucially, new subscribers landed in a working system.
The creative
The email had to feel like the product.
Premium leather is bought slowly and deliberately, and the inbox is usually the first place a buyer decides whether a brand is serious. Structure, restraint and trust signals did more work here than any offer would have.
The results
A predictable revenue channel in 90 days.
Flow revenue went from a rounding error to the engine of the channel. The figure worth reading twice is 99.57%: almost all of this revenue arrives without anyone deciding to send anything.
€2,288 → €30,122
Flow revenue
+773.8%
Email revenue growth
3.04% → 33.92%
Email contribution to revenue
99.57%
Of email revenue from flows
+510.53%
Subscriber growth
90 days
Start to measured result
A flow that does not exist cannot be optimised.
Milano was not underperforming because the sending was bad. It was underperforming because most of the lifecycle had never been built. Coverage first, every time.
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