Rebuilding Xara Shilajit’s email engine into a structured lifecycle revenue system.
A 7-figure men’s wellness brand on Klaviyo. The system did not. We rebuilt the retention infrastructure across deliverability, segmentation, flows and campaign architecture, and moved email from a low-efficiency channel to a scalable revenue system.
Open rate: ~21% → 50%+ · Click rate: 0.3% → 0.88% · Abandonment flow CVR: +47%
The problem
Revenue existed. The system did not.
A 7-figure men’s wellness brand already selling well on Klaviyo. Email was running, but as a broadcast channel bolted onto the store rather than a system. This is the account we opened.
No segmentation
Mass sending reduced relevance. Every send went to the whole list, so the unengaged set the reputation for everyone.
Broken deliverability
Sender score 28. Authentication gaps plus years of dead weight meant a large share of sends never reached an inbox.
Inconsistent cadence
No structured calendar. Bursts of sends followed by silence, which trains subscribers to ignore you.
Broken flows
Journey logic and dynamic content failing. The flows that should compound were the ones doing least.
The rebuild framework
Four pillars, fixed in the order they were bleeding.
Deliverability sets the ceiling. Targeting sets the efficiency. Only then does creative matter. Each pillar had to hold before the next one was worth building.
Deliverability reset
List hygiene and an exclusion structure. Inactive subscribers past 90 days suppressed after one re-engagement attempt, so the engaged list could actually reach the inbox.
Segmentation system
Recency-based active segments plus behavioural groups for cart, checkout and browse abandoners, so campaigns could speak to what someone had actually done.
Cadence and rhythm
A steady 2 to 3 sends a week replacing bursts and silence, blending education with promotion so the list saw consistent value instead of sporadic noise.
Flows rebuilt
Welcome expanded from 1 email to 4, abandoned cart from 1 to 3, browse abandonment from 1 to 2, each with real triggers, exit conditions and a reason to exist.
The creative
Coupon-heavy sends became a brand system.
The old emails were plain and discount-led. We rebuilt them into fully branded, mobile-first templates with a masculine, vitality-driven voice, then used education and lifestyle hooks to build authority instead of leaning on another code. Multi-month supply plans did the rest, teaching customers what results to expect month by month, which is what lifted average order value and lifetime value together.
The results
What moved, and by how much.
Straight from the account. Email went from carrying a tenth of store revenue to carrying well over a quarter of it, and Klaviyo-attributed revenue more than doubled. That share shift is the number that tells you the channel is pulling weight rather than following the store.
Straight from the account. Campaign performance $677,072 across 8,894,717 recipients. Flow performance $354,330 across 853,098. Growth overview $5,696,930 total revenue.
We did not optimize emails. We rebuilt the system behind them.
Campaigns delivered $677k across 8.89M recipients. Flows delivered $354k across 853k. The flows reach a fraction of the audience and earn a third of the revenue, which is what a working lifecycle looks like.
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 / Xara Shilajit
Rebuilding Xara Shilajit’s email engine into a structured lifecycle revenue system.
A 7-figure men’s wellness brand on Klaviyo. Revenue existed. The system did not. We rebuilt the retention infrastructure across deliverability, segmentation, flows and campaign architecture, and email went from a low-efficiency channel to a scalable revenue system.
+45%
email revenue growth
12.03% → 28.48%
email’s contribution to revenue
28 → 85
deliverability score
$48 → $62.60
average order value
Open rate: ~21% → 50%+ · Click rate: 0.3% → 0.88% · Abandonment flow CVR: +47%
Live account
Last 12 months
$1,664,627
Klaviyo attributed revenue
+110% year on year
28.3%
of total store revenue
up from 10.2%
22
flows live
up from 9
17.8M
campaign emails delivered
across the year
The problem
Revenue existed. The system did not.
A 7-figure men’s wellness brand already selling well on Klaviyo. Email was running, but as a broadcast channel bolted onto the store rather than a system. This is the account we opened.
No segmentation
Mass sending reduced relevance. Every send went to the whole list, so the unengaged set the reputation for everyone.
Broken deliverability
Sender score 28. Authentication gaps plus years of dead weight meant a large share of sends never reached an inbox.
Inconsistent cadence
No structured calendar. Bursts of sends followed by silence, which trains subscribers to ignore you.
Broken flows
Journey logic and dynamic content failing. The flows that should compound were the ones doing least.
Low relevance
Low reliability
No compounding system
The rebuild framework
Four pillars, fixed in the order they were bleeding.
Deliverability sets the ceiling. Targeting sets the efficiency. Only then does creative matter. Each pillar had to hold before the next one was worth building.
Foundation
→
Targeting
→
Rhythm
→
Conversion
Pillar 1
Deliverability reset
List hygiene and an exclusion structure. Inactive subscribers past 90 days suppressed after one re-engagement attempt, so the engaged list could actually reach the inbox.
Pillar 2
Segmentation system
Recency-based active segments plus behavioural groups for cart, checkout and browse abandoners, so campaigns could speak to what someone had actually done.
Pillar 3
Cadence and rhythm
A steady 2 to 3 sends a week replacing bursts and silence, blending education with promotion so the list saw consistent value instead of sporadic noise.
Pillar 4
Flows rebuilt
Welcome expanded from 1 email to 4, abandoned cart from 1 to 3, browse abandonment from 1 to 2, each with real triggers, exit conditions and a reason to exist.
The creative
Coupon-heavy sends became a brand system.
The old emails were plain and discount-led. We rebuilt them into fully branded, mobile-first templates with a masculine, vitality-driven voice, then used education and lifestyle hooks to build authority instead of leaning on another code. Multi-month supply plans did the rest, teaching customers what results to expect month by month, which is what lifted average order value and lifetime value together.
The results
What moved, and by how much.
Straight from the account. Email went from carrying a tenth of store revenue to carrying well over a quarter of it, and Klaviyo-attributed revenue more than doubled. That share shift is the number that tells you the channel is pulling weight rather than following the store.
Straight from the account. Campaign performance $677,072 across 8,894,717 recipients. Flow performance $354,330 across 853,098. Growth overview $5,696,930 total revenue, up 104.2% on the previous period.
+45%
Email revenue growth
12.03% → 28.48%
Email contribution to revenue
28 → 85
Deliverability score
$48 → $62.60
Average order value
~21% → 50%+
Open rate
0.3% → 0.88%
Click rate
+47%
Abandonment flow CVR
+235.5%
Attributed revenue growth
We did not optimize emails. We rebuilt the system behind them.
Campaigns delivered $677k across 8.89M recipients. Flows delivered $354k across 853k. The flows reach a fraction of the audience and earn a third of the revenue, which is what a working lifecycle looks like.
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