DTC Beauty · Case study
Cedar & Sage DTC Beauty: 5.4x Klaviyo revenue
A clean-beauty DTC brand rebuilt Klaviyo from scratch. Email revenue went from 9% to 38% of total, with abandoned cart and post-purchase flows doing the heavy lifting.
5.4x
Email revenue
38%
Email share
+62%
Repeat purchase rate
8 mo
Engagement
The challenge
Cedar & Sage had a great product and growing paid acquisition, but no email program. Welcome series was a single email and abandoned cart did not exist.
What we did
- Built a full Klaviyo program: welcome series, abandoned cart, browse abandonment, post-purchase, winback, VIP, replenishment.
- Segmented the list by purchase history, browsing behaviour and predicted lifetime value.
- Designed and shipped 6 newsletter editions per month.
- Cleaned the list and rebuilt sender reputation from a 78% inbox placement to 96%.
The result
Email revenue grew 5.4x in eight months. Email share of total revenue moved from 9% to 38%. Repeat purchase rate climbed 62% thanks to replenishment and post-purchase flows.