Turning lifecycle into a stronger revenue channel
al.ive body partnered with Flow Butler to overhaul its Klaviyo lifecycle ecosystem across 15 automated flows, while strengthening campaign strategy, segmentation, list growth and performance reporting across email and SMS.
The objective was to build an owned channel capable of supporting the scale and sophistication of a premium ecommerce brand, with more of the customer journey working before, during and after purchase.
- 26% of Australian Mid Year Sale revenue through email + SMS
- +18.8% Mid Year Sale revenue year on year
- +18.2% orders year on year during the sale
- 2x revenue per recipient from rebuilt automation
- 15 lifecycle flows overhauled
- up to 27% click rates on key emails in primary flows
- up to 9.6% conversion rates on key emails in primary flows
What a massive finish we had to the Mid Year Sale. Thanks for all the work you guys put into our longest campaign ever. The results paid off.
Every email, on brand.
Lifecycle ecosystem overhaul
Existing lifecycle flows were overhauled and rebuilt across the customer journey, while missing lifecycle journeys were added to create a broader retention system around acquisition, consideration, purchase and repeat purchase.
The overhaul covered 15 flows, including welcome, abandonment, post-purchase and other behavioural journeys. The rebuilt email flows focused on advanced segmentation and close mapping to the customer journey and key brand categories, with key flows generating around twice the revenue per recipient of the journeys they replaced.
Segmentation and customer journeys
Lifecycle and campaign messaging was structured around customer behaviour, purchase history and engagement, allowing al.ive body to communicate differently with new subscribers, browsers, customers and returning purchasers.
The focus was on creating more relevant journeys across the lifecycle, rather than treating campaigns and flows as separate pieces of the channel.
Campaign and revenue strategy
Email and SMS were integrated into major trading periods as commercial channels rather than supporting communications.
During the Mid Year Sale, Australian email and SMS generated 26% of revenue. Across the sale period, total revenue finished 18.8% ahead of the previous year and orders finished 18.2% ahead.
The sale hit forecast, providing the team a clear view of how owned media contributed alongside the broader ecommerce plan.
List growth and channel infrastructure
We materially improved subscriber acquisition by continuously testing and improving sign up forms, while simplifying form structures previously in place. This continued through high-traffic trading periods, while the underlying Klaviyo setup was strengthened through improved data capture, testing, reporting and quality control.
This included ongoing signup optimisation, flow reviews and a more structured approach to using performance data to guide the retention plan.
Creative and brand alignment
Flow Butler worked within al.ive body's premium visual and verbal standards so lifecycle automation felt consistent with the rest of the brand experience.
Campaigns and automated journeys were developed to feel intentional, elevated and commercially effective, without sacrificing the design-led identity that customers recognise across the wider brand.
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