Erin Gray Designs is a women’s luxury lifestyle brand specializing in cashmere and elevated basics. With a growing wholesale business alongside direct-to-consumer retail, the brand needed an email infrastructure that could speak to two very different audiences, and convert both.
The Shopify store carried a large, beautifully curated collection, but the backend was underbuilt. Email capture was minimal, automations were either missing or inactive, and the brand had no systematic way to follow up with website visitors, abandoned carts, or lapsed customers.
Overview
| Metric | Result |
| Klaviyo-attributed revenue (30 days) | $58,605.11 |
| Revenue from email flows | $37,190.30 (63%) |
| Campaign open rate | 55–57% |
| Flow open rate | 67.54% |
| Flow placed order rate | 9.48% |
| Revenue per recipient — welcome series | $63.85 |
| Revenue per recipient — abandoned cart (wholesale) | $162.33 |
| Average order value | $322 |
The Challenge
Before working with us, Erin Gray faced a common DTC problem: plenty of website traffic, but a lackluster automated system to capture intent and convert it into revenue.
Specifically:
- One active welcome series for new subscribers
- An outdated abandoned cart recovery for retail or wholesale buyers
- No back-in-stock or browse abandonment flows
- Email list was unorganized, with retail and wholesale contacts mixed together
- No templates or branded email design system in place
The brand was leaving significant revenue on the table every single day, not from lack of product or audience, but from lack of infrastructure.
The Solution: Klaviyo Setup for Shopify
We implemented a full Klaviyo email marketing system integrated with their Shopify store. The build included:
List Architecture & Segmentation
We organized the subscriber base into distinct segments: retail customers, wholesale accounts, and prospects at each stage of the funnel. Wholesale buyers, a high-value segment with large average order values, were separated into their own flows to receive messaging appropriate to their buying behavior.
Branded Email Templates
Every email was built from a custom template system reflecting Erin Gray’s aesthetic: clean, luxe, and on-brand. Templates were designed to be reusable across both campaigns and flows, keeping future content creation fast and consistent.
Automated Email Flows
We built and activated the following Klaviyo flows:
Welcome Series — “15% Off” Triggered when a new subscriber joins the retail list. This single flow generated $25,541.36 in 30 days at $63.85 per recipient — the top-performing flow in the account.
Abandoned Cart — Wholesale A dedicated flow for wholesale buyers who start checkout but don’t complete. Revenue per recipient: $162.33; the highest in the account. With an average order value of $322, even a modest recovery rate produces outsized returns.
Abandoned Cart — High Value vs. Low Value Cart A split flow that delivers different messaging based on cart value, generating $1,111.70 with 114 deliveries.
Back in Stock Automated alerts when products become available again. This flow grew 587.65% in the period tracked and generated $3,827.90 at $123.48 per recipient.
Browse Abandonment Triggered when a visitor views a product but doesn’t add to cart. Keeps the brand top-of-mind between site visits.
Customer Winback Targets lapsed customers with a re-engagement offer, bringing buyers back into the purchase cycle.
Happy Birthday Email A relationship-building touch that reinforces brand loyalty over time.
Campaign Execution
In addition to automated flows, we executed broadcast campaigns for sale events and new arrivals. Campaign performance consistently outpaced industry benchmarks.
The Klaviyo Email Marketing Results
30-Day Snapshot (First Month Together)
After the Klaviyo system was fully live, the numbers speak for themselves:
- $58,605.11 in Klaviyo-attributed revenue in a single 30-day period
- +43% growth vs. the previous period
- $37,190.30 (63%) from automated flows (revenue that runs without any manual effort)
- $21,414.81 (37%) from campaign sends
- 67.54% open rate on flows (nearly 3x the industry average)
- 9.48% placed order rate on flows
- 14.01% click rate on flows
Growth Trajectory
The Klaviyo system was built to compound over time as the list grew and flows accumulated more data. Looking at the Aug–Dec 2025 period:
- $164,737.66 in total Klaviyo-attributed revenue
- Flow placed order rate up +169.98% vs. previous year
- Flow click rate up +34.40%
- Flow open rate up +19.84%
By August 2025 (early in the program) flow recipient counts had already grown +58.95% and the placed order rate from flows was up +122.78%.
Benchmarks: Excellent Across the Board
Klaviyo’s own benchmark ratings for the account:
- Open rate (abandonment flows): Excellent — 78.2%
- Conversion rate: Excellent — 5.65%
- Revenue per recipient (campaigns): Excellent — $1.40
- Average order value: Excellent — $322
- Average cart size: Excellent — 15 items
Key Takeaways
1. Flows outperform campaigns on ROI. 63% of Klaviyo revenue came from automated flows that run 24/7 without manual sends. For a brand with a small team, this is transformational; revenue that works while you sleep.
2. Segmentation unlocks wholesale revenue. By separating wholesale buyers into their own flow, the abandoned cart message could be tailored to their order size and behavior. The result: $162.33 revenue per recipient, versus $9.75 for the mixed-audience equivalent.
3. Open rates this high come from list hygiene and relevance. 55–57% open rates on campaigns aren’t luck; they’re the result of a clean, segmented list receiving content that’s actually relevant to them. Klaviyo’s deliverability tools and thoughtful segmentation keep Erin Gray’s emails landing in the inbox, not the spam folder.
4. A welcome series is the highest-ROI flow you can build. At $63.85 per recipient, the welcome series is the most efficient revenue driver in the account. Every new subscriber who joins the list is immediately worth nearly $64 in expected revenue.
Want Results Like These?
We build complete Klaviyo email marketing systems for Shopify brands, from list architecture and flow strategy to templates, campaign execution, and ongoing optimization.
If your email program isn’t generating revenue on autopilot, let’s talk.
Results reflect Klaviyo analytics data from Erin Gray Designs. Revenue figures are Klaviyo-attributed and reflect the last-touch attribution model. Industry benchmark comparisons sourced from Klaviyo’s internal benchmark data for the fashion/apparel category.
