Soul Analyse did not come to us with an empty Klaviyo. They came to us with a stalled one. There was a welcome series, a cart reminder, a browse flow and a live pop-up, all switched on and all producing something. That is the harder version of this problem, because from the dashboard it looks like the channel is handled.
It was not. In the 30 days to 12 March 2026, everything in the account together produced £10,846 in attributed revenue, 22.48% of a store doing £48,240. More telling than the level was the direction: attributed revenue was down 18% on the previous period and the store's total revenue was down 14%. The email program was not plateauing, it was sliding.
So we did not add to it. We rebuilt it. Over 20 and 21 March we shipped seven new flows in a single working stretch, plus a new pop-up: welcome, cart abandon, checkout abandon, browse abandon, site abandon, post purchase and winback. The old flows came off the same week.
Two months later the account looked like a different business. Across May and June 2026: £54,557 attributed, 51.72% of £105,486, with attributed revenue up 71% on the previous period. Flows alone did £36,590 of it. The first full month after the rebuild, April, had already crossed 55% of revenue.
The campaign side is where the brand's own story does the selling. Soul Analyse exists because Steph lost her dad, spiralled, and found her way back through affirmations written on Post-it notes stuck around her house. That is not a backstory you bolt onto a promo, it is the product. So the campaigns lead with meaning first: what a piece says, why someone wears it every day, who they buy it for and what they are trying to say to her. When there is an offer it is almost always a gift with the order rather than a percentage off, because a brand whose whole premise is that what you wear should mean something cannot spend every send discounting it.
The pop-up was rebuilt on the same day as the welcome flow, on purpose. A welcome flow with nothing feeding it is decoration. Across May and June the new pop-up was seen by 71,641 people and submitted at 21.11%, against 14.22% on the old one in the before window. Alongside it, the campaign calendar runs on the account's own history rather than a template: 12 months of past sends were ranked by revenue and revenue per recipient before a single new email was written, and the winning shapes get rebuilt rather than guessed at. The Soul Analyse designs in the gallery are the sends from that program.
Revenue per day across the two windows went from £1,663 to £1,729. That is roughly flat. Soul Analyse did not suddenly get a wave of new traffic and we are not going to pretend they did. What changed is who produced the money. Email went from £374 a day to £894 a day on the same store. That is the entire case study: we did not ride growth, we took a channel from a fifth of revenue to over half of it, out of demand the brand was already paying for. If your traffic is flat, that is the argument for email, not against it.
Our Klaviyo is already set up. Why would rebuilding it help?
Does this work if our store is not growing?
What did this cost Soul Analyse?
