In just 30 days, with Elite Brands at the helm, we skyrocketed their email marketing performance by targeting two key areas. Deliverability & missed automated flow revenue.
How We Scaled Adrift’s Email Marketing To Over 61% Of Total Revenue
+60%
INCREASE IN
EMAIL ATTRIBUTED REVENUE
IN JUST 30 DAYS
61.5%
OF TOTAL SALES ARE NOW
ATTRIBUTED TO
EMAIL MARKETING
About Adrift
Adrift, a beloved Australian women’s fashion brand known for its effortlessly stylish, bohemian-inspired collections, faced a critical challenge: their email marketing performance was underwhelming. Open rates, click rates, and deliverability scores had plateaued, leaving untapped revenue on the table. Enter Elite Brands. Our team was brought in to transform their Klaviyo email marketing strategy into a high-performing revenue engine.
The Challenge
Despite consistent email efforts, Adrift’s Klaviyo email marketing was underperforming:
Deliverability was a major hurdle, with a score stuck at 65, impacting inbox placement.
Bounce rates were unacceptably high at 1.66%, while spam rates risked harming sender reputation.
Meanwhile, flow revenues were dropping. The automated system in place was missing customers, and for such a powerful & well known brand here in Australia, that was a huge missed opportunity.
Elite Brands’ mission was clear: tackle deliverability issues, optimize all flows, and supercharge overall performance.
The Plan
Our strategy for Adrift focused on two critical pillars in the first 30 days:
1. Deliverability Overhaul
We began by thoroughly auditing Adrift’s email deliverability health. By fixing underlying issues, including a high bounce rate and poor list hygiene. We boosted their deliverability score from 65 to 80, ensuring emails reached more inboxes instead of spam folders.
Bounce rates improved dramatically from 1.66% to 0.35%.
Spam rates were fully eliminated, going from 0.01% to 0%.
2. Flow Optimization & Performance Boost
Next, we dove into their Klaviyo flows, optimizing every stage to drive revenue. We reworked welcome, abandonment, and post-purchase sequences to align with customer journeys and boost engagement.
Initial flow optimizations alone generated an immediate $41,649 increase in revenue in the first 30 days.
Open rates climbed from 26% to 30%, and click rates rose from 1.32% to 1.9% - all while maintaining a 0.10% unsub rate.
Towards the tail end of the 30 days, we launched some new segmentation logic within the campaigns to further boost open rates & click rates (which by the way, the open rates are now up to 48% & click rates up to 2.20%, all while maintaining over 1.2m email sends every month!)
The Results (First 30 Days)
The transformation was nothing short of remarkable:
60% increase in email-attributed revenue.
61.5% of total sales now attributed to email marketing.
Through a strategic focus on deliverability, flow optimization, and segmentation, Elite Brands empowered Adrift to unlock their full email marketing potential. Today, Adrift’s Klaviyo program is a high-performing revenue driver, a testament to the power of thoughtful, data-driven marketing.