From Omnisend to Klaviyo: How We Added 20% to Client AOV
One of our clients increased their Average Order Value by 20% in 90 days. The only major change we made was migrating their email marketing from Omnisend to Klaviyo.
That wasn’t a coincidence.
I’ve seen this pattern across dozens of eCommerce accounts. A brand gets started on a platform like Omnisend. It works fine for the first year or two. But as they scale past seven figures, they hit a wall. Their segmentation gets clunky, their automation lacks sophistication, and their revenue from email flatlines.
They are leaving a lot of money on the table.
This particular client, a fast-growing apparel brand, was in that exact spot. They were spending five figures a month on ads to acquire customers, but their ability to retain and monetise them was capped by their tech. We mapped out the migration process, executed it, and the results speak for themselves. This is how we did it.
The strategic shift: Why we moved from Omnisend to Klaviyo
When this client came to us, they were doing well. They had a solid product and a growing customer base. Omnisend had served them adequately to get off the ground, handling basic newsletters and a simple abandoned cart flow.
But “adequately” doesn’t build an eight-figure brand.
We identified several growth bottlenecks during our initial audit. Their segmentation was basic, mostly relying on simple list membership and purchase history. They couldn’t easily segment customers who browsed a specific category but didn’t buy, or identify customers with a high predicted lifetime value.
Their automation was also rigid. Building a multi-path welcome series with different messaging for first-time visitors versus returning customers was a nightmare to set up and maintain. The reporting gave them top-level numbers but lacked the deep, granular insights needed to make smart decisions. We couldn’t easily see which email in a flow was driving the most revenue.
The trigger for the move was clear. The client wanted to build a more personalised experience for their customers and increase lifetime value. Klaviyo was the obvious choice. Its deep integration with Shopify, powerful segmentation engine, and flexible flow builder were exactly what they needed.
It wasn’t about finding a cheaper or shinier tool. It was a strategic decision to install an operating system for customer data that could scale with their ambitions. The client needed better outcomes, and looking at our results with other brands on Klaviyo made the decision straightforward.
Our meticulous Klaviyo migration process
Moving an email service provider is not a simple copy-paste job. It’s more like a heart transplant for your marketing. If you mess it up, you risk data loss, deliverability issues, and a significant drop in revenue.
Our process is built on precision and planning.
First, we conducted a full audit of their Omnisend account. We identified every active flow, every segment, and every piece of historical data that mattered. This included not just subscriber lists but also purchase history, engagement scores, and custom properties. We needed a complete map before we moved a single contact.
Next came the data transfer. We exported everything securely from Omnisend. Then, our team began the structured import into Klaviyo. This is a critical step. We didn’t just dump the data in. We cleaned the lists, removed duplicates, and suppressed unengaged contacts to ensure a healthy starting point for their sender reputation.
While the data was being mapped, we started rebuilding their core email flows from the ground up in Klaviyo. We focused on the three biggest revenue-drivers first: the Welcome Series, Abandoned Cart, and Post-Purchase flows. We didn’t just replicate them; we optimised them using Klaviyo’s superior logic and features.
The entire process was managed by our Klaviyo expert team to minimise downtime. We used a phased approach, warming up the new Klaviyo account with campaign sends to engaged segments while the old Omnisend flows were still running. This ensured a smooth transition without interrupting their daily revenue, and if you’re curious about the health of your own Klaviyo setup, our free Klaviyo audit covers the same checks we run on new client accounts.
Data mapping and segmentation strategy
The real power of this process is in the data mapping. In Omnisend, they had a flat structure of tags and properties. In Klaviyo, we translated that into a multi-dimensional segmentation model.
For example, a simple “purchased > 3 times” tag in Omnisend became a dynamic “VIP Customers” segment in Klaviyo. This new segment automatically updated based on purchase frequency, AOV, and total lifetime value. This allowed for far more targeted and profitable marketing. We ensured every custom field from their Shopify store was correctly mapped to a customer profile in Klaviyo.
Rebuilding essential flows in Klaviyo
Rebuilding the flows in Klaviyo allowed us to add layers of sophistication. Their old three-email Welcome Series became a five-email journey. It now had conditional splits based on whether a subscriber was a first-time visitor or a returning customer who hadn’t purchased yet.
We immediately set up A/B tests within these new flows. We tested subject lines in the Abandoned Cart flow and different discount offers in the win-back series. This meant we were optimising for performance from day one on the new platform.
Leveraging Klaviyo’s power: Advanced flows and segmentation
The migration itself is just the foundation. The growth comes from what you build on top of it. Once the core setup was complete, we started implementing the advanced strategies that Omnisend simply couldn’t handle.
We moved beyond basic segments into predictive and behavioural targeting. We built segments for “High-Value Customers,” “At-Risk Lapsed Purchasers,” and “Potential Brand Champions” based on a mix of historical data and Klaviyo’s predictive analytics features.
This allowed us to create new, highly profitable flows. We built a post-purchase flow that dynamically cross-sold products based on the items in the original order. If a customer bought a specific pair of jeans, the follow-up email would showcase a t-shirt and jacket that other customers frequently bought with those jeans. This was a major contributor to the AOV increase.
We also made heavy use of dynamic content blocks. Instead of sending one generic email to everyone, the content of the email would change based on the recipient’s segment. VIPs saw different offers and messaging than first-time buyers. This level of personalisation dramatically improved engagement.
Strategic segmentation for higher engagement
One of the most effective new segments we created was “Category Interessé.” This segment automatically grouped users who had viewed products in a specific category more than twice in the last 14 days but hadn’t made a purchase.
We then targeted this segment with a two-email flow. The first email showcased best-sellers from that category. The second, sent 48 hours later, offered a small, time-sensitive shipping incentive to encourage a purchase. This single strategy recovered a significant amount of otherwise lost revenue. These are the types of granular Klaviyo segments that separate high-growth brands from the rest.
Optimising post-purchase and win-back flows
The post-purchase flow was where we saw the biggest AOV gains. The old flow was a simple “thank you” email. The new Klaviyo flow was a strategic three-part series.
Email one was the order confirmation. Email two, sent three days later, was a cross-sell email featuring products perfectly matched to their recent purchase. Email three, sent 14 days later, asked for a review in exchange for a small credit on their next purchase. This sequence not only increased AOV but also drove repeat purchases and generated valuable social proof.
Tangible results: A 20% AOV increase and more with Klaviyo
The numbers prove the strategy worked. Within 90 days of completing the migration, the results were undeniable.
The headline metric was the 20% increase in Average Order Value, moving from an average of $85 to $102. This was primarily driven by the new post-purchase and cross-sell flows.
But the improvements went deeper: * Email-Attributed Revenue: Grew from making up 22% of total store revenue to 34%. * Open Rates: The new Welcome Series achieved an average open rate of 48%, up from 31% on the old platform. * Click-Through Rates: The Abandoned Cart flow CTR improved from 9% to 16% thanks to better timing and more relevant product recommendations. * Customer Lifetime Value: While it takes longer to measure fully, the 6-month CLTV projection increased by 18%.
These weren’t just vanity metrics. This was real revenue added to the client’s bottom line, all by switching to the right tool and implementing a smarter strategy. The client now had a clear view of their customer behaviour and a powerful engine to act on those insights. You can see more examples of this kind of impact in our other case studies.
Key takeaways: Our Klaviyo vs Omnisend experience
This project reinforced a few key lessons I’ve learned from scaling my own brands and working with dozens of others.
First, a platform migration is a strategic project, not an IT task. The value isn’t in just moving your data. It’s in the opportunity to completely rethink your customer communication strategy. A well-planned migration, executed by experts, is an investment that pays for itself quickly.
Second, the tool is only half the battle. Simply having Klaviyo doesn’t guarantee results. The growth comes from using its advanced features to their full potential. The difference between a basic setup and a fully optimised one can be millions of dollars in revenue for a scaling brand.
For this client, Klaviyo’s deep Shopify integration and powerful segmentation were the critical factors. While Omnisend can be a perfectly fine starting point for brands under $1M in revenue, it becomes a liability when you need to get serious about personalisation and lifetime value.
The future for this client is continued optimisation. We’re now focused on building out SMS marketing within Klaviyo and further refining their segmentation based on predictive analytics. The foundation we built allows for this constant improvement.
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