Online Skincare Store
Recovering abandoned checkouts and increasing email revenue with Klaviyo
The store was attracting buyers, but many left during checkout without placing an order. Klaviyo was connected to Shopify, yet its follow-up emails were not consistently bringing those buyers back.
Mailkar Studio rebuilt the email flows around the steps between joining the list, browsing products, and completing a purchase.
- Platform: Klaviyo and Shopify
- Project length: Six months
- Focus: Abandoned checkout recovery, welcome emails, and email revenue
About the Client
The store sold skincare products directly to customers through Shopify. Its range included cleansers, moisturizers, and serums.
The business used paid advertising to attract buyers. It needed email marketing to make better use of that traffic.
The Problem
Some visitors subscribed but received little information about the brand or its products. Others started checkout and left without getting a useful reminder.
Campaigns also sent broad offers to the full list. New subscribers and existing customers often received the same message.
The store needed relevant follow-ups that addressed these different situations and made returning to the website easier.
How Mailkar Studio Helped
We focused on the points where buyers stopped. Each email flow addressed a specific action, such as subscribing or leaving checkout.
Check the Shopify and Klaviyo Connection
We checked whether signup, checkout, and purchase activity reached Klaviyo correctly. These events tell an automated flow when to start and stop.
Our ESP integration work helped keep the flow rules consistent with each buyer's activity.
Rebuild Abandoned Checkout Emails
We created a sequence that reminded buyers about the products they had left behind. Each email included a clear link back to checkout.
Follow-ups also answered common questions about shipping and returns. Once the buyer placed an order, further checkout reminders stopped.
Give New Subscribers a Useful Welcome
We built a welcome sequence that introduced the brand and explained its main product categories.
Each message focused on one topic and one call to action. New subscribers could learn about the products before receiving regular promotional campaigns.
Connect Campaign Reports With Orders
We reviewed email clicks, recovered checkouts, and attributed revenue together. Attributed revenue means order value linked to an eligible email interaction.
This helped the team assess which flows were associated with purchases, rather than reviewing opens alone.
The Results After Three Months
The sample comparison uses two 30-day periods. Each period includes 1,000 abandoned checkouts eligible for email follow-up.
The comparison period recorded 30 additional recovered orders. Total email-attributed revenue doubled across campaigns and automated flows. Revenue is shown in USD. Both periods use the same seven-day post-click attribution window.
What Changed for the Business
The store gained a consistent follow-up process for new subscribers and buyers who left checkout.
The team could also connect email activity with orders. This made it easier to decide which campaigns and flows needed further testing.