ARRØ: Klaviyo email revenue up 5.25x in the first 12 months

ARRØ sells vaping products to people who are trying to move away from nicotine, and the brand is genuinely good at the hard part: talking to that customer without judging them. What it had not done by July 2024 was turn that goodwill into an owned channel. Email existed, but it was an occasional broadcast, not a lifecycle programme. Here's the thing about a brand built on social reach: the platforms that got you the audience can restrict you at any time, and when that happens the only list that still belongs to you is the one in your own ESP. ARRØ came to us with a clear ask — double email revenue inside 12 months. We grew it 5.25x.

The challenge

The live Klaviyo data made the size of the gap obvious. In the 12 months immediately before onboarding, email-attributed revenue was $21,041.48. In the final 30 days before we started there were exactly two campaign sends, generating $437.58 between them, at a weighted 30.47% open rate and a 2.06% click rate. A single Abandoned Cart automation added another $892.54 in that window, and that was the entire automated programme. So the opportunity was never simply to send more email. A brand with this much affinity and this little infrastructure does not need more volume, it needs a complete owned retention system — acquisition, browse, cart, checkout, post-purchase, winback — plus the segmentation and deliverability discipline to keep it landing. ARRØ's own goals said the same thing in different words: more revenue from better-targeted campaigns, at least a 20% open rate, a stronger click-through rate, list growth, and personalised customer journeys underneath it all. The messaging had a hard constraint too. Supportive, empowering, transparent. Quitting nicotine had to feel achievable, never preached at.

What In-box did

• Built the lifecycle flow stack within days of onboarding: Welcome Series live 20 July 2024, then Abandoned Checkout, Browse Abandonment, Post-Purchase Thank You and Winback all live by 22 July 2024
• Rebuilt and expanded the entire flow library in March and April 2026 with new Welcome, Abandoned Cart, Browse Abandon, Fulfilled, Winback and Abandoned Checkout flows, then added an SMS Welcome Series in July 2026
• Moved ARRØ off broad list sends and onto mailbox-provider segmentation, splitting recent Gmail and Hotmail engagers out for high-intent revenue campaigns
• Built engagement windows that match campaign intent: last-30-day engagers for urgency and revenue sends, 120-day engaged for scale, 180-day engaged for educational content, and buyer segments for product relevance and replenishment
• Ran standing exclusions on every send — bouncers, suspicious profiles, recent purchasers and, where fatigue was a risk, recent non-openers
• Balanced the calendar so promotions sat alongside product launches, restocks, education and storytelling, with campaigns built around real customer moments like cravings, travel, social events and new flavours rather than generic product pushes
• Tested text-only founder and product messages against heavier designed emails, and let revenue per recipient decide which one shipped
• Separated launch and urgency messaging into distinct creative instead of resending the same campaign, with recent-buyer suppression on the follow-ups

The results

Across the measured period of 8 September 2024 to 7 September 2026, ARRØ generated $360,157.99 in attributed revenue — $352,192.82 from email and $7,965.17 from SMS — at a 35.75% average open rate and a 1.58% average click rate. The year-one number is the one that answers the brief: email-attributed revenue went from $21,041.48 in the 12 months before onboarding to $110,460.21 in the 12 months after. That is 5.25x, roughly +425%, against a goal of 2x. Automation is now the engine rather than a nice-to-have. Approximately $198,037 of attributed revenue across the two years came from flows, which is about 55% of everything email and SMS produced — money the brand earns without sending anything new. The rebuilt flow suite alone generated around $92.6K between March/April 2026 and 7 September 2026: Welcome Series $23,825.53, Fulfilled $21,798.23, Abandoned Checkout $21,749.80, Browse Abandon $9,864.88, Abandoned Cart $8,151.74 and Winback $7,199.97. The SMS Welcome Series added $7,790.29 at roughly $1.95 revenue per recipient and a 4.92% conversion rate. The cleanest proof that the segmentation was doing the work is the Memorial Day 25% Off launch on 21 May. The Gmail and Hotmail recent-engager version went to 5,984 recipients and produced $2,536.61 at $0.426 revenue per recipient and a 1.61% click rate. The broader version went to 12,105 recipients — more than double the audience — and produced slightly less, $2,451.67, at $0.208 revenue per recipient and a 0.85% click rate. Half the audience, more revenue, twice the revenue per recipient and nearly 1.9x the click rate. Product and restock moments performed on the same logic: the ARRØ Ultra 15K Restock text-only Gmail campaign did $1,779.29 from just 3,349 recipients at $0.532 revenue per recipient and a 2.96% click rate, and 'Your fav flavors in ARRØ just walked back in' did $2,212.40 from 3,737 recipients at $0.593 revenue per recipient and a 2.84% click rate.

The takeaway for brands whose growth depends on social: the goal is not a bigger send, it is an owned system that keeps earning when the reach dries up. Fifty-five percent of ARRØ's email and SMS revenue now comes from flows nobody has to schedule. And every campaign win here came from sending to fewer, better-chosen people — a tighter Gmail and Hotmail segment beat an audience twice its size on both revenue and revenue per recipient. In my books that is the whole argument for segmentation in a single campaign.