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From Zero to 35% of Revenue in 45 Days

How we built an entire email program from scratch for a direct response brand on a platform that had never been integrated with Klaviyo.
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0% → 35%
Email share of Shopify revenue
45 days
From zero to full email program
15+
Flows built from scratch
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About the brand

Essentials 360 is a leading retailer of adult incontinence products. Built as a direct response brand, the majority of their orders historically came through phone sales and direct mail. They launched a Shopify store but hadn't invested in digital marketing channels to support it.
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The Challenge

Essentials 360 had zero email marketing. Their backend ran on OrderLogix, which wasn't integrated with any email platform — so there was no way to trigger flows, send campaigns, or track email-driven revenue. They knew email was an untapped channel but didn't know where to start, especially given their non-traditional tech stack.

Our Work

Integration

We partnered with the OrderLogix and Klaviyo teams to build a custom integration — something that had never been done before. We connected their existing customer and order data into Klaviyo so flows and campaigns could actually run.

Flows

We built 15+ automated flows from scratch — welcome series, abandoned cart, post-purchase, browse abandonment, and more. All flows were generating revenue within the first 45 days.

Campaigns

We established a consistent campaign sending cadence from nothing. Campaigns now account for roughly half of email revenue, showing both sides of the program are pulling their weight.

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Results

Email went from 0% to 35% of Shopify revenue in just 45 days. All 15+ flows were built from scratch and actively generating revenue. Email has held steady at 31-35% of Shopify revenue for 16+ consecutive months, with a roughly balanced campaign/flow revenue split showing both sides are working. The true revenue impact is even larger — email engagement drives phone orders through their direct response channel that aren't captured in email attribution.

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