02 · What we did
Two phases, twelve months.
Email first, since the infrastructure was already there. Then the storefront, once email was funding the work.
Phase one
01
Make email a real revenue channel.
The first six months were all Klaviyo. The infrastructure was there. Nobody was using it.
Rebuilt the automation foundation
The welcome series and abandoned checkout flows were running, but underperforming. I rebuilt both and added three that didn't exist: abandoned cart, browse abandonment, and post-purchase. Every flow built around the real customer journey, not a template.
Changed the popup strategy
The old popup had run for years, converting at a dismal 0.1%. I built a new one and layered in tactical forms for specific campaigns. Popup completions went from 450 to over 6,400 in a year.
Shifted from broadcast to targeted sends
Instead of blasting every campaign to the whole list, I built engaged-subscriber segments and sent to smaller, sharper audiences. Frequency went up. So did opens and clicks.
Diversified the content mix
Email stopped being a stream of sale announcements. Now product guides, education, and brand stories run alongside the promotions, giving people a reason to open even when there's no discount attached.
Selected campaigns & flows
Hover any email to scroll through the full design.
Phase two
02
Modernize the storefront.
By early 2026 email was scaling, but the site itself was holding revenue back. A dated theme, a weak mobile experience, a codebase that fought every change. In February 2026 I rebuilt it on a modern Shopify theme.
Better foundation, better experience
The new site is faster, cleaner, and built around how people actually shop. Especially on mobile.
Easier to evolve
The new theme is built to be improved, not fought. Since launch, I've shipped custom changes nearly every week to keep pushing conversion higher.
