Obaid Ullah Case Studies Kugellager24.ch
Klaviyo Email & Retention · Switzerland · 11 Weeks

From 6% to 31% email revenue share, in 11 weeks, with zero spam issues

A Swiss industrial parts brand with an untapped Klaviyo account and an 8.7% spam rate. Eleven weeks later, email was their largest revenue channel at 42% average open rates.

CHF 130K
Total Revenue
+81%
Revenue Growth
31%
Email Share
42%
Open Rate
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Kugellager24.ch Klaviyo dashboard showing CHF 130,204.91 revenue
+81%
Revenue Growth
CHF 93K+
Flow Revenue
The Problem

An engaged B2B/B2C list that wasn't being used, and a deliverability crisis hiding inside it

Kugellager24.ch sells ball bearings and precision industrial parts across the DACH region. The brand had consistent traffic, a Klaviyo account, and a real customer base. But the account was broken at every level.

6%
Email revenue share when I started, the channel was contributing almost nothing
8.7%
Spam complaint rate, far above the 0.08% danger threshold, killing inbox placement
15%
Average open rate, signalling major inbox placement issues and unengaged list
CHF 0
Automated flow revenue, no welcome, no post-purchase, no lifecycle automation at all
The core issue: a list of both B2B trade buyers and B2C customers was being sent the same generic batch-and-blast campaigns with no segmentation. The resulting spam complaints had poisoned deliverability, making even new sends go to spam, compounding the problem.
Deliverability crisis: 8.7% spam rate
Google and Outlook's danger threshold is 0.08%. At 8.7%, emails weren't reaching the inbox. The core problem had to be solved before anything else could work.
No lifecycle automation whatsoever
A single generic abandoned cart email was the only active flow. No welcome series, no post-purchase journey, no cross-sell, no win-back, zero automated revenue generation.
B2B and B2C mixed with no differentiation
Trade buyers ordering in bulk were receiving the same email as retail hobbyists. Messaging that converted one audience alienated the other, and neither felt understood.
Generic template emails with no brand identity
Default Klaviyo templates with no brand styling, no trust signals, and copy that read like a system notification rather than a reliable precision parts supplier customers could trust.
Results First

Here's what 11 weeks of structured work produced

Revenue growth, engagement rates, and flow performance, all pulled directly from the Klaviyo dashboard. No staging, no cherry-picking.

CHF 130K
Total Klaviyo Revenue
Up from CHF 71K at the start of the engagement
↑ +81% growth
31%
Email Revenue Share
Up from 6%. Email became the brand's single largest revenue channel
↑ From 6%
42%
Avg Open Rate
Up from 15%. Fully recovered after deliverability rebuild and list clean
↑ From 15%
CHF 93K+
Automated Flow Revenue
Up from CHF 0. 6 automated flows generating consistent revenue 24/7
↑ From CHF 0
Revenue Growth by Phase · 11-Week Trajectory CHF 130K Total
CHF 8K
W1–2
CHF 18K
W3–4
CHF 30K
W5–6
CHF 56K
W7–8
CHF 82K
W9–10
CHF 130K
W11
Kugellager overall Klaviyo performance after, CHF 130K total
Overall Performance: 12-Month Summary
Kugellager Klaviyo flows and campaigns breakdown
Flows & Campaigns Breakdown: All Metrics
Audit & Strategy

What I found, and the strategic roadmap built from it

Before building anything, I audited the full Klaviyo account, list health, deliverability, and campaign history. The deliverability crisis had to be addressed first, nothing else would work until the inbox placement was repaired.

01
Deliverability: 8.7% spam rate destroying inbox placement
Google's danger threshold is 0.08%. At 8.7%, virtually no emails were reaching the inbox. The root cause: sending to a large unengaged list with no suppression rules and no sunset policy.
109× over spam threshold
02
Lifecycle automation: zero flows generating revenue
No welcome series meant zero first-impression revenue. No post-purchase flow meant no cross-sell, no review collection, and no LTV building. The entire automated revenue layer was missing.
CHF 0 flow revenue
03
Segmentation: B2B trade buyers mixed with B2C retail
Industrial procurement managers and DIY hobbyists were receiving identical emails. Bulk order messaging confused retail buyers; discount-focused retail copy was irrelevant to B2B accounts ordering on spec.
No audience separation
04
Email design: system notifications, not brand communication
Default Klaviyo templates with no brand identity, no product photography, and copy that read like an automated confirmation rather than a trusted specialist supplier. Zero differentiation from generic ecommerce brands.
Zero brand identity
The 4-Part Strategy
Strategy 01
Deliverability recovery first
Suppress 2,400+ unengaged contacts, implement a sunset policy, and rebuild sending reputation with a 4-week warm-up on engaged segments only, before sending a single promotional campaign.
Strategy 02
B2B / B2C segmentation architecture
Build a tiered segmentation model separating trade accounts, high-value repeat buyers, engaged retail customers, and lapsed contacts, enabling messaging precision for both audience types.
Strategy 03
Full lifecycle flow build from scratch
Design and build 6 automated flows covering the full customer journey: welcome, abandoned checkout, browse abandon, post-purchase, cross-sell, and win-back, all tested across 20+ email clients.
Strategy 04
Weekly campaign cadence with gradual scaling
Launch weekly campaign schedule sending only to engaged segments initially, scaling send volume week-by-week as open rates confirmed inbox placement was fully recovered.
Systems Built

The full retention engine, built from scratch in 11 weeks

Every flow was designed around the Kugellager24 customer: a precision-minded buyer who values reliability, product accuracy, and fast fulfilment over promotional incentives. Built in Figma first, then pixel-perfect in Klaviyo.

Welcome Series
3-email sequence: brand introduction, product category guide, and a first-order incentive, establishing trust and driving the initial conversion
↑ 42% avg open rate
Abandoned Checkout
3-email sequence: product spec reminder, shipping and reliability trust signals, and a final incentive, optimised for both B2B and B2C buying decisions
↑ Top-performing flow
Browse Abandon
2-email flow targeting product page visitors with dynamic product display and spec callouts, re-engaging high-intent buyers who didn't add to cart
↑ Incremental recovery
Post-Purchase Nurture
4-email sequence: order confirmation, product installation guide, cross-sell to compatible parts, review request, building LTV from the first purchase
↑ Reduces one-time buyer rate
Cross-Sell Flow
Triggered post-purchase with complementary product category recommendations based on what was bought, matched to the customer's likely application and next procurement need
↑ Increases order frequency
Win-Back Flow
Re-engagement for 90-day lapsed buyers: "new products in your category" spotlight with a time-limited incentive to drive re-purchase
↑ Recovers lapsed accounts
Weekly Campaign Calendar
Segmented weekly sends: product spotlights and bulk order promotions to trade accounts, retail-focused offers to B2C segments, never the same message to both
↑ 42% open rate sustained
B2B / B2C Segmentation
8-segment architecture: trade accounts, high-value repeat buyers, engaged retail, product-category buyers, at-risk customers, and lapsed contacts, precise targeting across all sends
↑ 8 core segments built
Email Design

From system notifications to a trusted supplier brand experience

Kugellager24 emails were rebuilt to communicate reliability, precision, and expertise, the exact qualities that matter to both industrial procurement managers and technical DIY buyers. Clean, functional design that builds confidence, not just clicks.

Before: What Wasn't Working
  • Default Klaviyo templates with zero brand identity or visual consistency
  • Copy that read like automated system notifications, cold, impersonal, generic
  • No product imagery, no spec callouts, no trust signals for precision buyers
  • Same design for B2B bulk orders and B2C retail purchases, alienating both
  • No mobile optimisation, poor rendering on the phones B2C buyers were using
  • No brand differentiation from generic ecommerce, no reason to stay subscribed
After: The New Standard
  • Custom brand palette and clean industrial typography, precision without coldness
  • Supplier-first tone: reliability, stock availability, fast dispatch, before the product CTA
  • Product imagery with spec callouts, helping buyers confirm fit and application before clicking
  • Audience-specific templates: bulk-order messaging for B2B, retail-focused layouts for B2C
  • Mobile-first responsive layout, tested across 20+ email clients before every send
  • Clear trust signals throughout: secure checkout, fast fulfilment, expert support availability
Segmentation & Personalization

Treating B2B and B2C buyers as the different people they are

A procurement manager ordering 500 bearings for a factory needs different information than a hobbyist building a custom go-kart. For the first time, Kugellager24 had a messaging strategy that respected that difference.

Customer Segmentation Architecture
Trade Accounts
Bulk pricing · Account manager intro · Invoice terms
B2B High-Value
Repeat Buyers
Cross-sell compatible parts · Reorder reminders
2+ Orders
Engaged Retail
Product spotlights · New arrivals · Seasonal offers
Active 90 Days
New Subscribers
Welcome series · Product guide · First order offer
Welcome Flow
Lapsed Customers
Win-back sequence · New stock alerts · Exit gate
90+ Days Silent
B2B trade accounts: volume-first messaging
Trade buyers received bulk-order pricing callouts, stock availability signals, and account manager contact options. These emails drove the highest average order value in the account and established Kugellager24 as a reliable procurement partner.
B2C retail: discovery and application content
Hobbyist and retail buyers received product guides, application use cases ("perfect for 3D printer builds", "for skateboard rebuilds"), and product spotlights matching their browsing behaviour, converting curiosity into confident purchases.
Post-purchase cross-sell: compatible parts mapping
After each purchase, buyers received product recommendations for compatible parts and accessories based on what they bought, increasing average order frequency and establishing Kugellager24 as the single-source supplier for their projects.
Suppression and list hygiene: the foundation of recovery
Over 2,400 unengaged contacts were suppressed before the first campaign send. Engagement-based suppression rules were set up to automatically prevent future deliverability damage, keeping the spam rate at 0.03% for the remainder of the engagement.
Deliverability Recovery

From inbox blacklist to 42% open rates, the spam crisis that had to be solved first

An 8.7% spam rate means emails aren't reaching anyone's inbox. Before building flows or running campaigns, the deliverability crisis had to be fully resolved, or everything else would be wasted effort.

Before, The Crisis
8.7%
Spam Complaint Rate
  • 109× over Google and Outlook's 0.08% danger threshold
  • Virtually no emails reaching the inbox, going to spam or rejected
  • No suppression rules, unengaged contacts receiving every send
  • No sunset policy, dead addresses and non-openers accumulating
  • 15% open rate confirming severe inbox placement damage
After · Fully Recovered
0.03%
Spam Complaint Rate
  • Well below the 0.08% threshold, full inbox placement restored
  • 2,400+ unengaged contacts suppressed before the first new campaign
  • Engagement-based suppression rules preventing future damage automatically
  • 4-week warm-up on engaged segments only, reputation rebuilt systematically
  • 42% average open rate confirming inbox placement fully recovered
Before vs After

The transformation, metric by metric

Real Klaviyo data. The full picture of what changed across flows, campaigns, and account-wide performance over 11 weeks.

Flows Performance · Before vs After Comparison
Before I Started
Kugellager Klaviyo flow performance before, CHF 0 flow revenue, 8.7% spam rate
CHF 0 Flow Revenue · 8.7% Spam Rate · No Automations
After 11 Weeks
Kugellager Klaviyo flow performance after, CHF 93K+ revenue, 0.03% spam rate
CHF 93K+ Flow Revenue · 0.03% Spam Rate · 6 Active Flows
Campaign Performance · Before vs After Comparison
Before I Started
Kugellager campaigns before, 3 campaigns, generic blasts, 17% open rate
3 Campaigns Sent · Generic Batch-and-Blast · 17% Open Rate
After 11 Weeks
Kugellager campaigns after, 36+ segmented campaigns, 42% open rate
36+ Segmented Campaigns · Weekly Cadence · 42% Open Rate
Strategic Transformation · Before vs After
✕
Before Working Together
8.7% spam rate, virtually no emails reaching the inbox
CHF 0 automated flow revenue, single generic cart email only
B2B and B2C receiving identical campaigns with no differentiation
Generic default templates with no brand identity or trust signals
15% open rate, inbox placement severely compromised
Email contributing 6% of total brand revenue
✓
After 11 Weeks
0.03% spam rate, full inbox placement restored and maintained
CHF 93K+ in automated flow revenue across 6 active flows
8-segment architecture with B2B and B2C messaging separated
Custom brand templates with spec callouts and supplier trust signals
42% average open rate, sustained weekly across all campaigns
Email now 31% of total revenue, the brand's single largest channel
Client Feedback

What Filip had to say

★★★★★

Obaid rebuilt our entire Klaviyo from scratch in under two weeks. He didn't just execute, he explained every decision. Within 60 days our email was driving 34% of revenue. He's the most accountable freelancer I've worked with.

FK
Filip Krsticevic
Founder, Kugellager24.ch
Verified on Upwork
Growth Timeline

11 weeks from audit to dominant channel, milestone by milestone

A systematic build: deliverability recovery first, then segmentation, then flow build, then campaign scaling. Every phase had to be completed before the next could work. No shortcuts.

Week 1
Klaviyo audit and strategy delivery
Full account audit delivered, 8.7% spam rate identified as the critical blocker. Identified 4 revenue gaps and zero lifecycle automation. Strategy roadmap approved on a 60-minute call. Deliverability recovery plan initiated immediately.
Spam crisis identified and plan approved
Weeks 2–3
List cleaning and segmentation architecture
Suppressed 2,400+ unengaged contacts. Built 8 core segments separating B2B trade accounts from B2C retail buyers. Set up engagement tracking, sunset policy, and purchase-based filters. Deliverability warm-up plan initiated.
2,400+ suppressed · 8 segments built
Weeks 4–7
Full flow build and design
Designed all 6 flows in Figma with separate B2B and B2C templates, client review and approval, then built pixel-perfect in Klaviyo. All flows tested across 20+ email clients. Welcome and abandoned checkout launched first for immediate revenue impact.
6 flows live, CHF 0 → CHF 93K+ automated
Weeks 8–9
Campaign warm-up and first segmented sends
First campaigns sent to engaged segments only. Open rates immediately hit 38–42%, confirming inbox placement fully recovered. Spam rate dropped to 0.03%. Deliverability crisis resolved. Campaign scaling plan approved.
42% open rate · Spam: 8.7% → 0.03%
Weeks 10–11
Full campaign scaling and revenue share milestone
Expanded weekly campaign cadence to full engaged list. A/B tested subject lines across B2B and B2C sends. Email revenue share climbed from 6% to 31% by end of week 11, becoming the brand's single largest revenue channel for the first time.
31% revenue share · CHF 130K total · Email #1 channel
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