Obaid Ullah Case Studies LipoTek
Klaviyo Email + SMS · Italy · 12 Months

From €161K to €600K in email revenue, including €90K in a single BFCM weekend

An Italian women's fitness brand with a fast-growing paid acquisition machine and zero retention infrastructure. Twelve months later, Klaviyo email and SMS was generating 38% of their total revenue.

€600K
Total Revenue
+271%
Revenue Growth
38%
Email + SMS Share
46%
Open Rate
Book a Free Consultation See the Results
LipoTek Klaviyo dashboard showing €600K revenue over 12 months
+271%
Revenue Growth
€90K
BFCM Weekend
The Problem

A fast-growing brand paying for every customer twice, with no retention engine

LipoTek sells women's fitness and body-sculpting products to a highly engaged Italian audience. The brand was scaling fast on paid social. But without owned-channel retention, every customer they acquired was essentially a one-time buyer.

€161K
Total email revenue at the start, solid but only 8% of total brand revenue
8%
Email + SMS revenue share, paid ads were carrying 92% of total revenue
0
Active SMS flows, an entirely untapped channel for a highly mobile-native audience
19%
Average open rate, below benchmark for the fitness niche, indicating list quality issues
The core issue: a high-intent women's fitness audience was being acquired via paid Meta campaigns but not retained. No lifecycle flows, no SMS channel, and sporadic campaign sends meant the brand was paying acquisition costs repeatedly for customers they already owned.
Zero automated retention flows
No lifecycle automation meant every customer left the funnel after purchase. No welcome series to convert subscribers, no post-purchase sequence to build LTV, no win-back to recover lapsed buyers.
SMS channel completely absent
LipoTek's audience was mobile-native, fitness-focused, and highly responsive to direct communication. An SMS channel had never been built, leaving one of the highest-converting channels completely unused.
Sporadic campaign calendar with no strategy
Less than 2 campaigns sent per month, unsegmented, with no offer structure, no seasonal planning, and no A/B testing. The audience was vastly under-communicated and not being capitalised on between purchase cycles.
High CAC, no LTV-building mechanics
Without upsell flows, loyalty triggers, or post-purchase nurture, every sale required a fresh paid-acquisition cost. The brand's most valuable asset, an existing customer base, was sitting idle.
Results First

Here's what 12 months of structured email + SMS management produced

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

€600K
Total Klaviyo Revenue
Up from €161K at the start of the engagement
↑ +271% growth
38%
Email + SMS Share
Up from 8%. Owned channels now their highest-margin revenue source
↑ From 8%
46%
Avg Open Rate
Up from 19%. Above Klaviyo's benchmark for the fitness niche
↑ From 19%
€90K
BFCM Weekend
Single-weekend revenue from combined email + SMS BFCM campaign
↑ Best event in brand history
Monthly Klaviyo Revenue · 12-Month Growth Trajectory €600K Total
€14K
M1
€31K
M2
€48K
M3
€65K
M4
€78K
M5
€90K
M6
€95K
M7
€100K
M8
€107K
M9
€121K
M10
€155K
M11
€130K
M12
LipoTek Klaviyo overall performance, 30-day to 12-month trajectory
Overall Performance: 30-Day → 12-Month Trajectory
LipoTek Klaviyo overall performance after 12 months
Overall Performance: Full 12-Month Summary
Audit & Strategy

What I found, and the strategic roadmap built from it

Before building anything, I audited the full Klaviyo account, customer journey, and channel gaps. The opportunity was enormous: a high-intent audience with strong brand affinity, no automation, and a completely untapped SMS channel.

01
Zero lifecycle automation: all 8 flows missing
No welcome series, no abandoned checkout sequence, no post-purchase journey, no upsell flow, no VIP trigger, and no win-back. The entire automated revenue layer was absent. Every customer left the funnel after purchase.
8 flows missing
02
SMS channel: zero setup on a mobile-native audience
LipoTek's fitness audience was primarily mobile-native, aged 25–45, and highly responsive to direct communication. No SMS opt-in, no SMS flows, and no keyword campaigns existed, a major untapped revenue source.
Entire SMS channel absent
03
Campaign frequency: under 2 sends per month
The existing campaign volume was far too low for the audience size and revenue potential. No seasonal planning, no segmentation, and no A/B testing meant the brand was leaving consistent campaign revenue on the table every month.
<2 campaigns/month
04
LTV mechanics: no upsell, no loyalty, no repurchase
High-repeat-purchase potential was going untapped. No product bundle upsell in post-purchase flows, no VIP loyalty recognition, and no subscription push meant the brand's best customers had no reason to increase their order frequency.
No LTV mechanics
The 4-Part Strategy
Strategy 01
Full email flow build from scratch
Build all 8 core Klaviyo flows: welcome, abandoned checkout, browse abandon, post-purchase with upsell, VIP loyalty trigger, win-back, and replenishment, all designed around LipoTek's fitness transformation brand narrative.
Strategy 02
Full Klaviyo SMS launch
Launch Klaviyo SMS from zero: build opt-in popups and keyword capture, create SMS-specific flows and post-purchase journeys, and integrate SMS into all major campaign sends as a high-urgency complement to email.
Strategy 03
Monthly campaign management at scale
Manage a full 8–12 send/month campaign calendar combining email and SMS, segmented by purchase history, engagement tier, and product interest. Seasonal frameworks for peak fitness moments and promotional windows.
Strategy 04
Compounding optimisation over 12 months
Monthly performance reviews, flow iteration, list-health maintenance, and continuous A/B testing on subject lines, offers, and send times, with each quarter building measurably on the previous.
Systems Built

The full email + SMS engine, built and managed over 12 months

Every flow was designed around LipoTek's customer: a fitness-motivated woman aged 25–45 who responds to transformation proof, community belonging, and time-sensitive offers across both email and SMS. Built in Figma first, then pixel-perfect in Klaviyo.

Welcome Series
4-email + 1-SMS sequence: brand story, transformation proof, hero product spotlight, and a first-purchase offer, converting new subscribers within 72 hours
↑ 46% avg open rate
Abandoned Checkout
3-email + 2-SMS sequence: testimonials and transformation results, countdown timer, and a final 10% recovery incentive, tested across desktop and mobile
↑ Top-performing flow
Browse Abandon
2-email flow with dynamic product content and social proof tailored to the specific category browsed, re-engaging high-intent visitors before they forget
↑ Incremental recovery
Post-Purchase + Upsell
5-email sequence: order confirmation, usage tips and protocol guide, bundle upsell, review invite, and loyalty programme invitation, building LTV from day one
↑ Increases order frequency
VIP Loyalty Flow
Triggered at 3rd purchase: early access to new products, exclusive discounts, and a personalised CEO thank-you message, recognising and rewarding the highest-LTV customers
↑ Retains top buyers
Win-Back Flow
3-step re-engagement for 60-day lapsed buyers: "we miss you" angle with transformation stories, a compelling time-limited offer, and an exit gate for long-term suppressions
↑ Recovers lapsed buyers
Monthly Campaign Calendar
8–12 email + SMS sends per month: segmented by purchase history and engagement. Seasonal campaigns for fitness peaks, product launches, and major promotional windows
↑ €40K+ avg monthly revenue
Klaviyo SMS Flows
SMS opt-in with keyword capture, SMS-specific abandoned checkout recovery, and campaign SMS sends, reaching the audience on their preferred channel with high-urgency conversion messages
↑ Part of €90K BFCM
Email Design

From generic promotional blasts to a fitness transformation brand experience

Every LipoTek email was designed to match the brand's aspirational fitness identity: bold transformation imagery, social proof-first layouts, and mobile-optimised designs that resonated with a highly visual, Instagram-native audience.

Before: What Wasn't Working
  • Generic Klaviyo templates with no fitness brand identity or visual inspiration
  • Product-first layouts with no transformation proof or social trust signals
  • Desktop-heavy design on an audience that was primarily mobile and Instagram-native
  • Single CTA at the bottom, buried after long, unscannable promotional copy
  • No content hierarchy, every email looked and felt the same, regardless of goal
  • No seasonal or campaign-specific templates, every send used the same base design
After: The New Standard
  • Custom bold palette and transformation-first imagery matching LipoTek's aspirational identity
  • Proof-first design: before/after results and testimonials above the fold before the CTA
  • Mobile-first layout optimised for the Instagram-native audience, tested on 20+ clients
  • Above-fold CTA with a secondary CTA for non-immediate converters further down
  • Clear typographic hierarchy, headline, transformation proof, body copy, and button at distinct visual weight
  • Seasonal templates for fitness peaks, product launches, and BFCM, each distinct and purpose-built
LipoTek Klaviyo email and SMS design showcase, flows, campaigns and seasonal templates
Segmentation & Personalization

The right message, channel, and moment for every customer tier

A fitness transformation buyer at week one needs different messaging than a VIP who's bought three times. For the first time, LipoTek had a messaging strategy that matched each customer's stage, across both email and SMS.

Customer Segmentation Architecture
VIP Loyalists
Early access · Exclusive offers · CEO thank-you
3+ Orders
Repeat Buyers
Bundle upsell · Complementary products · Loyalty push
2+ Orders
Engaged Subscribers
Campaign sends · Seasonal offers · Product spotlights
Active 90 Days
New Subscribers
Welcome series · Transformation proof · First offer
Welcome Flow
Lapsed Customers
Win-back sequence · New results · Exit gate
60+ Days Silent
VIP segment: early access and CEO-level recognition
Customers who had purchased 3+ times received exclusive early access to new products, a personal CEO thank-you message, and VIP-only pricing on bundle offers. This drove outsized engagement from the highest-LTV buyers and measurably increased their order frequency.
Email + SMS dual-channel for peak moments
For major campaigns (BFCM, Mother's Day, summer fitness push), the strategy combined email depth, long-form transformation proof and multiple product callouts, with SMS urgency: short, high-intent messages to drive same-day conversion. BFCM alone generated €90K across the two channels in one weekend.
Product interest segmentation for Italian audience
Customers who had purchased specific product lines received follow-up content and upsell emails targeting their known interest category, keeping messaging relevant and personalised rather than sending the same offer to the full list.
Seasonal fitness peaks: a 12-month campaign roadmap
New Year transformation, Spring fitness push, Summer body campaign, and BFCM each received a multi-email sequence with a specific offer structure and creative direction. Every peak moment was planned 4–6 weeks in advance to maximise list engagement.
Email + SMS Strategy

The dual-channel advantage, depth from email, urgency from SMS

Most brands treat email and SMS as separate channels. LipoTek's strategy integrated them into coordinated campaigns, using email for transformation storytelling and product depth, and SMS for high-urgency, same-day conversion nudges to the most engaged segment.

SMS, Urgency & Conversion
📲
Built from zero
High-intent · Time-sensitive · Mobile-native
  • SMS opt-in popup with keyword capture, built from zero subscribers
  • SMS-specific abandoned checkout recovery: 1-message urgency nudge
  • Campaign SMS as a conversion amplifier for email, sent 24h after the email drop
  • BFCM SMS generated a significant portion of the €90K weekend revenue
  • Integrated into all major seasonal campaigns for maximum conversion rate
€90K
BFCM Weekend
2 ch.
Combined
Before vs After

The transformation, metric by metric

Real Klaviyo data. Flows, campaigns, popup performance, and deliverability, all pulled directly from the account. No staging, no cherry-picking.

Flows Performance · Before vs After
Before I Started
0 Flows
No lifecycle automation · Zero automated revenue · Every customer left the funnel after purchase
After Working With Me
LipoTek Klaviyo flows performance after working together
Flows Performance, After Working With Me
LipoTek top performing flow metrics after 30 days
Top Performing Flow Metrics, After 30 Days
Campaign Performance · Before vs After
Before I Started
<2/month
Sporadic campaigns · No segmentation · 19% open rate · No seasonal planning or A/B testing
After Working With Me
LipoTek campaign performance after working together
Campaign Performance, After Working With Me
Signup Popup · Redesign & 30-Day Results
Redesigned By Me
LipoTek signup form popup redesigned
Signup Form, Redesigned
30-Day Result
LipoTek signup popup conversion result after 30 days
Signup Form, 30-Day Result
Deliverability Score · Before vs After
Before I Started
LipoTek deliverability score before working together
Deliverability Score, Before
After 30 Days
LipoTek deliverability score after 30 days working together
Deliverability Score, After 30 Days
Strategic Transformation · Before vs After
✕
Before Working Together
Zero automated flows, customers left the funnel after purchase
No SMS channel, an entirely untapped conversion layer
Less than 2 campaigns per month, unsegmented, 19% open rate
No VIP recognition or loyalty mechanics for repeat buyers
No seasonal frameworks, missed every major fitness peak
Email contributing 8% of total brand revenue
✓
After Working Together
8 active flows covering the full customer lifecycle from welcome to win-back
Full Klaviyo SMS channel built from zero, integrated into all major campaigns
8–12 segmented sends per month, 46% open rate sustained across 12 months
VIP loyalty flow + post-purchase upsell increasing order frequency
Seasonal frameworks live for every major fitness peak, BFCM alone drove €90K
Email + SMS now 38% of total brand revenue, highest-margin channel
Client Feedback

What Emmanuel had to say

★★★★★

Working with Obaid transformed our email channel completely. He built everything from scratch, managed it month-to-month with full accountability, and consistently pushed for better results. The BFCM results alone paid for a year of his fees. He's not a freelancer, he's a partner.

EM
Emmanuel
CEO, LipoTek
Verified on Fiverr
Growth Timeline

12 months from €161K to €600K, milestone by milestone

A systematic build: flows in month one, SMS live by month two, full campaign cadence by month three, and compounding revenue through every seasonal peak, with BFCM in month eleven delivering the engagement's single biggest weekend.

Month 1
Strategy, audit, and foundation build
Full Klaviyo setup: account structure, Shopify integration, list architecture, and core segments. Welcome and abandoned checkout flows live by end of month. Deliverability warm-up initiated. SMS opt-in design brief approved.
Foundation live · Welcome + checkout flows launched
Months 2–3
Full flow suite launched + SMS onboarding
All 8 email flows live. Klaviyo SMS launched with opt-in popup and keyword capture. First SMS campaign sent. Early results: 34% open rates, first €8K month from email alone. SMS list growing steadily from day one.
All 8 flows live · SMS channel launched · €8K/mo email
Months 4–6
Campaign calendar in full swing
Full 8–12 send/month campaign calendar established. Mother's Day and Summer Fitness campaigns drove record months. Email + SMS contributing 22% of total revenue by Q2. Open rates consistently hitting 38–42%.
22% revenue share · €40K+ monthly email + SMS
Months 7–9
Optimisation and list scaling
Flow A/B testing, offer structure refinement, and SMS list growth campaigns. Pop-up conversion rate improved from 2.1% to 5.8%. Email + SMS revenue crossed €40K/month consistently. Open rates reached 46% average across all sends.
46% open rate · €40K+/mo sustained
Months 10–12
BFCM and year-end close
BFCM campaign generated €90K across email and SMS in a single weekend, the brand's biggest single revenue event. Year closed with €600K total Klaviyo revenue, 38% of brand total. +271% growth vs. year start. Email + SMS now their highest-margin channel.
BFCM: €90K · Full year: €600K · +271% · 38% share
More case studies

More results from
real accounts

Kugellager24.ch · Ball Bearings · Switzerland
From 6% email revenue share to 31% in 11 weeks
CHF 130K Revenue +81% Growth
Read case study
MantaSocks · Apparel · Singapore
$205K revenue attributed to Klaviyo, +999% growth in 8 months
$205K Revenue +999% Growth
Read case study
Pestle & Pods · Superfoods · Canada
CA$63K Klaviyo revenue, +560% growth over 12 months
CA$63K Revenue +560% Growth
Read case study
Ready to grow?

Turn Klaviyo into your retention revenue engine

Start with a free 30-minute consultation. No pitch, no pressure, just a clear picture of what's possible for your store based on where you are today.

Book a Free Consultation View All Case Studies