Case Studies LipoTek
Women's Fitness & Supplements · Italy

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

How deploying synchronized Email + SMS lifecycle automations, consumable replenishment triggers, and high-converting Italian-market campaigns scaled annual retained revenue by +272%.

€600K
Total Attributed
+272%
Revenue Growth
€90K
Single BFCM Weekend
46%
Avg Open Rate
Discuss Your Brand → View Performance Data ↓
LipoTek Klaviyo revenue dashboard showing €600K attributed revenue
€600K
Attributed Revenue (+272%)
Client / Brand LipoTek
Industry Women's Fitness & Supplements
Market / Location Italy & Europe
Engagement Period 12 Months (Full Retainer)
Key Stakeholder Emmanuel, CEO
01 · Business Context & Challenge

A fast-growing fitness brand paying for every customer twice with no retention infrastructure

LipoTek is an Italian direct-to-consumer brand selling active shaping wear and wellness supplements. The brand scaled rapidly through heavy paid social acquisition on Meta and TikTok, driving tens of thousands of first-time shoppers.

However, once a customer purchased, there was no backend system to guide their transformation journey or encourage second orders. The store was trapped in an expensive ad-acquisition cycle, generating only €161K from email across an entire year.

€161K
Initial Annual Email Revenue
1.8%
Initial Form Opt-in Rate
1
Single Plain-Text Post-Purchase Email
0
Replenishment Automations
The Core Problem: Paid traffic brought buyers in the front door, but the absence of automated lifecycle retention meant customer lifetime value (LTV) remained flat.
02 · Audit & Technical Diagnostics

What the audit uncovered inside customer journeys & SMS

Our initial deep-dive diagnostic of the Italian store revealed four core conversion leaks:

01
1-Step Static Signup Form
The existing popup converted at just 1.8% and only captured email addresses, ignoring mobile phone numbers for SMS marketing entirely.
List Growth Leak
02
No Supplement Replenishment Timing
Supplements operate on 30-day usage cycles. LipoTek had no automated triggers timed to when customers ran out of supply, losing predictable repeat reorders.
LTV Churn
03
Disconnected SMS Channel
SMS was used purely for ad-hoc blasts without segmentation or sequence delays, causing high opt-out rates instead of reinforcing email flows.
Channel Friction
04
Generic Visual Hierarchy
Emails lacked brand identity, video workout previews, and customer transformation reviews, resulting in sub-par click-through rates.
Creative Disconnect
03 · Strategy & Implementation

The unified Email + SMS engine built over 12 months

We deployed a comprehensive omnichannel retention strategy combining high-converting custom Figma designs, multi-tier segmentation, and automated replenishment logic:

1. Multi-Step Gamified List Capture
Deployed a two-step popup capturing both email and phone number with instant discount reveal, lifting opt-in conversion from 1.8% to 6.4%.
✓ 6.4% Subscriber Opt-in Rate
2. Consumable Replenishment Automations
Engineered 30-day and 60-day dynamic replenishment flows with 1-click reorder shortcuts, turning one-time buyers into consistent monthly customers.
✓ +272% Annual Revenue Growth
3. Synchronized Email + SMS Coordination
Reserved SMS for high-urgency triggers (flash sale alerts, checkout cart recovery) while email delivered educational workout routines and transformation stories.
✓ €90K BFCM Weekend
4. VIP Loyalty Tiering & Early Access
Segmented customers into Bronze, Silver, and Gold VIP tiers with exclusive early access to product drops and secret sales.
✓ €600K Total Attributed Revenue
Inside the work

The emails, texts, and forms behind €600K

Welcome, cart, and checkout flows in email and SMS, plus the product launches that drove the BFCM weekend. Click any email to see it in full.

LipoTek welcome email 1 email designed by Obaid Ullah
Welcome email 1
LipoTek welcome email 2 email designed by Obaid Ullah
Welcome email 2
LipoTek abandoned cart 1 email designed by Obaid Ullah
Abandoned cart 1
LipoTek abandoned cart 2 email designed by Obaid Ullah
Abandoned cart 2
LipoTek abandoned checkout email designed by Obaid Ullah
Abandoned checkout
LipoTek product launch email designed by Obaid Ullah
Product launch
LipoTek signup popup designed by Obaid Ullah
Signup popup
Three LipoTek text messages: a welcome MMS with a discount code, an abandoned checkout reminder, and an abandoned cart reminder
SMS flows I set up alongside the emails: welcome, abandoned checkout, and abandoned cart.
LipoTek welcome series in the Klaviyo flow builder
The LipoTek welcome series in Klaviyo's flow builder.
04 · Verified Results & Impact

The transformation: Before vs. After (12 Months)

Verified live Klaviyo analytics from LipoTek's retention infrastructure:

Before Engagement
Baseline State
Annual Email Revenue €161K
BFCM Weekend Revenue < €25K
Signup Form Opt-In Rate 1.8% (Single Step)
Campaign Open Rate ~22%
SMS Integration Disconnected Blasts
After 12 Months With Obaid
Verified Result
Annual Attributed Revenue €600K (+272% Growth)
BFCM Weekend Revenue €90K Single Weekend
Signup Form Opt-In Rate 6.4% (Multi-Step Capture)
Campaign Open Rate 46% Average
SMS Integration Unified Omnichannel Lifecycle
LipoTek 12 months performance dashboard
Verified Klaviyo Performance · €600K Attributed Revenue
LipoTek automated flows dashboard
Automated Post-Purchase & Replenishment Flow Performance
★★★★★
"Our post-purchase flow was a single thank-you email. Obaid turned it into a 5-part sequence that now generates repeat orders on autopilot. Genuinely impressive work."
EmmanuelCEO, LipoTek · Verified Fiverr Review ★★★★★
05 · Key Strategic Takeaways

What fitness & supplement DTC brands can learn from LipoTek

TAKEAWAY 01
Synchronize SMS With Email
SMS should never duplicate email. Using SMS for rapid 30-minute flash sale reminders and cart urgency while using email for routines generated 3× higher ROI.
TAKEAWAY 02
Automate Replenishment Windows
Consumable items have built-in repurchase cycles. Triggering reorder flows at day 25 and day 55 captured repeat sales before customers looked at competitors.
TAKEAWAY 03
Multi-Step Popups Double List Capture
Separating email and phone capture across two steps reduced friction and lifted opt-in rates from 1.8% to 6.4%, expanding the owned audience rapidly.

Services in this project: Klaviyo email and SMS marketing and Klaviyo flows.

Post-Purchase Emails: Build the Journey to a Second OrderHow to Review Email Performance Beyond Open Rates
Direct Specialist Partnership

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