Obaid Ullah Case Studies MantaSocks
Klaviyo Email & Retention · Singapore · 8 Months

From $18.7K to $205K in email revenue, a 10× growth in 8 months

A Singapore DTC sock brand with a cult following and zero email infrastructure. Eight months later, Klaviyo was generating 29% of their total revenue with 48.7% average open rates.

$205K
Total Revenue
+999%
Revenue Growth
29%
Email Share
48.7%
Open Rate
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MantaSocks email designs, welcome, abandoned checkout, collection launch and win-back templates
+999%
Revenue Growth
48.7%
Avg Open Rate
The Problem

A cult following that wanted to buy more, and no system to let them

MantaSocks sells bold, design-led socks and accessories to a loyal Singapore audience. The brand had genuine repeat-purchase potential. The email channel had almost none of it.

$18.7K
Total Klaviyo revenue when I started, less than 3% of total brand revenue
<3%
Email revenue share, paid acquisition was doing 97% of the work
1
Active automated flow: a single abandoned cart email with no welcome, no post-purchase
1.2%
Popup conversion rate, a static footer form capturing a fraction of available traffic
The core issue: a design-loving audience with high brand affinity and strong repeat-purchase intent was being served generic monthly newsletters with no segmentation, no automated lifecycle, and no collection launch strategy. The brand was invisible between purchase cycles.
Near-zero automated flow coverage
Only a single abandoned cart email existed. No welcome series, no browse abandon, no post-purchase nurture, the three highest-ROI flows for any DTC apparel brand.
Batch-and-blast campaign strategy
Monthly newsletters sent to the full list regardless of purchase history or engagement. VIP repeat buyers received the same email as first-time visitors who had never purchased.
No collection launch email framework
MantaSocks regularly dropped new collections, but had no pre-launch, launch, or post-launch email sequence to capitalise on the hype their drops naturally generated.
Untapped repeat-purchase intent
Over 40% of buyers had purchased twice before, but no cross-sell mechanics, replenishment triggers, or loyalty flows existed to encourage a third purchase.
Results First

Here's what 8 months of structured email management produced

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

$205K
Total Klaviyo Revenue
Up from $18.7K at the start of the engagement
↑ +999% growth
29%
Email Revenue Share
Up from under 3%. Email now their highest-margin channel
↑ From <3%
48.7%
Avg Open Rate
Rated "Good" by Klaviyo. Well above industry average for apparel
↑ Klaviyo "Good" Rating
6.4%
Popup Convert Rate
Up from 1.2% after A/B testing offer framing and timing
↑ From 1.2%
Monthly Klaviyo Revenue · 8-Month Growth Trajectory $205K Total
$2K
M1
$6K
M2
$10K
M3
$22K
M4
$22K
M5
$22K
M6
$22K
M7
$38K
M8
MantaSocks Klaviyo 30-day business performance summary, $14,536.59 attributed revenue
30-Day Business Performance Summary
MantaSocks Klaviyo overall attributed revenue, $205,689 over 8 months, +>999%
Overall Attributed Revenue: 8-Month Growth · $205,689
Audit & Strategy

What I found, and the strategic roadmap built from it

Before building anything, I audited the full Klaviyo account, customer journey, and list-growth mechanisms. The findings shaped an 8-month strategy built specifically for a design-led brand with a loyal repeat-buyer audience.

01
Lifecycle gaps: 6 critical touchpoints missing
No welcome series, no browse abandon, no post-purchase nurture, no collection launch sequence, no cross-sell flow, and no win-back. The customer journey ended at the abandoned cart email.
6 flows missing
02
Campaign strategy: zero drop-launch infrastructure
MantaSocks launched new collections regularly, one of the highest-demand moments for their audience, but had no pre-launch, launch, or post-launch email sequence to monetise the hype.
No launch email strategy
03
Segmentation: one list, everyone gets everything
No segments existed. VIP buyers with 3+ orders, new subscribers, and lapsed contacts all received the same monthly blast. There was no differentiation in messaging, timing, or offer.
Zero segmentation
04
List growth: 1.2% popup with no offer or strategy
A static footer opt-in with generic copy was the only list-building mechanism on a site receiving consistent traffic from a brand-loyal audience. The conversion rate was below 1.2% with no testing in place.
Near-zero opt-in performance
The 4-Part Strategy
Strategy 01
Full flow architecture from scratch
Build all 7 core lifecycle flows, welcome, abandoned checkout, browse abandon, post-purchase, collection launch, win-back, and VIP trigger, each matching MantaSocks' bold, personality-led brand voice.
Strategy 02
Collection launch email framework
Create a repeatable 4-email pre/launch/post sequence for every new drop, with VIP early access 24 hours before the general list to reward loyalty and drive urgency.
Strategy 03
Segmented weekly campaign cadence
Replace the monthly blast with a weekly schedule: new drops to the full engaged list, VIP early access to top-tier buyers, and re-engagement campaigns to 60-day lapsed contacts.
Strategy 04
Pop-up redesign and A/B testing
Replace the footer form with a Klaviyo pop-up A/B test: two variants with a 10% first-order discount, tested across desktop exit-intent and mobile scroll-trigger with optimised copy and timing.
Systems Built

The full retention engine, built and managed over 8 months

Every flow was designed around the MantaSocks customer: a design-forward buyer who responds to brand personality, bold visuals, and a sense of community. Built in Figma first, then pixel-perfect in Klaviyo.

Welcome Series
3-email sequence: brand story + bestsellers, social proof gallery, and a 10% welcome discount to convert new subscribers
↑ 48.7% avg open rate
Abandoned Checkout
3-email sequence: "you left something good behind" copy, social proof and bestseller context, final 10% recovery incentive
↑ Top-performing flow
Browse Abandon
2-email flow with dynamic product display and "still thinking about it?" copy, driving incremental revenue from high-intent visitors
↑ $4K/mo incremental
Post-Purchase + Cross-Sell
4-email sequence: order confirm, styling tips, cross-sell to complementary packs, and review invite, building LTV from day one
↑ Reduces one-time buyer rate
Collection Launch Framework
4-email pre/launch/post sequence for every new drop, with VIP early access 24h before the general list, sold out launches within 48h by drop #4
↑ $22K in 72h, drop #4
Win-Back Flow
Re-engagement for 60-day lapsed buyers with a "new styles you'll love" product spotlight and time-sensitive offer
↑ Recovers lapsed buyers
Weekly Segmented Campaigns
New drops to full engaged list, VIP early access to top buyers, and re-engagement campaigns for lapsed contacts, 84,761 recipients across the engagement
↑ 48.7% open rate average
VIP & Buyer Segments
Tiered segmentation: VIP repeat buyers (3+ orders), engaged subscribers, new subscribers, and lapsed contacts, precise targeting across all campaigns
↑ 84,761 total recipients
Email Design

From generic newsletters to brand-led design experiences

Every MantaSocks email was designed to match the brand's vibrant, personality-driven identity: bold colours, playful copy, and mobile-first layouts that felt like an extension of their social feed, not a standard e-commerce blast.

Before: What Wasn't Working
  • Generic Klaviyo default templates with no brand identity or visual consistency
  • Product-first layout with promotional copy above the fold, no personality, no storytelling
  • Desktop-only design on a primarily mobile audience, poor rendering across devices
  • Single CTA at the bottom, buried after long unscanned copy blocks
  • No content hierarchy, headline, body, and CTA all at the same visual weight
  • No collection launch template, every drop treated like a regular promotional blast
After: The New Standard
  • Custom bold palette and playful typography matching MantaSocks' vibrant brand identity
  • Personality-first intro: brand voice and community story before the product CTA
  • Mobile-first responsive layout, tested across 20+ email clients before every send
  • Above-fold CTA with a secondary CTA lower for non-immediate converters
  • Clear typographic hierarchy, headline, subheadline, body, and button at distinct visual weight
  • Dedicated collection launch templates with countdown urgency and VIP access framing
MantaSocks rebuilt email designs, welcome, abandoned checkout, collection launch and win-back templates
Segmentation & Personalization

The right message to the right customer at the right moment

MantaSocks' audience is not a monolith. A new subscriber needs a welcome journey. A VIP collector with 5 orders needs exclusive early access. A lapsed buyer needs a "look what just dropped" re-entry point. Every segment got its own communication strategy.

Customer Segmentation Architecture
VIP Collectors
Early access · Exclusive drops · CEO thank-you
3+ Orders
Repeat Customers
Cross-sell flows · New collection priority · Pack bundles
2+ Orders
Engaged Subscribers
New drops · Campaign sends · Seasonal promos
Active 90 Days
New Subscribers
Welcome series · Brand story · First offer
Welcome Flow
Lapsed Customers
Win-back sequence · New styles · Exit gate
60+ Days Silent
VIP segment: 24-hour early access to every drop
Top buyers (3+ orders) received all collection launches 24 hours before the general list. This created genuine exclusivity, drove outsized first-day sales, and rewarded the brand's most loyal customers with real status.
Collection launch cadence: pre, launch, post
Every new drop got a 4-email sequence: teaser 3 days before, VIP early access, full launch to the engaged list, and a post-launch FOMO email for those who missed the initial release. By drop #4, the first colourway sold out within 6 hours.
Lapsed buyers: "new styles you'll love" re-entry
60-day silent contacts received a 2-email win-back with a curated selection of new drops they hadn't seen, leaning into the product discovery angle that originally converted them, not a generic discount ask.
84,761 total recipients across 8 months
Campaign sends reached the right audience each time, engaged buyers on drop launches, VIP buyers on early access, and win-back sequences targeting lapsed contacts only, keeping open rates consistently above 44%.
Popup Optimization

Turning site traffic into a growing subscriber base

The original signup mechanism was a plain footer opt-in with no offer, no copy strategy, and no A/B testing. A full redesign and testing programme transformed it into a high-converting list-growth engine.

Before
1.2%
Conversion Rate
  • Static footer email field, no popup, below the fold, no visibility
  • No offer or incentive to sign up
  • Generic "Subscribe to our newsletter" copy
  • No mobile-specific design or timing strategy
  • Capturing a tiny fraction of available site traffic
After · 6 Weeks of A/B Testing
6.4%
Conversion Rate
  • Exit-intent popup on desktop, scroll-trigger at 40% on mobile
  • Community-first offer: "10% off your first order + early access to new drops"
  • Benefit-led copy: "Join the MantaSocks community, be first for every drop"
  • A/B tested offer framing, headline, and design across 2 variants over 6 weeks
  • Conversion rate 5.3× the original, significantly more list growth per month
Before vs After

The transformation, metric by metric

Real Klaviyo data. The full 8-month picture of what changed across flows, campaigns, deliverability, and account-wide performance.

Flows Performance · 8-Month Comparison
Before I Started
1 Flow
Single abandoned cart email · No welcome series · No post-purchase · <3% revenue share
After 8 Months
MantaSocks Klaviyo flow performance results, +>999% revenue growth, 7 active flows
+>999% Revenue · 7 Active Flows · 48.7% Open Rate
Campaign Performance · 8-Month Comparison
Before I Started
Monthly
Batch-and-blast newsletters · No segmentation · Full list regardless of purchase history or engagement
After 8 Months
MantaSocks Klaviyo campaign results, $12,881.16 conversion, 84,761 recipients
84,761 Recipients · Weekly Segmented Sends · 48.7% Open Rate
Deliverability Score · 8-Month Cumulative
MantaSocks Klaviyo deliverability score, 80/100 Good, 48.7% open rate, 1.76% click rate
80/100 Good · 48.7% Open Rate · 1.76% Click Rate · 0.14% Bounce Rate
Strategic Transformation · Before vs After
✕
Before Working Together
Generic monthly promotional campaigns, no segmentation
Single abandoned cart email, no welcome, no post-purchase
No collection launch email strategy for new drops
Footer form converting at 1.2% with no offer or testing
VIP buyers and new subscribers receiving the same email
Email contributing under 3% of total brand revenue
✓
After 8 Months
Weekly segmented campaigns with 48.7% average open rate
7 active flows covering the full customer lifecycle
Repeatable 4-email launch sequence for every new drop
Pop-up converting at 6.4%, 5.3× improvement in 6 weeks
5-tier segmentation with VIP early access and win-back flows
Email now 29% of total brand revenue, highest-margin channel
Client Feedback

What the MantaSocks team had to say

★★★★★

We knew email had potential but had no idea it could be THIS big for us. Obaid built a system that basically runs itself and grows every month. Every collection launch now has an email strategy attached to it, it's become the engine behind our biggest sales days.

MS
MantaSocks Team
Founder, MantaSocks
Verified on Upwork
Growth Timeline

8 months from $18.7K to $205K, milestone by milestone

A systematic build: foundation in month one, full flow suite by month three, collection launch infrastructure live by month four, and compounding revenue through to a record BFCM in month eight.

Month 1
Audit, setup, and pop-up overhaul
Full Klaviyo account audit, Shopify sync cleanup, new pop-up A/B test live with 10% first-order offer. Welcome flow and updated abandoned checkout launched. Pop-up conversion climbing from day one.
Foundation live by end of month
Months 2–3
Full flow suite live
All 7 flows designed, built, and launched. Browse abandon alone adding $4K/month in incremental revenue. Weekly segmented campaign cadence established. Email share crossed 10% for the first time.
Email share: <3% → 10%+
Month 4
First collection launch campaign
Deployed the new 4-email launch sequence for a summer collection drop. VIP early access sold out the first colourway within 6 hours. Campaign drove $22K in 72 hours, the brand's biggest single email event to date.
$22K in 72 hours, first drop campaign
Months 5–7
Compounding campaign results
Weekly segmented campaigns consistently hitting 38–48% open rates. Each new collection launch outperforming the previous. Email revenue averaging $22K/month by Q3. Pop-up A/B test concluded at 6.4% conversion rate.
$22K average monthly revenue
Month 8
BFCM and the 10× milestone
Black Friday campaign generated $38K over the weekend. Total 8-month Klaviyo revenue crossed $205K, up from $18.7K at start. +999% growth confirmed in final reporting. Email now MantaSocks' highest-margin channel at 29% revenue share.
BFCM: $38K · Full engagement: $205K · +999%
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