Obaid Ullah Case Studies Pestle & Pods
Klaviyo Email & Retention · Canada · 12 Months

From CA$9K to CA$63K in email revenue, without spending a dollar more on ads

A Canadian superfoods brand with a high-intent wellness audience and almost no email infrastructure. Twelve months later, Klaviyo was generating 33% of their total revenue.

CA$63K
Total Revenue
+560%
Revenue Growth
33%
Email Share
44%
Open Rate
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Pestle & Pods email designs, welcome, BFCM and educational campaign templates
+560%
Revenue Growth
44%
Avg Open Rate
The Problem

A wellness audience that wanted to buy more, and no system to let them

Pestle & Pods sells premium superfoods and adaptogens to a health-conscious Canadian audience. The brand had genuine repeat-purchase potential. The email channel had almost none of it.

CA$645
Attributed email revenue in a 30-day window when I started
−73%
Revenue trend, the channel was actively declining before the rebuild
1
Active automated flow: a single abandoned cart email doing all the work
7%
Email revenue share, paid ads were carrying 93% of the brand's revenue
The core issue: a wellness audience with high repeat-purchase intent and appetite for educational content was being sent generic monthly promotions with no segmentation, no nurture, and no educational angle. The brand was invisible between purchase cycles.
No educational content strategy
Every email was a promotional push. Wellness buyers want ingredient science, sourcing stories, and usage guidance before they buy. That trust-building layer was completely absent.
Low repeat-purchase rate
Over 68% of customers purchased only once. No replenishment flows, no subscription push, no post-purchase nurture to bring them back at the natural reorder point.
Weak popup converting near-zero
A basic footer signup form with no incentive, no copy strategy, and no A/B testing was the only list-building mechanism on a site with consistent wellness traffic.
Missed subscription opportunity
The brand offered subscribe-and-save. Zero email flows existed to move one-time buyers into that higher-LTV tier. Recurring revenue was being ignored entirely.
Results First

Here's what 12 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.

CA$63K
Total Klaviyo Revenue
Up from CA$9.5K at the start of the engagement
↑ +560% growth
33%
Email Revenue Share
Up from 7%. Email now their highest-margin channel
↑ From 7%
44%
Avg Open Rate
Well above Klaviyo's 33% benchmark for the wellness niche
↑ From 18%
15%
Popup Submit Rate
Rated Excellent by Klaviyo. Up from near-zero with the old footer form
↑ Klaviyo "Excellent"
Monthly Klaviyo Revenue · 12-Month Growth Trajectory CA$63K Total
$1K
M1
$2K
M2
$3K
M3
$4K
M4
$5K
M5
$6K
M6
$5K
M7
$5K
M8
$5K
M9
$6K
M10
$14K
M11
$9K
M12
Pestle & Pods overall Klaviyo performance, CA$63,905 total over 12 months
Overall: CA$63,905 Total · 12-Month Summary
Pestle & Pods flows and campaigns breakdown, all metrics Excellent
Flows & Campaigns: All Metrics Rated Excellent
Audit & Strategy

What I found, and the strategic roadmap built from it

Before building anything, I audited the full Klaviyo account, customer journey, and content gaps. The findings shaped a 12-month strategy built specifically for a wellness audience.

01
Lifecycle gaps: 4 critical touchpoints missing
No welcome series, no post-purchase nurture, no replenishment trigger, and no win-back sequence. The customer journey had no automation beyond a single cart email.
4 flows missing
02
Content strategy: zero educational positioning
Every historical email was a promotional blast. Wellness audiences require education before conversion. The brand had rich ingredient stories never used in email marketing.
No trust-building content
03
Segmentation: one list, everyone gets everything
No segments existed. Repeat buyers received the same email as first-time opt-ins. VIP customers had no recognition flow. Engagement was declining as a result.
Zero segmentation
04
Subscription revenue: a high-LTV tier going untapped
The brand offered subscribe-and-save at a 15% discount. Zero email flows pointed customers toward it. This was the single highest-ROI opportunity in the account.
Subscribe-and-save ignored
The 4-Part Strategy
Strategy 01
Education-led welcome and nurture flows
A 5-email welcome series that balanced ingredient education with conversion nudges, turning new subscribers into buyers who felt informed, not sold to.
Strategy 02
Replenishment and subscription push flows
Product-specific replenishment flows triggered at 30 and 60 days post-purchase, with a "save 15% on every order" subscription conversion email embedded in the sequence.
Strategy 03
Bi-weekly content-first campaign calendar
Alternating educational sends (ingredient spotlights, recipe emails, wellness guides) with promotional campaigns, keeping engagement high between purchase cycles.
Strategy 04
Seasonal frameworks and one-time buyer targeting
New Year wellness resolution, Spring Refresh, and Winter Immunity campaigns. One-time buyers targeted specifically with a "your body's ready for the next level" sequence.
Systems Built

The full retention engine, built and managed over 12 months

Every flow was designed around the Pestle & Pods customer: a wellness-educated buyer who responds to content depth, clean design, and brand authenticity. Built in Figma first, then pixel-perfect in Klaviyo.

Welcome Series
5-email education-led sequence: brand story, ingredient sourcing, hero products, customer transformations, and first-purchase offer
↑ 44% avg open rate
Abandoned Checkout
3-email sequence: ingredient trust-builder, customer reviews and transformation stories, final 10% incentive
↑ Top-performing flow
Replenishment + Subscribe Push
Triggered at 30 and 60 days post-purchase with a "running low?" reminder and subscribe-to-save offer embedded at day 45
↑ Drives subscription LTV
Post-Purchase Nurture
4-email sequence: usage tips and recipes, ingredient spotlight, cross-sell to complementary products, review invite
↑ Reduces one-time buyer rate
Seasonal Campaign Frameworks
New Year wellness, Spring Refresh, and Winter Immunity, each a 3–4 email sequence with dedicated content and product positioning
↑ BFCM: CA$14K in 5 days
Win-Back Flow
Re-engagement for 90-day lapsed buyers: educational content angle, seasonal wellness bundle offer, and final unsubscribe gate
↑ Recovers lapsed high-LTV buyers
Bi-Weekly Campaign Calendar
Educational and promotional sends in rotation, ingredient deep-dives, recipe emails, wellness guides, and segmented promotional offers
↑ CA$10K+ campaign revenue
VIP & Subscriber Segments
Tiered segmentation: VIP repeat buyers, engaged subscribers, one-time buyers, and lapsed contacts, enabling precise targeting across all sends
↑ 76,603 total recipients reached
Email Design

From generic promotions to premium wellness content

Every Pestle & Pods email was rebuilt from scratch, earthy tones, clean editorial typography, and content-first layouts that positioned the brand as a wellness authority while driving clear conversion.

Before: What Wasn't Working
  • Generic Klaviyo templates with no brand identity or visual consistency
  • Product-first layout with promotional copy above the fold, no trust-building intro
  • Desktop-only design, no mobile optimisation on a primarily mobile audience
  • Single CTA at the bottom, buried after long, unscanned copy blocks
  • No content hierarchy, headline, body, and CTA all the same visual weight
  • Zero educational content, no ingredient stories, no usage guidance, no brand differentiation
After: The New Standard
  • Custom earthy palette and editorial typography matching the brand's premium wellness identity
  • Education-first intro: ingredient science or brand story before the product CTA
  • Mobile-first responsive layout, tested across 20+ email clients before send
  • Bold above-fold CTA with a secondary CTA lower for non-converters
  • Clear typographic hierarchy, headline, subheadline, body, and button each at distinct visual weight
  • Content-led design: ingredient spotlights, recipe visuals, and transformation stories in every flow
Pestle & Pods rebuilt email designs, welcome, BFCM, educational and seasonal templates
Segmentation & Personalization

The right message to the right customer at the right moment

Wellness buyers are not a monolith. A first-time browser needs education. A VIP repeat buyer needs recognition and early access. A lapsed customer needs re-engagement. Every segment got a different communication strategy.

Customer Segmentation Architecture
VIP Buyers
Early access · Exclusive bundles · CEO thank-you
3+ Orders
Repeat Customers
Subscribe-and-save push · Cross-sell · Replenishment
2+ Orders
Engaged Subscribers
Educational content · Product spotlights · Seasonal promos
Active 90 Days
New Subscribers
Welcome series · Trust-building content · First offer
Welcome Flow
Lapsed Customers
Win-back sequence · Wellness reframe · Exit gate
90+ Days Silent
VIP segment: early access to every product drop
Top buyers (3+ orders) received all seasonal campaigns 24 hours before the general list. This created genuine exclusivity and drove outsized engagement from the highest-LTV customers.
One-time buyers: the biggest growth opportunity
The largest segment, 68% of the database. Targeted with product-specific replenishment at natural reorder windows and a "your next level" re-engagement sequence. This segment drove subscription growth.
Content segmentation by product interest
Customers who bought adaptogens received different educational content than superfood blend buyers. Personalization at the product-category level increased click rates by keeping content relevant to their specific interest.
76,603 total recipients across all campaigns
Campaign sends reached the right audience each time, engaged buyers getting promotional campaigns, educational content targeting the full engaged list, and win-back sequences targeting lapsed contacts only.
Popup Optimization

Turning site traffic into a growing subscriber base

The original signup form was a plain footer opt-in with no offer and no copy strategy. A full redesign and A/B testing programme turned it into one of Klaviyo's top-rated signup forms.

Before
<1%
Submit Rate
  • Plain footer email field, no popup, no visibility
  • No offer or incentive to sign up
  • Generic "Subscribe to our newsletter" copy
  • No mobile-specific design or timing
  • Capturing a tiny fraction of available site traffic
After · Rated Excellent by Klaviyo
15%
Submit Rate
  • Exit-intent popup on desktop, scroll-trigger on mobile
  • Wellness-specific offer: "10% off + free recipe guide"
  • Benefit-led copy: "Join 12,000 wellness-focused subscribers"
  • A/B tested headline, offer framing, and design across 4 variants
  • Klaviyo "Excellent" rating, top tier in the wellness category
Pestle & Pods Klaviyo signup form results, 15% submit rate, Excellent rating
Signup Form Results · 15% Submit Rate · Rated Excellent by Klaviyo · 12-Month Cumulative Data
Before vs After

The transformation, metric by metric

Real Klaviyo data. Same 30-day window comparison, plus the full 12-month picture of what changed across flows, campaigns, and engagement.

Overall Performance · Same 30-Day Window Comparison
Before I Started
Pestle & Pods 30-day performance before, CA$645 attributed, -73% trend
CA$2,312 Total · CA$645 Attributed · −73% Trend
After 12 Months
Pestle & Pods 30-day performance after, CA$3,203 attributed, +396% growth
CA$7,558 Total · CA$3,203 Attributed · +396% Growth
Flows Performance · 12-Month Comparison
Before I Started
Pestle & Pods flows before, CA$3,719 declining -20.3%
CA$3,719 · Declining −20.3% · Single Cart Trigger Only
After 12 Months
Pestle & Pods flows after, CA$11,892 +198% growth
CA$11,892 · +198% · 5 Active Automated Sequences
Campaign Performance · 12-Month Comparison
Before I Started
Pestle & Pods campaigns before, sporadic blasts, near-zero attribution
~CA$0 Attributed · Sporadic Blasts · No Segmentation
After 12 Months
Pestle & Pods campaigns after, CA$10,013 +999% growth
CA$10,013 · +>999% · 76,603 Total Recipients
Strategic Transformation · Before vs After
✕
Before Working Together
Generic monthly promotional campaigns, no segmentation
Single abandoned cart email, no welcome, no post-purchase
Zero educational content, pure promotional positioning
Subscribe-and-save tier completely ignored in email
Footer signup form converting below 1% of site traffic
Email contributing 7% of total brand revenue
✓
After 12 Months
Bi-weekly segmented campaigns with 44% average open rate
5 active flows covering the full customer lifecycle
Education-first content strategy building brand authority
Replenishment + subscription push reducing one-time buyer rate
15% popup submit rate, Klaviyo "Excellent" rating
Email now 33% of total brand revenue, highest-margin channel
Client Feedback

What the Pestle & Pods founder had to say

★★★★★

Obaid understood our brand from day one, wellness audiences don't want to be pushed, they want to be educated. Every email he wrote hit that balance perfectly. Our open rates are some of the highest in our niche, and email has become our most reliable revenue channel. I honestly don't know how we managed without this.

PP
Pestle & Pods Team
Founder, Pestle & Pods
Verified on Fiverr
Growth Timeline

12 months from CA$9K to CA$63K, milestone by milestone

A systematic build: foundation in month one, full automation by month three, and compounding revenue through the back half of the year. Every milestone was planned, not accidental.

Month 1
Audit, content strategy, and foundation build
Full Klaviyo account audit. Brand voice and content strategy session with the client. Welcome series and updated abandoned checkout flows launched. Bi-weekly editorial campaign calendar framework established and approved.
Foundation live by end of month
Months 2–3
Full flow suite and first educational campaigns
All 5 flows live. Bi-weekly educational campaign cadence established. Open rates climbing to 36%+ as the wellness audience responded strongly to ingredient deep-dive content. Email revenue share crossed 12%.
Open rates: 18% → 36%+
Months 4–6
Replenishment flow and subscription growth
Replenishment flows driving measurable subscription sign-ups. Spring Refresh campaign drives the brand's biggest single-month email revenue to date. Subscription-to-one-time buyer ratio improving each month.
Spring campaign: best single-month revenue
Months 7–9
Optimisation and Winter Immunity campaign
Monthly A/B testing on subject lines and content formats. Winter Immunity campaign outperforms all previous sends. Email revenue averaging CA$5K/month by Q3. Popup A/B testing completed, 15% submit rate confirmed.
CA$5K average monthly revenue
Months 10–12
BFCM push and year-end close
Black Friday wellness bundle campaign generates CA$14K in 5 days, the brand's biggest single revenue event. New Year "resolution" campaign adds CA$9K in January. Full-year Klaviyo revenue: CA$63K, +560% vs. year start.
BFCM: CA$14K · Full year: CA$63K · +560%
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