Byellie · Klaviyo Email Design & Strategy

Client: Fast-growing, viral beauty brand Objective: Improve the brand's email deliverability score and align email content with their brand positioning in preparation for BFCM promotions.

When I first started working with this brand, their email deliverability score was sitting at a concerning 18/100. Key engagement metrics like open rates, click rates and bounce rates – were all below industry standards.

The existing email flows (welcome, abandoned cart, post-purchase and winback) were causing high spam complaints and unsubscribes which was damaging their sender reputation. These emails lacked strategic alignment with the brand’s identity, weakening their impact on the brand's customer relationships and long-term engagement.

To tackle these issues, I put a few key strategies in place:

Re-Warming Process: Knowing that we needed to build trust with inbox providers again, I kicked off a re-warming strategy. This involved sending emails to smaller, highly engaged segments and gradually ramping up. This re-warming process was essential to improving deliverability, especially with the high-volume send periods around BFCM on the horizon.

Revamping Key Email Flows: I completely rebuilt the welcome, abandoned cart, post-purchase and winback flows. The new emails were designed to:

Each flow was tailored with strategic messaging, on-brand visuals and CTA’s more in tune with the brand’s voice and values, ultimately building trust and encouraging engagement.

Creating a Content Calendar and Strategic Emails: I mapped out a content calendar to guide the brand through this period and included targeted seasonal and nurturing campaigns designed to engage and build loyalty.

Each email was crafted to reflect the brand’s voice and mission, ensuring that the tone, imagery and messaging matched their socials and website.

After just a month of working together, the deliverability score jumped from 18 to 75, moving from ‘Poor’ to ‘Good’. Engagement metrics showed solid improvement too:

Open Rate: Increased to 43.3% (well above the recommended minimum of 33%)

Click Rate: Rose to 1.34% (exceeding the recommended 1.2%)

Bounce Rate: Dropped to 0.37% (below the 1% recommended limit - showing a cleaner, more engaged list)

This deliverability project has completely turned around the brand’s email health and put them in a strong position for a successful BFCM and seasonal period. By realigning email flows with the brand’s voice and engaging in a thorough re-warming process, we achieved a major boost in deliverability and engagement. Going forward, the brand is set up to keep a strong deliverability score, reach more inboxes and drive sales with on-brand, engaging emails.