Email System Optimization for Home & Wellness
Julie Fornazari
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Posted Nov 15, 2025
Rebuilt and optimized email system for Master Spa Parts to increase engagement and drive repeat purchases.
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Timeline
May 31, 2023 - Aug 31, 2023
Clients
Master Spa Parts
Overview
Client: Master Spa Parts
Industry: Hot tub and spa parts retailer
Platform: Shopify + Klaviyo
Project Duration: 3 months
Goal: Rebuild and optimize the email system to increase engagement, improve segmentation, and drive repeat purchases.
Challenge
Before working together, Master Spa Parts faced:
• Fragmented automations with inconsistent branding
• Campaigns focused mainly on discounts with low engagement
• Underperforming flows and minimal customer segmentation
• Missed opportunities to re-engage loyal customers
The goal was to create a cohesive lifecycle system that nurtures customers from first visit through repeat purchase while making every message feel more personal and educational.
Strategy
Lifecycle Optimization
Rebuilt Welcome, Post-Purchase, and Win-Back flows with dynamic content and behavioral triggers
Added custom logic for different product categories and loyalty segments
Campaign Revamp
Shifted messaging from discount-driven to value-driven content
Introduced seasonal campaigns such as “Fall Spa Prep” and “Water Care Essentials”
Created modular templates for quick, consistent execution
Data and Segmentation
Integrated Shopify data into Klaviyo for deeper tracking (AOV, LTV, repeat rate)
Built segments for Recent Buyers, Loyal Customers, and High-Value Repeat Purchasers
Implemented predictive analytics for churn prevention and VIP nurturing
Execution
Rebuilt flows and templates in Klaviyo
Set up dynamic content blocks by category
Integrated review and loyalty triggers
Optimized send times and deliverability
Designed branded visuals following Sacred Sky guidelines
Results
✔︎ 256% increase in flow-generated revenue
✔︎ $197K total email-attributed revenue
✔︎ 52% higher average order value
✔︎ 30% stronger engagement rate
✔︎ Improved brand consistency and long-term customer retention
Key Learnings
🟢 Educational and trust-based content performs better than constant promotions
🟣 Lifecycle consistency strengthens customer loyalty
🔵 Dynamic segmentation outperforms static lists in large catalogs
Master Spa Parts’ email program evolved from discount-driven blasts into a value-centered retention system that built loyalty and measurable growth.
We shifted from generic promotions to meaningful conversations with our customers. Revenue followed naturally.”