Case study — Weylyn
From zero retention strategy to a +410% email revenue lift in 30 days.
+876% in campaign revenue across the first 90 days.
At a glance.
Before
- No retention marketing in place — blank canvas
- Community built on social/organic, not in email
- Founder voice trapped in DMs and Instagram
- Zero segmentation
- Subscribers ignored
After
- +410% email revenue in 30 days
- +876% campaign revenue in 90 days
- Founder voice running through every email
- Whole-audience segmentation by behaviour + intent
- Multi-touchpoint cross-channel automation
The backstory
A real community before a real email channel.
Weylyn — women's and men's premium activewear — had a real community before they had a real email channel. The founder had built #WEYLYNFAM organically across social. The brand had a voice. The brand had buyers. What it didn't have was an engine to turn that audience into sustainable, repeat revenue.
When we came in, there was no retention marketing strategy at all. Klaviyo existed in name, but nothing was running. The community was there. The subscribers were there. The revenue infrastructure to monetise them wasn't.
This is the rarest version of the problem: not 'fix what's broken' but 'build from a blank canvas.'
The brief
Three asks, in order.
- Convert founder-led community equity into retention revenue. All the brand affinity that lived on Instagram needed somewhere to go.
- Make every email sound like the founder. Audience trust was personal. The email channel couldn't sound like a faceless brand.
- Move quickly. They needed proof that email could pull its weight — fast.
What we did
Built the entire Klaviyo retention engine from scratch — with the founder's voice running through every send.
- Built Klaviyo from zero. No existing system to fix. We architected every flow (welcome, browse, cart, post-purchase, win-back, VIP) ourselves.
- Community-focused automation. Multi-touchpoint flows that promoted cross-channel connection — Instagram followers got email content tied to what they'd seen on social.
- Founder-voice testing. Extensive copy and design testing to dial in the founder's exact tone. Subscribers felt they were reading a personal note, not a marketing blast.
- Whole-audience segmentation. New subscribers, repeat buyers, lapsed customers, VIP, high-intent browsers. Each one got its own messaging.
- Customer journey-specific campaigns. Not blanket sends. Right message, right time, right segment.
+410%
Email revenue lift in the first 30 days.
And +876% campaign revenue across the first 90.
Where they are now
The 30-day lift wasn't a sugar high.
By the end of the first quarter, campaign revenue alone had grown nearly tenfold vs. the starting baseline. The retention engine was now a real load-bearing pillar of Weylyn's business — not an experiment.
Weylyn went from 'no retention strategy' to a retention engine that competes with their paid acquisition for top revenue contributor. The lifecycle engine handles the conversion. The founder gets to focus on building the brand.
The actual emails we shipped.
Ready to see what your Klaviyo could do?
Weylyn went from no retention strategy to +876% in campaign revenue in 90 days because we built the engine from scratch — and made every email sound like the founder. Spend an hour with our founder — the team behind £100M+ in email revenue — and we'll audit your Klaviyo account live. You'll leave with real findings whether we work together or not.
Book your free strategy call →