Inside the Klaviyo email marketing strategy that grew revenue from $13K in 2019 to $2.2M in 2024.
When Milestones first started with Klaviyo, email marketing wasn’t a major player in their sales strategy. In fact, it contributed just 3% of total site revenue. Fast forward a few years and the picture looks completely different: email now drives 44.7% of all sales, and annual email revenue has skyrocketed from $13K in 2019 to more than $2.2M in 2024.
This transformation wasn’t just about implementing the right tools; it was the result of a close collaboration between the Milestones team and ours, blending strong brand design and voice with data-driven strategy.
The Challenge
Milestones had a loyal customer base and a premium product catalog, but their email program wasn’t set up to maximize lifetime value.
Automated flows were either missing or underperforming.
Capture tools weren’t optimized, so potential subscribers were slipping away.
Campaigns weren’t being sent consistently, and lacked a testing plan.
SMS was not set up - an opportunity ripe for the taking.
The goal: turn email into a top-performing revenue channel and launch SMS, while keeping everything as sparkly, bold, and unapologetically girly as Ashleigh & the Milestones team itself.
The Collaboration
One of the reasons this relationship worked so well is that it was truly a partnership.
Ashleigh, Milestones’ founder, has a strong design vision and a clear sense of how the brand should look and feel. We worked hand-in-hand with her team to make sure every email, whether a welcome flow or a Black Friday campaign, stayed completely on-brand.
While Ashleigh and her designer focused on visuals and storytelling that felt authentic to Milestones, our team handled the strategy:
Designed and built an email capture popup with an offer that took off immediately.
Deciding which flows to build or optimize first.
Determining how offers should be positioned for maximum conversion.
Running A/B tests and monitoring performance data to guide next steps.
This balance let us play to our strengths while respecting and enhancing the creative direction Milestones is known for.
The Strategy
1. Email Capture That Grows the List
Suggested a welcome offer that balanced margin needs with enticing lots of new subscribers.
Designed layouts optimized for both desktop and mobile
2. Automated Flows That Work Hard
Built out the full Klaviyo core set: Welcome Series, Abandoned Cart, Abandoned Checkout, Browse Abandonment, and Post-Purchase.
Used conditional logic and personalized recommendations to tailor the experience.
Added urgency elements and targeted discounts when appropriate.
3. Campaign Optimization
Clear CTAs above the fold.
Send days/times tuned to subscriber behavior - Friday and mid-morning consistently delivered top results.
Split-tested subject lines, preview text, and email lengths.
4. SMS Integration
Launched SMS, an entirely new marketing channel
Targeted SMS campaigns for product launches, sales, and time-sensitive offers.
Used SMS to reinforce email campaigns and drive quick conversions.
5. Beyond the Basics
Integrated a new loyalty program with automated flows
Audited flow and campaign performance and recommended optimizations
Made recommendations for flow adjustments during big sales like BFCM
The Results
Year-over-Year Email Revenue Growth
- From $13K in 2019 to $2.2M in 2024 — a 168x increase.
- Email’s share of total site revenue grew from 3% to 44.7%, making it a top sales channel
Flows That Deliver
Abandoned Checkout: Open rates over 60.2%(BM 51%), click rates above 7.5% (BM 6%).
Abandoned Cart: Open rates over 66.8%(BM 51%), click rates above 9% (BM 6%).
Browse Abandonment: 65.2% open rate and strong engagement potential.
High-Performing Campaign Emails & SMS
Meet the Minis launch: 43.6% open rate, 4.2% click rate. This campaign introduced Milestones’ new “Minis” collection and quickly became a list-builder favorite. The playful creative and clear call-to-action resonated with subscribers, driving high engagement rates that set the tone for future product launches.
- Haute Holiday Black Friday: $190K+ in revenue from a single send. The flagship holiday campaign blended bold visuals with a time-sensitive offer. With a perfectly timed send and irresistible discount, one email alone generated more than $190K in sales, cementing Black Friday as a major email revenue driver.
Inspired By campaign: $177K+ in revenue with seasonal timing and a clear 25% off incentive.
This campaign tapped into seasonal demand with the right offer at the right moment. The straightforward 25% discount paired with on-brand creative drove strong subscriber response and delivered $177K in revenue from a single send.Flash Sample Sale: 24.3% click rate and same-day revenue spikes.
Limited-time urgency made this one of Milestones’ most effective sends. With a short window and exclusive access, subscribers clicked through at 24.3%, creating immediate same-day sales that proved the power of scarcity.
Why It Works
Milestones’ email growth comes from layering improvements at every stage, but the collaboration was the real differentiator.
Creative alignment ensures that every send feels like an extension of the brand.
Data-backed strategy keeps decisions grounded in performance metrics.
- Consistent testing means we could scale what worked and cut what didn’t.
What We Are Rolling Out Now
Based on our most recent audit, we’re implementing a new round of capture upgrades this month to accelerate list growth and improve conversion rates:
Popup redesigns, keeping the multi-step flow (email first, then SMS) but refining layout and copy for higher submissions.
Dedicated SMS signup page improvements to reduce friction and increase conversions.
Disabling SMS double opt-in, which had been a major barrier to growing the list.
Ongoing testing of timing, design, and copy across desktop and mobile popups to squeeze out more performance.
We’ll update this post with results after the first full test cycle
Key Takeaways for Other Brands
Partner with people who complement your strengths — strategy and creative go further together.
Optimize the first subscriber touchpoint to fuel the whole funnel.
Build flows that work 24/7, and keep improving them.
Use email and SMS as a team, not as competing channels.
If you want results like Milestones, and a strategic partner who works seamlessly with your team’s creative vision, we can help.
