TWINKY CASE STUDY
The Campaign Strategy That Took Twinky Store from 0.51% to 9.89% Revenue
Summary
- Mission/Challenge: Twinky Store’s campaigns were barely contributing to revenue (0.51%).
- Outcome: We built a monthly campaign structure with a mix of promotional, educational, and engagement emails, all designed with conversions in mind.
- Results/Impact: Campaign revenue increased to 9.89%.
- Services:
- Campaign strategy
- Conversion-driven designs
- Branded templates
- Email Deliverability
Client Background
Twinky Store is a Dutch online baby products retailer offering a wide range of childcare essentials Their campaigns weren’t generating meaningful results, leaving email as an underutilized channel. They wanted to turn campaigns into a reliable source of growth.
Mission/Challenge
With campaign revenue stuck at just 0.51% and emails lacking both strategy and conversion-driven design, the brand felt pressured, questioning whether further investment in email would only waste time and money.
Before (Situation & Concerns)
- Campaign revenue before: 0.51%.
- Campaigns were irregular and lacked a clear purpose or structure.
- Campaign designs before: generic, not aligned with the brand, not built to convert.
- Emotional state: Unsatisfied, skeptical, and worried about wasting resources.
Previous Campaigns
Process / Solution
- Built the full backend system in Klaviyo
- Set up 12 flows with segmentation for the brand
- Designed branded campaign templates to reflect PopupTee’s identity
- Created structured segmentation for targeted messaging
- Implemented deliverability best practices to maintain inbox placement
After (Results & Impact)
- Campaign revenue after: 9.89% of total sales (from just 0.51%)
- Campaign designs after: clean, branded, conversion-driven templates
- Campaign structure: Consistent monthly plan mixing promotional, educational, and engagement content
- Emotional shift: From skepticism to satisfaction and confidence in email as a growth channel
Email Campaigns
- Created a pop-up form for Black Friday
Performance Snapshot
- Before vs After campaign design comparisons
Closing Line
Twinky Store’s results show the power of structure and design. By combining a clear monthly campaign strategy with conversion-driven designs, they grew campaign revenue nearly 20x: from 0.51% to 9.89%.