Essence Amsterdam CASE STUDY
How PopupTee’s Email Automations Drove 15% of Total Revenue While Scaling Paid Ads
Summary
- Mission/Challenge: PopupTee needed a reliable retention channel to support their paid ad scaling
- Outcome: We built the backend email system that consistently generates 15% of total revenue
- Results/Impact: A sustainable revenue stream that grows in parallel with their traffic
- Services:
- Email Campaign Set Up
- Email Campaign Management
- 12 Email Flows Set Up with Segmentation
- Email Flows Management
- Email Deliverability
Client Background
PopupTee is a pop-culture-inspired apparel brand. As they began scaling paid ads to drive more traffic, they wanted a system to capture, nurture, and convert visitors into repeat customers without relying solely on ads.
Mission/Challenge
The brand was dependent on paid traffic and lacked a backend system to drive consistent revenue. They needed email automations and campaigns that could turn visitors into loyal customers and maximize their customer lifetime value.
Before (Situation & Concerns)
- No automated flows to capture and convert traffic
- Email revenue share close to zero
- Inconsistent campaigns with no standard design or branding
- Campaign designs before: plain layouts, weak CTAs, little personalization
- Pop-up forms before: basic forms with little optimization
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)
- Email now drives 15% of the brand’s total revenue
- Revenue contribution from email is scaling as paid ads increase traffic
- Higher customer lifetime value through automated flows
- Stronger brand perception with professional, consistent campaigns
Email Campaigns
Email Flows
![Post Purchase 3 - Upsell [Product 1]](https://goalsandbeyond.co/wp-content/uploads/2025/12/Post-Purchase-3-Upsell-Product-1-scaled.png)
- Exit-intent pop-up form with 4.69% conversion rate
Visual Proof (Screenshots)
- Klaviyo revenue dashboard screenshot
- Flow performance screenshots
- Campaign before vs after screenshots
- Pop-up performance screenshots
Closing Line
PopupTee now has a backend email system contributing 15% of total revenue and climbing as their traffic grows. If you want similar results for your brand, let’s talk.