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 Flows Management
- Email Deliverability
Client Background
Twinky Store is a Netherlands-based apparel and accessories brand. 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)
- 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
Pop-Up Forms
- Created 2 optimized pop-ups
- Time-delay pop-up form with 2.93% conversion rate
- Exit-intent pop-up form with 4.69% conversion rate
Visual Proof (Screenshots)
- Before vs After campaign design comparisons
- Klaviyo campaign revenue attribution
- Example monthly campaign calendar
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%.