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Marlowe Clay
A ceramics studio that paid for every sale twice: once to win the customer and again to bring them back. Email now brings in almost a third of revenue, for free.
Share of revenue from email
9%Week 0
31%
ended at
18% → 37%
customers who buy again
11
automated flows, from 2
M
Marlowe Clay
Email · Thursday drop
···
Batches of forty. This one's nearly gone.
marloweclay.com
01
Where it was
Marlowe sent one newsletter a month and had two automated emails. Nine percent of revenue came from the list, and only 18% of customers ever bought a second time.
02
What we did
We built eleven flows in Klaviyo around how the studio really works: small batches, a Thursday drop, and a reminder when a glaze you bought comes back in stock.
03
What happened
Email's share of revenue went from 9% to 31% in twenty weeks, and repeat purchase doubled to 37%. Ad spend didn't change at all.
One page, one number, every Monday at nine. I forward it to our investors as it is.
J. T., co-founder
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