APPAREL · DTC
91% of Rainbird's email revenue runs through its Klaviyo flows.
A full audit of every flow, with seven specific recommendations to capture the revenue the current flows were missing.
Rainbird had a Klaviyo account with thirteen flows. Some live, some in draft, some doing well, some doing nothing. They wanted to know: where's the missed revenue, and how do we capture it?
PROJECT BRIEF
Client
RAINBIRD CLOTHING
Sector
OUTERWARE · DTC
Year
2026
Services
Strategy & Ops, CRM
Scope
Customer revenue analysis · 2 weeks
01
13.2%
Welcome offer conversion.
02
91.26%
Revenue from flows.
03
13
Flows audited.
04
7
Prioritised recommendations.
01 · CHALLENGE
Email automation wasn't optimised.
A full audit of every flow with revenue attribution, open and click rates, conversion data, and cross-sell logic. We delivered a comprehensive Klaviyo Flows Analysis report with the headline findings:
02 · APPROACH
What did we do?
FLOW 1
Welcome Flow.
Rainbird's highest-earning flow. It splits customer vs non-customer. The non-customer path runs a 15% off welcome offer at a 13.2% conversion rate. The customer path ends after a single email, the clearest opportunity for cross-sell expansion.
FLOW 2
Abandoned Checkout.
strong performance. Email 1 at 51.1% open rate, 22.2% click rate, 8.9% placed-order rate.
FLow 3
Browse Abandonment.
In draft, configured as a survey rather than a product recovery flow. Should be converted.
FLOW 4
Post-Purchase.
Customer Thank You / Post-Purchase Upsell / Sunset / Win-back: all in draft, not yet active.
ANALYSIS
Strategic Insight.
We also identified the strategic insight that shaped the recommendations: customers rarely repurchase the same Rainbird product (3-year warranty, durable outerwear). Cross-sell strategy needs to focus on complementary categories. STOWaway packable for emergency/car/bag, fleece for layering, accessories.
03 · RESULT
The 7 recommendations.
1. Post-Purchase Cross-Sell flow (STOWaway → Fleece, Fleece → STOWaway, Coat → STOWaway emergency)
2. Welcome Series expansion for existing customers (cross-sell journey instead of single email)
3. Browse Abandonment conversion from survey to product recovery
4. Cart and Checkout cross-sell additions
5. Dedicated "Keep One in the Car" campaign flow
6. Back In Stock enhancement with complementary product suggestions
7. Sunset flow activation for list hygiene
Josh Turner
DIGITAL GROWTH LEAD RAINBIRD CLOTHING
