I joined a fitness brand as its first marketing hire, the year after it did under $1M. There was no email program. I built it from its foundation, then kept building it for years.
Same month, 3 years later
37xJanuary email revenue, 2021 to 2024.
2020 to 2022
+150%Email revenue, year over year.
Automated share
67%Of January email revenue by 2024, up from 56%.
$671KEmail revenue in January 2024 alone, from $18K three years earlier.
four years of growth
01
KLAVIYO-ATTRIBUTED REVENUE, JANUARY OF EACH YEAR.
Jan 2021$18K
Jan 2022$117K
Jan 2023$477K
Jan 2024$671K
Automated flowsCampaigns
One
PATH
Everything grew from one clean, trusted list
The program
02
Recreated. Flow is accurate, data is not shown.
What changed
03
→
Automation took over
Flows went from 56% to 67% of January email revenue, so growth stopped depending on the next send.
→
It grew every single year
January over January: 6x, then 4x, then another 40% on a much bigger base.
→
Built to land in the inbox
Owned deliverability end to end: authentication, domain warming, sunset policy and sender reputation.