How Esenzia increased email revenue by 121% in just 3 months
Industry: Fashion Plataform: Shopify
+121%
Email Revenue
+41%
Returning Customer Rate
+2,4%
Subscriber Growth
When Carlos Urin, founder of Esenzia, reached out, the brand was growing steadily, with strong traction across international markets and consistent product demand.
The focus had been on scaling traffic and launching new collections — and it was working.
However, retention and customer understanding hadn’t been fully developed.
Email was active, but communication was mostly generic.
Zero-party data wasn’t being leveraged, making it difficult to personalise messaging based on customer preferences or behaviour from the very first interaction.
“Once we stopped sending generic emails and built around customer preferences, retention improved faster than we expected.”
Fernando Carrilo
Co-founder at Yuxus
The Challenge
As the brand scaled, this started to limit performance:
- A large percentage of customers weren’t returning after their first purchase
- Flows were generic and not tailored to user intent or preferences
- No structured use of zero-party data to personalise the experience
- Campaigns were broad and lacked segmentation, reducing engagement and efficiency
This created a clear gap between acquisition and retention.
The Solution
We repositioned Klaviyo as the core retention engine, with a strong focus on personalisation and data.
The goal wasn’t just to send more emails, but to make each interaction more relevant from the very beginning.
We focused on:
- Introducing zero-party data collection within key touchpoints (popups, flows)
- Redesigning lifecycle flows to adapt messaging based on user preferences and behaviour
- Building advanced segmentation using both behavioural and declared data
- Structuring campaigns around more defined segments to increase relevance and performance
Results
Within the first months, the impact was clear.
- Email revenue increased by 121%
- Returning customer rate grew by 41%
- Subscriber growth improved by 2.4x
Campaign performance also saw a significant uplift, with more targeted sends leading to higher engagement and stronger conversion rates across key segments.
Beyond the numbers, email became a predictable channel for driving repeat purchases — supported by more relevant, personalised communication at every stage of the customer journey.
This allowed Esenzia to generate more value from its existing customer base, while building a stronger foundation for long-term growth.
+121%
Email Revenue
+41%
Returning Customer Rate
+2,4%
Subscriber Growth
“Once we stopped sending generic emails and built around customer preferences, retention improved faster than we expected.”
Fernando Carrilo
Co-founder at Yuxus
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