Case Study
Cool Hog
Transforming email from a 1,000-subscriber list into a £536,000+ revenue channel.
Results across a two-year partnership
The Background
Email marketing was still in its early stages
When we first started working with Cool Hog, email marketing was still in its early stages.
The business had around 1,000 subscribers on Mailchimp, very little automation and a significant opportunity to build a stronger customer retention strategy.
Rather than simply switching email platforms, the objective was much bigger.
We migrated the business to Klaviyo and built an email marketing programme capable of supporting long-term ecommerce growth.
Over the following two years, email became one of the brand's most valuable marketing channels, supporting product launches, repeat purchases, seasonal campaigns and customer retention while generating over half a million pounds in attributed revenue.
The Challenge
Build a retention engine, not just an email list
Growing an ecommerce business isn't just about acquiring new customers.
Long-term profitability comes from encouraging customers to return, increasing lifetime value and creating reasons for people to buy again.
Cool Hog also launches new products, limited-edition bundles and seasonal promotions throughout the year, meaning email needed to become a flexible marketing channel capable of supporting fast-moving campaigns while continuously driving repeat purchases in the background.
The challenge wasn't simply sending more emails.
It was building an owned marketing channel that customers genuinely wanted to engage with.
Our Approach
Migrate to Klaviyo and build stronger foundations
The first step was migrating the business from Mailchimp to Klaviyo. Rather than treating the migration as a platform change, it became an opportunity to completely redesign the customer journey. From subscriber management to reporting and automation, everything was rebuilt with long-term growth in mind.
Grow the subscriber base
An email list is only valuable if it continues growing. Through popup optimisation, website capture strategy and ongoing list-building initiatives, we helped grow the database from around 1,000 subscribers to more than 90,000, creating a significantly larger owned audience that the business could market to without relying solely on paid advertising.
Build a complete customer lifecycle
Instead of relying on one-off campaigns, we developed a comprehensive lifecycle strategy inside Klaviyo. This included:
- Welcome journeys
- Browse abandonment
- Cart and checkout recovery
- Replenishment reminders
- Win-back campaigns
- Post-purchase communications
Together, these automations generated more than £106,000 in attributed revenue while continually encouraging repeat purchases behind the scenes.
Deliver campaigns customers actually wanted to open
Alongside automation, email campaigns became a key part of Cool Hog's wider marketing strategy. Rather than sending generic promotional emails, campaigns were built around product launches, seasonal events, sporting occasions, competitions, bundles and limited-time offers. This kept the brand relevant throughout the year while giving customers genuine reasons to engage beyond discounts alone.
Continuously optimise performance
Email marketing isn't something you build once. Every month we continued reviewing performance, A/B testing subject lines, send times, refining segmentation, improving creative, introducing new automations and optimising customer journeys. Those small improvements, made consistently over time, helped transform email into one of the business's highest-performing marketing channels.
Prepare for future growth
As the account matured, we also laid the foundations for SMS marketing within Klaviyo. Alongside popup optimisation and subscriber acquisition strategy, this created another owned marketing channel that can continue supporting customer retention as the business grows.
Timeline
- Migrated from Mailchimp to Klaviyo
- Rebuilt customer lifecycle
- Introduced core automations
- Improved reporting and segmentation
- Grew subscriber acquisition
- Delivered regular campaign calendar
- Introduced seasonal promotions
- Supported new product launches
- Expanded lifecycle automation
- Continuous A/B testing
- Creative optimisation
- Subject line testing
- Segmentation improvements
- Popup optimisation
- SMS strategy development
- Monthly reporting and optimisation
The Results
Email became one of Cool Hog's most valuable business assets
Over two years, email evolved from a small marketing channel into one of Cool Hog's most valuable business assets.
The subscriber database grew from approximately 1,000 contacts to more than 90,000, while lifecycle automation generated over £106,000 in attributed revenue through carefully designed customer journeys.
Across the partnership, Klaviyo attributed more than £536,000 in revenue to email marketing, representing 28.5% of the store's total Shopify revenue during the same period.
In the most recent twelve months alone, email-attributed revenue increased by 167.5% year-on-year, with campaign revenue growing by 230%, demonstrating how both strategic campaign planning and continual optimisation contributed to sustained growth.
Today, email is no longer simply a communication channel. It has become a core part of Cool Hog's ecommerce strategy - supporting product launches, increasing customer lifetime value and generating consistent revenue every single day.
What We Delivered
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