Projects

PureBite Co. – MailChimp to Klaviyo Migration

A gluten-free snack brand migrated platforms and saw a 12% revenue increase in 30 days — with a 55% open rate on the lead nurture flow and 43% on abandoned cart.

Key Results

Background

PureBite Co. produces gluten-free snack bars, co-founded by two brothers. When Elliott reached out, they were running MailChimp — fine for basic sends, but not built for the revenue-driven automation a growing brand actually needs. The brief covered the full scope: strategy, migration planning, project management, and hands-on implementation.

One thing that made this project stand out: the consultant found PureBite on a grocery store shelf before the engagement even started, bought it, and tried it. Loved it. When the product genuinely delivers, email marketing becomes a lot easier to write.

Product & Klaviyo Flow Setup

PureBite Co. snack bars — spotted on a grocery shelf before the project started

Klaviyo flow setup post-migration from MailChimp

Klaviyo Flow Performance

These are the actual Klaviyo stats from the flows after migration. The abandoned cart numbers alone show exactly how much PureBite was leaving on the table with MailChimp — a 43% open rate and 14% CTR is well above industry average for any ecommerce flow.

Overall flow performance — open rates, CTR, and revenue attribution

Abandoned Cart vs Lead Nurture – Stats Comparison

Abandoned Cart Flow — 43% open rate · 14% CTR

Lead Nurture Flow — 55% open rate · 21% CTR

What Made It Work

1. The Right Platform — Klaviyo gave the segmentation, automation, and analytics muscle that MailChimp simply doesn’t have at this level for ecommerce. The migration itself unlocked capabilities that weren’t possible before.
2. A Methodical Plan — Every step was mapped before execution started. No guesswork, no pivoting mid-project — a structured approach run through to completion.
3. Two-Way Accountability — The consultant didn’t just build the strategy and hand it over. He held the client accountable to following it too. That shared ownership is what gets results across the finish line.

The Takeaway: Revenue was up 12% within the first 30 days. For a CPG brand selling through grocery and online, that kind of email-driven lift in a single month shows exactly what switching to the right platform — and running it properly — can do.

Results Summary

Client Testimonial

“Very methodical and good at what he does. He lays out a plan and sticks to it — but most importantly he makes you stick to the plan as well. His dedication and commitment to client satisfaction really stood out throughout the whole project.”

Elliott R. — Co-Founder, PureBite Co.
★★★★★

Twelve months. Ten automations built in the first three months. $700,361 in attributable email revenue – 59% from flows, 41% from campaigns.

Key Results

Klaviyo Dashboard — Annual Revenue Overview

The screenshot below is the full-year Klaviyo summary for this client. Flows doing the heavy lifting at 59%, campaigns supporting consistently throughout the year.

Klaviyo annual revenue — $700,361 total, flows 59%, campaigns 41%

Revenue Breakdown — Flows vs Campaigns

Flow revenue attribution — $413,838 across automated sequences

Campaign revenue — $286,523 from 12 months of consistent sends

Flow Architecture

Ten automations were live within the first three months, covering every stage of the customer lifecycle from welcome through to win-back. Once built, they ran 24/7 without any manual effort.

10 automated sequences — all built in the first 3 months

Reporting & Analytics Dashboard

Every decision was backed by data from Klaviyo, Google Analytics, Shopify, and custom dashboards. Weekly and monthly reports kept the client aligned at every stage.

Reporting dashboard used for regular client performance updates

Full Strategy Breakdown

1. Opt-ins & List Building — Lead magnets, landing pages, and on-site capture forms to grow a clean, engaged list before anything else went live.
2. Segmentation — List split by behaviour, purchase history, and interests so every send reached the right person at the right time.
3. Email Design — Mobile-first templates, brand-consistent, built to drive clicks — not just opens.
4. Content Creation — Storytelling, education, promotions, and time-limited offers — a full content mix that keeps subscribers engaged month after month.
5. 10 Automations — All configured within the first 3 months and running 24/7 across the entire customer lifecycle from day one.
6. A/B Testing & Analytics — Continuous subject line, copy, and CTA testing — tracked via Klaviyo, Google Analytics, Shopify, and custom dashboards.

The Takeaway: Flows generated 59% of revenue without a single manual send. That’s what building the automation infrastructure right from the start actually looks like. Campaigns added the other 41%, keeping the brand front of mind all year without the list going cold.

Results Summary

Klaviyo Email Marketing · Case Study

One month. One focused execution. Klaviyo’s share of total revenue nearly doubled — from 12% in December to 23% within 30 days.

Key Metrics

Background

The client was an ecommerce brand focused on customer retention.

When I stepped in, Klaviyo was contributing around 12% of total store revenue. One month after the new strategy launched, that number climbed to 23% — nearly doubling email’s contribution to the business. The $34,000+ total in that single month tells the rest of the story.

Klaviyo Dashboard – 30-Day Results

The screenshot below is from the client’s actual Klaviyo account at the close of the 30-day period. Flows and campaigns running together, each pulling their weight.

Klaviyo dashboard — $34k+ revenue, 23% of total store revenue across 30 days

The 6-Step Process

1. Full Klaviyo Account Audit — Every flow, campaign, segment, and benchmark already in place was reviewed. You can’t improve what you haven’t measured properly.
2. Gap & Opportunity Mapping — The audit flagged room for more split testing inside existing flows and uncovered 5 new flows that hadn’t been built yet — all leaving revenue behind.
3. Revised Campaign Calendar — Shifted to 2–3 sends per week with a full month planned in advance. A/B testing on subject lines was built in from day one.
4. Segmentation Overhaul — A new Hyper-engaged segment was created — high-intent subscribers who tolerate higher send frequency without bouncing off the list.
5. Strategy Deployment — Executed using a proven ClickUp marketing template already refined across multiple ecommerce clients.
6. Execution — Right designs, right messaging, right segmentation, right split tests — all firing together. Execution is where results actually happen.

A/B Testing – Subject Line Open Rates

Subject line testing was live across every campaign. The screenshot below captures open rate performance across the A/B splits — this is the data that shapes what you write next month.

Subject line A/B test results — open rate comparison across campaign variations

Key Insight: It’s all about execution — getting the right designs, messaging, segmentation, and split tests firing together. The strategy matters, but what you actually do with it matters more.

Results Summary

Email Marketing · Klaviyo Case Study

In 2 months, the brand re-engaged potential customers and started selling big – built from zero email infrastructure on Klaviyo and Shopify.

Key Results

The Challenge

StridePets came in with almost no email marketing in place. No flows. No segmentation. No strategy — just a Shopify store sitting on untapped subscriber data. Three core things needed fixing before anything else could happen:

• No foundational flows – zero automated engagement with subscribers
• No audience segmentation – everyone was getting the same message
• No data-driven campaigns – sends were ad hoc with no performance tracking

The Strategy

Klaviyo was integrated with Shopify and an entire email system was built from scratch. Pop-up forms to capture emails, segmented lists for targeted messaging, and seven automated flows covering every stage of the customer lifecycle. Once the flows were producing results, six monthly campaigns were added on top to keep revenue consistent.

Flows built: Welcome · Abandoned Checkout · Abandoned Cart · Browse Abandonment · Post-Purchase · Sunset · Win-Back

Pop-Up Opt-in Form

The list-building engine. A well-designed pop-up hitting 6.5% on desktop and 5.9% on mobile — solid numbers before a single email goes out.

Pop-up opt-in form — 6.5% desktop, 5.9% mobile sign-up rate

Welcome Flow — $14,500 / Month

Three emails over four days. Every new subscriber gets a sequence that introduces the brand, addresses common objections, and gives people a reason to buy. At $7.90 revenue per recipient, this single flow pays for itself over and over.

Welcome Flow structure — 3 emails across 4 days

Welcome email design used in the flow

Abandoned Checkout Flow – $2,400 / Month

These are the hottest prospects — shoppers who got all the way to checkout and left. Three emails over four days, each nudging them back with increasing urgency. $7.03 per recipient. This flow alone could justify the entire email setup.

Abandoned Checkout Flow — 3 emails, 4-day window

Abandoned Checkout email design

Browse Abandonment Flow — $1,100 / Month

Two emails triggered when someone browses products but adds nothing to cart. First fires at 2 hours, second at 2 days. Lower-intent audience, but $1.21 per recipient adds up to $1,100 every month running on full autopilot.

Abandoned Cart Flow — $667 in First 4 Days

Cart abandoners who didn’t reach checkout. The flow launched and pulled in $667.90 in its first four days — $6.24 per recipient. A strong early signal for a flow that only improves with time and testing.

Campaign Performance

Six campaigns per month running alongside the flows — a mix of proven formats and fresh experiments. Each campaign averaged ~$600 in revenue, not counting promotional or sale-day spikes.

Client Testimonial

“The team delivered weekly reports showing exactly what was invested and what came back from it. Transparency from day one, results to match.”

Jason P. — COO, StridePets
★★★★★

CASE STUDY

Project at a Glance

Project Overview

The Original Recipe Vault is a digital product store on Payhip built at vault.theoriginalrecipe.com. It’s a membership-based library of 28 digital products covering food, nutrition, health planning, and wellness — built specifically for busy moms and health-conscious families who don’t have time to piece things together from 15 different sources.

This wasn’t a template drop and a quick launch. Every page on the store was built from scratch. Every product title, description, and bullet point was written to convert. Every image was edited and formatted to look professional across both desktop and mobile.

The vault sits inside The Original Recipe brand ecosystem and serves as the monetisation engine — the place where the audience’s everyday problems become purchases.

The Challenge

Digital product stores fail for one of three reasons: weak copy, poor visuals, or a store that doesn’t feel trustworthy. Most of the time it’s all three at once.

The vault needed to serve a broad audience — women dealing with ADHD kids, diabetes management, budget cooking, pregnancy nutrition, gut health, and fitness — without feeling scattered. That’s hard to pull off with 28 products on one storefront.

Specific challenges going in:

• No existing product copy — every description had to be written cold
• Product imagery needed to be consistent, clean, and on-brand across all 28 items
• The Payhip store had to be built and configured from scratch
• Products covered completely different topics, so the copy tone had to stay coherent without sounding generic
• The audience doesn’t respond to clinical health language — they respond to straight talk that respects their time

What Was Built

Three things came together to make this work: store architecture, copywriting, and visual design — all handled in one place.

Payhip Store Architecture

Full store setup including product pages, categories, checkout configuration, membership tier, and storefront layout. Everything a customer touches from the moment they land to the moment they download.

Product Copywriting – All 28 Products

Every product title, description, and feature list written from scratch. Each one speaks directly to the person with that specific problem — not a generalised buyer pulled from a template.

Visual Asset Editing

Product images edited and formatted using Canva and Adobe Photoshop. Consistent sizing, brand-appropriate styling, and clean presentation across the entire library — so every product looks worth its price before the customer reads a single word.

The Copy Approach

The copy across this vault was written with one rule: talk to the actual person, not the market segment.

Someone buying the Acid Reflux Food Guide isn’t browsing — they’ve already Googled their symptoms at 11pm and now they want a list that tells them exactly what to avoid. Someone buying the ADHD Life Planner is a grown adult who has bounced off every productivity system built for brains that work differently. The writing reflects that.

No filler. No vague promises. Just: here’s the problem, here’s what’s inside, here’s why it works.

“100 breakfast, lunch, and dinner recipes built specifically around the cheapest, most accessible ingredients at your grocery store — that your family will genuinely want to eat.”

— Opening line, Frugal Recipe: 100 Cheap Meals

“The planner for ADHD brains that have failed at every other planner — because those planners were built for neurotypical brains.”

— ADHD Life Planner product description

Every product page followed the same structure:

• Lead with the specific problem, not a vague category
• One sentence that earns the trust of the right buyer and filters out the wrong one
• Feature bullets written as outcomes, not just contents
• No jargon. No assumed knowledge. No clinical distancing.

Product Library at a Glance

28 products covering food, nutrition, fitness, health management, and planning. Price points range from $5 to $47 for standalone products, with a $19.99/month membership for full library access.

Results

Sales went from 11 per month to around 30 per month after the store was built, all 28 products were written, and the visual assets were updated. That’s a 173% increase — without changing the underlying products, running any paid ads, or pushing outside traffic.

The growth came entirely from better presentation: tighter copy, cleaner images, and a store that actually reflected the quality of what was being sold.

The membership model adds a compounding layer on top. Once someone joins at $19.99/month, their monthly value exceeds the cost of most single products by month two. With 28 products already in the library and new ones added monthly, the membership is the most efficient path to the entire catalogue.

What This Demonstrates

This project shows what happens when store setup, copywriting, and visual design are handled together — not split across three different people who’ve never spoken to each other.

• A Payhip store built and configured to convert, not just to display products
• 28 pieces of product copy written from scratch, each speaking to a distinct buyer with a distinct problem
• Image editing that makes a digital product feel worth its price before anyone reads a word
• A consistent brand voice across a 28-product library covering completely different topics
• Results that came from the quality of the work, not ad spend

Work With Simon

Building a digital product store, launching a vault, or sitting on a product library that’s not converting the way it should? This is the kind of work I do.

Store setup. Product copy. Visual assets. Or all three at once.